Social media analytics - Wikipedia

What? Where? When? Why? and How?" These questions help in determining the proper data sources to evaluate, which can affect the type of analysis that ... Socialmediaanalytics FromWikipedia,thefreeencyclopedia Jumptonavigation Jumptosearch Thisarticleisaboutthequantitativeanalysisofsocialmedia.Fortheoreticalfoundations,seesocialnetworkanalysis. Processofgatheringandanalyzingdatafromsocialmedianetworks Thisarticlehasmultipleissues.Pleasehelpimproveitordiscusstheseissuesonthetalkpage.(Learnhowandwhentoremovethesetemplatemessages) Thisarticleneedsadditionalcitationsforverification.Pleasehelpimprovethisarticlebyaddingcitationstoreliablesources.Unsourcedmaterialmaybechallengedandremoved.Findsources: "Socialmediaanalytics" – news ·newspapers ·books ·scholar ·JSTOR(February2015)(Learnhowandwhentoremovethistemplatemessage)Thisarticlehasanunclearcitationstyle.Thereferencesusedmaybemadeclearerwithadifferentorconsistentstyleofcitationandfootnoting.(February2015)(Learnhowandwhentoremovethistemplatemessage) (Learnhowandwhentoremovethistemplatemessage) SocialmediaanalyticsistheprocessofgatheringandanalyzingdatafromsocialnetworkssuchasFacebook,Instagram,LinkedInandTwitter.Itiscommonlyusedbymarketerstotrackonlineconversationsaboutproductsandcompanies.Oneauthordefineditas"theartandscienceofextractingvaluablehiddeninsightsfromvastamountsofsemi-structuredandunstructuredsocialmediadatatoenableinformedandinsightfuldecisionmaking."[1] Contents 1Process 1.1Dataidentification 1.2Dataanalysis 1.3Informationinterpretation 2Roleinbusinessintelligence 2.1Impactsonbusinessintelligence 3Roleininternationalpolitics 3.12016UnitedStatesPresidentialElection 3.22020UnitedStatesPresidentialElectionControversies 3.3Brexit 4Commercialservices 5Seealso 6References Process[edit] Therearethreemainstepsinanalyzingsocialmedia:dataidentification,dataanalysis,andinformationinterpretation.Tomaximizethevaluederivedateverypointduringtheprocess,analystsmaydefineaquestiontobeanswered.Theimportantquestionsfordataanalysisare:"Who?What?Where?When?Why?andHow?"Thesequestionshelpindeterminingtheproperdatasourcestoevaluate,whichcanaffectthetypeofanalysisthatcanbeperformed.[2] Dataidentification[edit] Dataidentificationistheprocessofidentifyingthesubsetsofavailabledatatofocusonforanalysis.Rawdataisusefulonceitisinterpreted.Afterdatahasbeenanalyzed,itcanbegintoconveyamessage.Anydatathatconveysameaningfulmessagebecomesinformation.Onahighlevel,unprocesseddatatakesthefollowingformstotranslateintoexactmessage:noisydata;relevantandirrelevantdata,filtereddata;onlyrelevantdata,information;datathatconveysavaguemessage,knowledge;datathatconveysaprecisemessage,wisdom;datathatconveysexactmessageandreasonbehindit.Toderivewisdomfromanunprocesseddata,weneedtostartprocessingit,refinethedatasetbyincludingdatathatwewanttofocuson,andorganizedatatoidentifyinformation.Inthecontextofsocialmediaanalytics,dataidentificationmeans"what"contentisofinterest.Inadditiontothetextofcontent,wewanttoknow:whowrotethetext?Wherewasitfoundoronwhichsocialmediavenuediditappear?Areweinterestedininformationfromaspecificlocale?Whendidsomeonesaysomethinginsocialmedia?[2] Attributesofdatathatneedtobeconsideredareasfollows: Structure:Structureddataisadatathathasbeenorganizedintoaformattedrepository-typicallyadatabase-sothatitselementscanbemadeaddressableformoreeffectiveprocessingandanalysis.Theunstructureddata,unlikestructureddata,istheleastformatteddata.[3] Language:Languagebecomessignificantifwewanttoknowthesentimentofapostratherthannumberofmentions. Region:Itisimportanttoensurethatthedataincludedintheanalysisisonlyfromthatregionoftheworldwheretheanalysisisfocusedon.Forexample,ifthegoalistoidentifythecleanwaterproblemsinIndia,wewouldwanttomakesurethatthedatacollectedisfromIndiaonly. TypeofContent:ThecontentofdatacouldbeText(writtentextthatiseasytoreadandunderstandifyouknowthelanguage),Photos(drawings,simplesketches,orphotographs),Audio(audiorecordingsofbooks,articles,talks,ordiscussions),orVideos(recording,livestreams). Venue:Socialmediacontentisgettinggeneratedinavarietyofvenuessuchasnewssitesandsocialnetworkingsites(e.g.Facebook,Twitter).Dependingonthetypeofprojectthedataiscollectedfor,thevenuebecomesverysignificant. Time:Itisimportanttocollectdatapostedinthetimeframethatisbeinganalyzed. OwnershipofData:Isthedataprivateorpubliclyavailable?Isthereanycopyrightinthedata?Thesearetheimportantquestionstobeaddressedbeforecollectingdata. [4]Socialmediaanalyticsprocess Dataanalysis[edit] Dataanalysisisthesetofactivitiesthatassistintransformingrawdataintoinsight,whichinturnleadstoanewbaseofknowledgeandbusinessvalue.Inotherwords,dataanalysisisthephasethattakesfiltereddataasinputandtransformsthatintoinformationofvaluetotheanalysts.Manydifferenttypesofanalysiscanbeperformedwithsocialmediadata,includinganalysisofposts,sentiment,sentimentdrivers,geography,demographics,etc.Thedataanalysisstepbeginsonceweknowwhatproblemwewanttosolveandknowthatwehavesufficientdatathatisenoughtogenerateameaningfulresult.Howcanweknowifwehaveenoughevidencetowarrantaconclusion?Theanswertothisquestionis:wedon'tknow.Wecan'tknowthisunlesswestartanalyzingthedata.Whileanalyzingifwefoundthedataisn'tsufficient,reiteratethefirstphaseandmodifythequestion.Ifthedataisbelievedtobesufficientforanalysis,weneedtobuildadatamodel.[2] Developingadatamodelisaprocessormethodthatweusetoorganizedataelementsandstandardizehowtheindividualdataelementsrelatetoeachother.Thisstepisimportantbecausewewanttorunacomputerprogramoverthedata;weneedawaytotellthecomputerwhichwordsorthemesareimportantandifcertainwordsrelatetothetopicweareexploring. Intheanalysisofourdata,it'shandytohaveseveraltoolsavailableatourdisposaltogainadifferentperspectiveondiscussionstakingplacearoundthetopic.Theaimhereistoconfigurethetoolstoperformatpeakforaparticulartask.Forexample,thinkingaboutawordcloud,ifwetakealargeamountofdataaroundcomputerprofessionals,saythe"ITarchitect",andbuiltawordcloud,nodoubtthelargestwordinthecloudwouldbe"architect".Thisanalysisisalsoabouttoolusage.Sometoolsmaydoagoodjobatdeterminingsentiment,whereasothersmaydoabetterjobatbreakingdowntextintoagrammaticalformthatenablesustobetterunderstandthemeaninganduseofvariouswordsorphrases.Inperforminganalyticanalysis,itisdifficulttoenumerateeachandeverysteptotakeonananalyticaljourney.Itisverymuchaniterativeapproachasthereisnoprescribedwayofdoingthings.[2] Thetaxonomyandtheinsightderivedfromthatanalysisareasfollows: DepthofAnalysis:Simpledescriptivestatisticsbasedonstreamingdata,adhocanalysisonaccumulateddataordeepanalysisperformedonaccumulateddata.Thisanalysisdimensionisreallydrivenbytheamountoftimeavailabletocomeupwiththeresultsofaproject.Thiscanbeconsideredasabroadcontinuum,wheretheanalysistimerangesfromfewhoursatoneendtoseveralmonthsattheotherend.Thisanalysiscananswerfollowingtypeofquestions: HowmanypeoplementionedWikipediaintheirtweets? Whichpoliticianhadthehighestnumberoflikesduringthedebate? Whichcompetitorisgatheringthemostmentionsinthecontextofsocialbusiness? MachineCapacity:TheamountofCPUneededtoprocessdatasetsinareasonabletimeperiod.CapacitynumbersneedtoaddressnotonlytheCPUneedsbutalsothenetworkcapacityneededtoretrievedata.Thisanalysiscouldbeperformedasreal-time,nearreal-time,adhocexplorationanddeepanalysis.Real-timeanalysisinsocialmediaisanimportanttoolwhentryingtounderstandthepublic'sperceptionofacertaintopicasitunfoldingtoallowforreactionoranimmediatechangeincourse.Innearreal-timeanalysis,weassumethatdataisingestedintothetoolataratethatislessthanreal-time.Adhocanalysisisaprocessdesignedtoanswerasinglespecificquestion.Theproductofadhocanalysisistypicallyareportordatasummary.Adeepanalysisimpliesananalysisthatspansalongtimeandinvolvesalargeamountofdata,whichtypicallytranslatesintoahighCPUrequirement.[2] DomainofAnalysis:Thedomainoftheanalysisisbroadlyclassifiedintoexternalsocialmediaandinternalsocialmedia.Mostofthetimewhenpeopleusethetermsocialmedia,theymeanexternalsocialmedia.ThisincludescontentgeneratedfrompopularsocialmediasitessuchasTwitter,FacebookandLinkedIn.Internalsocialmediaincludesenterprisesocialnetwork,whichisaprivatesocialnetworkusedtoassistcommunicationwithinbusiness.[5] VelocityofData:Thevelocityofdatainsocialmediacanbedividedintotwocategories:dataatrestanddatainmotion.Dimensionsofvelocityofdatainmotioncananswerquestionssuchas:Howthesentimentofthegeneralpopulationischangingabouttheplayersduringthecourseofmatch?Isthecrowdconveyingpositivesentimentabouttheplayerwhoisactuallylosingthegame?Inthesecases,theanalysisisdoneasarrives.Inthisanalysis,theamountofdetailproducedisdirectlycorrelatedtothecomplexityoftheanalyticaltoolorsystem.Ahighlycomplextoolproducesmoreamountsofdetails.Thesecondtypeofanalysisinthecontextofvelocityisananalysisofdataatrest.Thisanalysisisperformedoncethedataisfullycollected.Performingthisanalysiscanprovideinsightssuchas:whichofyourcompany'sproductshasthemostmentionsascomparedtoothers?Whatistherelativesentimentaroundyourproductsascomparedtoacompetitor'sproduct?[2] Informationinterpretation[edit] Theinsightsderivedfromanalysiscanbeasvariedastheoriginalquestionthatwasposedinsteponeofanalysis.Atthisstage,asthenontechnicalbusinessusersarethereceiversoftheinformation,theformofpresentingthedatabecomesimportant.Howcouldthedatamakesenseefficientlysoitcouldbeusedingooddecisionmaking?Visualization(graphics)oftheinformationistheanswertothisquestion.[6] Thebestvisualizationsareonesthatexposesomethingnewabouttheunderlyingpatternsandrelationshipscontainthedata.Exposureofthepatternsandunderstatingthemplayakeyroleindecisionmakingprocess.Mainlytherearethreecriteriatoconsiderinvisualizingdata. Understandtheaudience:beforebuildingthevisualization,setupagoal,whichistoconveygreatquantitiesofinformationinaformatthatiseasilyassimilatedbytheconsumerofinformation.Itisimportanttoanswer"Whoistheaudience?",and"Canyouassumetheaudiencehastheknowledgeofterminologiesused?"Anaudienceofexpertswillhavedifferentexpectationsthanageneralaudience;therefore,theexpectationshavetobeconsidered.[7] Setupaclearframework:theanalystneedstoensurethatthevisualizationissyntacticallyandsemanticallycorrect.Forexample,whenusinganicon,theelementshouldbearresemblancetothethingitrepresents,withsize,color,andpositionallcommunicatingmeaningtotheviewer.[7] Tellastory:analyticalinformationiscomplexanddifficulttoassimilate,thus,thegoalofvisualizationistounderstandandmakesenseoftheinformation.Storytellinghelpstheviewergaininsightfromthedata.Visualizationshouldpackageinformationintoastructurethatispresentedasanarrativeandeasilyremembered.Thisisimportantinmanyscenarioswhentheanalystisnotthesamepersonasadecision-maker.[7] Seealso:informationvisualization Roleinbusinessintelligence[edit] Businessintelligence(BI)canbedescribedas"asetoftechniquesandtoolsfortheacquisitionandtransformationofrawdataintomeaningfulandusefulinformationforbusinessanalysispurposes".[8] SentimentAnalyserisatechnologyframeworkinthefieldofSocialBIthatleveragesInformaticaproducts.Itisdesignedtoreflectandsuggestthefocusshiftofbusinessesfromtransactionaldatatobehavioralanalyticsmodels.SentimentAnalyserenablesbusinessestounderstandcustomerexperienceandideateswaystoenhancecustomersatisfaction.[9] Commonuse-casesforsocialmediaanalytics Requiredbusinessinsight Socialmediaanalyticstechniques Socialmediaperformancemetrics Socialmediaaudiencesegmentation Whichsegmentstotargetforacquisition,growthorretention?Whoaretheadvocatesandinfluencesforbrandorproduct? Socialnetworkanalysis Activeadvocates,advocateinfluence Socialmediainformationdiscovery Whataretheneworemergingbusinessrelevanttopicsorthemes?Arenewcommunitiesofinfluenceemerging? Naturallanguageprocessing,complexeventprocessing Topictrends,sentimentratio Socialmediaexposure&impact Whatarethebrandperceptionsamongconstituents?Howdoesbrandcompareagainstcompetitors?Whichsocialmediachannelsarebeingusedfordiscussion? Socialnetworkanalysis,naturallanguageprocessing Conversationreach,velocity,shareofvoice,audienceengagement Socialmediabehaviorinferences Whatistherelationshipamongbusinessrelevanttopicsandissues?Whatarethecausesforexpressedintent(buy,churnetc.)? Naturallanguageprocessing,clustering,datamining Interestsorpreferences(theme),correlations,topicaffinitymatrices Impactsonbusinessintelligence[edit] Recentresearchonsocialmediaanalyticshasemphasizedtheneedtoadoptabusinessintelligence-basedapproachtocollecting,analyzing,andinterpretingsocialmediadata.[10][11]Socialmediapresentsapromising,albeitchallenging,sourceofdataforbusinessintelligence.Customersvoluntarilydiscussproductsandcompanies,givingareal-timepulseofbrandsentimentandadoption.[12]Socialmediaisoneofthemostimportanttoolsformarketersintherapidlyevolvingmedialandscape.Firmshavecreatedspecializedpositionstohandletheirsocialmediamarketing.Theseargumentsareinlinewiththeliteratureonsocialmediamarketingthatsuggestthatsocialmediaactivitiesareinterrelatedandinfluenceeachother.[13] Roleininternationalpolitics[edit] Thissectionpossiblycontainsoriginalresearch.Pleaseimproveitbyverifyingtheclaimsmadeandaddinginlinecitations.Statementsconsistingonlyoforiginalresearchshouldberemoved.