Social media data for Social science research

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This is the talk I gave at the Lipari Summer School on Computational social science 2013. What are relationship between social science and big data? With a focus on Twitter and its social media mining tools
http://www.tecnoetica.it/2013/08/07/lipari-summer-school-computational-social-science-big-data-e-twitter/

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Social media data for Social science research

  1. 1. SOCIAL MEDIA DATA FOR SOCIAL SCIENCE RESEARCH Davide Bennato Università di Catania dbennato@unict.it @tecnoetica
  2. 2. LIPARI21/07/2013 DAVIDEBENNATO
  3. 3. SOCIAL SCIENCE & SOCIAL MEDIA CONTEXT
  4. 4. LIPARI21/07/2013 DAVIDEBENNATO http://www.flickr.com/photos/intelfreepress/6780720740
  5. 5. LIPARI21/07/2013 DAVIDEBENNATO • 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 behaviour http://www.mushroomnetworks.com/infographics/landscape-of-big-data
  6. 6. LIPARI21/07/2013 DAVIDEBENNATO https://community.informatica.com/solutions/making_sense_of_big_data
  7. 7. LIPARI21/07/2013 DAVIDEBENNATO http://www.dr4ward.com/dr4ward/2013/01/what-is-big-data-and-what-are-some-tools-for-analytics-infographic.html
  8. 8. LIPARI21/07/2013 DAVIDEBENNATO http://www.fico.com/landing/infographic/The-Analytics-Big-Bang-Infographic.pdf
  9. 9. LIPARI21/07/2013 DAVIDEBENNATO http://www.forbes.com/sites/davefeinleib/2012/06/19/the-big-data-landscape/
  10. 10. LIPARI21/07/2013 DAVIDEBENNATO http://www.capgemini.com/technology-blog/2012/09/big-data-vendors-technologies/
  11. 11. LIPARI21/07/2013 DAVIDEBENNATO http://www.zdnet.com/blog/hinchcliffe/the-enterprise-opportunity-of-big-data-closing-the-clue-gap/1648
  12. 12. LIPARI21/07/2013 DAVIDEBENNATO • Data Science  When worlds collide: statistics/math, computer skills,  Data scientist from the social science point of view is a computational social scientist http://smartdatacollective.com/davidmsmith/124376/statistics-vs-data-science-vs-bihttp://www.drewconway.com/zia/?p=2378
  13. 13. LIPARI21/07/2013 DAVIDEBENNATO http://nirvacana.com/thoughts/becoming-a-data-scientist/
  14. 14. LIPARI21/07/2013 DAVIDEBENNATO • Data Market  A growing marketplace: digital marketing, Big Data industry  Data companies: monitoring platform (Radian6)  Data services: Freebase, Datahub http://www.quintly.com/blog/2013/03/infographic-the-rise-of-social-media-analytics/
  15. 15. LIPARI21/07/2013 DAVIDEBENNATO http://www.forbes.com/sites/gilpress/2013/03/18/top-10-most-funded-big-data-startups/
  16. 16. LIPARI21/07/2013 DAVIDEBENNATO http://www.crunchbase.sisense.com/#big-data-investments/c7i9
  17. 17. LIPARI21/07/2013 DAVIDEBENNATO http://socialmediaswitzerland.org/2012/07/11/goldbach-interactives-social-media-monitoring-tool-report-2012/
  18. 18. SOCIAL SCIENCE & SOCIAL MEDIA RESEARCH TRADITIONS
  19. 19. LIPARI21/07/2013 DAVIDEBENNATO http://en.wikipedia.org/wiki/Computational_sociology
  20. 20. LIPARI21/07/2013 DAVIDEBENNATO • Digital methods (https://www.digitalmethods.net/)  A set of methodologies used for analysing social behaviour in the web  Scientific tradition: social research, media studies http://adequatebird.com/2010/05/03/the-political-blogosphere-and-the-2004-u-s-election-divided-they-blog/
  21. 21. LIPARI21/07/2013 DAVIDEBENNATO • Social media mining  A group of techniques to extract relevant information from a social media dataset  Scientific tradition: datamining, computer science https://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
  22. 22. LIPARI21/07/2013 DAVIDEBENNATO • Social media analytics  A group of tools and services for the evalution of the social media ROI (return on investments)  Scientific tradition: digital marketing, webmetrics http://inmaps.linkedinlabs.com/
  23. 23. RESEARCH STRATEGIES IN SOCIAL MEDIA
  24. 24. LIPARI21/07/2013 DAVIDEBENNATO • Monitoring  Searching for particular words/query/topics  Unit of analysis: Words http://slackprop.wordpress.com/2013/06/03/on-geek-versus-nerd/
  25. 25. LIPARI21/07/2013 DAVIDEBENNATO • Tracking  Analyzing a set of users choosen in a specific way  Unit of analysis: social media account
  26. 26. LIPARI21/07/2013 DAVIDEBENNATO • 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
  27. 27. LIPARI21/07/2013 DAVIDEBENNATO
  28. 28. LIPARI21/07/2013 DAVIDEBENNATO • Mapping  Analyzing geo-spatial properties of a set of social media data  Unit of analysis: space http://www.flickr.com/photos/twitteroffice/sets/72157633647745984/
