Social Media Analytics and Data Analysis (Elective-III)

Unit I

Introduction to Social Media: Social Media Landscape, Social Media Analytics and its Need, SMA in Small and Large Organisations, Applications across Platforms, Types of Social Networks (friend, user-generated content, affiliation), Sociograms, Sociometric Studies, Social Media Business Models, Basics of Web Search Engines and Digital Advertising.

Unit II

Graphs and Matrices: The Adjacency Matrix, Paths, Connectivity, Distance and Breadth First Search, Network Datasets Overview, Nodes, Ties and Influencers, Making Connections, Link Analysis, Random Graphs and Network Evolution, Weighted Networks, Hypergraphs.

Unit III

Network Fundamentals: Network Structures, Equivalence, Homophily, Clustering, Snowball Sampling, Contact Tracing and Random Walks, Ego-Centered Networks, Dominance Hierarchies, Third Party Records, Affiliation Networks, Citation Networks, Peer-to-Peer Networks, Recommender Networks, Biological Networks.

Unit IV

Social Network and Modelling: Affiliation and Identity, Social Capital, Structural Holes, Structural Balance, Predictive and Descriptive Modeling, Community/Anomaly Detection. Facebook Analytics: Parameters, Demographics, Page Audience, Reach and Engagement Analysis. Google Analytics: Implementation Technology, Limitations, Performance Concerns, Privacy Issues, Google Website Optimizer.

Unit V

Processing, Visualizing and Social Media Data Analytics: Influence Maximization, Link Prediction, Collective Classification, Applications in Advertising and Game Analytics, Collecting and Visualizing Social Media Data. Clickstream Analysis, A/B Testing, Online Surveys, Web Crawling and Indexing, NLP Techniques for Micro-Text Analysis, Trends, Social Influencers, Opinion Spread.