Social Media Analytics as a part of social analytics is the process of gathering data from stakeholder conversations on digital media and processing into structured insights leading to more information-driven business decisions and increased customer centrality for brands and businesses. Social media analytics can also be referred as social media listening, social media monitoring or social media intelligence. In order to make the complete process of social media analysis a success it is important that key performance indicators (KPIs) for objectively evaluating the data is defined.