Social Media Text Analytics

● Text is one of the fundamental elements of social media platforms.

● Textual elements of social media include comments, tweets, blog posts, product
reviews, and status updates.
● Social media text analytics, also known as text mining, is a technique to extract,
analyze, and interpret hidden business insights from textual elements of social media
content.
● Organizations use text analysis techniques to extract hidden valuable meaning,
patterns, and structures from the user-generated social media text for business
intelligence purposes.
● Text analytics, for example, is useful in gaining a quick and accurate understanding of
the emotion and sentiment expressed over social media channels (e.g., tweets or
Facebook comments) related to a brand or a new product launch.
Social Media Text Analytics
● The volume and speed at which the comments over social media are generated does
not allow for manual reading, and calls for advanced text analysis techniques.
● Text analytics has evolved into a well-established field with roots in variety of
domains, including data mining, machine learning, natural language processing,
knowledge management, and information retrieval.
● Studies have suggested that approximately 80 percent of data in an organization is
textual in nature.
Module 3
Social Media Text Analytics
● Types of Social Media Text
● Purpose of Text Analytics
● Steps in Text Analytics
● Social Media Text Analysis Tools
TYPES OF SOCIAL MEDIA TEXT
● Based on its nature, social media text can be broadly classified into two categories:
1) Dynamic text
2) static text
TYPES OF SOCIAL MEDIA TEXT
1. DYNAMIC TEXT
● Dynamic text is a real-time social media user-generated text or statement to
expresses an opinion about content or information posted over social media.
● Dynamic text is mostly posed by social media users in response to social, political,
economic, personal, cultural, or business issues to express their views and feelings
related to it.
● Dynamic text is usually smaller in length (e.g., a couple of sentences), diverse in
nature, and is updated or deleted more frequently.
○ Examples : tweets, Facebook comments, and product reviews.
TYPES OF SOCIAL MEDIA TEXT
Most common dynamic social media texts:
[Link] [Link] [Link] [Link] 5. Reviews.
[Link]
● A tweet is a one hundred forty-character message posted by a Twitter user. A tweet may
include text, images, video, or links to other websites. A tweet may also include a hashtag
(#).
● Hashtags are used to mark keywords or topics in a tweet, and are organically created by
Twitter users as a method to categorize messages. A keyword marked by a hashtag can easily
appear in Twitter search, and popular hashtags are often trending topics over Twitter.
● Tweets accumulate over time, carry a timestamp and user information, and mostly appear in
descending order; that is, the most recent first. Tweet data provides a valuable source for
mining value business insights, including exploring trending topics, measuring brand
sentiment, and gathering feedback on new products and services.
TYPES OF SOCIAL MEDIA TEXT
[Link]
● Social media comments are written (usually short) statements that express opinions
about content or information posted over social media.
● While most comments are text only, it can also include images, video, or links to
other websites.
● The ability to post comments and participate in social media discourse is the
underlying characteristic that distinguishes social media from traditional media (e.g.,
TV and print).
● Like tweets, social media comments are also a great source for mining valuable
business insights from social media. Almost all social media platforms provide
commenting features. Comments accumulate over time, carry a timestamp and user
information, and mostly appear in descending order; that is, the most recent first.
TYPES OF SOCIAL MEDIA TEXT
[Link]
● Discussion takes the form of textual or written conversation or debate about a certain
topic, product, or service.
● Mostly, discussions among social media users happen through Internet forums.
Internet discussion forums are treelike in structure; that is, a forum can contain a
number of sub-forums focused on specific topics or threads.
● In these forums users can post questions and reply to questions posted by other users.
● Discussions accumulate over time, carry a time stamp and user information, and
mostly appear in descending order; that is, the most recent first. Vault Network is an
example of an Internet forum that focuses on online games.
TYPES OF SOCIAL MEDIA TEXT
[Link]
● Social media textual conversation (also known as chatting) is an instant exchange of
short written messages between two more people.
● Chatting usually takes a casual form and are carried out through dedicated messaging
services/tools.
● A variety of messaging tools have been developed for textual conversation, including
desktop-based (e.g., Skype); web-based (e.g., Google and Facebook chat) and
mobile-based (e.g., WhatsApp).
● An important point to note here is that most of the social media textual conversation
is private in nature and may not be subject to mining.
TYPES OF SOCIAL MEDIA TEXT
5. Reviews.
● Reviews are critical evaluations of a product or service performed by customers and
experts. They can take both longer and shorter forms.
● Reviews by customers are mostly shorter when compared to formal reviews by
experts. Reviews can include textual elements and ratings.
● [Link], for example, is a site devoted to product/service reviews and
ratings submitted by customers.
● Product reviews can serve as an excellent source for mining customers’ opinions and
feelings about a product or service.
TYPES OF SOCIAL MEDIA TEXT
2. STATIC TEXT

