Ms. Palak Gupta
Assistant Professor, JIMS, Kalkaji
The Era of Social Media
Social media is basically a pool of web-based tools and applications that allows development and communication of user-generated content. It gives users an interactive, friendly and easy-to-use way to share, connect, communicate and network with others on an exceptional scale.
Classification of Social Media Platforms
There are majorly 9 different types of social media platforms used commonly on web:
1. Online social networking
2. Blogging
3. Micro-blogging
4. Wikis
5. Social news
6. Social bookmarking
7. Media sharing
8. Opinion, reviews, and ratings 9. Answers
Meaning and implication of Social Media Mining (SMM)
Social Media Mining implies mining, digging and fetching useful & relevant information from social media pool. The primary focus of the data mining processes is to collect, refine and manage large-scale data, extract unknown and actionable patterns, and gain insightful knowledge which was earlier unknown that ultimately yields to better and quick decision process. Users on social media platforms post and share a lot of data like Twitter generates over 400 million tweets everyday. Mining social media is a fast and much needed multidisciplinary domain which can discover important facts, relationships, patterns on the web for contribution in social media research and development.
Drivers for growth of Social Media Mining
Social media growth is driven by these:
- How can a user be heard?
- Which source of information should a user use?
- How can user experience be improved?
For example, Facebook and Twitter report Web data from approximately 149 million and 90 million unique visitors per month, respectively. According to the video sharing site YouTube, more than 4 billion videos are viewed per day, and 60 hours of videos are uploaded every minute. The picture sharing site Flickr hosts more than 6 billion photo images. Wikipedia hosts over 20 million articles attracting more than 365 million readers.
Challenges in Social Media Mining
Social media data are:
- vast
- noisy
- distributed
- unstructured
- dynamic
These characteristics are barriers which need to be addressed and resolved.
Lists of Common Tools for SMM
- Twitter Tools
- Cloud4 Trends
- Tweet Tracker
Role and use of Data Mining in Social Media Mining
Social Media data is everywhere. There is an overload in context to:
- Information Overload (blogs, photos, videos, bookmarks)
- Interaction Overload (friends, Taggers, followers, commuters)
Social media can directly study opinions and behaviors of millions of users to gain insight into Human behavior, Market analytics and Product sentiments.
Applications of Social Media Mining
- Personalization
- Targeted marketing
- Suggesting choices
- Sentiment Analysis and Opinion Mining- use of natural language processing, text analysis, computational linguistics, and biometrics to systematically identify, extract, quantify, and study subjective information.
- Social Recommenders for “rating” or “giving preference”
- Influence Modeling-intuitive visual display of a decision problem.
Social Media Optimization (SMO)
In social media, there are two important search engines to be optimized for the search function within each social network and Google search-direct and indirect benefits. The direct benefit is more traffic coming to the website and ultimately providing wider reach while the indirect benefit is from back links, hyperlinks or ad links directing to the website from profile.
Tips for effective SMO
- Integrate Social into your Website-Include direct web links to your social media channels from your website and from your social profiles back to your website.
- Fill out the profile information 100%-all the contact information in your social profiles should be exactly the same as they are on your website.
- Align SEO keywords and Social Media-If you can effectively use your keyword or phrase in your profile or page name, it will help it rank better in keyword searches.
- Be Social on Social Media-search engines look at social signals and factor in how often you’re posting, how many people interact with you, and if there are social sharing elements available to website visitors.
JIMS, Kalkaji is one of the leading B schools and best management college in Delhi NCR, that promotes Digital Marketing among its students of PGDM & PGDM (IB) so that they emerge as good digital marketers, content writers, bloggers, e-commerce analyst etc. We have Business Analytics Club, headed by Ms. Palak Gupta, Assistant Professor, JIMS, Kalkaji, that regularly organizes webinars, workshops, quizzes etc. to engross students in analytical framework and aspire them to learn new technologies and tools related to digital marketing, social media analytics, SEO, SEM, SMM & SMO. We keep organizing a number of workshops, seminars, webinars and guest lectures for our students by eminent industry leaders and experts to apprise them on Digital Marketing and its allied Analytics and motivate them for future learning.
JIMS, Kalkaji
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For more information visit: www.jagannath.org/