(September2019)(Learnhowandwhentoremovethistemplatemessage) Thepossibilitiesofthedangersofsocialmediaanalyticsandsocialmediamininginthepoliticalarenawererevealedinthelate2010s.Inparticular,theinvolvementofthedataminingcompanyCambridgeAnalyticainthe2016UnitedStatespresidentialelectionandBrexithavebeenrepresentativecasesthatshowthearisingdangersoflinkingsocialmediaminingandpolitics.Thishasraisedthequestionofdataprivacyforindividualsandthelegalboundariestobecreatedfordatasciencecompaniesinrelevancetopoliticsinthefuture.Bothoftheexampleslistedbelowdemonstrateafutureinwhichbigdatacanchangethegameofinternationalpolitics.Itislikelypoliticsandtechnologywillevolvetogetherthroughoutthenextcentury.InthecaseswithCambridgeAnalytica,theeffectsofsocialmediaanalyticshaveresonatedthroughouttheglobethroughtwomajorworldpowers,theUnitedStatesandtheU.K. 2016UnitedStatesPresidentialElection[edit] ThescandalthatfollowedtheAmericanpresidentialelectionof2016wasoneinvolvingathree-wayrelationshipbetweenCambridgeAnalytica,theTrumpcampaign,andFacebook.CambridgeAnalyticaacquiredthedataofover87million[14]unawareFacebookusersandanalyzedthedataforthebenefitoftheTrumpcampaign.Bycreatingthousandsofdatapointson230millionU.S.adults,thedataminingcompanyhadthepotentialtoanalyzewhichindividualscouldbeswayedintovotingfortheTrumpcampaign,andthensendmessagesoradvertisementstosaidtargetsandinfluenceusermindset.Specifictargetvoterscouldthenbeexposedtopro-Trumpmessageswithoutbeingaware,even,ofthepoliticalinfluencesettlingonthem.Suchaspecificformoftargetinginwhichselectindividualsareintroducedtoanabove-averageamountofcampaignadvertisementisreferredtoas"micro-targeting."[15]Thereremainsgreatcontroversyinmeasuringtheamountofinfluencethismicro-targetinghadinthe2016elections.Theimpactofmicro-targetingadsandsocialmediadataanalyticsonpoliticsisunclearasofthelate2010s,asanewlyarisingfieldoftechnology. Whilethiswasabreachofuserprivacy,dataminingandtargetedmarketingunderminedthepublicaccountabilitytowhichsocialmediaentitiesnolongersubject,thereforetwistingthedemocraticelectionsystemandallowingittodominatedbyplatformsof“user-generatedcontent[that]polarizedthemedia’smessage.”[16] 2020UnitedStatesPresidentialElectionControversies[edit] AnalysisofFacebookpoliticalgroupsandpostingsbysocialmediaanalyticsfirm,CounterAction,haveshowntheroleofsocialmediagiantsinprotestmovementssuchasattemptstooverturnthe2020UnitedStatespresidentialelectionandthe2021UnitedStatesCapitolattack..[17][18] Brexit[edit] Thissectiondoesnotciteanysources.Pleasehelpimprovethissectionbyaddingcitationstoreliablesources.Unsourcedmaterialmaybechallengedandremoved.(September2019)(Learnhowandwhentoremovethistemplatemessage) Duringthe2016BrexitreferendumCambridgeAnalyticaattractedcontroversyforitsuseofdatagatheredfromsocialmedia.AsimilarcasetookplaceinwhichabreachinFacebookdatawasacquiredbyCambridgeAnalyticaandusedtoencourageBritishcitizenstovotetoleavetheEuropeanUnioninthe2016EUreferendum.[citationneeded]BesidesCambridgeAnalytica,severalotherdatacompaniessuchasAIQ[citationneeded]andtheCambridgeUniversityPsychometricCentre[citationneeded]wereaccusedof,theninvestigatedbytheBritishgovernmentfortheirpossibleabuseofdatatopromoteunlawfulcampaigntechniquesforBrexit.[citationneeded]Thereferendumendedwith51.9%ofvoterssupportingthewithdrawaloftheUnitedKingdomfromtheEuropeanUnion.ThisfinaldecisionimpactedpoliticswithintheUnitedKingdom,andsentripplesacrosspoliticalandeconomicinstitutionsworldwide.