● Static social media text is usually large in length (e.g., several

paragraphs) and is generated, updated, or deleted less
frequently.
● Examples of static text include wiki content, a blog page, Word
documents, corporate reports, electronic mail (e-mail), and
news transcripts.
● At the highest level of abstraction, the purpose of static social
media text is to inform, educate, and elaborate.
PURPOSE OF TEXT ANALYTICS
PURPOSE OF TEXT ANALYTICS
SENTIMENT ANALYSIS
● Sentiment analysis analyzes and categorizes social media text as being positive,
negative, or neutral.
● Social media sentiment analysis mostly focuses on dynamic text. The primary
purpose of sentiment analysis is to determine how your customers feel about a
particular product, service, or issue.
● For example, as a product manager, you might be interested to know how your
customers on Twitter feel about a product/service that was recently launched.
Analyzing your tweets or Facebook comments may provide an answer to your
question.
● Using sentiment analysis, you may be able to extract the wordings of the comments
and determine if they are positive, negative, or neutral.
PURPOSE OF TEXT ANALYTICS
INTENTION MINING
● Intention or intent mining aims to discover users’ intention (such as
buy, sell, recommend, quit, desire, or wish) from natural language
social media text such as user comments, product reviews, tweets,
and blog posts.
● Social media as the integral part of our contemporary lives and is widely
used by millions of customers to express desires, needs, and intention .
● Companies may use intent mining to find new potential customers who
intend to buy a product (or services) and service existing customers who
have trouble with a product.
● For example, an analysis of company-related tweets may detect
purchase intention based on the presence of the word “buy” or
“purchase.”
● Similarly, detecting the “quit” intention may identify and service the
customers at risk of leaving the company.
PURPOSE OF TEXT ANALYTICS
TRENDS MINING
● Trends mining, also known as predictive analytics, uses huge
amounts of historical and real-time social media data to predict
future events.
● For example, a vast amount of social media data (e.g., comments
and tweets) can be mined to identify patterns and trends for new
product or service development or to improve customer
satisfaction by anticipating their needs.
● Trend mining exploits patterns in large amounts of data by using
sophisticated statistical techniques, including machine learning, data
mining, and social network analysis.
● Predictive analysis using conventional business data has been used
in a variety of domains, including marketing, banking,
telecommunication, and healthcare.
PURPOSE OF TEXT ANALYTICS
CONCEPT MINING
● Concept mining aims to extract ideas and concepts
from documents.
● Unlike text mining, which is focused on extracting
information, concept mining extracts ideas from large
document sets.
○ concept mining is useful in extracting ideas from large
amounts of static social media text, such as wiki content,
a web page, Word documents, and news transcripts.
● Concept mining can be employed to classify, cluster,
and rank ideas.
Steps in Text Analytics
● Text analytics, like any other form of social media analytics, is the art and
science of getting the desired business intelligence from the text
posted over social media.

