The book offers concepts, tools, tutorials, and case studies that business managers need to extract and analyze the seven layers of social media data, including text, actions, networks, apps, hyperlinks, search engines, and location layers. Social media analytics is about converting unstructured social media data into meaningful business insights. By the end of this book, you will have mastered the concepts, techniques, and tools used to extract business insights from social media that help increase brand loyalty, generate leads, drive traffic, and ultimately make good business decisions. The book is non-technical in nature best suited for business managers, owners, consultants, students, and professors, etc. Here is how the book is structured: Chapter 1: The Seven Layers of Social Media Analytics Chapter 2: Understanding Social Media Chapter 3: Social Media Text Analytics Chapter 4: Social Media Network Analytics Chapter 5: Social Media Actions Analytics Chapter 6: Social Media Apps Analytics Chapter 7: Social Media Hyperlinks Analytics Chapter 8: Social Media Location Analytics Chapter 9: Social Media Search Engine Analytics Chapter 10: Aligning Social Media Analytics with Business Goals The book also comes with a companion site (http: //7layersanalytics.com/) which offers Updated Tutorials, Power-Point Slide, Case Studies, Sample Data, and Syllabus.

This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing. Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers. This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies. What You’ll Learn Get a clear view of the available data for social media marketing and how to access all of it Make use of data and information behind social media networks to your favor Know the details of social media analytics tools and platforms so you can use any tool in the market Apply social media analytics to many different real-world use cases Obtain tips from interviews with professional marketers and founders of social media analytics platforms Understand where social media is heading, and what to expect in the future Who This Book Is For Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

Often termed as the ''new gold,'' the vast amount of social media data can be employed to identify which customer behavior and actions create more value. Nevertheless, many brands find it extremely hard to define what the value of social media is and how to capture and create value with social media data.In Creating Value with Social Media Analytics, we draw on developments in social media analytics theories and tools to develop a comprehensive social media value creation framework that allows readers to define, align, capture, and sustain value through social media data. The book offers concepts, strategies, tools, tutorials, and case studies that brands need to align, extract, and analyze a variety of social media data, including text, actions, networks, multimedia, apps, hyperlinks, search engines, and location data. By the end of this book, the readers will have mastered the theories, concepts, strategies, techniques, and tools necessary to extract business value from big social media that help increase brand loyalty, generate leads, drive traffic, and ultimately make sound business decisions. Here is how the book is organized. Chapter 1: Creating Value with Social Media Analytics Chapter 2: Understanding Social Media Chapter 3: Understanding Social Media Analytics Chapter 4: Analytics-Business Alignment Chapter 5: Capturing Value with Network Analytics Chapter 6: Capturing Value with Text Analytics Chapter 7: Capturing Value with Actions Analytics Chapter 8: Capturing Value with Search Engine Analytics Chapter 9: Capturing Value with Location Analytics Chapter 10: Capturing Value with Hyperlinks Analytics Chapter 11: Capturing Value with Mobile Analytics Chapter 12: Capturing Value with Multimedia Analytics Chapter 13: Social Media Analytics CapabilitiesChapter 14: Social Media Security, Privacy, & Ethics The book has a companion site (https://analytics-book.com/), which offers useful instructor resources. Praises for the book "Gohar F. Khan has a flair for simplifying the complexity of social media analytics. Creating Value with Social Media Analytics is a beautifully delineated roadmap to creating and capturing business value through social media. It provides the theories, tools, and creates a roadmap to leveraging social media data for business intelligence purposes. Real world analytics cases and tutorials combined with a comprehensive companion site make this an excellent textbook for both graduate and undergraduate students."-Robin Saunders, Director of the Communications and Information Management Graduate Programs, Bay Path University. "Creating Value with Social Media Analytics offers a comprehensive framework to define, align, capture, and sustain business value through social media data. The book is theoretically grounded and practical, making it an excellent resource for social media analytics courses."-Haya Ajjan, Director & Associate Prof., Elon Center for Organizational Analytics, Elon University. "Gohar Khan is a pioneer in the emerging domain of social media analytics. This latest text is a must-read for business leaders, managers, and academicians, as it provides a clear and concise understanding of business value creation with social media data from a social lens."-Laeeq Khan, Director, Social Media Analytics Research Team, Ohio University. "Whether you are coming from a business, research, science or art background, Creating Value with Social Media Analytics is a brilliant induction resource for those entering the social media analytics industry. The insightful case studies and carefully crafted tutorials are the perfect supplements to help digest the key concepts introduced in each chapter."-Jared Wong, Social Media Data Analyst, Digivizer "It is one of the most comprehensive books on analytics that I have come across recently."-Bobby Swar, Prof. Concordia Uni.

