Introduction

Social media has ingrained itself into our everyday lives, with billions of users turning to sites like Facebook, Twitter, Instagram, and LinkedIn to interact with friends, family, and coworkers as well as to find and share content.

Social media has become an increasingly important tool for businesses wishing to interact with their audience and market their products or services as a result of its broad usage. One way that businesses can tap into the power of social media is through the use of social media analytics.

It is possible by gathering, measuring and analyzing information from different social media platforms. Businesses can gain valuable insights into their audience, their competitors, and the effectiveness of their marketing efforts.