Summary

Facebook has become the de facto place for brands all over the world to communicate about their products, offers, and news. Not at all surprising considering that there are more than a billion users and consumers on the social media. Unlike in traditional media, on Facebook, not just the brand has a voice but also the consumers which in return generates a lot of engagement. The goal of this chapter was to show a glimpse of how to get interesting insights into the activities of Facebook pages of brands without getting lost in all the content. To analyze exhaustively all the content is beyond the scope of this chapter. We chose Google's brand page as an example for the analysis and have demonstrated how to collect, process, and visualize the data from Facebook and measure engagements. Extracting the top keywords, hashtags and noun phrases allowed us to understand the most important content of both the brand and the users. We have also shown how to extract emotions in content of both...