Social analytics is a discipline that helps organizations analyze and measure the performance of social media initiatives using big data. It utilizes software to monitor and research metrics like website visits, time on pages, pages viewed, and new visitors, as well as analyze activity on social networks, blogs, and websites. Popular social analytics tools include Google Analytics, Google Social Analytics, Piwick, Statcounter, Conversocial, Facebook Grader, TwitterAnalyzer, and Twitalyzer.