74
SOCIAL MEDIA DATA FOR SOCIAL SCIENCE RESEARCH Davide Bennato Università di Catania [email protected] @tecnoetica
| Date post: | 26-Jan-2015 |
| Category: |
Technology |
| Upload: | davide-bennato |
| View: | 108 times |
| Download: | 2 times |
SOCIAL MEDIA DATA FOR
SOCIAL SCIENCE RESEARCHDavide Bennato
Università di [email protected]
@tecnoetica
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
SOCIAL SCIENCE & SOCIAL MEDIA
CONTEXT
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.flickr.com/photos/intelfreepress/6780720740
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Big Data New sources of data: mobile log, social media activity, sensors
New industries: SAAS, social platforms, mobile, BI
New research landscapes: huge dataset of human behaviourhttp://www.mushroomnetworks.com/infographics/landscape-of-big-data
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
https://community.informatica.com/solutions/making_sense_of_big_data
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.dr4ward.com/dr4ward/2013/01/what-is-big-data-and-what-are-some-tools-for-analytics-infographic.html
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.fico.com/landing/infographic/The-Analytics-Big-Bang-Infographic.pdf
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.forbes.com/sites/davefeinleib/2012/06/19/the-big-data-landscape/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.capgemini.com/technology-blog/2012/09/big-data-vendors-technologies/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.zdnet.com/blog/hinchcliffe/the-enterprise-opportunity-of-big-data-closing-the-clue-gap/1648
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Data Science When worlds collide: statistics/math, computer skills,
Data scientist from the social science point of view is acomputational social scientist
http://smartdatacollective.com/davidmsmith/124376/statistics-vs-data-science-vs-bihttp://www.drewconway.com/zia/?p=2378
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://nirvacana.com/thoughts/becom
ing-a-data-scientist/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Data Market A growing marketplace: digital marketing, Big Data industry
Data companies: monitoring platform (Radian6)
Data services: Freebase, Datahubhttp://www.quintly.com/blog/2013/03/infographic-the-rise-of-social-media-analytics/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.forbes.com/sites/gilpress/2013/03/18/top-10-most-funded-big-data-startups/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.crunchbase.sisense.com/#big-data-investments/c7i9
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://socialmediaswitzerland.org/2012/07/11/goldbach-interactives-social-media-monitoring-tool-report-2012/
SOCIAL SCIENCE & SOCIAL MEDIA
RESEARCH TRADITIONS
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://en.wikipedia.org/wiki/Computational_sociology
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Digital methods (https://www.digitalmethods.net/) A set of methodologies used for analysing social behaviour in
the web
Scientific tradition: social research, media studieshttp://adequatebird.com/2010/05/03/the-political-blogosphere-and-the-2004-u-s-election-divided-they-blog/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Social media mining A group of techniques to extract relevant information from a
social media dataset
Scientific tradition: datamining, computer sciencehttps://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Social media analytics A group of tools and services for the evalution of the social
media ROI (return on investments)
Scientific tradition: digital marketing, webmetricshttp://inmaps.linkedinlabs.com/
RESEARCH STRATEGIES
IN SOCIAL MEDIA
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Monitoring Searching for particular words/query/topics
Unit of analysis: Words
http://slackprop.wordpress.com/2013/06/03/on-geek-versus-nerd/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Tracking Analyzing a set of users choosen in a specific way
Unit of analysis: social media account
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Networking Analyzing relationship between a set of social media users
Unit of analysis: relationship
http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Mapping Analyzing geo-spatial properties of a set of social media data
Unit of analysis: space
http://www.flickr.com/photos/twitteroffice/sets/72157633647745984/
RESEARCH DESIGN
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
(Welser, Smith, Fisher, Gleave, 2008)
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.debajyoti.net/socialmedia/social-analytics-lifecycle-and-social-media-strategy-a-graphical-framework.html
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Decide which metrics collect Which is the problem we want to study?
Which are indicators we need to study the problem?
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Collect data Create a database with the data we want to study
Script approach: Python (e.g.)
