WhatsApp Chat Sentiment Analysis in R

Introduction to Social Media Analytics


Social Media Analytics

The process of gathering data from stakeholder conversations on digital media and processing into structured insights leading to more information-driven business decisions and increased customer centrality for brands and businesses is called as Social Media Analytics.

Applications of Social Media Analytics 


1. Events


Public or private Facebook events can be used as a path for members to let friends know about upcoming events in their community with the requirement of the event name, hostname, network, start time, event type, a guest list of friends invited and location.

2. Connection with audience


Whether you are a retailer promoting new products, a CEO strengthening their personal brand, or a mobile app company hoping to get downloads - Twitter's unique discovery mindset allows brands and businesses to connect with a relevant engaged audience.

Some of the brands such as Spotify, Dell 4 good, Karwoskicourage etc. are using character tweets for their promotion.

3. Nonprofit Program

The nonprofit access to unique YouTube features is given by YouTube for a Nonprofit program to connect with volunteers, donors, and supporters. Because of billion viewers on YouTube every month, non-profits of all sizes can use YouTube videos to share their stories with a global audience.


After collecting social media data ( Keyword analysis, Comments, Mentions, URL clicks, Impressions, Hashtag usage, etc.), measure it and analyze to see what is and isn't working. Afterward, Social Media Analytics can be built with the data to make sense of the raw information.

The business metrics used to measure and analyze certain aspects of your business are the key performance indicators (KPIs). The likely factor into social media ROI is Social media KPIs.

The most important Facebook metrics include Impressions, engagement, Page likes, organic likes, Post reach, Paid likes, Unlikes, and Reactions. Some of the Twitter metrics to follow are followers, engagement rate, mentions, link clicks, retweets, replies, Profile visits, tweets and tweet impressions.

The ROI cycle for a social media campaign can be set as launch, management, and organization accordingly. Organizations are able to make smarter business decisions and track the changes as well by collecting this data with sprout.