Social media analytics is a research area that involves studying and analyzing data from social media platforms to gain insights into user behavior, trends, and preferences. Researchers use various tools and techniques to collect, process, and analyze social media data to better understand how people interact online, what topics are trending, and how information spreads through social networks. This research area is important for businesses, marketers, and policymakers to make informed decisions and engage with their target audience effectively on social media platforms.