Question Bank

Subject: Social Network Analysis

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Module 1: Social network: An Overview - Introduction

1. What is the purpose of the social network?

2. What are the limitations of social network?

Disadvantages of Social media:

1. Well-being Risks

Excessive use of social media sites can cause anxiety, nervousness, depression, and
other emotional health risks. When their behaviour improves, adults especially
typically experience negative effects. In addition, the artificial lights emitted by
screens and cell phone screens are thought to be harmful to the eyes and have been
linked to abnormalities in people's sleep cycles. Delayed use of web-based media
also implicitly affects our actual welfare, in addition to our emotional well-being.
Most people who use online media do so while sitting in front of a computer or
holding a cell phone and taking a few proactive actions.

2. Reduced Physical Interactions

Many users of online media frequently lose the desire to interact in person. Making a
profile and posting opinions might be simple for them. The days we met up with our
friends directly when we needed to are long gone. Our relationships with our loved
ones may suffer as a result of this.

3. Increased Cybercrime

Certain social networking sites can be used as a staging area for cybercrimes such as
disturbances, harassment, extortion, undermining, and following. Therefore, it
should be no surprise that visiting those places can cause anxiety, sadness, or even
self-destruction. Undoubtedly, children are the victims of these cyber crimes most of
 the time. The harassers can quickly identify these children because it is generally
simple for anyone to create a false profile. Additionally, it is simple for them to
remain anonymous while keeping their character a secret.

4. Hacker Risk

Hackers frequently choose social networking sites as the entry points into a person's
PC, where they can steal sensitive information for fraudulent purposes. People who
use online profiles frequently share their personal Information, images, and ways of
living with others. A programmer might easily hack your profile with these details.
Clients must consider this when handling their records to prevent these situations.

5. Security Issues

Since the majority of places for person-to-person contact allow users' data to be
shared in the open, the level of security that is provided is constantly declining. The
clients were unaware of who was seeing their profiles and obtaining Information
about them. Long-distance interpersonal communication destinations do their best to
secure your security, but they can't guarantee it 100 per cent of the time.

6. Social Media Can Interfere With Your Sleep Cycle.

Your brain may prioritize staying engaged on social media over wanting to sleep
when you expose it to technology. However, this disadvantage runs the risk of
making you start worrying more about what other people are doing or the details of
your profile rather than trying to get some rest. Some devices' blue light spectrum
can also be energizing.

7. False or Incorrect Information Can Be Swiftly Disseminated Through

Social Networking.

Over 78% of journalists who work for traditional media outlets asked how they
utilized social media and stated they used it to look for breaking news. This
behaviour needs to be revised because facts need to be checked before spreading,
which is problematic. The desire for news that supports one's worldview is more
common than for the Information to be based on accurate observation of current
events.

Six times more quickly than articles that tell the truth, inaccurate news stories
circulate on Twitter. Fake news stories are shared and retweeted on Twitter more
frequently than actual news. It is up to everyone to double-check the Information we
share to avoid this disadvantage.

3. Define network, social network, social network analysis

 What is a computer network?
A computer network is a system that connects numerous independent computers in order to share
information (data) and resources. The integration of computers and other different devices allows
users to communicate more easily.
A network connection can be established using either cable or wireless media. Hardware and
software are used to connect computers and tools in any network.
A computer network consists of various kinds of nodes. Servers, networking hardware, personal
computers, and other specialized or general-purpose hosts can all be nodes in a computer
network. Host names and network addresses are used to identify them.

What is a social network?

Social networking refers to using internet-based social media sites to stay connected with
friends, family, colleagues, or customers. Social networking can have a social purpose, a
business purpose, or both through sites like Facebook, X (formerly Twitter), Instagram, and
Pinterest.

Social networking is also a significant opportunity for marketers seeking to engage customers.
Facebook remains the largest and most popular social network, with 2 billion people using the
platform daily, as of Feb 1, 2023.1 Other popular platforms in the U.S. are Instagram, X,
WhatsApp, TikTok, and Pinterest.

What is social network analysis?

Social Network Analysis (SNA) is the process of exploring or examining the social structure by
using graph theory. It is used for measuring and analyzing the structural properties of the
network. It helps to measure relationships and flows between groups, organizations, and other
connected entities. We need specialized tools to study and analyze social networks.

Basically, there are two types of social networks:

Ego network Analysis

Complete network Analysis

1. Ego Network Analysis

Ego network Analysis is the one that finds the relationship among people. The analysis is done
for a particular sample of people chosen from the whole population. This sampling is done
randomly to analyze the relationship. The attributes involved in this ego network analysis are a
person’s size, diversity, etc.

This analysis is done by traditional surveys. The surveys involve that they people are asked with
whom they interact with and their name of the relationship between them. It is not focused to
find the relationship between everyone in the sample. It is an effort to find the density of the
network in those samples. This hypothesis is tested using some statistical hypothesis testing
techniques.
2. Complete Network Analysis

Complete network analysis is the analysis that is used in all network analyses. It analyses the
relationship among the sample of people chosen from the large population. Subgroup analysis,
centrality measure, and equivalence analysis are based on the complete network analysis. This
analysis measure helps the organization or the company to make any decision with the help of
their relationship. Testing the sample will show the relationship in the whole network since the
sample is taken from a single set of domains.

4. Explain the traditional method of the social media

Traditional media refers to print media and broadcast media. Print media includes newspapers,
magazines, and books, while broadcast media includes television and radio.

The main characteristic of traditional media is one-way communication in which information

flows from the sender to the recipient with no feedback from the latter. This is in contrast to new
media, defined by two-way communication in which recipients can provide feedback to the
sender.

Traditional media has been around for centuries, and its origins can be traced back to early forms
of communication, such as cave paintings and tribal drums. Although new media has eclipsed
print and broadcasting in recent years, traditional news media still plays a vital role in society as
it’s still the primary source of information for many people.

Media outlets such as newspapers and magazines are also deemed by many as more credible than
new media sources such as blogs and social media platforms. As a result, traditional media
continues to exert a significant influence on society.
What Are the Types of Traditional Media?
There are many different types of traditional media, each with its own strengths and weaknesses.

Print
The print media refers to any publication printed on paper, whether a newspaper, magazine, or
book. In the past, print media was the primary source of information and entertainment, but it has
since been eclipsed by electronic media such as television and the internet. Nevertheless, print
media still plays an essential role in society.
Traditional press is often seen as more trustworthy and reliable than electronic media, allowing
readers to consume information at their own pace. In addition, print media is portable and can be
read in places where electronic devices are not allowed, such as on airplanes or in hospitals. As a
result, print media continues to thrive despite the rise of digital alternatives.

Television
Television is a form of mass media that uses moving images and sound to communicate
information. Some examples of this type of traditional media include static content like news
programs and movies.
Televisual media has a significant impact on both individuals and society. On an individual level,
television media can influence the way people think, feel, and behave. It can also shape people’s
attitudes and beliefs.
On a societal level, traditional media channels can be used to promote positive messages, such as
environmental awareness or social responsibility. It can also be used to sell products or to deliver
political propaganda. Whether used for good or ill, television media is a powerful tool that can
have a significant impact on both individuals and society.

Radio
Radio is one of the oldest and most widely used examples of traditional media. It’s a form of
broadcasting that dates back to the early 20th century and remains popular due to its portability
and versatility. Radio waves can carry audio signals over long distances, making it possible to
listen to radio stations from all around the world.
Radio is also relatively inexpensive to produce, which has made it an essential tool for news and
entertainment. Additionally, it has the unique ability to reach listeners in cars and other places
where other media cannot be easily accessed. As a result, radio continues to be an essential part
of the mainstream media landscape.

5. Explain the Applications of social network analysis in details.

SNA in Corporate Settings
Within a corporate setting, SNA can analyse communication patterns within an
organisation. It can offer insights into the informal networks that exist alongside the
official organisation chart. For instance, employees often seek guidance not from their
official superiors but from experienced colleagues.

SNA in Marketing
In marketing and brand strategy, SNA can help chart the landscape of social influencers.
By determining the degree centrality, one can identify individuals who, due to their vast
network of connections, can be instrumental in spreading content widely.
Betweenness centrality, on the other hand, can help identify those individuals who serve
as critical brokers or bridges between diverse parts of the network. They might not have
the highest number of connections, but they hold influence because they link different
communities or groups.

Employee Interaction and Collaboration

 Organisations are essentially a complex web of interactions and relationships. SNA helps
to visualise this web, further enabling the organisation to understand the communication
flow and thereby, promoting better collaborations. Using measures like degree centrality
and betweenness centrality, one can identify key individuals who are acting as
information gatekeepers.

Consumer Behaviour Analysis

On the marketing front, SNA can help understand consumer behaviours, preferences, and
their decision-making process. By studying consumer networks, organisations can
identify influences that impact purchasing decisions or track the diffusion of new product
knowledge. With this, companies can serve more targeted advertisements and understand
the potential buyer's journey.

6. Explain the Three levels of social network analysis.

 Social networks are like intricate webs, where people are connected to each other in various ways. Studying these
connections helps us understand how information flows, how groups form, and how societies function.

There are three main ways to analyze social networks:

1. Looking at individuals and their close circles (micro level):

 Dyadic level: This focuses on relationships between two people, like friends or colleagues. We can study how
strong their connection is, how balanced it is, and whether they tend to help each other out.
 Triadic level: This adds one more person to the mix, forming a small group of three. Here, we can see if the
relationships are balanced (like two friends being friends with each other) or unbalanced (like a love triangle).
 Actor level: This is the individual level, where we look at a person's entire social circle, including family, friends,
and colleagues. We can see how many people they know, how strong their connections are, and what role they
play in the network.
 Subset level: This level starts small but can grow to involve more people. Here, we study how information or
behavior spreads within a specific group, like a sports team or a club.

