SOCIAL MEDIA BRAND SENTIMENT AND ENGAGEMENT ANALYTICS DASHBOARD WITH PLATFORM COMPARISION AND TREND TRACKING

Abstract

The Social Media Brand Sentiment and Engagement Analytics Dashboard with Platform Comparison and Trend Tracking is developed to provide comprehensive insights into brand performance and audience perception across multiple social media platforms. In today’s digital landscape, understanding user engagement and sentiment is essential for effective marketing strategies and brand positioning. This project leverages Microsoft Power BI to integrate and analyze data from various platforms, enabling a unified view of social media performance. The dashboard evaluates key engagement metrics such as likes, comments, shares, reach, and impressions, along with sentiment analysis that classifies user feedback into positive, negative, and neutral categories. Data modeling and transformation techniques are applied to ensure accurate and structured analysis. The system also includes platform comparison features, allowing organizations to identify the most effective channels for audience interaction and content delivery. Time-series analysis is used to track trends in engagement and sentiment over different time periods, helping to identify patterns and shifts in audience behavior. Advanced DAX measures are implemented to calculate key performance indicators (KPIs) such as engagement rate, sentiment score, growth rate, and platform contribution.