● While the steps required for text analytics are largely dependent on the type of
approach and tool employed, a typical social media text analysis includes the
following cyclical steps.
Steps in Text
Analytics
Steps in Text Analytics
IDENTIFICATION AND SEARCHING
● The text analytics process starts with identifying the source of the text that will be
analyzed.
● Text posted on social media is dynamic, huge, diverse, multilingual, and noisy.
Thus, finding the right source for the purpose of text analytics is very crucial for
gaining useful business insights.
● The genre of the source text also will determine the type of tool used to extract and
analyze it. For example, extracting tweets requires different tools and approaches than
analyzing a document or website text.
● Analyzing tweets, for example, requires API-based searching and extraction of data
from the Twitter timeline based on criteria that you specify. You can choose to extract
tweets that include specific keywords, such as your company name.
● The desired business question that needs to be answered with text analytics will serve
as a good starting point.
Steps in Text Analytics
TEXT PARSING AND FILTERING
● The next step is to parse, clean, and filter the text, and create a dictionary
of words using NLP, which is mostly based on machine learning techniques.
● In order for computer and algorithms to extract meanings from the text, the
sentence structures and parts of speech are determined, named entities
extracted (people, organizations, product/service names, etc.), stop
words removed, and spellings are checked.
● Most of these steps are automatic; however, in certain stages, human
intervention is required. For example, in the filtering stage, manually
cleaning (by humans with domain expertise) may be required to remove
unwanted or irrelevant terms.
Steps in Text Analytics
TEXT TRANSFORMATION
● For analytical algorithms to be applied to the text, it should be transformed into a
computer-readable format (e.g., 0s and 1s) for analysis.
● The cleaned text is thus transformed into numerical representations using linear
algebra-based techniques, such as latent semantic analysis and vector space
models.
Steps in Text Analytics
TEXT MINING
● At this step, the text is actually mined to extract the needed business insights.
● Varieties of text mining algorithms are applied to the text, such as clustering,
association, classification, and predictive analysis, and sentiment
analysis.
● Text analysis employs these sophisticated algorithms to extract sentiment and
meanings from the text in a similar manner to the way human do; however, the
process is thousands of times faster.
Steps in Text Analytics
TEXT MINING
Association
● Association or association mining is a data-mining technique used to determine the
probability of the co occurrence of items in a collection of documents.
● The relationships between co occurring items are expressed as association rules.
● In text analytics, for example, social media text can be clustered together based on co
occurrence frequency. Or it can be used, for example, to find that a user who liked a
social media content A and B is 90 percent likely to also like content C.
Steps in Text Analytics
TEXT MINING
Clustering
● Clustering or cluster analysis groups objects based on similarity in
non-overlapping groups.
● Clustering is an important part of data mining and text analytics.
● Social media text (such as tweets or comments), for example, can be clustered into
positive, negative, and natural categories. Or nodes in a social media network can be
clustered based on importance.
Steps in Text Analytics
TEXT MINING
Classification
● From the text analytics perspective, classification or categorization is used to find
similarities in the document and groups them with predefined labels based on the
themes contained in the document.
● For example, an e-mail can be classified as spam based on its contents.
Social Media Text Analysis Tools
A variety of social media text analysis tools are available on the market. Some are
free and others are paid. Below we list some popular text analysis tools.
● Discovertext: Discovertext ([Link] is a powerful platform for
collecting, cleaning, and analyzing text and social media data streams.
● Lexalytics: Lexalytics ([Link] is a social media text and
semantic analysis tool for social media platforms, including Twitter, Facebook, blogs,
etc.
● Tweet Archivist: Tweet Archivist ([Link] is focused on
searching, archiving, analyzing, and visualizing tweets based on a search term or
hashtag (#).
Social Media Text Analysis Tools
● Twitonomy: Twitonomy ([Link] is a Twitter analytics tool for
getting detailed and visual analytics on tweets, retweets, replies, mentions, hashtags,
followers, etc.
● Netlytic: Netlytic ([Link] is a cloud-based text and social network
analytics platform for social media text that discovers social networks from online
conversations on social media sites.
● LIWC: Linguistic Inquiry and Word Count (LIWC) is a text analysis tool for
analyzing emotional, cognitive, structural, and process components present in
individuals’ verbal and written speech samples: [Link]
● Voyant: Voyant ([Link] is a web-based text reading and analysis.
With Voyant, a body of text can be read from a file or directly exported from a
website.
Review Questions