2. Examining organizations and communities (meso level):

 Organizations: This level focuses on how people within a company, school, or club are connected. We can see who
works with whom, who shares information, and how different departments or teams interact.
 Randomly distributed networks: This uses mathematical models to understand how networks form and evolve. It
helps us explain why some people have many connections while others have few, and how information flows
through the network.
 Scale-free networks: These networks have a few central hubs that connect many other individuals. They are
common in social media platforms, where a few popular users have a large number of followers.

3. Analyzing large-scale patterns and trends (macro level):

 Large-scale networks: This level looks at how entire populations are connected, such as how economic resources
flow or how diseases spread.
 Complex networks: Most real-world social networks are complex, meaning they have intricate patterns that are
neither random nor perfectly organized. Studying these patterns helps us understand how social systems work and
how they can change over time.

By studying social networks at different levels, we can gain valuable insights into human behavior, social dynamics,
and the way our world works.

7. Describe the Bridges and Hub with example

Bridges and hubs are concepts used in social network analysis to describe specific roles that
nodes (individuals or entities) play within a network. Here's a description of each with an
example:
1. Bridges:
• Bridges, also known as connectors or liaisons, are nodes that serve as crucial links between
different clusters or communities within a network. They connect otherwise disconnected
groups, facilitating the flow of information or resources between them.
• Example: In a social network representing different departments within a company, an
employee who frequently collaborates with colleagues from various departments can be
considered a bridge. They play a vital role in ensuring communication and coordination
between departments, even if they themselves are not part of any specific departmental clique.
2. Hubs:
• Hubs, also known as influencers or central nodes, are nodes that have a disproportionately
high number of connections or interactions within a network. They often occupy a central
position and exert significant influence over the network's dynamics.
• Example: In a social media network like Twitter, a celebrity or public figure with millions of
followers can be considered a hub. Their posts or messages are likely to reach a large audience
and have a significant impact on discussions and trends within the platform.

8. Explain the graph visualization tools for social network analysis? Explain any three
types of graph visualization tools.

Graph visualization tools play a crucial role in social network analysis by allowing
researchers to visually represent and analyze the connections between entities in a
 network. Here, I'll explain three types of graph visualization tools commonly used for
social network analysis:

1. Tableau:

Description: Tableau is a versatile data visualization tool that offers various options for creating
interactive graphs and charts. It provides a desktop app, server, and hosted online versions,
including a free public option.

Features:
• Supports hundreds of data import options, including CSV files, Google Ads and Analytics data,
and Salesforce data.
• Offers multiple chart formats and mapping capabilities, enabling users to create color-coded
maps to showcase geographically important data.

Pros:
• User-friendly interface with extensive video tutorials.
• Free public version available.

Cons:
• Non-free versions can be expensive.
• Public version doesn't allow private data analyses.

Bottom Line: Tableau is suitable for creating various types of visualizations, including maps,
making it a valuable tool for social network analysis.

2. Infogram:

Description: Infogram is a drag-and-drop visualization tool designed for both designers and
nondesigners to create professional-looking visualizations of data.

Features:
• Offers tiered pricing, including a free plan with basic features.
• Provides 35+ chart types and 550+ map types, along with a drag-and-drop editor for ease of
use.
• Supports exporting visualizations into various formats, including PNG, JPG, GIF, PDF, and
HTML.

Pros:
• Easy to use for non-designers.
• API for importing additional data sources.

Cons:
• Limited built-in data sources compared to other tools.
Bottom Line: Infogram is suitable for creating professional-looking visualizations without
extensive design skills, making it accessible for social network analysis projects.

3. Google Charts:
Description: Google Charts is a powerful and free data visualization tool specifically for creating
interactive charts for online embedding.

Features:
• Works with dynamic data sources such as Google Spreadsheets, Fusion Tables, and SQL
databases.
• Offers a wide variety of chart formats, including maps, scatter charts, column charts,
histograms, pie charts, and more.
• Outputs are based on HTML5 and SVG, making them cross-browser compatible without
additional plugins.

Pros:
• Free to use.
• Supports dynamic data and customizable chart formats.

Cons:
• Limited support beyond tutorials and forums.

Bottom Line: Google Charts is suitable for users comfortable with coding who need a powerful
and free solution for visualizing data, including social network analysis.

9. Explain major differences between social media and traditional media.

 10. Explain the types of social media analytics.

Types of Social Media Analytics

Depending on the business objectives, social media analytics can take four different forms, namely,
descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics.

1. Descriptive Analytics (Is Reactive in Nature)

Descriptive SMA tackles the questions of “what happened and/or what is happening?” Descriptive
analytics gather and describe social media data in the form of reports, visualizations, and clustering to
understand a well-defined business problem or opportunity. Social media user comments analysis, for
instance, falls into the descriptive analytics category. Comment analysis can be used to understand
users’ sentiments or identify emerging trends by clustering themes and topics. Currently, descriptive
analytics accounts for the majority of social media analytics landscape.

2. Diagnostic Analytics (Is also Reactive in Nature)

Diagnostic SMA analytics looks into the questions of “why something happened?” For example, while
descriptive analytics can provide an overview of your social media marketing campaign’s performances
(posts, mentions, followers, fans, page views, reviews, pins, etc); diagnostic analytics can distill this data
into a single view to see what worked in your past campaigns and what didn’t. Enablers of diagnostics
analytics include inferential statistics, behavioural analytics, correlations & retrospective analysis and
outcome being cause and effect analysis of a business issues.

3. Predictive Analytics (Is Proactive in Nature)

Predictive analytics involves analyzing large amounts of accumulated social media data to predict a
future event. Thus, it deals with the question of “what will happen and/or why will it happen?” For
example, an intention expressed over social media (such as buy, sell, recommend, quit, desire, or wish)
can be mined to predict a future event (such as a purchase). Alternatively, businesses can predict sales
figures based on historical visits (or in-links) to a corporate website.

4. Prescriptive Analytics (Is also Proactive in Nature)

While predictive analytics help to predict the future, prescriptive analytics suggest the best action to
take when handling a scenario (Lustig, Dietrich, et al. 2010). For example, if you have groups of social
media users that display certain patterns of buying behavior, how can you optimize your offering to each
group? Like predictive analytics, prescriptive analytics has not yet found its way into social media data.
The main enablers of prescriptive analytics include optimization and simulation modeling, multi-criteria
decision modeling, expert systems, and group support systems.

11. What are the Challenges to social media analytics?

Social media analytics has revolutionized the way businesses understand and engage with their target audience. By
analyzing user behavior on social platforms, companies can gain valuable insights into consumer preferences,
trends, and sentiments. However, it is important to acknowledge that social media analytics also comes with its
fair share of challenges and limitations. These obstacles can hinder the accuracy and effectiveness of the analysis,
making it crucial for businesses to be aware of them in order to make informed decisions based on the data they
collect.

1. Data Quality: One of the primary challenges in social media analytics is ensuring the quality of the data being
analyzed. social media platforms generate vast amounts of unstructured data, including text, images, videos, and
emojis. This data can be noisy, incomplete, or even misleading due to factors such as spam accounts, fake profiles,
or bots. For instance, if a company is analyzing sentiment analysis on Twitter but fails to filter out automated bot
accounts that artificially inflate positive sentiment, the results may be skewed and inaccurate.

2. Privacy Concerns: As social media analytics involves collecting and analyzing user-generated content, privacy
concerns arise. Users may feel uncomfortable knowing that their posts or interactions are being monitored and
analyzed by businesses. Striking a balance between respecting user privacy and extracting meaningful insights can
be challenging for companies. It is essential for organizations to handle user data ethically and transparently while
adhering to relevant privacy regulations.

3. Contextual Understanding: Social media analytics often struggles with understanding the context behind users'
posts or comments accurately. Language nuances, sarcasm, irony, or cultural references can be challenging for
algorithms to interpret correctly. For example, a sentiment analysis algorithm might misinterpret a sarcastic
comment as positive feedback if it solely relies on keyword matching without considering the overall context of the
conversation.

4. Sample Bias: Another limitation in social media analytics is sample bias. The data collected from social
platforms may not represent the entire population accurately. Certain demographics or user groups may be
overrepresented, while others may be underrepresented. This bias can lead to skewed insights and inaccurate
conclusions. For instance, if a company's target audience primarily consists of older adults, analyzing data from a
platform predominantly used by teenagers may not provide an accurate representation of their customers'
preferences.

5. Platform-Specific Limitations: Each social media platform has its own limitations when it comes to data
accessibility and analysis. Some platforms may restrict access to certain types of data or limit the number of API
calls, making it challenging to collect comprehensive data .

12. Briefly explain the seven layers of social media data. Support your answer with
examples.
 13. Enlist and brief the seven layers of social media analytics.

 Layer 1: Descriptive Analytics

Descriptive analytics is the foundational layer of social media analytics.

It involves gathering and organizing raw social media data to understand what has happened in the past. Descriptive analytics
provides essential metrics, such as the number of followers, likes, comments, shares, and impressions. These metrics offer a
snapshot of social media performance, helping businesses evaluate their online presence and track engagement levels. By
analyzing descriptive data, organizations can identify popular content, evaluate campaign reach, and benchmark against
competitors.

