EXPLORING THE
MATHEMATICS OF SOCIAL
MEDIA ANALYSIS
BY- LOKESH , PRASANNA,
SARAN , SHASHAA ALWAR ,
SHRADHA AGARWAL ,
SHERLYN LINDA , SREE
VARSHA
AGENDA:-
TOPIC Done By
1. What is social media analysis, and why is it important Shashaa
Alwar
[Link] are the kinds of data used in social media Lokesh
Kumar
[Link] do we calculate engagement and growth rate Sree Varsha
[Link] are the tools used in social media Prasanna J
Topic Done By
[Link] and social media influence Shradha Agrawal
[Link] in Social Media Analysis for Saran Balaji
Businesses
7. Small analysis using Sample data Sherlyn Linda
SOCIAL MEDIA ANALYSIS
SOCIAL MEDIA ANALYSIS INVOLVES GATHERING, MEASURING, AND
INTERPRETING DATA FROM PLATFORMS SUCH AS INSTAGRAM,
X/TWITTER, FACEBOOK, TIKTOK, YOUTUBE, AND OTHERS.
THE GOAL IS TO UNDERSTAND USER BEHAVIORS, INTERACTIONS,
AND EMERGING PATTERNS. THIS HELPS INDIVIDUALS, BUSINESSES,
AND RESEARCHERS MAKE INFORMED DECISIONS BASED ON
INSIGHTS DRAWN FROM SOCIAL MEDIA ACTIVITY.
MAIN COMPONENTS OF SOCIAL MEDIA ANALYSIS
CONTENT ANALYSIS
EXAMINES WHAT USERS POST – INCLUDING TEXT, IMAGES, VIDEOS,
HASHTAGS, AND KEYWORDS – TO UNDERSTAND COMMUNICATION
STYLES AND TOPICS OF INTEREST.
ENGAGEMENT ANALYSIS
MEASURES INTERACTIONS SUCH AS LIKES, COMMENTS,
SHARES, RETWEETS, AND REACTIONS. THIS SHOWS HOW USERS ARE
RESPONDING AND ENGAGING WITH CONTENT.
TREND & TOPIC ANALYSIS
IDENTIFIES POPULAR, TRENDING, OR VIRAL TOPICS. IT HELPS IN
RECOGNIZING EMERGING CONVERSATIONS AND INTERESTS.
TREND & TOPIC ANALYSIS
IDENTIFIES POPULAR, TRENDING, OR VIRAL TOPICS. IT HELPS IN
RECOGNIZING EMERGING CONVERSATIONS AND INTERESTS.
NETWORK ANALYSIS
STUDIES HOW PEOPLE ARE CONNECTED WITH ONE ANOTHER AND HOW
INFORMATION SPREADS THROUGH THESE NETWORKS.
AUDIENCE INSIGHTS
PROVIDES DEMOGRAPHIC DETAILS LIKE AGE, LOCATION, INTERESTS, AND
BEHAVIOR PATTERNS, HELPING TO TAILOR CONTENT OR STRATEGIES TO
SPECIFIC USER GROUPS.
SOCIAL MEDIA DATA
USER PROFILE AND DEMOGRAPHICS
WHO IS MY AUDIENCE?
FOLLOWER COUNT, GROWTH, AGE, GENDER, LOCATION, LANGUAGE,
AND ACTIVE TIMES.
ENGAGEMENT DATA
HOW IS MY AUDIENCE INTERACTING?
LIKES, COMMENTS, SHARES, SAVES, CLICKS, MENTIONS.
CONTENT PERFORMANCE AND REACH
○ HOW FAR DID MY CONTENT SPREAD?
○ REACH, IMPRESSIONS, VIDEO VIEWS, WATCH TIME, CLICK-THROUGH
RATE.
AUDIENCE GROWTH AND LOYALTY
○ IS MY AUDIENCE GROWING AND STAYING LOYAL?
○ FOLLOWER GROWTH RATE, RETURNING VIEWERS.
ENGAGEMENT RATE
● SHOWS HOW INVOLVED FOLLOWERS ARE.
● FORMULA: (TOTAL ENGAGEMENT / TOTAL
FOLLOWERS) × 100.
● DOESN’T MEASURE SENTIMENT OR QUALITY.
