What is Social Network Analytics

Definition:Social Network Analytics

Social Network Analytics or social network analysis is a set of tools and techniques used to analyze social networks and the relationships between the entities that compose them. It helps identifypatterns and trends in connections between people, companies, organizations, websites and products, among others. By discovering these trends, businesses can gain valuable insights into their customers’ behavior, preferences, and opinions.


What is Social Network Analytics for?

Companies need to understand their customers to better meet their needs and develop successful marketing strategies. But it can be difficult for businesses to get an accurate picture of customer behavior, preferences, and opinions without the right tools and techniques.

Social media analytics is a powerful tool that helps businesses gain insights into customer behavior, preferences, and opinions by analyzing social media and cross-entity relationships. Using this data, companies can create marketing strategies that are more effective and tailored to their target audience.

Social Network Analytics Source

Social network analysis is a relatively new tool in the arsenal of market researchers and developers, but its origins date back to the 1950s. In the ’50s, Harvard professor J.A. Barnes developed an innovative method of social network analysis that used diagrams to illustrate connections between entities.

In the early 2000s, Professor Mark Granovetter developed a more complex form of network analysis which he called “social network analysis”. This technique was more sophisticated than Barnes’ diagramming method and allowed the connections between entities to be studied in greater detail.

Main Social Network Analytics tools

Social media analytics tools have become increasingly popular in recent years due to their ability to provide detailed insights into customer behavior, preferences, and opinions. Among the most popular social media analytics tools are Sysomos, Socialbakers, Sprinklr, and Synthesio.

  • Sysomos is a social media listening and analytics platform that helps identify influencers, track brand mentions, and monitor campaigns.
  • Socialbakers is an analytics platform focused on social media performance, which measures audience engagement and growth.
  • Sprinklr offers a set of tools to manage customer relationships, understand consumer behavior, and create content tailored to specific audiences.
  • Synthesio offers social intelligence solutions that help businesses measure the impact of their campaigns and understand their customers.

Social Network Analytics Examples

  1. Network analysis: Analysis of the structure of a network, such as the connections between people and entities on a social media platform.
  2. Sentiment analysis: Understanding what people think about certain topics or products by analyzing their words and phrases.
  3. Behavior analysis: Discover patterns in user behavior to better understand customer preferences.
  4. Influence analysis: identification of influencers in a particular network who can help spread brand messages.
  5. Content analysis: Examine content shared on social media to learn what kind of content resonates with users.
  6. Predictive modeling: Using machine learning algorithms to predict future trends from previous data collected on social media.
  7. Social media monitoring: Track conversations across multiple platforms for timely insights into customer satisfaction and product performance.

By harnessing the power of social media analytics, businesses can gain valuable insights into their customers’ behavior, preferences, and opinions to improve their marketing strategies and better meet users’ needs. With the right tools and techniques, companies can gain a thorough knowledge of their target audience, essential to the success of marketing campaigns.

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