Social media analytics support soci

Social media analytics support social media content mining, usage mining, and structure mining activities. Social media analytics analyze and interpret human behaviors at social media sites, providing insights and drawing conclusions from a consumer’s interests, web browsing patterns, friend lists, sentiments, profession, and opinions. By understanding customers better using social media analytics, firms develop effective relationship marketing campaigns for targeted customer segments and tailor products and services to customers’ needs and interests. For example, major U.S. banks analyze clients’ comments on social media sites about their service experiences and satisfaction levels. Unlike web analytics used mainly for structured data, social media analytics are used for the analysis of data likely to be natural language, unstructured, and context-dependent.