Social MEDIA MINING AND ANALYTICS<br />A Look into Social Media from a Scientific Perspective<br />1<br />https://www.face...
Introduction<br />What is Social Media?<br />2<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Introduction<br />Social media is the hot thing in town. Everyone wants to do it. No one actually knows how.<br />    (Avi...
Introduction<br />Social Media is not only about Social Networks<br />4<br />https://www.facebook.com/WebSTIBA      Twitte...
Introduction<br />Social Media is a media for social interaction using highly accessible and scalable communication techni...
Introduction<br />“In contrast to one-to-many communication structure of traditional mass-media, social media allows the e...
Social Media Examples<br />Social communication: emails, mobiles, forums, chats<br />Social networking: facebook, google+<...
Social Media Challenge<br />Too much data!<br />8<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<b...
Social Media Goals<br />What could we do?<br />Ask the right questions<br />9<br />https://www.facebook.com/WebSTIBA      ...
Questions<br />Why social media?<br />What is social media for?<br />Social Media Policies and Strategies<br />What is goi...
Talk Organization<br />Graph Mining<br />Opinion Mining and Sentiment Analysis<br />Smart Mobility<br />Social Media Engag...
Graph Mining<br />12<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Graph Mining: Introduction<br />Social Media  social presence, social interactions<br />Graph G=G(V,E)<br />V is the set ...
Example<br />‘user    user’ graphs on the base of social interactions (e.g. friendship, communications: sharing, commentin...
Example<br />‘user    properties’ bipartitegraphs<br />15<br />https://www.facebook.com/WebSTIBA      Twitter: #csibasemin...
Quiz<br />16<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Quiz<br />17<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
What is the difference?<br />18<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Power Law<br />Power law is a special family of distributions<br />Human heights<br />City population<br />No. of books so...
Power Law<br />Random variable X has a power law distribution with exponent α:<br />		       P (X>x) ~ x-αas x∞<br />Pare...
Power Law: Research On Twitter Characteristics<br />The number of followings (solid line) and that of followers (dotted li...
Social Media Effects on Traditional Media [An et al., 2011]<br />Social media changes the ways in which people<br />Read n...
Media Graph Mining Results: Computational Journalism <br />Journalists are playing prominent role in social media<br />Aud...
Media Graph Mining Results: Media Publishers Reach More Audience<br />Yes: Social interaction increases publisher’s audien...
Media Graph Mining Results: Users Exposed to Diverse Opinions<br />Yes: Users are exposed to diverse opinions through<br /...
Opinion Mining and Sentiment Analysis<br />26<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Terminology and Problems<br />Sentiment analysis aka opinion mining is the task of automatically detecting sentiment in te...
Commercial Sentiment Analysis Goals<br />Determine overall opinions about a product<br />E.g, the M90 phone is excellent<b...
Commercial Sentiment Analysis Goals<br />Determine changes in overall customer brand opinion (e.g. daily proportions of po...
Social Science Sentiment Analysis Goals<br />Track trends in sentiment over time<br />Identify changes in sentiment<br />D...
Smart Mobility<br />31<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Tesco – Home Plus Korea Case<br />32<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Social Media Engagement and Social Innovations<br />33<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2...
New Directions<br />First International Workshop on Social Media Engagement  (SoME011, in conjunction with WWW2011)<br />E...
Engagement and Development<br />How to use social media to focus on social problems? <br />And how to make social media av...
Social Networks for Agro-Produce Marketing<br />Research by DhirubhaiAmbani Institute of Information and Communication Tec...
Applications<br />37<br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />
Applications of Social Media Analytics  <br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />38<br...
Applications of Social Media Analytics  <br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />39<br...
Applications of Social Media Analytics  <br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />40<br...
Applications of Social Media Analytics  <br />https://www.facebook.com/WebSTIBA      Twitter: #csibaseminar2011<br />41<br...
Thank You<br />Reach me on Twitter: @ArjumandYounus<br />Email me: ayounus@iba.edu.pk<br />42<br />https://www.facebook.co...
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Social Media Mining and Analytics

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A glimpse into what social media is all about and how the researchers in the world are using social media. Social media is not a mere hype and not a platform to leverage word-of-the-mouth practices as is the common perception of it in Pakistan: it is much more than that and this is what this talk presented.

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  • All these topics consider social media from a Web Science perspective and take up social media which from a viewpoint which may have not been heard of in Pakistan
  • A power law is a special kind of mathematical relationship between two quantities. When the frequency of an event varies as a power of some attribute of that event (e.g. its size), the frequency is said to follow a power law. For instance, the number of cities having a certain population size is found to vary as a power of the size of the population, and hence follows a power law.
