Social media analytics or social analytics is a technique used by companies to analyze relevant information from social media data. Such data is collected in social networks and systematically evaluated by companies and analyzed for consumer sentiment and opinions.
The analyses of the collected data can flow into social media marketing or into new services or products. Social media analytics is about determining how the company or specific products are perceived and which of the analyzed information can be used to increase sales, reduce customer costs or be incorporated into new products. There are various programs with which the data is examined according to predefined keywords. For this purpose, the data is stored in data warehouses and analyzed using data mining. The moods in the social media are determined by the tonality.