 Layer 2: Diagnostic Analytics

Diagnostic analytics goes beyond descriptive metrics to uncover the "why" behind social media performance. It involves analyzing
data patterns, correlations, and trends to identify factors influencing audience engagement and brand perception. Diagnostic
analytics enables businesses to identify the strengths and weaknesses of their social media strategies, pinpointing which content
types, messaging, or platforms resonate most with their target audience. By understanding the underlying causes of social media
performance, organizations can refine their strategies and optimize their content for better results.

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 Layer 3: Prescriptive Analytics

Prescriptive analytics takes social media analysis a step further by providing actionable recommendations based on historical and
real-time data. This layer utilizes machine learning algorithms and predictive modelling techniques to anticipate future outcomes and
suggest optimal courses of action. Prescriptive analytics enables businesses to make data-driven decisions on content creation,
audience targeting, and campaign optimization. By leveraging prescriptive insights, organizations can improve their social media
strategies, maximize engagement, and enhance their overall online presence.

 Layer 4: Social Listening

Social listening focuses on monitoring and analyzing conversations and mentions of a brand across social media platforms. It
involves tracking keywords, hashtags, and brand mentions to gain a comprehensive understanding of how consumers perceive a
brand or its products. Social listening provides valuable insights into customer sentiment, brand reputation, and emerging trends. By
actively listening to social media conversations, organizations can identify potential issues, address customer concerns, and
capitalize on opportunities to engage with their audience in real-time.

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 Layer 5: Influencer Analytics

Influencer analytics examines the impact of influencer marketing campaigns on social media platforms. It involves identifying and
evaluating influencers based on their reach, engagement rates, and relevance to a brand's target audience. Influencer analytics
provides insights into the effectiveness of influencer collaborations, enabling businesses to measure the ROI of their partnerships
and optimize their influencer marketing strategies. By leveraging influencer analytics, organizations can identify the right influencers
for their brand, track campaign performance, and build authentic relationships with their target audience.

 Layer 6: Competitive Analysis

The competitive analysis focuses on benchmarking a brand's social media performance against its competitors. It involves
monitoring and analyzing competitors' social media activities, content strategies, engagement levels, and audience demographics.
Competitive analysis helps businesses understand their position in the market, identify gaps in their strategies, and discover new
opportunities. By analyzing competitors' strengths and weaknesses, organizations can refine their social media approach,
differentiate themselves from competitors, and gain a competitive edge.

 Layer 7: Predictive Analytics

Predictive analytics utilizes historical data, machine learning, and statistical algorithms to forecast future social media trends,
behaviours, and outcomes. It enables organizations to anticipate shifts in consumer preferences, identify emerging trends, and
make proactive decisions. Predictive analytics helps businesses stay ahead of the competition, optimize their content strategies,
and allocate resources effectively. By leveraging predictive insights, organizations can make informed decisions, plan strategic
campaigns, and adapt to dynamic social media landscapes.

Module 2: Social Network Structure, Measures & Visualization

1. Explain the basics of Social Network Structure

2. Explain the visualizing Network features and Scale Issues
3. Explain the parameters of Social Media Network Analytics

1. Performance metrics
Measuring the performance of social media marketing efforts is critical to
understanding where strategic efforts are working and where improvement is needed.
Key performance metrics to track include the following:
interactions across platforms and over time to determine if the posted content is
properly engaging the audience;
whether the number of followers is increasing over time to verify consistent progress
across platforms; and
click-through rate for link clicks on posts to see if they're properly driving traffic from
social media channels.

2. Audience analytics
It's important to clearly understand and define the target audience, as it is the most
important element of a social media strategy. Understanding the audience will help create
a favorable customer experience with content targeted at what customers want and
what they're looking for.
In the past, audience data was difficult to measure as it was scattered across multiple
social media platforms. But with analytics tools, marketers can analyze data across
platforms to better understand audience demographics, interests and behaviors. AI-
enabled tools can even help predict customer behavior. They can also study how an
audience changes over time.
The better targeted the content is, the less advertising will cost and the cost-per-click of
ads can be optimized.

3. Competitor analytics
To obtain a full understanding of performance metrics, it's necessary to look at the
metrics through a competitive lens. In other words, how do they stack up to
competitors' performance?
With social media analytics tools, social media performance can be compared to
competitors' performance with a head-to-head analysis to gauge relative effectiveness
and to determine what can be improved.
Most modern tools that include AI capabilities can benchmark competitor performance
by industry to determine a good starting point for social media efforts.

4. Paid social analytics

Ad spending is serious business. If targeting and content isn't right, it can end up an
expensive proposition for unsuccessful content. More advanced analytics tools can often
predict which content is most likely to perform well and be a less risky investment for a
marketing budget.
For best results, an all-in-one platform is the preferred choice to track performance across
all social media accounts such as Twitter analytics, paid Facebook posts or LinkedIn ads.
Important metrics to track include the following:
Total number of active ads
Total ad spend
Total clicks
Click-through rate
Cost per click
Cost per engagement
Cost per action
Cost per purchase
These metrics will indicate exactly where each dollar spent is going and how much
return is being generated for social media efforts. They can also be compared against
competitor spending to ensure that spending is at an appropriate level and to reveal
strategic opportunities where an increased share of voice may be attainable.

5. Influencer analytics
To gain a leg up on competition in a competitive space, many social media marketers will
collaborate with social influencers as part of their marketing campaigns. To make the
most of partnerships, it's necessary to measure key metrics to ensure that the Influencer
marketing is achieving desired goals.
Social media analytics can provide insights into the right metrics to ensure that influencer
campaigns are successful. Some influencer metrics that should be tracked include the
following:
total interactions per 1,000 followers to understand if they're properly generating
engagement;
audience size and most frequently used hashtags, to help determine the maximum
reach of your campaign;
the number of posts influencers create on a regular basis, to help determine how
active they are and how powerful engagement can be; and
past collaborations, which can be a great indicator of the potential for success with an
influencer.

6. Sentiment analysis
 Sentiment analysis is an important metric to measure as it can indicate whether a
campaign is gaining favorability with an audience or losing it. And for customer service
oriented businesses, sentiment analysis can reveal potential customer care issues.
To ensure that a campaign is in sync with the target audience and maintains a strong rate
of growth, interactions and engagement rate should be tracked over time. A decline could
indicate that a change of course is needed.
Gathering and analyzing customer sentiment can help avoid guesswork in developing a
marketing strategy and deciding which content will resonate best with the audience. This
type of analysis can also indicate the type of content that's likely to have a positive impact
on customer sentiment If your social media analytics tool detects a spike in negative
sentiment, action should be taken immediately to address and correct it before it becomes
a PR nightmare.

4. Define the Hub, Router and Bridges, subnetworks with the examples
5. Answer the following questions about this graph.
a. How many nodes are in the network?
b. How many edges are in the network?
c. Is this graph directed or undirected
 d. Create an adjacency list for this graph.
a.
e. Create an adjacency matrix for this graph

f. What is the length of the shortest path from node A to node F?

g. What is the largest clique in this network? How many cliques of that size are
there?
Clique: a group of nodes where every node is connected to every other node.

h. How many connected components are there in this network?

i. Draw the 1.5 ego network for node E (without including node E in the graph).
How many singletons are in the ego network?
 j. Are there any hubs in the network? If so, which node(s) and why is it a hub?

6. Why is social media analytics important?

Social media analytics is the process of collecting and analyzing audience data shared on
social networks to improve an organization's strategic business decisions.

Social media can benefit businesses by enabling marketers to spot trends in consumer
behavior that are relevant to a business's industry and can influence the success of
marketing efforts.

Another important example of how social media analytics supports marketing campaigns
is by providing the data to quantify the return on investment (ROI) of a campaign based
on the traffic gained from various social media channels.

Furthermore, marketers can analyze performance of different social platforms -- such as

Facebook, LinkedIn and Twitter -- and of specific social media posts to determine which
messaging and topics resonate best with a target audience.

Popular social media platforms used by businesses

Marketers frequently use social media platforms such as Facebook, LinkedIn, Twitter and
Instagram.
What are the use cases of social media analytics?
Social media analysis platforms can track and analyze a range of data and interactions
used in a variety of social media marketing use cases.

Measure the ROI of social media marketing efforts

The main goal for any social media post, like, retweet or share is ROI.
To determine social media ROI, marketers must first determine an initial benchmark and
then have a way to measure key performance indicators (KPIs) against that benchmark
over time. When efforts aren't working well, analysis of those metrics will reveal tweaks
marketers can make to improve the performance of the campaign and overall ROI.

In fact, a recent study from Hootsuite, a vendor offering a social media management
platform, found that 85% of organizations that began measuring social media data within
their analytics tools were able to accurately show ROI for those efforts.

To begin tracking social media campaign performance, a tracking pixel or Google

Analytics UTM parameter can be added to any links used in social media posts or ads.
That will show any conversions that came from social media marketing and can help with
planning retargeting campaigns for visitors who didn't convert.

 Improve strategic decision-making

Social media analytics can improve a marketing team's ability to understand what social
media strategies are working and which ones aren't as effective.

However, the analytical results can also provide insight that can be useful for making
business decisions about other important aspects of the business not necessarily directly
related to the marketing campaigns.

For example, with social listening tools, audience and competition can be analyzed by
extracting useful insight from social media data being posted on various social media
networks like LinkedIn and Facebook. It can also provide demographic information about
the audience that will enable enhanced marketing efforts targeting that sector and more
effectively create brand awareness.