Transform Raw Social Media Data into Real Competitive Advantage There’s real competitive advantage buried in today’s deluge of social media data. If you know how to analyze it, you can increase your relevance to customers, establishing yourself as a trusted supplier in a cutthroat environment where consumers rely more than ever on “public opinion” about your products, services, and experiences. Social Media Analytics is the complete insider’s guide for all executives and marketing analysts who want to answer mission-critical questions and maximize the business value of their social media data. Two leaders of IBM’s pioneering Social Media Analysis Initiative offer thorough and practical coverage of the entire process: identifying the right unstructured data, analyzing it, and interpreting and acting on the knowledge you gain. Their expert guidance, practical tools, and detailed examples will help you learn more from all your social media conversations, and avoid pitfalls that can lead to costly mistakes. You’ll learn how to: Focus on the questions that social media data can realistically answer Determine which information is actually useful to you—and which isn’t Cleanse data to find and remove inaccuracies Create data models that accurately represent your data and lead to more useful answers Use historical data to validate hypotheses faster, so you don’t waste time Identify trends and use them to improve predictions Drive value “on-the-fly” from real-time/ near-real-time and ad hoc analyses Analyze text, a.k.a. “data at rest” Recognize subtle interrelationships that impact business performance Improve the accuracy of your sentiment analyses Determine eminence, and distinguish “talkers” from true influencers Optimize decisions about marketing and advertising spend Whether you’re a marketer, analyst, manager, or technologist, you’ll learn how to use social media data to compete more effectively, respond more rapidly, predict more successfully...grow profits, and keep them growing.

Discover how to gauge your online success based on social media metrics With so many social media monitoring and measurement tools available, it can be overwhelming to figure out which tool is right for you when it comes to calculating the success of your social media marketing efforts. This fun and friendly guide helps you determine which tool will serve you best for understanding your online audience. You'll learn to sift through all the information available about social media monitoring and metrics so that you can listen to what is being said about your business, read your analytic dashboard, understand what metrics mean for you, calculate your return on investment (ROI), and apply your findings to future social media marketing campaigns. Helps you wade through the plethora of social media monitoring and metrics to discover what elements are most applicable to your needs Explains the meaning behind the social media metrics tools so that you can understand how to make those results work for you Shares examples of how to calculate both the financial and non-financial return on investment of your social media efforts Includes real-world case studies that demonstrate how small and large businesses are using social media metrics With this helpful book by your side, you will learn how to understand the information you acquire regarding your social media marketing efforts and then put that information to work for your business.

This book provides practical know-how on understanding, implementing, and managing main stream social media tools (e.g., blogs and micro-blogs, social network sites, and content communities) from a public sector perspective. Through social media, government organizations can inform citizens, promote their services, seek public views and feedback, and monitor satisfaction with the services they offer so as to improve their quality. Given the exponential growth of social media in contemporary society, it has become an essential tool for communication, content sharing, and collaboration. This growth and these tools also present an unparalleled opportunity to implement a transparent, open, and collaborative government. However, many government organization, particularly those in the developing world, are still somewhat reluctant to leverage social media, as it requires significant policy and governance changes, as well as specific know-how, skills and resources to plan, implement and manage social media tools. As a result, governments around the world ignore or mishandle the opportunities and threats presented by social media. To help policy makers and governments implement a social media driven government, this book provides guidance in developing an effective social media policy and strategy. It also addresses issues such as those related to security and privacy.

This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides.