Big social media data generated by customers can be employed start to identify which customer behaviour and actions creates more value. A study by conducted by MIT Sloan Management Review found that 67% of the total 2,500 survey respondents reported that by employing analytics their companies gained a competitive advantage as well it helped them to innovate. Still, many businesses struggle to plan and create value from social data analytics. Hence, using a thematic analysis of current social media analytics (SMA) literature and focus group interview with SMA experts, the aim of this article is to provide an executive overview of SMA concepts, theories, and tools that are vital for understanding and strategically using social media analytics for business intelligence purposes.