By using real-time data, emerging trends may be detected that can give a business a jump
on the competition by posting social media content sooner.

 Track the efficiency of marketing teams

Most organizations strive to streamline workflows and enable team members to be more
productive. A lesser known, but still important, feature of social media analytics is its
ability to improve efficiency with your marketing team.

In addition to the KPIs for your social media content, you can also measure aspects like
response time and customer sentiment.

Showing the chief marketing officer areas where workflows can be automated and
resources can be redirected to strategic activities that directly impact revenue are key to
obtaining marketing budget and approvals for future campaigns.
Social media analytics can help businesses in many ways, including:

Tracking performance

Social media analytics can track metrics like likes, comments, shares, and clicks to see
how content is performing. This can help businesses identify which types of content are
best performing and adjust their strategy.

Tracking competitors

Monitoring competitors' social media activity can help businesses identify effective
strategies to increase exposure.

Understanding user behavior

Social media analytics can help businesses understand user behavior, preferences, and
trends. This can help businesses make data-driven decisions and optimize their strategies.

Social listening

Social media listening can help businesses find key influencers in their industry and
measure the reach of their brand.

Enhanced marketing strategies

Social media analytics can help businesses enhance their marketing strategy by showing
which strategies worked best and how.

Better customer relationships

Social media analytics can help businesses identify potential customers and understand
their needs. This can help businesses create effective marketing strategies, improve their
products and services, and increase overall customer relationship.

Emotion analysis and effort scoring

Social media analytics tools can help determine the vibe a business has created with
customers and how they perceive the brand.
7. What are the directed and undirected graph with example?
8. Explain the Degree distribution, Density, Connectivity, Centralization.
1. Degree Distribution: It's the statistical pattern of how many connections each node in a
network has. It helps understand the distribution of connectivity within the network and
can reveal if the network follows a particular structure, like scale-free or random.
2. Density: Density quantifies how many edges are present in a network relative to the
total possible number of edges. It indicates how closely knit the network is, with higher
density suggesting more connections between nodes and lower density indicating sparser
connections.
3. Connectivity: Connectivity assesses the extent to which nodes in a network are
connected to each other. A connected network has a path between every pair of nodes,
while a disconnected network consists of separate components. Connectivity impacts the
network's robustness and ability to transmit information efficiently.
4. Centralization: Centralization measures the concentration of influence or control within
a network. It quantifies the degree to which certain nodes have significantly more
connections or influence compared to others. High centralization may indicate vulnerability
to disruptions, while low centralization promotes resilience and distributed decision-
making.

9. With the help of examples illustrate what is degree distribution and density with
respect to social networks.
Module 3: Social Media Text, Action & Hyperlink analytics

1. Explain the Social Media Text Analytics

The process of extracting relevant data from text sources is known as text analytics. Text analysis can
be used to analyze any text-based range of data, such as posts on social media, surveys, news articles,
forums, call documents, and much more.

Data from social media is being used extensively by researchers in a variety of fields, including world
politics, communication services, investigative reporting, and commercial enterprise.

Data from social media can also be used as a leading indicator to track adjusting attitudes toward
relevant or complex issues. Due to its subtlety, subjective experience, and peculiarities, machines
have traditionally failed to understand basic human terminology.
However, new techniques and methods have greatly improved text processing precision.

While humans are still better at recognizing language, the large amount of textual data makes
advanced analytical solutions ideal for large-scale data processing.

Among many analytical fields, one in which humans outperform all others is the ability to recognize
feelings.

However, for feedback presented to you, such as 40–50 or even 100, this is doable. However, if you
have a data set of, say, 10,000 reviews, manually analyzing them becomes impossible.

Not to mention the time and bias that will occur.

The influence of social media on the political system, and also the extent to which it influences
campaigning and the political system, as well as the interaction between social media and traditional,
are central issues right now.

The findings of social media research can be used in the workplace. Businesses can be used to figure
out what clients want and then develop communication and marketing campaigns to address those
problems. Media platforms research could also be used to evaluate a business’s brand visibility as well
as track competition.

Application of text analysis in social media

1. Recognizing the general sentiment associated with your brand online

2. Classifying and categorizing the huge amount of data to better understand it

3. Finding the key issues and grievances of your customer quickly to avoid any PR crisis.

4. Determinic ng the intent of your customers at any stage of their buying cycle.

5. Examining the conversation surrounding you and how the conversation’s content has evolved over
time.

Text Analysis Models used for Social Media

Topic labeling
It’s a data mining technique that helps summarise and differentiate any social media text based on its
theme.

It can also recognize and categorize documents based on predefined keywords. It’s a straightforward
and quick way to automate business processes and provide data-driven insights.

Intent detection

It is the process of analyzing text data to determine what the customer was attempting to say. Intent
detection can aid in the prediction of a customer’s intentions and the planning of future actions.

Intentions drive many human behaviors and actions, and understanding intentions can help you
interpret these behaviors. It can assist you in gaining a better understanding of your customers and
forecasting their future behavior.

Semantic similarity

It is the process of comparing different sentence structures to see if there are any similarities. It
investigates the proximity of words in two sentences as well as the possibility of two sentence
structures having similar meanings.

One of the most common applications of semantic similarities is content recommender systems and
detecting plagiarism.

Sentiment analysis

It’s the process of analyzing and categorizing positive, negative, and neutral social media content and
mentions. It can also help you analyze and interpret mindsets, opinions, emotions, and other aspects
of the text, as well as weigh the sentiments expressed in it.

It can help data analysts analyze public sentiment, conduct market research, determine brand
reputation, and evaluate user experiences, among other things.

Keyword extraction

It’s a machine learning technique that can help you recognize and extract important information from
unstructured data automatically.
You can summarise the textual data and key points of discussion for social media analysis.

Their social media monitoring solution can collect and compile complex abbreviations, hashtags,
slang, and poor grammar text into structured data. You can further analyze the complex social media
data to gain valuable insights related to your product, brands, organization, or services.

2. Explain the Types of Social Media Text

3. Explain the Purpose of Text Analytics
4. Explain the steps in text analytics
5. Explain the process of the social media text analytics tools

6. What is the action analytics? Explain the functions of action analytics tools.
7. Explain in details of social media hyperlink
8. Explain the types of social media hyperlink analytics
There are several key types of social media hyperlink analytics that can provide valuable insights into
your content's effectiveness and audience engagement:

1. Click-through rate (CTR): This basic metric measures the percentage of users who see your social
media post containing a hyperlink and then click on it. A high CTR indicates that your audience
finds your links interesting and relevant.

2. Click demographics: Social media analytics tools can reveal details about the users who click on
your links, such as age, location, and gender. This information helps you understand which
audience segments are most receptive to your content and tailor your future strategies
accordingly.

3. Landing page performance: Once users click your social media link, it's crucial to understand
how they interact with the destination webpage. Social media analytics tools can integrate with
website analytics to track metrics like time spent on the page, conversion rates (e.g., purchases
or signups), and bounce rate (percentage of visitors who leave immediately).
4. Branded link tracking: Many social media platforms shorten links automatically. However, using
branded link shorteners allows you to customize the link text with your brand name. This
reinforces brand recognition and can also provide additional data on link clicks through the
shortener's analytics.

5. UTM parameters: UTM (Urchin Tracking Module) parameters are codes you can add to the end
of your URLs to track specific campaigns or content sources. This helps you understand which
social media posts are driving the most traffic to your website and which types of content
resonate most with your audience.

By analyzing these different aspects of social media hyperlink analytics, you can gain valuable
insights into how effectively your content drives traffic and user engagement. This data can then be
used to refine your social media strategy and optimize your content for better results.

9. Explain the hyperlink analytics tools

10. What is hyperlink environment analysis?
11. Briefly comment on all social media actions.
Module 4: Search Engine Analytics

1. Elaborate the main applications of social media data-driven location analytics?

Social media data-driven analytics covers mining and mapping the locations of social media users,
content, and data using social media location data. GPS and IP addresses are the primary sources of
social media location data. Social media data-driven location analytics has several uses which are as
follows.

 Recommendation Purposes
As people approach specified areas, businesses can gather location data to offer products, services, and
events to potential clients in real time. Tinder, for example, suggests potential social relationships based
on a user's location, while Yelp likewise offers location and venue recommendations to its customers.
  Customer Segmentation
Customers can be segmented depending on their geographic location using social media location data.
For example, Tweepsmap (https://tweepsmap.com) can help you locate your Twitter followers by
country, state, or city.

 Advertising
Location-based advertising enables for targeted marketing and promotion campaigns to reach specific
target customers. The accuracy and options for geo-targeting have improved, and social media
platforms now have rich advertising tools that can target potential customers within a mile of a
business.

2. Elaborate in detail the sources of location data. Any three.

1. Postal Address

Description:

 A postal address is a structured way of describing the location of a place, typically including details like the house number, street
name, city, state, postal code (ZIP code), and country.
 Postal addresses are used for mail delivery and are often tied to official records and services.

How It’s Used:

 Mail and Delivery Services: Ensuring accurate delivery of mail and packages.
 Location-Based Services: Used in e-commerce for shipping, in ride-sharing apps to pinpoint pickup and drop-off locations, and in
emergency services to locate incidents.
 Geocoding: Converting postal addresses into geographic coordinates (latitude and longitude) for mapping and analysis.

Advantages:

 Well-understood and widely used system.

 Provides a clear, human-readable way to specify a location.

Limitations:

 Precision can vary; some addresses might cover large areas (e.g., rural locations).
 Not suitable for places without formal addresses (e.g., remote areas).