  • A power law is a special kind of mathematical relationship between two quantities. When the frequency of an event varies as a power of some attribute of that event (e.g. its size), the frequency is said to follow a power law. For instance, the number of cities having a certain population size is found to vary as a power of the size of the population, and hence follows a power law. Alpha between 1 and 2; finite mean and infinite variance
  • Data collection Used previously collected dataset of twitter which is near-complete (ICWSM 2009, Cha. et el] Focus on 80 media sources English-based media A total of 14M followers and their connections (1.2B links, 350,000 tweetsFocus on 80 media sources English-based media A total of 14M followers and their connections (1.2B links, 350,000 tweetsOne of the prominent features of social media:Social media journalists
  • 1. What is the maximum, minimum, average price of the product expected by sellers in a specific region? 2. What is the maximum, minimum, average price buyers are willing to pay for a particular product in a specific region? 3. Where should sellers sell to get buyers who are ready to pay more than average expectation of sellers? 4. From where buyers should buy to get sellers, who expect less than average expectation of buyers?
  • DARPA planned to spend $42 million (£25m) on the Social Media in Strategic Communication (SMISC) program, with prospective contractors asked to test algorithms through &quot;experiments&quot; with social media, it said.
  • DARPA planned to spend $42 million (£25m) on the Social Media in Strategic Communication (SMISC) program, with prospective contractors asked to test algorithms through &quot;experiments&quot; with social media, it said.
  • Social Media Mining and Analytics

    1. 1. Social MEDIA MINING AND ANALYTICS<br />A Look into Social Media from a Scientific Perspective<br />1<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    2. 2. Introduction<br />What is Social Media?<br />2<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    3. 3. Introduction<br />Social media is the hot thing in town. Everyone wants to do it. No one actually knows how.<br /> (AvinashKaushik, Google’s analytics evangelist)<br />3<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    4. 4. Introduction<br />Social Media is not only about Social Networks<br />4<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    5. 5. Introduction<br />Social Media is a media for social interaction using highly accessible and scalable communication techniques.<br />Social Media is the use of web-based and mobile technologies to turn communications into interactive dialog.<br />- Wikipedia<br />5<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    6. 6. Introduction<br />“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]<br />6<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    7. 7. Social Media Examples<br />Social communication: emails, mobiles, forums, chats<br />Social networking: facebook, google+<br />Social blogging/microblogging: twitter, livejournal, blogger<br />Social sharing: flickr, vimeo, youtube<br />Social news: digg, slashdot, cnn, ireport<br />Social bookmarking: delicious, citulike<br />Social knowledge/wikis: wikipedia, tripadvisor<br />Social shopping: groupon, amazon, ebay<br />Social apps and games: foursquare, farmville<br />7<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    8. 8. Social Media Challenge<br />Too much data!<br />8<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    9. 9. Social Media Goals<br />What could we do?<br />Ask the right questions<br />9<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    10. 10. Questions<br />Why social media?<br />What is social media for?<br />Social Media Policies and Strategies<br />What is going on?<br />What can we learn?<br />How to exploit social media?<br />Social Media Mining<br />Social Media Practices<br />10<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    11. 11. Talk Organization<br />Graph Mining<br />Opinion Mining and Sentiment Analysis<br />Smart Mobility<br />Social Media Engagement and Social Innovations<br />11<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    12. 12. Graph Mining<br />12<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    13. 13. Graph Mining: Introduction<br />Social Media  social presence, social interactions<br />Graph G=G(V,E)<br />V is the set of vertices, or nodes<br />E is the set of edges which may or may not have weights<br />13<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    14. 14. Example<br />‘user user’ graphs on the base of social interactions (e.g. friendship, communications: sharing, commenting)<br />14<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    15. 15. Example<br />‘user properties’ bipartitegraphs<br />15<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    16. 16. Quiz<br />16<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    17. 17. Quiz<br />17<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    18. 18. What is the difference?<br />18<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    19. 19. Power Law<br />Power law is a special family of distributions<br />Human heights<br />City population<br />No. of books sold<br />19<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    20. 20. Power Law<br />Random variable X has a power law distribution with exponent α:<br /> P (X>x) ~ x-αas x∞<br />Pareto principle: for many events roughly 80% of the effects come from 20% of the causes<br />20<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    21. 21. Power Law: Research On Twitter Characteristics<br />The number of followings (solid line) and that of followers (dotted line) on Twitter [Kwak et al., 2010]<br />21<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    22. 