Chapter 4 Ontroduction to Social Media Analytics
Dr. Gohar F. Khan
School of Management and Marketing, University of Waikato
“Analyzing is believing”
—Gohar F. Khan
1. Introduction
Social Media Analytics is the art and science of extracting valuable hidden insights from vast amounts of semi-structured and unstructured social media data to enable informed and insightful decision-making. It is considered a science, as it involves systematically identifying, extracting, and analyzing social media data (such as tweets, shares, likes, and hyperlinks) using sophisticated tools and techniques. It is also an art, interpreting and aligning the insights gained with business goals and objectives. To get value from analytics, one should master both its ...
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