Social media analytics refer to the analysis of structured and unstructured data from social media channels. Social media is abroad term encompassing a variety of online platforms that allow users to create and exchange content. Social media can be categorized into the following types: Social networks (e.g., Facebook and LinkedIn), blogs (e.g., Blogger and WordPress), microblogs (e.g.,Twitter and Tumblr), social news (e.g., Digg and Reddit), social bookmarking (e.g., Delicious and StumbleUpon), media sharing (e.g., Instagram and YouTube), wikis (e.g., Wikipedia and Wikihow), question-and-answer sites (e.g., Yahoo! Answers and Ask.com) and review sites (e.g., Yelp, TripAdvisor). Also, many mobile apps, such as Find My Friend, provide a platform for social interactions and, hence, serve as social media channels. Although the research on social networks dates back to early 1920s, nevertheless, social media analytics is a nascent field that has emerged after the advent of Web 2.0 in the early 2000s. The key characteristic of the modern social media analytics is its data-centric nature. The research on social media analytics spans across several disciplines, including psychology, sociology, anthropology, computer science, mathematics, physics, and economics. Marketing has been the primary application of social media analytics in recent years. This can be attributed to the widespread and growing adoption of social media by consumers worldwide, to the extent that Forrester Research, Inc., projects social media to be the second-fastest growing marketing channel in the US between 2011 and 2016 User-generated content (e.g., sentiments, images, videos, and bookmarks) and the relationships and interactions between the network entities (e.g., people, organizations, and products) are the two sources of information in social media. Based on this categorization, the social media analytics can be classified into two groups: