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Social Media Analytics

How Is External Data Used in Social Media Analytics?

Social media analytics platforms utilizing machine learning programs measure social media interest in a topic through many external data sources. The most common sources come directly from social media sites and apps like Google, Twitter, Facebook, and so on. Additional sources include sites that aggregate social media trends, like SocialBlade, and news sites.

Machine learning tools either scrape the web for this data or pay these social media companies for access to their raw data. They then store, clean, and analyze the information for the amount of interest in a subject and people’s feelings about it, according to whatever demographic the company wants to target.

How are Machine Learning Models Used in Social Media Analytics?

Machine learning models today do not stop analysis at web scraping, opinion mining, or text analysis. Rather, they continue with NLP (natural language processing) and sentiment analysis to understand exactly how people feel about a topic. These social media users are then divided into customer segments. Good machine learning programs can also apply geographic and demographic data to these segments to analyze sentiment as completely as possible.

These programs can also identify emerging topics and trends. This enables data scientists to analyze the entire social media landscape in real time.

Finally, machine learning can identify sources of social media influence. Companies can use this information to partner with social media users with large audiences to market their products. Recently, however, companies have begun shifting focus to social media users with smaller audiences, as their followers consider their endorsements more genuine.

Which Companies Lead the Way in Building Advanced Analytics and Machine Learning Products in This Field?

Kantar Media
Kantar Media specializes in providing social media and consumer sentiment data for retail and marketing companies. In addition, they provide demographic, consumer transaction, lifestyle, and price optimization data.

Please feel free to review them on our site here.
Hootsuite not only provides social media data but a user-friendly analytics platform that your entire team can utilize. They also offer reports and online marketing training certification courses.
This site offers social media data as well as customer segmentation, marketing help, and customer services. They partner with major social media names like Linkedin, Instagram, Facebook, Youtube, Pinterest, and more.

Like Hootsuite above, they also offer educational courses on online marketing.

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