Management Information Systems - Introduction To Social Media

Management Information
Systems – Introduction to Social

Media
ITO 301 – Session 3
Section MB
Mon, Jan 13 – Wed, Jan 15, 2020
What is Social Media Analytics?
• Social Media Analytics is the art and
science of extracting valuable hidden
insights from vast amounts of
semistructured and unstructured social
media data to enable informed and
insightful decision making.
2
Why Science?
• It is a science, as it involves systematically
identifying, extracting, and analyzing social
media data using sophisticated tools and
techniques.
3
Why art?
• It is also an art, interpreting and aligning the
insights gained with business goals and
objectives.
4
Interest in social media analytics
Figure 1. Interest in social media analytics overtime5

Social Media vs. Traditional
Business Analytics
Table 1. Social media vs. conventional

business analytics
Social Media Analytics Business Analytics
Semistructured and unstructured data Structured data
Data is not analytical friendly Data is analytical friendly
Real-time data Mostly historical data
Public data Private data
Stored in third-party databases Stored in business-owned databases
Boundary-less data (i.e., Boundary within the Internet) Bound within the business intranet
Data is high volume Data is medium to high volume
Highly diverse data Uniform data
Data is widely shared over the Internet Data is only shared within organizations
More sharing creates greater value/impact Less sharing creates more value
No business control over data Tightly controlled by business
Socialized data Bureaucratic data
Data is informal in nature Data is formal in nature 6
Purpose of Social Media Analytics
• to enable informed and insightful decision

making by leveraging social media data.
• To know your customers better.
7
Knowing your customers: A seven
layer approach.
• Where are they?

– Location Analytics
• What they say?  How they network?
– Text Analytics  Network Analytics
• What they do?  How they navigate?
– Actions Analytics  hyperlink Analytics
• What they search?  How they use apps?
– Search Engine Analytics  Apps Analytics
Seven Layers of Social Media
Analytics
Figure 2. Seven layers of social media 9

analytics
Layer One: Text
• Social media text analytics deals with the

extraction and analysis of business insights
from textual elements of social media content,
such as comments, tweets, blog posts, and
Facebook status updates
10
Layer Two: Networks
• Social media network analytics extract,

analyze, and interpret personal and professional
social networks, for example, Facebook,
Friendship Network, and Twitter
11
Layer Three: Actions
• Social media actions analytics deals with

extracting, analyzing, and interpreting the actions
performed by social media users, including likes,
dislikes, shares, mentions, and endorsement
12
Layer Four: Apps
• Apps analytics deals with measuring and

optimizing user engagement with mobile
applications (or apps for short)
13
Layer Five: Hyperlinks
• Hyperlink analytics is about extracting,

analyzing, and interpreting social media
hyperlinks (e.g., in-links and out-links).
14
Layer Six: Location
• Location analytics, also known as spatial

analysis or geospatial analytics, is
concerned with mining and mapping the
locations of social media users, contents,
and data.
15
Layer Seven: Search Engines
• Search engines analytics focuses on analyzing historical

search data for gaining a valuable insight into a range of
areas, including trends analysis, keyword monitoring, search
result and advertisement history, and advertisement spending
statistics.
16
Types of Social Media Analytics
Predictive Analytics
involves analyzing large
amounts of accumulated
social media data to Descriptive Analytics
predict a future event is focused on gathering
and describing social
media data in the form
of reports,
visualizations, and
clustering to
Prescriptive Analytics understand a business
suggest the best action problem.
to take when handling 17
a scenario
Social Media Analytics Cycle
Business
Objectives
18
Figure 3. Social media analytics cycle
Challenges to Social Media
Analytics
• Volume and Velocity as a Challenge
• Diversity as Challenge
• Unstructuredness as a Challenge
19
Analytics
• Volume and Velocity as a Challenge
– Social media data is large in size and is swiftly
generated. Capturing and analyzing millions of
records that appear every second is a real
challenge
20
Analytics
• Diversity as Challenge
– Social media users and the content they
generate are extremely diverse, multilingual,
and vary across time and space.
– Due to the noisy and diverse nature of social
media data, separating important content from
noise is challenging and time consuming.
21
Analytics
• Unstructuredness as a Challenge
– Social media data is dubious grammatical
structure, and is laden with abbreviations,
acronyms, and emoticons (a symbol or
combination of symbols used to convey
emotional expressions in text messages), thus
representing a great challenge for extracting
business intelligence.
22
Social Media Analytics Tools
• Social media analytics tools come in a
variety of forms and functionalities.
• Aligned with your social media strategy,
social media tools can be used to measure
different layers of social media data (Table
lists some tools).
23
Social Media Analytics Tools
Table 2. Examples of social media
analytics tools with respect its
layers Layer of social media Example of tools
Text Discovertext
Lexalytics
Tweet Archivist
Twitonomy
Netlytic
LIWC
Voyant
Actions Lithium
Twitonomy
Google Analytics
SocialMediaMineR
Network NodeXL
UCINET
Pajek
Netminer
Flocker
Netlytic
Reach
Mentionmapp
Mobile Countly
Mixpanel
Google Mobile Analytics
Location Google Fusion Table
Tweepsmap
Trendsmap
Followerwonk
Esri Maps
Agos
Hyperlinks Webometrics Analyst
VOSON
Google Trends
24
Research Engines
Review Questions
• Why it is important for business managers to understand
and mine social media data?
• What is social media analytics, and how it is different
from traditional business analytics?
• Briefly explain the seven layers of social media data.
Support your answer with examples.
• Explain the social media analytics cycle.
• What ethical issues should be considered when mining
social media data?
• What are some main challenges to social media
analytics?
25
Thank You

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Management Information

Systems – Introduction to Social

Figure 1. Interest in social media analytics overtime5

Table 1. Social media vs. conventional

• to enable informed and insightful decision

• To know your customers better.

• Where are they?

Figure 2. Seven layers of social media 9

• Social media text analytics deals with the

• Social media network analytics extract,

• Social media actions analytics deals with

• Apps analytics deals with measuring and

• Hyperlink analytics is about extracting,

• Location analytics, also known as spatial

• Search engines analytics focuses on analyzing historical

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