Data Analytics Advantage - Strategies Insights to Understand Social Media Content Audiences

The Data Analytics Advantage is a practical guide to social media analytics for anyone looking to understand and leverage social media data. It blends academic concepts with real-world examples, making complex ideas accessible without requiring advanced technical skills. The book is structured around a simple three-stage framework--discovery, analysis, visualization--designed to help readers make strategic decisions using social media data. Readers will come away with a solid grasp of theoretical concepts as well as hands-on experience through practical exercises, making The Data Analytics Advantage an indispensable resource for students, social media administrators, marketers, and data analysts alike in the rapidly evolving field of social media analytics.

List of contents

• Preface


• Chapter 1: Introduction: Analytics Overview


• Chapter 2: Social Media Analytics Framework


• Chapter 3: Goals, Metrics and Measurement


• Chapter 4: Data Gathering, Organizing, and Cleaning


• Chapter 5: Textual Data Structuring


• Chapter 6: Text Analytics Interpretative Methods and Tools


• Chapter 7: Social Network Analysis


• Chapter 8: Image and Video Analytics


• Chapter 9: Data Visualization


• Chapter 10: Spatial Analytics for Social Media


• Chapter 11: Integrating Design Thinking into Dashboards and Reports


• Chapter 12: Artificial Intelligence and the Future of Social Media Analytics

About the author

Laeeq Khan is Associate Professor and founding Director of the SMART Lab at Ohio University. He specializes in social media, data analytics, AI, and digital engagement. With a Ph.D. from Michigan State University, he is a computational social scientist focused on technology-driven insights. Dr. Khan has published widely on social media engagement, health communication, and misinformation. With a decade of industry consulting and teaching experience, he is committed to mentoring future scholars in media, communication, and business.

Product details

• Authors: Laeeq Khan, Laeeq (Associate Professor and Founding Dire Khan
• Publisher: Oxford University Press
• Languages: English
• Product format: Hardback
• Release: 22.08.2025
• EAN: 9780197814222
• ISBN: 978-0-19-781422-2
• No. of pages: 296
• Subjects: Social sciences, law, business > Media, communication > Communication science; Market research, POLITICAL SCIENCE / History & Theory, POLITICAL SCIENCE / International Relations / Diplomacy, BUSINESS & ECONOMICS / Marketing / Research, SOCIAL SCIENCE / Research, LANGUAGE ARTS & DISCIPLINES / Communication Studies, SOCIAL SCIENCE / Statistics, Political science & theory, Communication Studies, Diplomacy, Social research & statistics, Political science and theory, Social research and statistics