The SMILE Resources Library brings together everything you need to explore, teach, and apply social media analytics.
From mastering key terms and metrics to discovering tools, frameworks, and AI applications, this page connects data-driven insight with real-world practice.
Understand the language of analytics.
The SMILE Glossary defines essential terms — from reach and engagement to sentiment analysis and data storytelling.
Each term includes a clear definition, category, and use relevance to help you interpret social data with confidence.
Master the numbers that drive decision-making.
The Metrics Library explains key marketing and analytics metrics, complete with definitions, formulas, and practical use cases.
Metrics such as CTR, CPM, ROAS, and CLV are organized by funnel stage and linked to SMILE frameworks and cases.
Discover the platforms and software used across the social media analytics process.
The Tools Matrix categorizes tools by function, from data extraction and text analysis to network mapping and visualization, and specifies whether they are free, freemium, or paid.
Explore the theoretical and practical models behind analytics work.
This section covers 38 frameworks from academia, industry, and SMILE’s own design, including SMART, SOSTAC, ASPIRE, and the Responsible Analytics Framework.
Each framework includes its definition, structure, and SMILE case alignment.
Compare the analytics capabilities of leading social media platforms.
The Platform Matrix summarizes key content formats, ad and analytics features, and most common SMA metrics across Facebook, Instagram, TikTok, X, YouTube, LinkedIn, Pinterest, Snapchat, Reddit, and Threads.
Discover emerging AI tools that enhance data extraction, analysis, and storytelling.
The AI Toolkit introduces machine learning and automation tools designed for sentiment analysis, trend prediction, image tagging, chatbot analysis, and generative reporting, including both open-source and commercial solutions.
The following resources are currently in development and will be added soon:
- Dashboard Design Guide: practical design principles and templates for visual storytelling.
- Ethical Analytics Checklist: a quick reference for responsible data use and privacy compliance.
- KPI–Framework Matrix: links metrics to frameworks, cases, and tools for performance alignment.
- Templates and Worksheets: downloadable resources for data planning, audits, and reporting.
- Reading & Video Resource Bank: curated learning materials for students and professionals.
- Mini Case Library: bite-sized industry examples for teaching and discussion.