International Research Journal of Education and Technology

In general, social media analytics is defined as the ability to gather and find meaning in data gathered from social channels to support business decisions and measure the performance of actions based on those decisions through social media. But, social media analytics is more than just metrics such as likes, follows, retweets, previews, clicks and impressions gathered from individual channels. The paper mainly focuses on application of social media analytics in different fields like Marketing ,tourism , disaster management ,crisis management policy framework etc.

As mentioned above social media analytics is used in natural disaster management and in tourism crisis communications. The study developed a multi-phased social media analytic framework (data crawling, data processing and text mining, social network analysis, semantic network analysis, and network visualisation) to assess the structure of information exchanges between the members of a tourism organisation’s social network community and identify influential actors and information content within the social network. For natural disaster management, social media has been applied to ‘strengthen situational awareness and improve emergency response’. From a citizen’s perspective, through following official natural disaster management agencies on social media, ordinary social media users can be alerted to authoritative situational announcements. From an organisational perspective, disaster response organisations can leverage social media as a platform to communicate with the public in disaster situations and potentially solicit on-the-ground information using the public as information sources.

Keywords : Social media analytics (SMA), data crawling, text mining, semantic network analysis.