Mapping the Brand Graph: a study of the O2 audience on Twitter [UPDATED]
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The objective of the O2 Brand Graph pilot was to mine social media data in a way that would allow us to connect it to audience studies. ...
The objective of the O2 Brand Graph pilot was to mine social media data in a way that would allow us to connect it to audience studies.
This presentation is an initial exploration of how we can use social media to augment a segmentation model with real-time data. Instead of tracking contents by keywords (“horizontal” tracking – any content mentioning specific keywords and keyphrases), we looked into mining social media contents and behaviours by audiences (“vertical” tracking – any content generated from a set of sources, regardless of the features of the content).
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