[citationneeded] Commercialservices[edit] BigChampagne(defunct) Buffer Klout SocialBlade Socialbakers SocialMeter(pioneer,nowdefunct)[19] Viralheat(defunct) WildfireInteractive(acquiredbyGoogleandintegratedintoGoogleAnalytics) Seealso[edit] Socialmediameasurement Sentimentanalysis Datamining Socialmediamining Socialnetworkanalysis References[edit] ^Sponder,Marshall;Khan,GoharF.(2017).Digitalanalyticsformarketing.NewYork,NY.ISBN 9781138190672.OCLC 975370877. ^abcdefGanis,Matthew;Kohirkar,Avinash(2015).SocialmediaAnalytics:TechniquesandinsightsforExtractingBusinessValueOutofSocialMedia.NewYork:IBMPress.pp. 40–137.ISBN 978-0-13-389256-7. ^"Whatisstructureddata?-DefinitionfromWhatIs.com".WhatIs.com.Retrieved2016-12-06. ^Ganis,Matthew;Kohirkar,Avinash(2015).SocialmediaAnalytics:TechniquesandinsightsforExtractingBusinessValueOutofSocialMedia.NewYork:IBMPress.pp. 247–248.ISBN 978-0-13-389256-7. ^Kitt,Denise(2012-05-24)."EnterpriseSocialNetworksExplained".CRMSwitch.Retrieved2016-11-05. ^Steele,Julie(2012-02-15)."Whydatavisualizationmatters".O'ReillyMedia.Retrieved2016-12-11. ^abc"TheThreeElementsofSuccessfulDataVisualizations".HarvardBusinessReview.Retrieved2016-12-11. ^Adkison,D.(2013)."IBMCognosbusinessintelligence:DiscoverthepracticalapproachtoBIwithIBMCognosbusinessintelligence".BirminghamEngland:PacktPublishing/Enterprise.http://site.ebrary.com/id/10701568 ^ITGlossary,Gartner."SocialAnalytics-GartnerITGlossary".www.gartner.com.Retrieved25February2015. ^UmarRuhi(2014),"SocialMediaAnalyticsasaBusinessIntelligencePractice:CurrentLandscape&FutureProspects",JournalofInternetSocialNetworking&VirtualCommunities, Vol.2014(2014),ArticleID920553,DOI:10.5171/2014.920553 ^Fan,W.,&Gordon,M.D.(June01,2014)."ThePowerofSocialMediaAnalytics".AssociationforComputingMachinery.CommunicationsoftheACM,57,6,74. ^Lu,Y.,Wang,F.,&Maciejewski,R.(January01,2014)."Businessintelligencefromsocialmedia:astudyfromtheVASTBoxOfficeChallenge".IEEEComputerGraphicsandApplications,34,5.) ^Saboo,A.R.,Kumar,V.,&Ramani,G.(September01,2016)."Evaluatingtheimpactofsocialmediaactivitiesonhumanbrandsales".InternationalJournalofResearchinMarketing,33,3,524-541. ^Hanna,Mina;Isaak,Jim(14August2018)."UserDataPrivacy:Facebook,CambridgeAnalytica,andPrivacyProtection".IEEE.51(8):56–59.doi:10.1109/MC.2018.3191268.S2CID 52047339. ^Tarran,Brian(29May2018)."WhatcanwelearnfromtheFacebook—CambridgeAnalyticascandal?".Significance.15(3):4–5.doi:10.1111/j.1740-9713.2018.01139.x. ^Santos,Tiago;Louçã,andHelderCoelho,Jorge;Coelho,Helder(19February2020)."TheDigitalTransformationofthePublicSphere".SystemsResearchandBehavioralScience.36(6):778.doi:10.1002/sres.2644.S2CID 210550036. ^CraigSilverman,CraigTimberg,JeffKaoandJeremyB.Merrill.(4January2022)."FacebookHostedSurgeofMisinformationandInsurrectionThreatsinMonthsLeadingUptoJan.6Attack,RecordsShow".DefenseOnewebsiteRetrieved8January2021. ^CraigTimberg,ElizabethDwoskinandReedAlbergotti.(22October2021)."InsideFacebook,Jan.6violencefueledanger,regretovermissedwarningsigns".WashingtonPostwebsiteRetrieved8January2022. ^"CheckforbookmarkswithSocialMeter".TechCrunch.2006-08-19.Retrieved2019-12-09. 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