Softwares: ScraperWiki, NodeXLhttp://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Analizing data Statistically: using simple measures to describe data
Visually: using a graphical way to understand data
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Interpreting data Relations between metrics/indicators and research questions
Data storytelling approach
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Communicating results Academic tools: paper, report
Communication tools: infographics, visualizations
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://visual.ly/what-infographic-2
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://visual.ly/
http://infogr.am/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://piktochart.com/
http://www.easel.ly/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Why Twitter? A growing platform in information diffusion (influencer, events)
A complete set of API (Rest API, search API, streaming API)
Simple metrics for complex analysis
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
• Search API
Sample of tweet
Is unclear which is the methodof sampling
• Streaming API
An extendend sample of tweet(Morstatter, Pfeffer, Liu,Carley, 2013)
• Rest API
Following, follower
Trending topic (pernation/day/week)
Last 20 status update
Last 100 recent tweets
Last 100 users retwittinganother one
…
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://readwrite.com
/2010/04/19/this_is_what_a_tw
eet_looks_like
METRICS
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
http://www.dosisdiarias.com/2012/08/100.html
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: tweet What: number of messages (amount, time-based)
Used for: popularity, participation, audience
https://twitter.com/Tecnoetica/status/357481799431110657
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: retweet What: reposting a tweet (amount, time-based, accounts)
Used for: popularity, diffusion, spreading, virality
https://twitter.com/Tecnoetica/status/357481799431110657
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: mention/reply What: a tweet direct to @somebody/answer to a tweet
Used for: relationship studies, SNA on Twitter
https://twitter.com/Tecnoetica/status/357481799431110657
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: words What: Which and how many words are used in the tweets
Used for: topic analysis, sentiment analysis
https://twitter.com/Tecnoetica/status/357481799431110657
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: hashtag What: a #keyword used for describe tweet’s content
Used for: topic analysis, event analysis
https://twitter.com/Tecnoetica/status/357481799431110657
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: accounts What: How many @people tweet during an event or about a
#topic
Used for: popularity, audience analysis,https://twitter.com/Tecnoetica/status/357481799431110657
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: follower What: Accounts following by a user
Used for: interest analysis, community detection
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Metrics: following What: account that a user are following
Used for: interest analysis, community detection
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Other metrics: Favorite: tweets preferred by a user (semamntic: like, read-later)
Lists: a number of account with similarrities according a user
TOOLS
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Twitter counter http://twittercounter.com/ Research strategy: tracking
Metrics: tweets (time based), followers (time based), following,
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Tweet stats http://www.tweetstats.com/ Research strategy: tracking
Metrics: tweets (time based), reply, source, retweet, word,hashtag,
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Mentionmapp http://mentionmapp.com/ Research strategy: networking
Metrics: followers, hashtags
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Spot http://neoformix.com/spot/ Research strategy: tracking, monitoring
Metrics: similar tweets, tweet by time, most active accounts,words, source (sending tool), tweet containing common words
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Tweet Archivist http://www.tweetarchivist.com/ Research strategy: monitoring
Metrics: top user, word cloud, top URL, source, Tweet by time,mentions, hashtags, collecting dataset ($)
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Twittonomy http://www.twitonomy.com Research strategy: tracking, monitoring, mapping (mentions)
Metrics: tweets, following, followers, lists, favorites, timeline,hashtag, collecting dataset ($)
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Tweet Topic Explorer http://tweettopicexplorer.neoformix.com
Research approach: tracking
Metrics: words (last 800 tweets)
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Tweepsmap http://tweepsmap.com/ Research strategy: account mapping
Metrics: mapping followers
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
• Simply Measured Following Reporthttp://simplymeasured.com/free-social-media-tools#report-20
Research strategy: follower analysis
Metrics: time zone, rank for followers, last tweet date rank,
https://app.simplymeasured.com/viewer/8dlkwkpcz7h82escv8ij6xc22ri3ap/1196194?id=563284#
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Wordtree http://www.jasondavies.com/wordtree/ Research strategy: tracking
Metrics: words (in contexts)
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Wildfire Monitor https://monitor.wildfireapp.com/ Research strategy: tracking
Metrics: followers, followings, tweets
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
• Collecting tweets: Tweet archivist desktop:
http://www.tweetarchivist.com/archivist-desktop/
NodeXL: http://nodexl.codeplex.com/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Analyzing relationship (SNA approach) NodeXL: http://nodexl.codeplex.com/
Gephi: https://gephi.org/
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO • Networking case study The spread of the news of the resignation of Benedict XVI
Data source: Keleyo (http://keleyo.it/)
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
• Bigliography Giglietto F., Rossi L., Bennato D., 2012, The Open Laboratory:
Limits and Possibilities of Using Facebook, Twitter, and YouTubeas a Research Data Source, “Journal of Technology in HumanServices”, vol.30, n.3-4, pp.145-159.