●
HIGH ENGAGEMENT ≠ GUARANTEED SALES .
GROWTH RATE
MEASURES AUDIENCE INCREASE OVER TIME.
FORMULA: (NEW FOLLOWERS / STARTING FOLLOWERS)
× 100.
SIMPLE WAY TO TRACK GROWTH.
CAN BE MISLEADING DUE TO FAKE OR INACTIVE
ACCOUNTS.
KEY INSIGHTS
● BOTH METRICS HELP BUT DON’T TELL THE
WHOLE STORY.
● USE ALONGSIDE OTHER DATA FOR BETTER
DECISIONS.
MATH TOOLS USED IN SOCIAL MEDIA
STATISTICS, PROBABILITY & TIME SERIES
➤ ANALYZE PATTERNS, PREDICT BEHAVIOR, TRACK TRENDS OVER TIME.
➤ EXAMPLE: AVERAGE LIKES, SHARE LIKELIHOOD, ENGAGEMENT TRENDS.
CALCULUS & OPTIMIZATION
➤ MEASURE CHANGES AND FIND BEST STRATEGIES FOR GROWTH.
➤ EXAMPLE: FOLLOWER GROWTH RATE, BEST POSTING TIME.
LINEAR ALGEBRA & MACHINE LEARNING
➤ HANDLE LARGE DATASETS, PERSONALIZE CONTENT.
➤ EXAMPLE: RECOMMENDATION SYSTEMS USING MATRICES.
➤ EXAMPLE: DASHBOARDS SHOWING REACH AND IMPRESSIONS.
GRAPH THEORY
➤ UNDERSTAND USER NETWORKS AND INFLUENCE PATHS.
➤ EXAMPLE: MAPPING FOLLOWERS AND INFLUENCERS.
A/B & HYPOTHESIS TESTING
➤ COMPARE STRATEGIES AND MEASURE EFFECTIVENESS.
➤ EXAMPLE: TESTING DIFFERENT CAPTIONS FOR ENGAGEMENT.
DATA VISUALIZATION
➤ PRESENT DATA CLEARLY FOR QUICK INSIGHTS.
➤ EXAMPLE: DASHBOARDS SHOWING REACH AND IMPRESSIONS.
HOW ARE METRICS USED BY
INFLUENCERS
CONTENT METRICS
● PICK THE BEST-PERFORMING CONTENT TYPES.
● USE EFFECTIVE HASHTAGS AND KEYWORDS FOR MORE REACH
POSTING METRICS
● FOCUS ON POSTS THAT GET MORE LIKES AND COMMENTS.
● TRACK LINK CLICKS TO SEE AUDIENCE INTEREST.
AUDIENCE METRICS
● CREATE CONTENT SUITED TO FOLLOWER DEMOGRAPHICS.
● CONNECTING WITH ER AND POSTING MATRICS
CROSS PLATFORM
● WHERE CONTENT PERFORMS BEST
● ADJUSTING CONTENT STYLE ACCORDINGLY
TREND METRICS
● FOLLOW TRENDING TOPICS TO STAY RELEVANT.
● ADJUST POSTS BASED ON AUDIENCE SENTIMENT.
PERFORMANCE METRICS
● BEFORE COLLABORATION
● AFTER COLLABORATION
MATHEMATICS IN SOCIAL MEDIA ANALYSIS FOR
BUSINESSES
● DATA TYPES:
○ REACH – UNIQUE VIEWERS.
○ IMPRESSIONS – TOTAL VIEWS.
○ ENGAGEMENTS – LIKES, COMMENTS, SHARES, ETC.
○ FOLLOWER GROWTH AND CONVERSION RATE.
● MATHEMATICAL TOOLS:
○ PERCENTAGES & AVERAGES.
○ GRAPHS (LINE, PIE, BAR).
○ PROBABILITY FOR PREDICTIONS.
○ NETWORK ANALYSIS TO FIND INFLUENCERS.
● CASE STUDIES:
○ BAKERY: 30% FOLLOWER GROWTH.
○ E-COMMERCE: 1.2% CONVERSION RATE.
● BUSINESS USE:
○ IMPROVE MARKETING.
○ ALLOCATE BUDGET.
○ TARGET AUDIENCE USING DATA.
THANK
YOU
