JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Outcomes:

Familiarize the learners with the concept of social media analytics and understand its significance. Familiarize the learners with the tools of social media analytics. Enable the learners to develop skills required for analyzing the effectiveness of social media for business purposes.

UNIT - I

Introduction to Social Media Analytics (SMA): Social media landscape, Need for SMA; SMA in Small organizations; SMA in large organizations; Application of SMA in different areas

UNIT - II

Network fundamentals and models: The social networks perspective - nodes, ties and influencers, Social network and web data and methods. Graphs and Matrices- Basic measures for individuals and networks. Information visualization

UNIT - III

Making connections: Link analysis. Random graphs and network evolution. Social contexts: Affiliation and identity. Web analytics tools: Clickstream analysis, A/B testing, online surveys, Web crawling and Indexing. Natural Language Processing Techniques for Micro-text Analysis

UNIT - IV

Facebook Analytics: Introduction, parameters, demographics. Analyzing page audience. Reach and Engagement analysis. Post- performance on FB. Social campaigns. Measuring and Analyzing social campaigns, defining goals and evaluating outcomes, Network Analysis. (LinkedIn, Instagram, YouTube Twitter etc. Google analytics. Introduction. (Websites)

UNIT - V

Processing and Visualizing Data, Influence Maximization, Link Prediction, Collective Classification, Applications in Advertising and Game Analytics Introduction to Python Programming, Collecting and analyzing social media data; visualization and exploration

Text Book:

Matthew Ganis, Avinash Kohirkar- Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media – Pearson – 2016.

Reference Books:

Jim Sterne - Social Media Metrics: How to Measure and Optimize Your Marketing Investment- Wiley. Olivier Blanchard - Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization Que Biz-Tech Publishing, Latest edition.

M.Tech. (Data Science) I Year I Semester