Social media analytics (SMA) can provide an organization with insights that would generate greater customer value and subsequently lead to better organizational performance and, thus enable the organization to have a competitive advantage over its rivals. In this paper, we develop a conceptual SMA capability framework which identifies SMA capabilities that an organization should have in order to take full advantage of social media data. We analyzed the business analytics (BA) and SMA literature in order to present a case for the need of a SMA capability framework. Using a thematic analysis of SMA and BA literature, we identified the most relevant SMA capabilities leading to a conceptual SMA framework.