2. Latitude and Longitude

Description:
 Latitude and longitude are part of a geographic coordinate system that describes a location on the Earth's surface.
 Latitude specifies the north-south position, while longitude specifies the east-west position.

How It’s Used:

 Navigation: Used by GPS devices and mapping applications to provide precise location information.
 Mapping and Geographic Information Systems (GIS): Essential for creating and interpreting maps.
 Location-Based Services: Used in various applications, from weather services to geotagging photos and social media posts.

Advantages:

 High precision and universally recognized.

 Essential for a wide range of applications, from scientific research to everyday navigation.

Limitations:

 Requires conversion to human-readable addresses for practical use by most people.

 Can be less intuitive to interpret compared to street addresses.

3. GPS-Based Location

Description:

 The Global Positioning System (GPS) is a satellite-based navigation system that provides location and time information globally.
 Devices with GPS receivers calculate their position by timing signals from multiple satellites.

How It’s Used:

 Navigation and Mapping: Essential for apps like Google Maps, Waze, and dedicated GPS devices.
 Fitness and Tracking: Used in wearable devices and apps to track activities like running, cycling, and hiking.
 Geofencing: Businesses use GPS to create virtual boundaries for location-based marketing and notifications.

Advantages:

 High accuracy, typically within a few meters.

 Works globally and is available 24/7.

Limitations:

 Requires a clear line of sight to satellites; performance can degrade in urban canyons or indoors.
 Power consumption can be high, impacting battery life in mobile devices.

4. IP-Based Location

Description:

 IP-based geolocation estimates the geographic location of an internet-connected device based on its IP address.
 Databases match IP address ranges with physical locations, providing an approximate location.
 How It’s Used:

 Content Localization: Delivering region-specific content and advertisements.

 Security: Detecting unusual login locations for fraud prevention.
 Analytics: Understanding the geographic distribution of website visitors.

Advantages:

 No need for additional hardware; works as long as the device is connected to the internet.
 Useful for applications where precise location isn't critical.

Limitations:

 Accuracy can vary; typically provides the location at the city level, but not always precise.
 Locations can be obscured by the use of VPNs, proxies, or dynamic IP addresses.

Comparison and Integration

 Precision: GPS and latitude/longitude offer the highest precision, suitable for applications needing exact locations. Postal addresses
and IP-based locations are less precise.
 Usability: Postal addresses are user-friendly and familiar. Latitude/longitude coordinates and GPS are highly technical but require
translation for everyday use. IP-based geolocation is seamless for internet applications but less accurate.
 Reliability: GPS is highly reliable with good satellite visibility. Postal addresses depend on local systems and standards. IP-based
geolocation is dependent on accurate and up-to-date databases.

In many applications, these sources are used in combination to leverage their strengths and mitigate their weaknesses. For example,
a mapping application might convert a postal address to latitude/longitude coordinates (geocoding) and then use GPS to provide
real-time navigation. Similarly, IP-based location might initially approximate a user's location, which can be refined with GPS data
when the user interacts with the application.

3. Elaborate the categories of Search Engine Analytics.

 4. Explain the two main categories of search engine analytics.

5. How does site speed impact search engine performance?

‘Site speed’ and ‘page speed’ are umbrella terms used to describe how quickly a web page takes to
become fully functional for its users. For this to happen, content must be fully loaded into the initial
viewport, and any interactive elements (such as links, buttons, or tabs) should respond to user interactions
quickly and as expected.
We know that Core Web Vitals are a direct ranking factor in Google search, but poor load times can also
have an indirect impact on search rankings and visibility. Modern-day search engine ranking systems are
designed to reward sites that provide a positive user experience. Ensuring your site’s loading performance
is as fast and frictionless as possible can therefore have huge benefits, even when dealing with site speed
metrics that aren’t directly included in the Core Web Vitals set.

Slow-loading pages can also cause search engines big headaches when it comes to crawl efficiency. In
fact, Google lists improving page load times as one of the most effective ways to optimize crawl speed
and frequency across a domain. With limited crawl resources to go around, slow-loading pages may result
in important content on your site getting crawled less frequently.

Speed is very important for a website. It’s so important that Google has made it an actual ranking factor.
Over time, Google has taken action to improve the loading speed of websites by providing a set of tools
for developers and webmasters.

Page speed is one of the most important user-centric performance metrics and also a very
important metric for search engines. Imagine that you put a lot of effort into your website to
perform well, have a great structure, is wonderfully targeted, and has relevant content, but this
won’t be the first contact that your potential client will have with your online business. In the
real world, a user’s first experience with your website will be the loading speed. If it takes a lot
of time for your landing page to load, your whole work will not deliver wanted results and it will
result in a serious drop-off and fewer visitors.
On mobile devices, site speed can be even more of an issue. Google found that the average
mobile sites take over 15 seconds. Users expect the loading speed on mobile to be under 3
seconds. Every second counts, especially on eCommerce sites, where one extra second in load
time can decrease conversion rate by 25%.
We suggest to take into consideration the following reasons to improve the loading speed from
an SEO point of view:
Site speed is a crucial ranking factor. From 2018, Google’s Speed Update made site speed a
ranking factor for mobile searches and slow sites are penalized.
Fast loading sites are easier to crawl. Bigger websites have more impact on speed optimizations.
If you have a fast server, Googlebot will come more often and will crawl your website faster.
A fast site has higher conversion rates. A goal to have in mind is to be faster than your
competitors. By having a fast site you are improving conversion rate, building trust, and creating
brand loyalty. 52% of online shoppers consider quick page loads important for their loyalty to a
website.
The lower the wait time, the lower the bounce rate. If your website doesn’t load in 3 seconds or
less, people will hit the back button without any hesitation and they might never return.
Better user experience.

6. What tools can help you analyze the mobile-friendliness of your site?

The sheer number of people using mobile devices to access the internet indicates the critical value of a mobile-friendly site.
However, it isn’t just that people are accessing websites using their phones and tablets; it is that they care about the experience.

If a visitor encounters your website on a mobile device and is forced to pinch their screen to see things or must frustratingly tap
away at a button that won’t respond, they are likely to abandon your website.

Once a user abandons your website, it will take a lot more work to entice them to return. This can have a noticeable negative effect
on your marketing spend. You might be designing killer ads that drive traffic to your website, only to see a painfully low conversion
rate from those visitors.

On the flip side, 79% of people are more likely to revisit your site and share it with others if it is easy to use on a mobile device. This
means that these visitors could quickly become loyal, repeat customers that help promote your business to others. In this way, a
mobile-friendly site can actually help you lower your marketing spend while increasing your conversion rate.

1. Google Search Console: Mobile-Friendly Test

Starting with Google, you can use the search engine’s Mobile-Friendly Test to get a quick, simple answer to whether or not a
webpage is mobile-friendly. This tool is easy to use. Simply type your URL into the search bar and click or tap Test URL.

Next, you’ll be offered a pass or fail grade. If your webpage is mobile-friendly, Google will indicate, “Page is usable on mobile.” If it is
not mobile-friendly, instead of a green check mark, you’ll receive a red x and a message reading, “Page isn’t usable on mobile.” For
websites that fail, under the Details section, you’ll be provided with a few quick reasons why your webpage failed the test.

This tool is a great place to begin, but keep in mind that it offers a limited look at your website’s mobile-friendliness. To dive deeper,
head to the next free tool.

2. Google: PageSpeed Insights

Another free Google tool, PageSpeed Insights, offers a much more detailed approach than Google’s mobile-friendly test. When you
run your website through this tool, you’ll receive a report for both mobile and desktop.

This tool does a great job of testing your website across numerous mobile device types and potential connections used. Located
underneath each section of the report, Google will indicate what type of device, connection, and browser was used.

Along with providing easy-to-digest scores for each area of performance, Google offers a Diagnostics section where you can dive
deeper into the technical reasons for your scores.

This is a powerful tool; however, the insights provided do require a bit more technical expertise to turn into viable actions.

3. Bing: Mobile Friendliness Test Tool

Moving from one search engine to another, the Bing Mobile Friendliness Test Tool is well-worth testing out in addition to Google.
Through Bing’s tool, you can type in your webpage URL, hit analyze, and read a quick synopsis giving you a pass or fail grade.

Along with indicating whether your page is considered mobile-friendly or not, Bing will give you a quick synopsis of why you received
your pass or fail grade. This information is easy to understand and doesn’t require technical expertise. This can be a great tool to
use in conjunction with Google’s mobile-friendly test.

4. WebPageTest
For those who want to dive a little deeper, WebPageTest is a great place to go. From the homepage of this website, you’ll enter your
website URL, where you’ll have the option to choose from a few different simple configurations from recommended locations and
browser presets. For mobile testing, you can pick between a simulated 4G or 3G connection. The tool also lets you manually
configure your settings, allowing you the chance to test out any combination you want.

Next, you’ll hit Start Test. The test will be processed, and your results will automatically populate once the tool is finished.
At the top of your report, you’ll have the option to toggle your view, export the report, and re-run the test. The start of the report
offers simple, easily digestible information discussing the speed of your site, usability, and resiliency.

From here, those with a more technical background can dive deeper by clicking on the opportunity icons to learn more about how
you can improve the code.

Further down the report, you can also see how your website loads displayed as a filmstrip, waterfall, and video.

WebPageTest is an extremely robust tool that offers incredible insights. However, much of the content is technical, making it the
best fit for those with a development team or agency managing their website.

