Social media analytics involves analyzing data from social media platforms to gain insights into user behavior, trends, and patterns. This research area focuses on collecting and analyzing data from platforms such as Facebook, Twitter, Instagram, and LinkedIn to understand how users interact with content, how information spreads, and how sentiment and opinions are expressed online. Social media analytics can be used for market research, trend analysis, sentiment analysis, and to measure the impact of social media campaigns. It often involves using data mining, machine learning, and natural language processing techniques to extract meaningful insights from the vast amount of data generated on social media platforms.