  29. 29. RESEARCH DESIGN
  30. 30. LIPARI21/07/2013 DAVIDEBENNATO (Welser, Smith, Fisher, Gleave, 2008)
  31. 31. LIPARI21/07/2013 DAVIDEBENNATO http://www.debajyoti.net/socialmedia/social-analytics-lifecycle-and-social-media-strategy-a-graphical-framework.html
  32. 32. LIPARI21/07/2013 DAVIDEBENNATO • 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/
  33. 33. LIPARI21/07/2013 DAVIDEBENNATO • Collect data  Create a database with the data we want to study  Script approach: Python (e.g.)  Softwares: ScraperWiki, NodeXL http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
  34. 34. LIPARI21/07/2013 DAVIDEBENNATO • 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/
  35. 35. LIPARI21/07/2013 DAVIDEBENNATO • 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/
  36. 36. LIPARI21/07/2013 DAVIDEBENNATO • Communicating results  Academic tools: paper, report  Communication tools: infographics, visualizations http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
  37. 37. LIPARI21/07/2013 DAVIDEBENNATO http://visual.ly/what-infographic-2
  38. 38. LIPARI21/07/2013 DAVIDEBENNATO http://visual.ly/ http://infogr.am/
  39. 39. LIPARI21/07/2013 DAVIDEBENNATO http://piktochart.com/ http://www.easel.ly/
  40. 40. TWITTER
  41. 41. LIPARI21/07/2013 DAVIDEBENNATO • 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
  42. 42. LIPARI21/07/2013 DAVIDEBENNATO • Search API  Sample of tweet  Is unclear which is the method of sampling • Streaming API  An extendend sample of tweet (Morstatter, Pfeffer, Liu, Carley, 2013) • Rest API  Following, follower  Trending topic (per nation/day/week)  Last 20 status update  Last 100 recent tweets  Last 100 users retwitting another one  …
  43. 43. LIPARI21/07/2013 DAVIDEBENNATO http://readwrite.com/2010/04/19/this_is_what_a_tweet_looks_like
  44. 44. TWITTER METRICS
  45. 45. LIPARI21/07/2013 DAVIDEBENNATO http://www.dosisdiarias.com/2012/08/100.html
  46. 46. LIPARI21/07/2013 DAVIDEBENNATO • Metrics: tweet  What: number of messages (amount, time-based)  Used for: popularity, participation, audience https://twitter.com/Tecnoetica/status/357481799431110657
  47. 47. LIPARI21/07/2013 DAVIDEBENNATO • Metrics: retweet  What: reposting a tweet (amount, time-based, accounts)  Used for: popularity, diffusion, spreading, virality https://twitter.com/Tecnoetica/status/357481799431110657
  48. 48. LIPARI21/07/2013 DAVIDEBENNATO • 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
  49. 49. LIPARI21/07/2013 DAVIDEBENNATO • 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
  50. 50. LIPARI21/07/2013 DAVIDEBENNATO • Metrics: hashtag  What: a #keyword used for describe tweet’s content  Used for: topic analysis, event analysis https://twitter.com/Tecnoetica/status/357481799431110657
  51. 51. LIPARI21/07/2013 DAVIDEBENNATO • 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
  52. 52. LIPARI21/07/2013 DAVIDEBENNATO • Metrics: follower  What: Accounts following by a user  Used for: interest analysis, community detection
  53. 53. LIPARI21/07/2013 DAVIDEBENNATO • Metrics: following  What: account that a user are following  Used for: interest analysis, community detection
  54. 54. LIPARI21/07/2013 DAVIDEBENNATO • Other metrics:  Favorite: tweets preferred by a user (semamntic: like, read-later)  Lists: a number of account with similarrities according a user
  55. 55. TWITTER TOOLS
  56. 56. LIPARI21/07/2013 DAVIDEBENNATO
  57. 57. LIPARI21/07/2013 DAVIDEBENNATO • Twitter counter http://twittercounter.com/  Research strategy: tracking  Metrics: tweets (time based), followers (time based), following,
  58. 58. LIPARI21/07/2013 DAVIDEBENNATO • Tweet stats http://www.tweetstats.com/  Research strategy: tracking  Metrics: tweets (time based), reply, source, retweet, word, hashtag,
  59. 59. LIPARI21/07/2013 DAVIDEBENNATO • Mentionmapp http://mentionmapp.com/  Research strategy: networking  Metrics: followers, hashtags
  60. 60. LIPARI21/07/2013 DAVIDEBENNATO • 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
  61. 61. LIPARI21/07/2013 DAVIDEBENNATO • Tweet Archivist http://www.tweetarchivist.com/  Research strategy: monitoring  Metrics: top user, word cloud, top URL, source, Tweet by time, mentions, hashtags, collecting dataset ($)
  62. 62. LIPARI21/07/2013 DAVIDEBENNATO • Twittonomy http://www.twitonomy.com  Research strategy: tracking, monitoring, mapping (mentions)  Metrics: tweets, following, followers, lists, favorites, timeline, hashtag, collecting dataset ($)
