1] Sentiment analysis:

Track changes in opinion and mood over time

Compare how an audience feels about your brand vs. your competitors

Identify potential issues early, before they develop into full-blown crises

Pinpoint key topics or posts driving sentiment up or down

 United airlines person dragged from plane considered as a issue of overbooking and
considered normal and overbooked and next day stock plummeted and lost $250 M.
 Expedia learnt from people that they were annoyed with music used in ad, Expedia changed
that and in next ad even mocked its old ad thus redeeming itself
 marketing strategies can be optimized or adjusted to meet target customer’s needs, Can
measure ROI of the marketing campaign (campaign effectiveness), Most people go on social
media to bring attention to a problem they face.
 Also helps with crisis management, Royal Dutch airlines listening to customers and quickly
trying to fix problems, gain loyal customers
 Facebook emojis to understand emotions easy to calculate for every to post, just subtract
likes and calculate percentage of each emoji separately and plot it in a graph

Compute the percentage of each emotion

Each hashtag will be associated with

multiple posts and processing can be done
using G Cloud natural language API

Score will indicate the overall emotion of a

post, each emotion associated with a post
will have a score between -1 and +1.

 Twitter sentimental analysis using python client tweepy (twitter api)

 Textblob is used to process textual data
 Can find positive and negative tweets percentage
 Youtube we can import a list of comments on the video, we can get views on the video,
count the no of likes
 Comment analysis is done based on word frequency, likes and hates, naïve bayes classifier to
analyse sentiments, The reviews are classified as “negative” or “positive”, and our classifier
will return the probability of each label. We will compute a score = prob(“positive”) –
prob(“negative”) to get a score between -1 an 1.
 Similarly insta once can import comments, count no of likes, count no of views on stories

2] Social Mentions:
  Track mentions of keywords such as company name, product, service, promotions,
competition, industry
 Track regularly and compare with benchmarks and take appropriate action

3] Social media followers:

 Facebook, youtube, Instagram, google plus, twitter, linkedin

4] Follower growth

5] Top influencers: influencers can help you grow your audience quickly, and they usually come a lot
cheaper than advertising

Tracking your top influencers can also lead to memorable and effective marketing campaigns.

6] Top engaging social channels: beyond simple traffic, it’s valuable to see what those social users
are doing once they arrive on your site. tracks social referral traffic in Google Analytics, and then
compares this with the average time users spend on a page:

7] Top referring social channels: Your analysis should include factors like bounce rate (whether your
visitors leave soon after arriving), conversion rate (whether they sign up for a service, or even buy),
and their average time on site.

8] Top converting social channels: If you can prove that social media marketing leads directly to
conversions (especially sales), you have a demonstrable return on investment.

9] Total social media conversions: monitor trends in conversions over time.

10] Revenue from social channels: Google Analytics lets you set website goals for each conversion
point. From this, you can add a dollar value to each conversion. So if you know the source of each
conversion (that was metric number eight), you can easily calculate the revenue generated by
source.

There are also great tools like Marketo and Kissmetrics that will track your customer’s journey from
that first conversion. This lets you tie that eventual customer to the social media link they clicked. So
if you know that customer pays $10,000 per year, you can thank social media marketing for that
revenue.

Source:

https://datanice.wordpress.com/2015/09/09/sentiment-analysis-for-youtube-channels-with-nltk/

https://medium.com/google-cloud/understanding-facebook-reactions-using-sentiment-analysis-
f17b6e561ff3

https://www.geeksforgeeks.org/twitter-sentiment-analysis-using-python/

https://www.postchup.com/2018/05/17/instagram-sentiment-analysis/

https://mention.com/blog/social-media-metrics-to-monitor/