Social Media Mining and Analytics

https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011

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SOCIAL MEDIA MINING AND ANALYTICSA Look into Social Media from a Scientific Perspective


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Introduction

What is Social Media?


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Introduction

Social media is the hot thing in town. Everyone wants to do it. No one actually knows how.

(Avinash Kaushik, Google’s analytics evangelist)


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Introduction

Social Media is not only about Social Networks


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Introduction

Social Media is a media for social interaction using highly accessible and scalable communication techniques.

Social Media is the use of web-based and mobile technologies to turn communications into interactive dialog.

- Wikipedia


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Introduction

“In contrast to one-to-many communication structure of traditional mass-media, social media allows the emergence of many-to-many communication, and gives rise to a mass of self-communication” [Castells, 2009]


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Social Media Examples

Social communication: emails, mobiles, forums, chats

Social networking: facebook, google+ Social blogging/microblogging: twitter, livejournal,

blogger Social sharing: flickr, vimeo, youtube Social news: digg, slashdot, cnn, ireport Social bookmarking: delicious, citulike Social knowledge/wikis: wikipedia, tripadvisor Social shopping: groupon, amazon, ebay Social apps and games: foursquare, farmville


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Social Media Challenge

Too much data!


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Social Media Goals

What could we do? Ask the right questions


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Questions

Social MediaSocial

Media Mining

Social Media

Policies and

Strategies

Social Media

Practices

Why social media?What is social media for?

What is going on?What can we learn? How to exploit social media?


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Talk Organization

Graph Mining Opinion Mining and Sentiment Analysis Smart Mobility Social Media Engagement and Social

Innovations


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Graph Mining


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Graph Mining: Introduction

Social Media social presence, social interactions

Graph G=G(V,E) V is the set of vertices, or nodes E is the set of edges which may or may not

have weights


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Example

‘user user’ graphs on the base of social interactions (e.g. friendship, communications: sharing, commenting)


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Example

‘user properties’ bipartite graphs


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Quiz


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Quiz


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What is the difference?


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Power Law

Power law is a special family of distributions Human heights City population No. of books sold


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Power Law

Random variable X has a power law distribution with exponent α:

P (X>x) ~ x-α as x∞ Pareto principle: for many events roughly

80% of the effects come from 20% of the causes


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Power Law: Research On Twitter Characteristics

The number of followings (solid line) and that of followers (dotted line) on Twitter [Kwak et al., 2010]


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Social Media Effects on Traditional Media [An et al., 2011]

Social media changes the ways in which people Read news Share news Interact on news items“News no longer breaks, it tweets”


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Media Graph Mining Results: Computational Journalism

Journalists are playing prominent role in social media Audience interaction Personal update

nprscottsimon

(930K)

nprnews(120K)

11K


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Media Graph Mining Results: Media Publishers Reach More Audience

Yes: Social interaction increases publisher’s audienceOn average, audience size increases by a factor of 28


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Media Graph Mining Results: Users Exposed to Diverse Opinions

Yes: Users are exposed to diverse opinions throughsocial interactions


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Opinion Mining and Sentiment Analysis


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Terminology and Problems

Sentiment analysis aka opinion mining is the task of automatically detecting sentiment in text Active research area since 2002 Standard part of online market research toolkits

Opinions are personal judgements about something It is good. It is bad. It is expensive. Subjective text contains opinions; Objective text states only

facts. Sentiments are expressions of emotion or attitude or

opinion It is good. It is bad. I like it. I am happy. I am depressed. I am

angry at you. Sentiment analysis is often thought of as the prediction of

people’s private/internal states from text


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Commercial Sentiment Analysis Goals

Determine overall opinions about a product E.g, the M90 phone is excellent E.g., the M90 phone is expensive but

excellent Determine opinions about parts of a

product E.g., the screen of the M90 is too small but

its weight is very light I love the steering wheel on the new

Picasso


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Commercial Sentiment Analysis Goals

Determine changes in overall customer brand opinion (e.g. daily proportions of positive/negative comments) In response to advertising As routine monitoring

Identify individual unhappy customers E.g., identify Tweets that mention the brand

and are negative


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Social Science Sentiment Analysis Goals

Track trends in sentiment over time Identify changes in sentiment Discover patterns in sentiment use in a

communicaton medium E.g, gender, age, nationality differences Do women/Russians use more sentiment?


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Smart Mobility


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Tesco – Home Plus Korea Case


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Social Media Engagement and Social Innovations


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New Directions

First International Workshop on Social Media Engagement (SoME011, in conjunction with WWW2011)

Engagement defines the phenomena of being captivated and motivated.

Engagement can be measured in terms of a single interactive session or of a more long-term relationship with the social platform across multiple interactions.

To design not just systems, but rather engaging experiences.

[Attfield et al., 2011] “Towards a science of user engagement ”.


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Engagement and Development How to use social media to focus on

social problems? And how to make social media available

for the people who generally do not have access to the Internet?


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Social Networks for Agro-Produce Marketing

Research by Dhirubhai Ambani Institute of Information and Communication Technology

Use of social network platform such as Twitter for agro-produce marketing: A platform for farmers to sell their product(s)

and merchants to buy agro-produce and re-sell in the market.

Collected tweets from sellers and buyers can be used to generate classified summarized information


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Applications


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Applications of Social Media Analytics

Startups built around Social Media Analytics: Thriving Business Model SocialFlow

Social Media Optimization Platform Works in Domains of Viral and Word-of-Mouth

Marketing Provides Services to Major Media Outlets Recent study

How different audiences consumed and rebroadcast messages news organizations were sending out: AlJazeera English, BBC News, CNN, The Economist, Fox News and New York Times


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Startups built around Social Media Analytics: Thriving Business Model SocialFlow

Social Media Optimization Platform Works in Domains of Viral and Word-of-Mouth

Marketing Provides Services to Major Media Outlets Recent study

How different audiences consumed and rebroadcast messages news organizations were sending out: AlJazeera English, BBC News, CNN, The Economist, Fox News and New York Times


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Social Media within Military and Defence The Pentagon sees the advances in Social

Media as the new battlefield, and something that needs to be looked at to track the information being provided about military operations on the web.


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Election Campaigns


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Thank You

Reach me on Twitter: @ArjumandYounus

Email me: [email protected]

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