  63. 63. LIPARI21/07/2013 DAVIDEBENNATO • Tweet Topic Explorer http://tweettopicexplorer.neoformix.com  Research approach: tracking  Metrics: words (last 800 tweets)
  64. 64. LIPARI21/07/2013 DAVIDEBENNATO • Tweepsmap http://tweepsmap.com/  Research strategy: account mapping  Metrics: mapping followers
  65. 65. LIPARI21/07/2013 DAVIDEBENNATO • Simply Measured Following Report http://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#
  66. 66. LIPARI21/07/2013 DAVIDEBENNATO • Wordtree http://www.jasondavies.com/wordtree/  Research strategy: tracking  Metrics: words (in contexts)
  67. 67. LIPARI21/07/2013 DAVIDEBENNATO • Wildfire Monitor https://monitor.wildfireapp.com/  Research strategy: tracking  Metrics: followers, followings, tweets
  68. 68. LIPARI21/07/2013 DAVIDEBENNATO • Collecting tweets:  Tweet archivist desktop: http://www.tweetarchivist.com/archivist-desktop/  NodeXL: http://nodexl.codeplex.com/
  69. 69. LIPARI21/07/2013 DAVIDEBENNATO • Analyzing relationship (SNA approach)  NodeXL: http://nodexl.codeplex.com/  Gephi: https://gephi.org/
  70. 70. LIPARI21/07/2013 DAVIDEBENNATO • Networking case study  The spread of the news of the resignation of Benedict XVI  Data source: Keleyo (http://keleyo.it/)
  71. 71. LIPARI21/07/2013 DAVIDEBENNATO • Bigliography  Giglietto F., Rossi L., Bennato D., 2012, The Open Laboratory: Limits and Possibilities of Using Facebook, Twitter, and YouTube as a Research Data Source, “Journal of Technology in Human Services”, vol.30, n.3-4, pp.145-159.  Hansen D.L., Shneiderman B., Smith M. a., 2011, Analyzing social media networks with NodeXL, Elsevier, Amsterdam.  Morstatter F., Pfeffer J., Liu H., Carley K. M. 2013, Is the Sample Good Enough? Comparing Data from Twitter’s Streaming API with Twitter’s Firehose, arXiv, 21 june 2013, http://arxiv.org/abs/1306.5204  Welser H. T. , Smith M., Fisher D., Gleave E., 2008, Distilling digital traces: Computational social science approaches to Studying the Internet, in Fielding N., Lee M. L., Blank G., The SAGE Handbook of online research methods, SAGE, London, pp.116-140.
  72. 72. LIPARI21/07/2013 DAVIDEBENNATO • Davide Bennato teaches Sociology of culture and communication and Sociology of digital media at the Department of Humanistic Sciences at 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 Italian Association) and was vice-president (2005-08). He is also founding member of Startup CT, association for the promotion enterpreneurial startup business culture. He is member of the board of Bench s.r.l., a University of Catania spin off in social and marketing researches. • His research topics are: technological cultures, digital content consumptions, social media interpersonal relationship. • Books: Le metafore del computer. La costruzione sociale dell’informatica (Meltemi, 2002) e Sociologia dei media digitali (Laterza, 2011). • Books chapters: (2010) voce La circolazione delle tecnologie, in XXI Secolo, Istituto dell’Enciclopedia Italiana Giovanni Treccani, (2011) Strategie di relazione sociale nelle piattaforme di social network, (2012) Etica dei social network. Valori e comportamenti sociali in Facebook, (2013) Morte di un’icona pop. Le reazioni online alla morte di Michael Jackson.
  73. 73. LIPARI21/07/2013 DAVIDEBENNATO • Davide Bennato  Sociologia dei media digitali, Laterza, Roma-Bari, 2011 • Millions of people consult and interact with each other through the use of internet. Each in its own way, participate in the networking of news, but also to the transformation of these tools of communication and socialization. Blogs, wikis, social networks are - above all - tools of social relationship. The participative web then obliges a profound rethinking of the classical concepts of the sociology of communication. • Davide Bennato offers a detailed analysis of the different tools and platforms well known to the public, from Facebook to Youtube, and examines the ethical and social consequences of the use of new technologies. • The book on internet  website  http://www.sociologiadeimediadigitali.it  Facebook fanpage  http://www.facebook.com/sociologiadei mediadigitali  Twitter  http://twitter.com/mediadigitali
  74. 74. LIPARI21/07/2013 DAVIDEBENNATO Socialmedia http://twitter.com/tecnoetica http://www.facebook.com/davide.bennato http://www.linkedin.com/in/davidebennato http://www.youtube.com/tecnoetica http://pinterest.com/davidebennato/ Skype davide.bennato Blog www.tecnoetica.it www.processiculturali.it www.sociologiadeimediadigitali.it

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