5. BrowserStack: Responsive Testing

Rounding out our list is BrowserStack. This tool is a bit different than the above-listed websites in that it focuses solely on the
responsiveness of your website’s design. It won’t give you a grade or score but will allow you to see exactly what your website will
look like on almost any mobile device that exists.

This is a great tool for helping you understand the visual impact of your website on mobile devices. It is easy to use and allows you
to check website responsiveness on multiple iOS & Android devices for free. It is worth noting that you have to sign up for a free
trial, and you can’t use the live testing features unless you upgrade your plan.

This is a great tool for a quick look at how your website design is responding to devices you and your team might not have on hand.

7. How can you use search engine analytics to perform a competitor analysis?
SEO competitor analysis is a strategic process used in digital marketing to assess and understand
the search engine optimization tactics employed by your competitors (or your client's
competitors). This analysis involves a detailed examination of various elements that contribute to
a competitor's online presence and search ranking.
It's a deep dive into their SEO strategies, understanding what works for them, and identifying
areas where your clients can potentially capitalize. At its core, SEO competitor Analysis includes
evaluating key factors such as:

 Keywords: Identifying the keywords and phrases competitors rank for, the search volume,
and how effectively they rank for these terms. In most cases, if a competitor ranks for a
relevant, popular keyword, your clients will also want to rank for it.
 Content: Examining the type, quality, and frequency of content published by competitors to
identify any content gap that may exist. This includes blog posts, articles, videos, and other
forms of content that contribute to their SEO success.
 Backlinks: Analyzing the quantity and quality of backlinks directing to competitors'
websites. This helps in understanding their link-building strategies and the authority of their
sites.
 Website Structure and User Experience: Assessing the technical setup of competitors'
websites. This includes site architecture, navigation, mobile-friendliness, page loading
speeds, and overall user experience.
 Social Signals: Understanding how competitors leverage social media platforms to boost
their SEO efforts and engage with their audience.
 SEO Performance Metrics: Utilizing tools to track competitors’ rankings for target
keywords, traffic volume, click-through rates, and other relevant SEO metrics.

The goal of SEO competitor analysis isn't to simply mimic what competitors are doing. Rather,
it's about gaining insights into industry trends, identifying gaps in your clients' strategies, and
finding opportunities to innovate and outperform the competition.
This methodical analysis for SEO enables SEM account managers to make informed decisions,
tailor their SEO strategies to their clients' needs, and effectively navigate the competitive digital
landscape.

8. How do you benchmark your search engine performance against competitors?

Benchmarking is the process of comparing your company’s performance with major competitors. You
can then use the benchmark analysis and figure out how to improve your business and understand
what your competitors are doing to win more customers. Benchmarking helps evaluate a brand from
multiple perspectives. It allows you to determine whether the brand conforms to the best practices in
the industry and if there are processes that need to be implemented or optimized.

The following key performance metrics or key performance indicators (KPIs) need to be evaluated
when setting up web performance benchmarking for online applications:

Page load time

The time taken by the page to load and become interactive is one of the major factors that
determine user experience. A user can easily get frustrated if the application takes more than 2-3 secs
to load. If you want to stay ahead of the competition, then measuring the page load time is key.

Application availability
Maintaining 100% availability is important. If the webpage doesn’t load or loads an error page, then the
consumer will quickly look for other options. It will help establish the average availability rate across
different websites across the industry. Comparing availability of your site versus competitors can
indicate whether the end-user experience is negative or if your online application requires a major
overhaul.
 Webpage size and content
You need a detailed report of the industry standards when it comes to webpage size and the type of
content used. You can then use this analysis to tune your application, add the right type of content to
reduce page size and improve end-user experience.

Third-party analysis
Online applications use multiple third-party services, each of these services could be a potential
bottleneck in the application delivery chain. Benchmarking third-party services across multiple websites
will help identify those that are impacting performance. It will also help you understand how websites
with excellent performance have optimized third-party tags and content.

User engagement/transactions
It is not enough to drive traffic to your application; user engagement is the next critical metric to
analyze. The website may be pulling in a lot of users, but not every user will end up converting and
adding to the business revenue. In such cases, it is important to understand if there are any bottlenecks
in the user journey. Benchmarking will help you identify the critical points in the user journey that need
optimization.

9. What metrics are important for analyzing local performance?

Tracking and measuring the success of your local SEO efforts is crucial to
understanding what's working and what needs improvement.

As you monitor your local search performance over time, you can use the data to help
you refine your local search engine optimization strategy and achieve better results.

While the ultimate goal of local SEO is to boost leads and revenue, there are many other
metrics you should factor in to determine how well different tactics are working.

The best way to track several important local SEO metrics at once and monitor your
overall performance in local search results is to use a local rank tracker, like Local
Falcon.

9 Key Metrics for Tracking Local SEO Success:

1. Local Pack Rankings
2. Organic Rankings
3. Website Traffic
4. Google Business Profile Insights
5. Local Citations
6. Customer Reviews and Ratings
7. Local Backlinks
8. Local Search Traffic
9. Conversion Rate

1. Local Pack Rankings

Monitor your business's rankings in the local pack (the Google Maps results section at
the top of Google search results). Improvements here can lead to greatly increased
visibility, traffic, leads, and conversions — more so than any other local ranking metric.

Local Falcon allows you to check something called your Share of Local Voice (SoLV)
score, which represents how often you show up in the local pack.

As you implement local search optimizations, monitoring your SoLV score is one of the
best ways to see whether they are working or not — the higher your SoLV is, the better
you're doing in local search!

2. Organic Rankings
Keep an eye on your website's organic search rankings for local keywords. Tools like
Google Search Console can help you track these rankings over time.

3. Website Traffic
Analyze the amount of traffic coming to your website from organic search, especially
from local searches. Google Analytics is a great tool for this.

4. Google Business Profile Insights

Use the insights provided by Google Business Profile to track desirable actions taken
by potential customers, such as clicks to your website, requests for directions, and
phone calls.

5. Local Citations
Monitor your business's local citations (online mentions of your business name,
address, phone number (NAP), and other key info) to ensure consistency and accuracy
across different platforms.

There are various local SEO tools that help you monitor and manage your local
citations across different online directories and other platforms, such as navigation
apps.

If you see that your local citations are inconsistent, and that your local SEO
performance has dropped, there could be a correlation, so you should take actions to fix
the citations promptly.
6. Customer Reviews and Ratings
Keep track of your business's reviews and ratings on platforms like Google, Yelp, and
Facebook. Positive reviews can improve your local SEO efforts, and getting more
reviews or a higher average review score than competitors can help you jump past
them in local rankings.

Local Falcon lets you easily track your reviews on Google Business Profile and Apple
Maps, as well as compare your total number of reviews and overall review score side by
side with all competitors found in your local area.

7. Local Backlinks
Measure the number and quality of backlinks, or links back to your website, from other
locally relevant websites. Backlinks are a strong local ranking factor for Google and
other search engines.

8. Local Search Traffic

Use tools like Google Analytics to track the amount of traffic coming to your site from
local search queries.

9. Conversion Rate
Measure the rate at which visitors from local searches take a desired action on your
website, such as booking an appointment or contacting you.

By regularly tracking these metrics, you can gauge the effectiveness of your local SEO
efforts and make adjustments to improve your visibility and reach in local search
results.

10. How can you track your rankings for local search queries?

Local search is one of the most competitive arenas in the world of online visibility. One
of the key strategies to improve your business's presence in local search is to track
relevant keywords that potential customers are using to find products or services like
yours.

However, actually finding and choosing all the right keywords to track your local
ranking for can be a challenge.

Keywords are crucial for local rank tracking because they are the terms that potential
customers use when searching for products or services in a specific location. They are
the foundation of your local SEO strategy, and tracking them is essential for optimizing
 your Google Business Profile and website, attracting local customers, and improving
your ranking in local search results.

How To Find Keywords for Local Search Rank Tracking

1. Start with Your Own Business Listing Categories
2. Check Your Competitors' Categories
3. Do Local Keyword Research
4. Use Local Falcon's Suggested Keywords Feature
5. Track and Monitor Keyword Performance and Trends Over Time

Start with Your Own Business Listing Categories

The easiest way to start choosing keywords for local rank tracking is by looking at your
Google Business Profile categories (and categories for any other business listings you
have).

The categories themselves can be great keywords to start with, but they can also help
you brainstorm other related keywords to track.

For example, if your categories are "pizza restaurant" and "pizza takeout," you might
decide that you also want to track your ranking for keywords like "pizzeria" and "pizza
to go."

This is also a good time to remove any categories that aren't highly relevant to your
business and add any relevant categories that aren't already there. Doing this will help
optimize your Google Business Profile listing and potentially rank for additional
category-based keywords.

Check Your Competitors' Categories

After you've chosen some keywords to rank track based on your own business listing
categories, you should look at your competitors' categories to get additional ideas.

Start by identifying top competitors in your local area. Look for businesses that offer
similar products or services to yours and look at their Google Business Profile
categories. This can give you some additional ideas for category-based keywords that
you might not have thought of when looking at your own profile.

For instance, let's say your business is an auto repair shop and you see that one of the
top competing auto mechanics in your area has the category "auto dent removal
service," which you don't have. If you also offer dent removal, you could add this
category to your listing and start tracking your ranking for that keyword.
Do Local Keyword Research
Local keywords are geo-modified varieties of general keywords, meaning they include
some variation of a term that specifies a certain location. For example, if your business
is a bakery in the Queen Anne neighborhood of Seattle, some examples of local
keywords would be "Seattle bakery," "Queen Anne bakery," and "bakery in Queen Anne
Seattle."