Hansen D.L., Shneiderman B., Smith M. a., 2011, Analyzingsocial media networks with NodeXL, Elsevier, Amsterdam.
Morstatter F., Pfeffer J., Liu H., Carley K. M. 2013, Is the SampleGood Enough? Comparing Data from Twitter’s Streaming APIwith Twitter’s Firehose, arXiv, 21 june 2013,http://arxiv.org/abs/1306.5204
Welser H. T. , Smith M., Fisher D., Gleave E., 2008, Distillingdigital traces: Computational social science approaches toStudying the Internet, in Fielding N., Lee M. L., Blank G., TheSAGE Handbook of online research methods, SAGE, London,pp.116-140.
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
• Davide Bennato teaches Sociology of cultureand communication and Sociology of digitalmedia at the Department of Humanistic Sciencesat the University of Catania.
• He was professor for different italian universities:Roma “La Sapienza”, LUISS, Università di Siena,Università del Molise.
• He is one of the founding members of STS-Italia(Science and Technology Studies ItalianAssociation) and was vice-president (2005-08).He is also founding member of Startup CT,association for the promotion enterpreneurialstartup business culture. He is member of theboard of Bench s.r.l., a University of Catania spinoff in social and marketing researches.
• His research topics are: technological cultures,digital content consumptions, social mediainterpersonal relationship.
• Books: Le metafore del computer. Lacostruzione sociale dell’informatica (Meltemi,2002) e Sociologia dei media digitali (Laterza,2011).
• Books chapters: (2010) voce La circolazionedelle tecnologie, in XXI Secolo, Istitutodell’Enciclopedia Italiana Giovanni Treccani,(2011) Strategie di relazione sociale nellepiattaforme di social network, (2012) Etica deisocial network. Valori e comportamenti sociali inFacebook, (2013) Morte di un’icona pop. Lereazioni online alla morte di Michael Jackson.
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
• Davide Bennato Sociologia dei media digitali, Laterza, Roma-Bari, 2011
• Millions of people consult and interact with each other throughthe use of internet. Each in its own way, participate in thenetworking of news, but also to the transformation of thesetools of communication and socialization. Blogs, wikis, socialnetworks are - above all - tools of social relationship. Theparticipative web then obliges a profound rethinking of theclassical concepts of the sociology of communication.
• Davide Bennato offers a detailed analysis of the different toolsand platforms well known to the public, from Facebook toYoutube, and examines the ethical and social consequencesof the use of new technologies.
• The book on internet
website
http://www.sociologiadeimediadigitali.it Facebook fanpage
http://www.facebook.com/sociologiadeimediadigitali
http://twitter.com/mediadigitali
LIP
ARI 2
1/0
7/2
013
DAVID
E B
EN
NATO
Socialmediahttp://twitter.com/tecnoeticahttp://www.facebook.com/davide.bennatohttp://www.linkedin.com/in/davidebennatohttp://www.youtube.com/tecnoeticahttp://pinterest.com/davidebennato/
Skypedavide.bennato
Blogwww.tecnoetica.itwww.processiculturali.itwww.sociologiadeimediadigitali.it
