社群媒體資料分析是藉由社群媒體所產生的鉅量資料進行觀測和分析， 藉以瞭解社會科學所關注的問題。這個研究取徑，需要和資料科學以及其 它學門進行跨領域團隊合作，相關論述仍然在起步階段，有待相關學門研 究者投入更多關注。本文為初探性論文，試從傳播學者的角度，描述社群 媒體資料分析特性、元素和歷程，透過個案分析，呈現研究人員處理社群 媒體資料的歷程，以及如何針對提問，處理社群資料。

Social media analytics (SMA) refers to the methods aiming to collecting, cleaning and analyzing data from social media platform, in order to conducting social listening. This approach of research requires inter-disciplinary team work, particular data science, statistics and other fields. Although communication scholars foresee its potential in future studies, very few articles discuss the elements and process of this research trend. This article aims to present a case study, describing the elements and the process of social media analytics, and its implications in future communication studies.