There are a few different ways to do local keyword research to come up with a list of
local keywords to track your ranking for.

One option is to use a dedicated keyword research tool to generate lists of local
keywords for you. You can also check what keywords competitors are ranking for and
pick out the relevant local keywords from those that you want to target and track.

Another option is to come up with a list of geo modifiers that are relevant to your area,
then add those to each of the other keywords you've already found that you know you
want to track your ranking for.

For example, if your business is located in the Mile-End neighborhood of Montreal, geo
modifiers might include "Montreal," "Mile End," and "MTL." Then, if "pizzeria" is a
keyword you already know you want to track your ranking for, some geo-modified
versions of that would be "pizzeria Montreal," "pizzeria Mile End," and "pizzeria MTL."

Use Local Falcon's Suggested Keywords Feature

If you want to save time on finding keywords to track your business's ranking in local
search, Local Falcon's Suggested Keywords feature can help.

To get keyword suggestions in Local Falcon, log in to your account and start setting up
a new scan for the business location you want to track. Then, click on the keyword
search box to pull up a list of Suggested Keywords based on your categories and other
terms that people are using to find your business.

Finding keywords to track using Local Falcon's Suggested Keywords feature is the most
efficient way to do so because you're just a few clicks away from actually running a
local rank tracking scan with them! It takes the time-consuming manual work out of
performing keyword research, allowing you to dive right into the performance
monitoring and optimization side of your local SEO strategy.

Track and Monitor Keyword Performance and Trends Over

Time
Once you have an initial list of keywords to track in local search, make sure to run
regular local rank tracking scans for those keywords and keep a close eye on
competitors and trends. The local search market is always changing, and new keyword
variations might appear that you want to start tracking for.
 For instance, a new competitor might enter the local competition and be ranking for a
whole different category that you hadn't thought of before, so you might add that to your
Google Business Profile and start tracking keywords for it.

Ultimately, doing local SEO for any type of business is a continuum — you must
constantly monitor performance and adapt your rank tracking and optimization tactics
accordingly in order to secure a top spot in local search results.

11. What are the most commonly used tools for search engine analytics?

Google Trends:

Google Trends is a free tool from Google that allows anyone to analyze the popularity
of search queries that are entered into Google Search across regions and languages.

And it uses a chart (which you can set to different geographical areas) to visualize
the rises or falls in popularity over time.

12. How do you create effective reports using search engine analytics data?

Creating effective reports using search engine analytics data involves several steps to ensure the data is accurately interpreted,
clearly presented, and actionable for decision-making. Here’s a step-by-step guide:

1. Define Objectives and Audience

 Identify Objectives: Determine the purpose of the report. Are you looking to analyze traffic trends, measure the success of SEO
strategies, understand user behavior, or report on specific KPIs?
 Know Your Audience: Tailor the report to the needs and technical understanding of the audience. Executives may require high-level
summaries, while SEO specialists might need detailed data.

2. Gather Relevant Data

 Select Key Metrics: Choose relevant metrics such as organic search traffic, keyword rankings, click-through rates (CTR), bounce
rates, conversion rates, and user engagement metrics.
 Use Multiple Sources: Combine data from various tools like Google Analytics, Google Search Console, and third-party SEO tools
(e.g., Ahrefs, SEMrush).

3. Organize the Data

 Segment Data: Break down data by dimensions such as time (daily, weekly, monthly), device type, geographic location, and user
demographics.
 Compare Periods: Include comparative data to show trends over time (e.g., month-over-month, year-over-year comparisons).

4. Analyze and Interpret

 Identify Trends and Patterns: Look for significant changes or patterns in the data. For example, a spike in traffic after a new
content release or a drop in rankings for a particular keyword.
 Contextualize Data: Provide context by explaining external factors (e.g., algorithm updates, seasonal trends) that may have
influenced the data.

5. Visualize the Data

 Charts and Graphs: Use line charts for trends over time, bar charts for comparing categories, pie charts for proportion data, and
tables for detailed data.
 Dashboards: Create interactive dashboards using tools like Google Data Studio, Tableau, or Power BI to allow stakeholders to
explore the data.

6. Write the Report

 Executive Summary: Start with a brief summary of key findings, insights, and recommendations.
 Detailed Sections: Divide the report into sections based on different aspects of the analysis (e.g., traffic analysis, keyword
performance, user behavior).
 Actionable Insights: Provide clear, actionable recommendations based on the data analysis.

7. Review and Refine

 Feedback Loop: Share a draft with stakeholders to get feedback and ensure the report meets their needs.
 Iterate: Make necessary revisions based on feedback to improve clarity and usefulness.

8. Present and Distribute

 Presentation: Present key findings and insights in a meeting or via a video call, highlighting critical points and answering questions.
 Distribution: Share the final report via email, internal dashboards, or other preferred communication channels.

13. What metrics should be included in a comprehensive search engine analytics

report?
 A comprehensive search engine analytics report should include a variety of metrics that provide insights into traffic, user
behavior, and the effectiveness of SEO strategies.

1. Traffic Metrics

 Organic Traffic: The number of visitors coming to the site from search engines. This is a key indicator of SEO performance.
 Traffic by Source/Medium: Breakdown of traffic from different sources (e.g., organic search, paid search, direct, referral).
 New vs. Returning Visitors: The proportion of new visitors compared to returning ones, which can indicate user loyalty and content
effectiveness.

2. Keyword Performance

 Top Performing Keywords: Keywords that are driving the most traffic to your site.
 Keyword Rankings: Current position of your website for targeted keywords in search engine results pages (SERPs).
 Keyword Click-Through Rate (CTR): The percentage of users who clicked on your site’s link after seeing it in the search results.

3. Page Performance

 Top Landing Pages: Pages that receive the most organic traffic.
 Exit Pages: Pages from which users most frequently leave your site.
 Bounce Rate: The percentage of single-page sessions where no interaction with the page occurred. High bounce rates can indicate
irrelevant content or poor user experience.

4. User Behavior

 Average Session Duration: The average length of time users spend on the site.
 Pages per Session: The average number of pages viewed during a session.
 User Flow: Paths users take through your site, helping to understand how they navigate and where they drop off.

5. Technical SEO Metrics

 Crawl Errors: Issues that prevent search engines from indexing your site effectively.
 Page Load Time: The time it takes for a page to load, which impacts user experience and SEO rankings.
 Mobile Usability: How well your site performs on mobile devices, including any mobile-specific issues.

6. Conversion Metrics

 Goal Completions: Number of completed goals (e.g., form submissions, downloads) that have been set up in your analytics.
 Conversion Rate: The percentage of sessions that resulted in a goal completion.
 E-commerce Metrics: For online stores, include metrics like total revenue, average order value, and transactions.

7. Engagement Metrics

 Social Shares and Interactions: How often your content is shared and interacted with on social media platforms.
 Comments and Reviews: User feedback and interaction with your content.
 8. Backlink Profile

 Number of Backlinks: The total number of inbound links pointing to your site.
 Referring Domains: The number of unique domains that link to your site.
 Domain Authority: A measure of your site’s authority based on the quality and quantity of inbound links.

9. Competitive Analysis

 Competitor Traffic Comparison: Traffic estimates for competitor websites.

 Keyword Gap Analysis: Keywords that competitors rank for but your site does not.

10. Local SEO Metrics (if applicable)

 Local Pack Rankings: Your website’s ranking in local search results.

 Google My Business Insights: Performance metrics from your Google My Business listing, including views, clicks, and actions taken.

14. How can you use predictive analytics in search engine optimization?

With predictive search engine optimization (SEO), you can help your business predict topics that will
trend in the future and create content now so that you can earn top rankings later.

Predictive SEO is the process of proactively thinking about what consumers are looking for and
providing that information before users need it. You use past data and knowledge to help you make
predictions for the future.

1. Analyze past data

To rank in predictive search results, you need to look at previous data from tools like Google
Analytics. Your previous data will provide you with insights on how things performed previously, so
you can predict how they will perform in the future.

From there, you can use that data to make more informed decisions about what you do in the future
with your SEO.

So, for example, let’s say you look at all the content you currently have published. You want to
analyze your content to create a more informed content marketing campaign that drives more leads in
the future.

When you analyze the data, you find that your blog posts with videos seem to perform best for
generating leads. So, you can compile this data to figure out the correlation between video and leads
and use that information to inform your future campaigns.
2. Figure out future content topics

A critical component of SEO is content creation.

Content helps you rank in search results and drive valuable traffic to your page. A core component of
predictive SEO is figuring out future content topics that will help you drive traffic to your page.

When you compile valuable data, like dwell time or clickthrough rate (CTR) look at what type of
content generates the best results. You can also look at the topic of the content to see if there are any
correlations amongst them.

So, for example, let’s say you’re a wedding planning business. You analyze past data from your
different types of content and find that your blog posts perform better than your other content.
Knowing this information, you predict that focusing on blog posts in the future will help you drive more
traffic to your page.

You decide to take it a step further and look at data for each blog post to see which ones drive the
best results. After comparing all the data, you find that your blog posts about choosing wedding
themes and color themes are the most popular.

So, based on this information, you can create more content related to wedding themes because you
predict it will perform the best.

Additionally, you can also look at the time of the year to predict when it’s best to create content. So,
for example, you may find that sharing content about rustic weddings performs best in August and
September.

Knowing that information can help you predict the best time to publish content, too, so you can
maximize your effectiveness.

Figuring out future content topics will help you create a more effective strategy. You can produce
content that resonates with your audience and increase engagement and rankings for your business
in the future.

