With Social Media becoming a big source of Traffic, social media analytics is gaining momentum. Social Media Analytics differs from the normal website metrics. In Social media, we have to measure the ways users interact & also the conversation. Facebook analytics involves measuring the user visits, the path they take, anonymous visits, type of conversation like whether positive or negative, clickthroughs on the ads & others. Youtube analytics involves no. of times videos viewed, subscribers, page views & others. In twitter, the measurement involves the Geo location, Sentiment of the conversation & others.
These analytics helps increase the traffic & conversion for the sites. Google is also fetching the information from Twitter & Facebook for display in search results. Keywords can be tracked to understand what keywords the feeds are appearing. The analytics helps discovery of new audience & users who act as the brand ambassadors. Real time monitoring of the data is important in this analytics. Based on the findings, strategies can be made to develop a positive tone about the brand or service.