1. What is text analytics, and why it is useful?

2. Differentiate between static and dynamic social media text.

3. Discuss different social media texts.

4. Explain the four main purposes of social media text analytics.

5. Explain the typical social media text analysis steps.

Social Media Action Analytics
● Social media actions analytics deals with extraction, analysis, and
interpretation of the insights contained in the actions performed by social
media users.
● Social media actions are of great value to social media marketers because of
their role in increasing revenue, brand value, and loyalty.
● Organizations can employ actions analytics to measure popularity and
influence of a product, service, or idea over social media.
● For example, a brand marketer might be interested to know how popular
their new product is among social media users. Analyzing your Facebook
likes and Twitter mentions, for example, may provide an answer to your
questions.
Need for Social Media Action Analytics
● This analysis can be used to identify trends, measure the impact of
social media content, and inform decision-making about future
social media efforts.
● Social media action analytics can help businesses and organizations
understand how their social media presence is perceived and
engaged with by users, and can provide insights into the
effectiveness of their marketing and communication efforts on social
media platforms.
Common Social Media Actions
● L IKE S ● EMBDES
● DISLIKES ● UPLOADING AND DOWNLOADING
● VIEWS ● ENDORSEMENT
● VISITORS,VISITS,REVISITS
● CLICKING
● MENTIONS
● TAGGING
● HOVERING
● PINNING
● C H E C K INS
Common Social Media Actions
LIKE
● Like or “Like” buttons or like options are a feature of social media sites (e.g., social
networks, blogs, and websites) that allow users to express their feelings of liking
certain products, services, people, ideas, information, places, or content.
● They are actions performed by social media users to express symbolic positive
reaction to social media content. Facebook’s “Like” button enables users to easily
express their feelings and give your product or service a virtual thumbs up.
● Incorporating a “Like” button in social media platforms and websites is becoming a
norm. Social media platforms display accumulated likes received by content over
time. Facebook’s “Like” button is the most famous one.
Common Social Media Actions
DISLIKE
● “Dislike” buttons are included in some social media platforms (e.g., YouTube) and
allow users to express their negative feelings of disliking certain content (e.g.,
products, services, people, ideas, information, or places) posted over social media.
● Similar to the “Like” feature, it is visible to others and accumulated over time.
● The “Dislike” button is not as prevalent as the “Like” button.

● Some platforms, such as YouTube, allow users to dislike videos. This can help
creators understand how their content is being received by their audience.
Common Social Media Actions
SHARE
● Share or “Share” button or sharing is a feature that allows social media
users to distribute the content posted over social media to other users.
● For example, the Facebook “Share” button lets users add a personal
message and customize who they share the content with.
● The WordPress (a blogging platform) “Share” button, for example, allows
users to share their blog content across a range of social media platforms.
● Companies incorporate share buttons into website to boost their
website traffic by channeling visitors from social media sites.
Common Social Media Actions
VISITORS, VISITS, REVISITS
● A visitor is a person who visits your website or blog. A single visitor
may visit a page or content one or more times (revisits). Visits are
also known as sessions.
● Unique visitor—A person who arrives at your page first time.
● Average bounce rate—the percentage of visitors who visit a website
and leave the site quickly without viewing other pages.
● Session duration—The average duration of a visit or session
Common Social Media Actions
VIEWs
● Views are the number of times social media content (a post, video,
graphic, etc.) is viewed by users.
● A slightly different but related concept is page views, which is
each time a visitor views a page on your company website or blogs
● View data can be used to understand user engagement and
popularity of content.
Common Social Media Actions
CLICKS
● Clicks are the actions performed by users by pressing or clicking on the hyperlinked
content of your website or blog.
● Through clicks, users navigate the web.
● Click data can be harvested for business intelligence purposes, such as, to reduce
bounce rate and improve website traffic.
● A technique called clickstream analysis is used by business managers for a variety of
business intelligence purposes, including website activity, website design analysis, path
optimization, market research, and finding ways to improve visitor experience on the
website.
● The clickstream is the semistructured data trail/log (such as date and time stamp,
IP address, and the URLs of the pages visited) a user leaves while visiting a
website.
Common Social Media Actions
TAGGING
● Tagging is the act of assigning or linking extra pieces of information to social media content
(such as photographs and bookmarks) for identification, classification, and search purposes.
● Tagging lets user classify social media content the way they see it.
● Tagging may take a variety of forms. For example, bloggers can attach descriptive keywords
(tags) to their posts to facilitate classification and searching of content, and Facebook users
can add tags to anything they post on their status, including photos and comments.
● Social bookmarking services (such as Delicious) let users organize their bookmarks flexibly by
adding descriptive tags. This practice of collaborative tagging is commonly known as
folksonomy—a term coined by Thomas Vander Wal.
● These days, almost all prominent companies (e.g., Facebook and Flickr) provide tagging
services to their users. Because the contents are tagged with useful keywords, social tagging
expedites the process of searching and finding relevant content.
Common Social Media Actions
MENTIONS
● Mentions or social mentions are the occurrence of a person, place, or
thing over social media by name.
● For example, a brand name maybe mentioned in a Facebook
comment, blog post, YouTube video, or tweet. Mentions are
important and can indicate popularity of person, place, or thing.
● For example, a social marketer may be able to gauge the popularity of
a product/service/campaign by mining Twitter mentions data. A
Twitter mention is the inclusion of a “@username” in a tweet.
Common Social Media Actions
HOVERING
● Hovering is the act of moving a cursor over social media content. Capturing users’
cursor movement data can help you understand user behavior on a social media
site.
● Cursor movement/hovering over an ad, for example, can be considered as a proxy for
attention.
● Most people who view an ad do not necessary click on it, thus if we are relying on
clicks analytics only, we may lose a vital piece of information (i.e., attention).
● Studies have even suggested a strong correlation between hover time and purchases.
● Traditionally, hovering data has been used in website design and for improvement of
user experience.
Common Social Media Actions
CHECK-IN
● Check-in is a social media feature that allows users to announce
and share their arrival at a location, such as a hotel, airport, city,
or store.
● Many social media services, including Facebook provide
check-in features.
● The location of the user is determined using GPS (global
positioning system) technology. Check-in data can, for example,
be mined to offer location-based services/products.
Common Social Media Actions
PINNING
● Pinning is an action performed by social media users to pin and share
interesting content (such as ideas, products, services, and information)
using a virtual pin- board platform.
● Some famous pinning platforms include Pinterest, Tumblr, StumbleUpon,
or Digg.
● Business can use these virtual pin boards to share information and
connect with and inspire their customers.
● Hotels and Resorts, for example, use Pinterest to curate travel, food, and
luxury lifestyle content to inspire customers.
Common Social Media Actions
EMBEDS
● Embedding is the act of incorporating social media content (e.g., a
link, video, or presentation) into a website or blog. An embed feature
lets users embed interesting content into their personal social media
outlets.

