Social media is a transformative force reshaping communication, business strategy, and public discourse. It offers real-time insights into user behavior, market trends, and stakeholder engagement, while also presenting challenges such as misinformation and opinion polarization. The Social Media Analytics section at INFORMS focuses on data-driven research at the intersection of analytics, operations, marketing, and management. With the growing influence of artificial intelligence – particularly machine learning, natural language processing, and generative AI – researchers are leveraging the volume, velocity, and variety of social media data to enhance decision-making, uncover customer insights, automate content generation, and address emerging ethical considerations.