The majority of analyzed social media data are taken from Twitter. Sentiment and content analysis are the current prevailing methods. Half of the studies include practical implications. Based on the literature review, clear definitions are provided, and future avenues for high-quality research are suggested. 1. Introduction

Your social media analysis should go beyond your own managed profiles. Look into your competition as well as brand sentiment, to uncover insights about user behavior, trends, sentiment, demographics, and interactions. 2. The benefits of conducting a social media analysis A well-rounded social media analysis report will keep your clients happy.

This category of responses includes concerns about unverified facts, misinformation, “fake news” and unreliable sources. A much smaller share of social media news consumers (8%) say they dislike the low quality of news there, with some giving clickbait or a lack of in-depth coverage as examples.

The most obvious form of analytics for social media – looking at your own metrics to see how your social posts are performing. This applies to both organic and paid social content. Competitive analysis. Looking at your results compared to specific competitors in your industry niche. This gives you the context to understand your own results better.