22. Social Media Effects on Traditional Media [An et al., 2011]<br />Social media changes the ways in which people<br />Read news<br />Share news<br />Interact on news items<br />“News no longer breaks, it tweets”<br />22<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    23. 23. Media Graph Mining Results: Computational Journalism <br />Journalists are playing prominent role in social media<br />Audience interaction<br />Personal update<br />11K<br />23<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    24. 24. Media Graph Mining Results: Media Publishers Reach More Audience<br />Yes: Social interaction increases publisher’s audience<br />On average, audience size increases by a factor of 28<br />24<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    25. 25. Media Graph Mining Results: Users Exposed to Diverse Opinions<br />Yes: Users are exposed to diverse opinions through<br />social interactions<br />25<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    26. 26. Opinion Mining and Sentiment Analysis<br />26<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    27. 27. Terminology and Problems<br />Sentiment analysis aka opinion mining is the task of automatically detecting sentiment in text<br />Active research area since 2002<br />Standard part of online market research toolkits<br />Opinions are personal judgements about something<br />It is good. It is bad. It is expensive.<br />Subjective text contains opinions; Objective text states only facts.<br />Sentiments are expressions of emotion or attitude or opinion<br />It is good. It is bad. I like it. I am happy. I am depressed. I am angry at you.<br />Sentiment analysis is often thought of as the prediction of people’s private/internal states from text<br />27<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    28. 28. Commercial Sentiment Analysis Goals<br />Determine overall opinions about a product<br />E.g, the M90 phone is excellent<br />E.g., the M90 phone is expensive but excellent<br />Determine opinions about parts of a product<br />E.g., the screen of the M90 is too small but its weight is very light<br />I love the steering wheel on the new Picasso<br />28<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    29. 29. Commercial Sentiment Analysis Goals<br />Determine changes in overall customer brand opinion (e.g. daily proportions of positive/negative comments)<br />In response to advertising<br />As routine monitoring<br />Identify individual unhappy customers<br />E.g., identify Tweets that mention the brand and are negative<br />29<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    30. 30. Social Science Sentiment Analysis Goals<br />Track trends in sentiment over time<br />Identify changes in sentiment<br />Discover patterns in sentiment use in a communicaton medium<br />E.g, gender, age, nationality differences<br />Do women/Russians use more sentiment?<br />30<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    31. 31. Smart Mobility<br />31<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    32. 32. Tesco – Home Plus Korea Case<br />32<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    33. 33. Social Media Engagement and Social Innovations<br />33<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    34. 34. New Directions<br />First International Workshop on Social Media Engagement (SoME011, in conjunction with WWW2011)<br />Engagement defines the phenomena of being captivated and motivated.<br />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.<br />To design not just systems, but rather engaging experiences.<br />[Attfield et al., 2011] “Towards a science of user engagement ”.<br />34<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    35. 35. Engagement and Development<br />How to use social media to focus on social problems? <br />And how to make social media available for the people who generally do not have access to the Internet?<br />35<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    36. 36. Social Networks for Agro-Produce Marketing<br />Research by DhirubhaiAmbani Institute of Information and Communication Technology<br />Use of social network platform such as Twitter for agro-produce marketing: <br />A platform for farmers to sell their product(s) and merchants to buy agro-produce and re-sell in the market. <br />Collected tweets from sellers and buyers can be used to generate classified summarized information<br />36<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    37. 37. Applications<br />37<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
    38. 38. Applications of Social Media Analytics <br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />38<br />Startups built around Social Media Analytics: Thriving Business Model<br />SocialFlow<br />Social Media Optimization Platform<br />Works in Domains of Viral and Word-of-Mouth Marketing<br />Provides Services to Major Media Outlets <br />Recent study<br />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<br />
    39. 39. Applications of Social Media Analytics <br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />39<br />Startups built around Social Media Analytics: Thriving Business Model<br />SocialFlow<br />Social Media Optimization Platform<br />Works in Domains of Viral and Word-of-Mouth Marketing<br />Provides Services to Major Media Outlets <br />Recent study<br />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<br />
    40. 40. Applications of Social Media Analytics <br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />40<br />Social Media within Military and Defence<br />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.<br />
    41. 41. Applications of Social Media Analytics <br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />41<br />Election Campaigns<br />
    42. 42. Thank You<br />Reach me on Twitter: @ArjumandYounus<br />Email me: ayounus@iba.edu.pk<br />42<br />https://www.facebook.com/WebSTIBA Twitter: #csibaseminar2011<br />
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