ENDORSEMENT
● Endorsement is a features of social media that lets people endorse and
approve other people, products, and services. For example, LinkedIn
lets user endorse the skills and qualifications of other people in their
network.
Common Social Media Actions
UPLOADING AND DOWNLOADING
● In simple words, uploading is the act of adding new content (e.g., texts, photos, and
videos) to a social media platform.
● The opposite of uploading is downloading; that is, the act of receiving data from a
social media platform.
● All most all social media content is created and uploaded by users, which is better
known as user-generated content.
● For some companies, uploading and downloading is the single most important action to
measure.
● For Instagram and Flickr, which are both photo-sharing platforms, the number of photos
uploaded daily matters more than anything else.
ACTIONS ANALYTICS TOOLS
● Hootsuite: Hootsuite is an easy-to-use online platform that enables you to manage
your social media presence across the most popular social networks. Hootsuite offers
different plans depending on your business needs and budget: free, pro, or enterprise.
● SocialMediaMineR: SocialMediaMineR is a social media analytics tool that takes
one or multiple URLs and returns the information about the popularity and reach of
the URL(s) on social media, including the number of shares, likes, tweets, pins, and
hits on Facebook, Twitter, Pinterest, StumbleUpon, LinkedIn, and Reddit. The tool
can accessed from here: [Link]
[Link]/web/packages/SocialMediaMineR/[Link]
● Lithium: Lithium ([Link] is social media management tool that
provides a variety of products and services, including social media analytics,
marking, crowd-sourcing, and social media marketing.
● Google Analytics: Google Analytics ([Link] is an
analytical tool offered by Google to track and analyze website traffic. It can also be
used to for blogs and wiki analytics.
ACTIONS ANALYTICS TOOLS
● Facebook Insights: Facebook Insights ([Link] helps Facebook
page owners understand and analyze trends within user growth and demographics.
● Klout: Klout ([Link] measures your influence across a range of social media channels
based on how many people interact with your posts. Your Klout score measures your influence on
a scale from one to one hundred.
● Topsy: Topsy ([Link] is similar to Icerocket and Social Mention, with its main focus
around social media, especially multimedia sites and blogs.
● Tweetreach: This tool helps you measure the number of impressions and reach of hashtags. The
tool can be accessed here: [Link] Kred: Kred helps you measure the influence of
a Twitter account: [Link]
● Hashtagify: This tool measures the influence of hashtags: [Link]
● Twtrland: Twtrland is a social intelligence research tool ([Link] for analyzing and
visualizes your social footprints.
● Tweetstats: using your Twitter username, Tweetstats graphs Twitter stats including tweets per
hour, tweets per month, tweet timelines, and reply statistics ([Link]
Questions