3. Find the right tool to gather data

If you’re going to use predictive SEO, you need to have the right tool to gather data because you
won’t appear in the right predictive results.
MarketingCloudFX is an excellent example of a marketing tool that enables you to collect valuable
data. This tool allows you to track your SEO and content performance, so you can make strategic
decisions about your future SEO strategies.

One great feature of this tool is CompetitorSpyFX. This tool offers projections where you can see
what you need to do to outrank your competition. You can use information like this to help inform your
predictive SEO and create content that both helps you outrank competitors and engages your
audience.

Additionally, this tool provides you with data about your leads, traffic, and rank in search results. You
can use this data to help you predict the future of your SEO.

4. Utilize Google Trends

When you’re trying to appear in predictive search results, you want to ensure that you’re making
informed decisions about your data. A great tool to use to help you appear in predictive searches
is Google Trends.

Google Trends enables you to input terms and see when a topic is trending, who’s searching for it,
and more. You can use this data to help inform your campaigns and make better decisions.

Module 5: Social Information Filtering

1. What is automated recommendation system, illustrate with the help of an example.

 There are very few ways to achieve increased sales without increased marketing effort, and a recommendation system is one of
them. Once you set up an automated recommendation system, you get recurring additional sales without any effort since it connects
the shoppers with their desired products much faster.
The shortest path to a sale is great since it reduces the effort for both you and your customer. Recommendation systems allow you
to reduce your customers’ path to a sale by recommending them a suitable option, sometimes even before they search for it.

Every week, Spotify generates a new customized playlist for each subscriber called “Discover Weekly” which is a personalized list of
30 songs based on users’ unique music tastes. Their acquisition of Echo Nest, a music intelligence and data-analytics startup,
enable them to create a music recommendation engine that uses three different types of recommendation models:

 Collaborative filtering: Filtering songs by comparing users’ historical listening data with other users’ listening history.
 Natural language processing: Scraping the internet for information about specific artists and songs. Each artist or song is then
assigned a dynamic list of top terms that changes daily and is weighted by relevance. The engine then determines whether two
pieces of music or artists are similar.
 Audio file analysis: The algorithm each individual audio file’s characteristics, including tempo, loudness, key, and time signature,
and makes recommendations accordingly.

2. Explain steps needed to formulate a social media strategy.

A social media strategy is a thorough roadmap that outlines how your brand will leverage social media to achieve your
marketing and business goals.

The purpose of a social strategy is to provide direction for your social marketing efforts, ensuring that they are aligned with
your business’s overarching objectives, and are thoughtfully designed to create results.
 3. Illustrate social media alignment matrix.
A Social Media Alignment Matrix is a strategic tool used to ensure that social media efforts align with overall business objectives,
target audience preferences, and brand messaging. It helps in organizing and visualizing how different social media activities
support specific goals, ensuring a cohesive and effective social media strategy. Here’s how to create and use a Social Media
Alignment Matrix:

1. Define Business Objectives

Start by clearly defining your overall business objectives. Common objectives might include:

 Increasing brand awareness

 Driving website traffic
 Generating leads
 Boosting sales
 Improving customer engagement and satisfaction

2. Identify Target Audiences

Determine the specific audience segments you want to reach through social media. These could include:

 Prospective customers
 Existing customers
 Industry influencers
 Brand advocates

3. Establish Key Performance Indicators (KPIs)

Identify the KPIs that will measure the success of your social media activities. Examples include:

 Impressions and reach

 Engagement rates (likes, comments, shares)
 Click-through rates (CTR)
 Conversion rates
 Follower growth
 4. Align Social Media Platforms

Match each social media platform to your target audiences and business objectives. Different platforms may serve different
purposes. For example:

 Facebook: Broad audience reach, community engagement

 Instagram: Visual storytelling, influencer marketing
 Twitter: Real-time updates, customer service
 LinkedIn: B2B marketing, professional networking
 YouTube: Video content, tutorials, product demonstrations

5. Content Themes and Formats

Identify the types of content and formats that will be used on each platform to achieve your objectives. These might include:

 Blog posts
 Videos
 Infographics
 Live streams
 User-generated content

6. Matrix Layout

Create a matrix with the following columns:

4. What is Social Information Filtering?

 5. How does Social Information Filtering differ from content-based filtering?

Social information filtering and content-based filtering are two approaches to recommending
items (information, products, etc.) to users, but they take fundamentally different paths to get
there. Here's a breakdown of their key differences:

Social Information Filtering:

 Focus: Relies on the preferences and actions of other users.

 Mechanism: Identifies users with similar tastes or behaviors and recommends items those users
have liked or interacted with.
 Data Source: Analyzes user ratings, reviews, social connections (follows, friends), and past
interactions with content.
 Example: On a social media platform, you see posts liked or shared by friends or people you
follow.
 · Strengths:

o Serendipity: Can expose users to new and interesting items they might not have found
on their own, based on the choices of similar users.
o Cold Start Problem Mitigation: Works well even for new users with limited browsing
history.
 Weaknesses:

o Echo Chambers: Can reinforce existing preferences and limit exposure to diverse
viewpoints.
o Dependence on Quality User Data: Relies on the quality and diversity of ratings and
interactions from other users.

Content-Based Filtering:

 Focus: Analyzes the characteristics of the items themselves.

 Mechanism: Recommends items similar to what a user has interacted with in the past.
 Data Source: Extracts features and attributes from the items (e.g., movie genre, article topic,
product description).
 Example: An e-commerce platform recommends shoes based on the styles you've previously
purchased.

· Strengths:

 Explainability: Recommendations are easy to understand because they're based on a user's past
behavior.
 Personalization: Provides a tailored experience based on a user's unique interaction history.

· Weaknesses:

 Limited Exploration: Can get stuck in a rut, recommending similar items and hindering discovery
of new interests.
 Cold Start Problem: Needs a decent amount of user interaction data to make accurate
recommendations for new users.

Applications:

 Social Information Filtering: Social media platforms (recommendations based on friends' likes
and shares), news aggregators (recommendations based on what other users are reading), e-
commerce platforms (recommendations based on similar users' purchase history).
 Content-Based Filtering: Streaming services (movie/TV show recommendations based on watch
history), music streaming services (song recommendations based on past listening habits), e-
commerce platforms (product recommendations based on past purchases/browsing behavior).
Hybrid Approach:

In practice, many recommender systems use a hybrid approach that combines social information
filtering and content-based filtering. This leverages the strengths of both methods:

 Personalization: Understanding a user's individual preferences through content-based filtering.

 Discovery: Introducing new and interesting items based on the choices of similar users (social
information filtering).

Here's an analogy:

 Social Information Filtering: Like asking a friend for a restaurant recommendation because you
trust their taste.
 Content-Based Filtering: Like browsing a shelf at a store and picking out a book in the same
genre as one you enjoyed before.

In essence:

 Social Information Filtering leverages the wisdom of the crowd, finding items similar to what
people with similar tastes liked.
 Content-Based Filtering focuses on the items themselves, recommending things with similar
features to what a user has interacted with before.

6. Why is Social Information Filtering important in recommendation systems?

Social information filtering plays a crucial role in recommendation systems for several key
reasons:

 Overcoming the Cold Start Problem: New users or items with limited interaction history pose a
challenge for content-based filtering. Social information filtering steps in by leveraging the
preferences of similar users to recommend relevant items, even for those with no prior
interaction data.
 Serendipity and Discovery: Social recommendations can introduce users to new and interesting
items they might not have found on their own. This is because they're not limited to a user's
past behavior but explore the choices of similar users, fostering a sense of discovery.
 Building Trust and Credibility: Recommendations from trusted friends or users with similar
tastes can hold more weight than those based solely on algorithms. This social element can
increase user trust and engagement with the recommendation system.
 Diversity of Recommendations: Social filtering can help break out of filter bubbles by
incorporating the preferences of a wider user base. This can expose users to a broader range of
viewpoints and content, enriching their overall experience.
  Amplifying Niche Interests: For niche interests with a smaller user base, social filtering can be
particularly valuable. By connecting users with similar tastes, it can provide them with more
relevant recommendations despite the limited data pool.

Overall, social information filtering adds a valuable social layer to

recommendation systems, fostering discovery, trust, and a more diverse and
enriching user experience.

7. What are the main algorithms used in Social Information Filtering?

8. How does collaborative filtering work?

9. What is the difference between user-based and item-based collaborative filtering?
10. How does matrix factorization contribute to Social Information Filtering?
11. What role does the k-nearest neighbors (k-NN) algorithm play in Social Information
Filtering?
12. How can deep learning techniques be applied to Social Information Filtering?
13. What types of data are typically used in Social Information Filtering?
14. What methods can be used to collect user ratings and preferences?

Module 6: Social network Analytics Applications and Privacy

1. Discuss the limitations of social media analytics.

2. Discuss the impact of social media on the public sector.
3. Analyze the impact of social media in public sector.
4. Elaborate in detail about Social media risk management framework.
5. Discuss the impact of social media on the public sector.
6. What is Social Network Analytics?
7. How does Social Network Analytics differ from traditional data analytics?
8. Why is Social Network Analytics important in today’s digital age?
9. Data Collection and Sources
10. What types of data are typically analyzed in Social Network Analytics?
11. How can you collect data from social networks?
12. What are the most common tools and platforms used for Social Network Analytics?
13. How can businesses use Social Network Analytics for marketing?
14. How can Social Network Analytics help in sentiment analysis?
15. How is Social Network Analytics used in influencer marketing?