The Data Analytics Advantage: Strategies and Insights to Understand Social Media Content and Audiences...

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Laeeq Khan (Associate Professor and founding Director of the SMART Lab, Associate Professor and founding Director of the SMART Lab, Ohio University)

The Data Analytics Advantage

Strategies and Insights to Understand Social Media Content and Audiences

Laeeq Khan (Associate Professor and founding Director of the SMART Lab, Associate Professor and founding Director of the SMART Lab, Ohio University)

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English

Oxford University Press Inc
20 October 2025

Communication studies; Social research & statistics; Political science & theory; Diplomacy; Market research

The Data Analytics Advantage is a comprehensive guide that equips readers with the essential skills to analyze and leverage social media data for strategic decision-making. Combining academic principles with case studies, social media analytics expert Laeeq Khan provides a foundational understanding of the field and its importance, introduces cutting-edge trends and tools through interactive tutorials and exercises, and offers a glimpse into future developments, including the potential impact of artificial intelligence.

With its balance of technical rigor and accessibility, the textbook requires minimal coding experience while covering a wide range of topics. Using a three-stage framework--discovery, analysis, visualization--Khan emphasizes the importance of question formulation, data collection, and the skillful application of analytical tools; unveils key aspects of social media analytics, from hashtag and temporal analysis to social network analysis, data visualization, and storytelling; introduces readers to various methodologies, including monitoring metrics and KPIs, adopting advanced data visualization techniques, and mastering sentiment and network analysis; and addresses potential challenges in social media analytics, such as data access, privacy, and ethics. 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.

By: Laeeq Khan (Associate Professor and founding Director of the SMART Lab Associate Professor and founding Director of the SMART Lab Ohio University)
Imprint: Oxford University Press Inc
Country of Publication: United States
Dimensions: Height: 231mm, Width: 160mm, Spine: 28mm
Weight: 363g
ISBN: 9780197814239
ISBN 10: 0197814239
Pages: 296
Publication Date: 20 October 2025
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

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.