1. Define social media actions analytics.

2. Briefly list and define different actions performed by
social media users.
3. Why it important to measure actions performed by
social media users?
Social Media HyperLink Analytics
● Hyperlinks are the pathways of social media traffic.
● Hyperlinks are references to web resources (such as a website, document, and
files) that users can access by clicking on it. Hyperlinks can link resources
within a document (inter-linking) and among documents (intralinking).
● For example, clicking on a hyperlink in a tweet can link you to other resources
(e.g., websites) available over the Internet. Hyperlinks are not merely technical
links between two websites, but serve a more symbolic means.
● As a website is an official and unique entity representing an organization itself;
therefore, embedding hyperlinks in an organization’s website can be considered
an official act of communication between two organizations.
HYPERLINK ANALYTICS
● Hyperlink analytics deals with extracting, analyzing, and interpreting
hyperlinks (e.g., in-links, out-links, and co-links). The basic assumption
pertaining to hyperlink analytics is that the number and quality of
hyperlinks to a website equates to its importance or value.

● Hyperlink analytics can also reveal, for example, Internet traffic patterns
and sources of the incoming or outgoing traffic to and from a website.
 Social Media HyperLink Analytics
● Hyperlinks among websites represent not only a reasonable approximation of
a social relationship, but also serve as a symbolic meaning of validating or
endorsing the linked organization.
● These hyperlinks that exist between two organizational websites reflect a
sense of validation, trust, bonding, authority, and legitimacy. Websites
mostly connect or link to other websites of similar nature, so hyperlinks can
also serves as indicators of content similarity.
● From hyperlink analytics point of view, mainly there are three types of
hyperlinks,
1) in-links, 2) out-links, and 3) co-links.
Types of Hyperlinks

● IN-LINKS
● OUT-LINKS
● CO-LINKS
 Types of Hyperlinks
● IN-LINKS
○ In-links are the incoming hyperlinks or links directed toward a
website or originated in other websites
● OUT-LINKS
○ Out-links are hyperlinks generated out of a website
● CO-LINKS
○ Co-links have two dimensions.
Social Media HyperLink Analytics
IN-LINKS
● In-links are the incoming hyperlinks or links directed toward a website or
originated in other websites.
● In-links are of great interest to social markers, because they bring traffic to a
particular website.
● In-links also play an important role in website analytics, as both the quality and number
of in-links can impact the search engine ranking of the website.
● In-links can also impact the popularity of social media contents.
● A study on YouTube viral videos, for instance, found that among other things, in-links
play crucial roles in the viral phenomenon, particularly in increasing views of videos
posted on YouTube. Studies have also shown that in-link counts strongly correlate
with measures describing business performance
 Social Media HyperLink Analytics
OUT-LINKS
● Out-links are hyperlinks generated out of a website.
CO-LINKS
● Co-links have two dimensions.
● First, if two websites receive a link from a third website, they are considered to be
connected indirectly.
○ For example, page A links to both pages B and C, therefore B and C are considered to be co-linking, or
connected indirectly
○ Second, if two pages link to a third page, they are also considered to be co- linking. Pages B and C are linking
to page A; therefore, B and C are connected indirectly.
○ Co-links have been used to compare and map competitive similarity among companies.
HYPERLINK ANALYTICS
Hyperlink analysis uses and limitations:
● Uses: Hyperlink analysis has been used to study a variety of topics
○ including ranking of universities, understanding the blogosphere,
scholarly websites , and political networks, and to measure
business competitiveness.
● Limitations: Hyperlink networks does not
○ provide any insight into the type or amount of traffic flowing among websites.
○ does not include hyperlinks within a website between pages.
○ Hyperlinks between pages within a website are created mostly for navigational purposes. Also, search
engine ranking algorithms either ignore or give low importance to hyperlinks within a website.
TYPES OF HYPERLINK ANALYTICS
TYPES OF HYPERLINK ANALYTICS
Hyperlink analytics can take several forms, including:

1) Hyperlink Environment Analysis

2) Link Impact Analysis
3) Social Media Hyperlink Analysis
TYPES OF HYPERLINK ANALYTICS
Hyperlink environment analysis
● Analysis Hyperlink environment analyses deal with a particular website or set of
websites.
● Hyperlinks (i.e., out-links, in-links, and co-links) of a website are extracted and
analyzed to identify the sources of Internet traffic.
● Hyperlinks environment networks can take two forms:
1) co-links networks or
2) in-links and out-links networks.
TYPES OF HYPERLINK ANALYTICS
Co-Link Networks
● In co-links environment networks, nodes are websites and links that represent
similarity between websites, as measured by co-link counts.
In-Links and Out-Links Networks
● In-links and out-links hyperlink environment networks are constructed based on
in-links and out-links from a website or set of websites.
● In such a network, nodes will be websites and links will present in-links and
out-links.
TYPES OF HYPERLINK ANALYTICS
Link impact analysis
● Link impact analysis investigates the web impact of a website
address (or URL) in terms of citations or mentions it receives over
the web.
● In a link impact analysis, statistics about web pages that mention the
URL of a given website are collected and analyzed.
● The assumption is that a URL (or website address) cited frequently
over the web is more important. Thus, measuring the web impact of
URLs may provide an idea about the importance of a website.
 Social media hyperlink analysis
● Social media hyperlink analysis deals with extraction and analysis of
hyperlinks embedded within social media texts (.e.g., tweets and
comments).
● These hyperlinks can be extracted and studied to identify the sources and
destination of social media traffic.
● A good example of the usefulness of the hyperlink embedded in the social
media text , in which they extracted out-links from Korean and US
government agencies’ tweets.
● By extracting out-links and tracing them back to their sender, the authors were
able to constructed a map of the out-link structure.
Social Media Hyperlink Analysis
● According to a comparison of out-links between tweets of the Korean and US
governments, there were some differences in citation (i.e., out-link) patterns.
● The Korean government tended to cite domestic portals’ news services and their
own blogs (i.e., self-citation). Although there were SNSs and newspaper sites, most of
the related out-links were for portals.
● On the other hand, the US government showed a more diverse pattern in terms of
out-link destinations. US out-links were not concentrated in specific sites and tended
to go directly to news agencies, not to secondary sources such as portals.
● These comparisons between the US and Korean governments suggest that social
media out-links can carry valuable information and can help explain real-world
phenomena and shed light on the disparities in social media use among different
cultures
Social Media Hyperlink Analysis
 Case Study - Viral Videos hyperlink network
Top 100 viral youtube videos

● The squares indicate

unique videos IDs and
circle nodes indicate the
domain names.
● The size of a node
indicates the number of
URLs (in-links) received
by the videos
● viral marketers- in-links
should be taken into
account while formulating
virality strategies.
HYPERLINK ANALYTICS TOOLS
● Webometric Analyst: Webometric Analyst is a web impact analysis tool and can
conduct variety of analysis on social media platforms including hyperlink network
analysis and web mentions: [Link]
● VOSON: VOSON ([Link] is a hyperlink analytics tools for
constructing and analyzing hyperlink networks.
● Open Site Explorer: Open Site Explorer is a link analysis tool to research and
compare competitor backlinks, identify top pages, view social activity data, and
analyze anchor text: [Link]
● Link Diagnosis: Link Diagnosis ([Link] is a free online tool
for analyzing and diagnosing links.
● [Link]
 HYPERLINK ANALYTICS TOOLS
● Advanced Link Manager: Advanced Link Manager provides a variety
of link analysis capabilities, including the ability to track link-building
progress over time, domain quality analysis, backlinks evolution, and
website-crawling abilities: [Link]
● Majestic: Majestic ([Link] provides a variety of link
analysis tools, including link explorer, backlinks history, and link
mapping tools.
● Backlink Watch: Backlink Watch ([Link] is a free
tool for checking the quality and quantity of in-links pointing to a
website.
Questions

● What are hyperlinks, and why they are important?

● Briefly discuss in-links, out-links, and co-links.
● What is hyperlink analytics and its underlying assumptions?
● What is hyperlink environment analysis?
● What is link impact analysis?
● What is social media hyperlink analysis?