Course Code Course Name Credit
CSDC8023 Social Media Analytics 03
Prerequisite: Graph Theory, Data Mining, Python/R programming
Course Objectives: The course aims:
1 Familiarize the learners with the concept of social media.
2 Familiarize the learners with the concept of social media analytics and understand
its significance.
3 Enable the learners to develop skills required for analyzing the effectiveness of
social media.
4 Familiarize the learners with different tools of social media analytics.
5 Familiarize the learner with different visualization techniques for Social media
analytics.
6 Examine the ethical and legal implications of leveraging social media data.
Course Outcomes:
1 Understand the concept of Social media
2 Understand the concept of social media Analytics and its significance.
3 Learners will be able to analyze the effectiveness of social media
4 Learners will be able to use different Social media analytics tools effectively and
efficiently.
5 Learners will be able to use different effective Visualization techniques to represent
social media analytics.
6 Acquire the fundamental perspectives and hands-on skills needed to work with
social media data.
Module Detailed Content Hours
1. Social Media Analytics: An Overview
Core Characteristics of Social Media, Types of Social Media, Social 6
media landscape, Need for Social Media Analytics (SMA), SMA in
small & large organizations.
Purpose of Social Media Analytics, Social Media vs. Traditional
Business Analytics, Seven Layers of Social Media Analytics, Types
of Social Media Analytics, Social Media Analytics Cycle, Challenges
to Social Media Analytics, Social Media Analytics Tools
2. Social Network Structure, Measures & Visualization
Basics of Social Network Structure - Nodes, Edges & Tie 6
Describing the Networks Measures - Degree Distribution, Density,
Connectivity, Centralization, Tie Strength & Trust
Network Visualization - Graph Layout, Visualizing Network
features, Scale Issues.
Social Media Network Analytics - Common Network Terms,
Common Social Media Network Types, Types of Networks,
Common Network Terminologies, Network Analytics Tools.
3. Social Media Text, Action & Hyperlink Analytics
Social Media Text Analytics - Types of Social Media Text, Purpose 8
of Text Analytics, Steps in Text Analytics, Social Media Text
Analysis Tools
Social Media Action Analytics - What Is Actions Analytics?
Common Social Media Actions, Actions Analytics Tools
Social Media Hyperlink Analytics - Types of Hyperlinks, Types of
Hyperlink Analytics, Hyperlink Analytics Tools
4. Social Media Location & Search Engine Analytics
Location Analytics - Sources of Location Data, Categories of 6
Location Analytics, Location Analytics and Privacy Concerns,
Location Analytics Tools
Search Engine Analytics - Types of Search Engines, Search Engine
Analytics, Search Engine Analytics Tools
5. Social Information Filtering
Social Information Filtering - Social Sharing and filtering , 6
Automated Recommendation systems, Traditional Vs social
Recommendation Systems
Understanding Social Media and Business Alignment, Social Media
KPI, Formulating a Social Media Strategy, Managing Social Media
Risks
6. Social Media Analytics Applications and Privacy
Social media in public sector - Analyzing public sector social media, 7
analyzing individual users, case study.
Business use of Social Media - Measuring success, Interaction and
monitoring, case study.
Privacy - Privacy policies, data ownership and maintaining privacy
online.
Textbooks:
1. Seven Layers of Social Media Analytics_ Mining Business Insights from Social Media
Text, Actions, Networks, Hyperlinks, Apps, Search Engine, and Location Data, Gohar
F. Khan,(ISBN-10: 1507823207).
2. Analyzing the Social Web 1st Edition by Jennifer Golbeck
3. Mining the Social Web_ Analyzing Data from Facebook, Twitter, LinkedIn, and
Other Social Media Sites, Matthew A Russell, O‘Reilly
4 Charu Aggarwal (ed.), Social Network Data Analytics, Springer, 2011
References:
1. Social Media Analytics [2015], Techniques and Insights for Extracting Business Value
Out of Social Media, Matthew Ganis, AvinashKohirkar, IBM Press
2. Social Media Analytics Strategy_ Using Data to Optimize Business Performance, Alex
Gonçalves, APress Business Team
3. Social Media Data Mining and Analytics, Szabo, G., G. Polatkan, O. Boykin & A.
Chalkiopoulus (2019), Wiley, ISBN 978-1-118-82485-6
Useful Links
1 https://cse.iitkgp.ac.in/~pawang/courses/SC16.html
2 https://onlinecourses.nptel.ac.in/noc20_cs78/preview
3 https://nptel.ac.in/courses/106106146
4 https://7layersanalytics.com/
