Social media analytics is the art and science of extracting valuable hidden insights from vast amounts of semi-structured and unstructured social media data to enable informed and insightful decision-making. It is a science, as it involves systematically identifying, extracting, and analyzing social media data using sophisticated tools and techniques. It is also an art, interpreting and aligning the insights gained with business goals and objectives. In order to get value from analytics, one should master both its art and science. 

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