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Social Research Tools

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Social Research Tools

  1. 1. (New!) Media Research Tools Ana ADI
  2. 2. About the lecturer <ul><li>Academic background </li></ul><ul><ul><li>BA in Communication and Public Relations (Bucharest, Romania) </li></ul></ul><ul><ul><li>MA in Management and Business Communication (Bucharest, Romania) </li></ul></ul><ul><ul><li>MA in Strategic Communication (University of Missouri, USA, Fulbright scholar) </li></ul></ul><ul><ul><li>Currently PhD candidate at the University of the West of Scotland (UK) </li></ul></ul><ul><li>Former clients </li></ul><ul><ul><li>Romania: Coca-Cola, LaborMed Pharma, Kandia </li></ul></ul><ul><ul><li>USA: Hallmark Cards, Albert Honda, Television Bureau of Advertising </li></ul></ul><ul><ul><li>Brazil: hOw (help Our world) </li></ul></ul><ul><ul><li>Belgium: Netlog </li></ul></ul>
  3. 3. Why online tools? <ul><li>Exploratory </li></ul><ul><li>Experimental </li></ul><ul><li>Simple to use </li></ul><ul><li>Fast results </li></ul><ul><li>Simple questions </li></ul><ul><li>Platform specific </li></ul><ul><li>Free </li></ul>
  4. 4. Who should use them? <ul><li>Researchers/Academics </li></ul><ul><ul><li>for exploratory purposes to lead to more complex research projects </li></ul></ul><ul><li>Communicators (PR/Marketing/Journalism) </li></ul><ul><ul><li>To monitor sentiment, emerging trends, coverage, interest </li></ul></ul><ul><ul><li>To analyze leads </li></ul></ul><ul><ul><li>To find influencers </li></ul></ul><ul><ul><li>To explore relationships </li></ul></ul><ul><ul><li>To establish communication patterns </li></ul></ul>
  5. 5. What we’ll be looking at:
  6. 6. <ul><li>Shows evolution of searches (volume) </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Comparative </li></ul></ul><ul><li>Variables </li></ul><ul><ul><li>Web/Image/News/Product </li></ul></ul><ul><ul><li>Geographical </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Categories </li></ul></ul><ul><li>Anticipate demand </li></ul><ul><li>Find search patterns </li></ul><ul><li>Discover related searches </li></ul><ul><li>Observe distribution of users </li></ul>
  7. 9. <ul><li>Analytics </li></ul><ul><li>Trends </li></ul><ul><li>Exploratory </li></ul>
  8. 10. <ul><li>Evolution of an account Twitter use </li></ul><ul><ul><li>Per hour </li></ul></ul><ul><ul><li>Per month </li></ul></ul><ul><ul><li>Timeline </li></ul></ul><ul><ul><li>Reply statistics </li></ul></ul><ul><li>Trends </li></ul><ul><ul><li>Top 10 </li></ul></ul><ul><ul><li>Currently trending </li></ul></ul><ul><li>User productivity </li></ul><ul><li>User activity patterns </li></ul><ul><li>Find emerging trends </li></ul>
  9. 12. <ul><li>Comparative Volume </li></ul><ul><ul><li>Keyword input </li></ul></ul><ul><ul><li>BUT </li></ul></ul><ul><ul><ul><li>No information on methodology (timeframe, refresh, data source) </li></ul></ul></ul><ul><li>Graph volume </li></ul>
  10. 14. <ul><li>Estimate potential connections </li></ul><ul><li>Measure potential audience </li></ul><ul><li>Assess network strength and inner network dependencies </li></ul><ul><li>Measures influence </li></ul><ul><ul><li>Absolute rank </li></ul></ul><ul><ul><li>Value and category </li></ul></ul><ul><li>Derived statistics </li></ul><ul><ul><li>Velocity </li></ul></ul><ul><ul><li>Social capital </li></ul></ul><ul><ul><li>Centralization </li></ul></ul><ul><li>+ a very academic approach </li></ul><ul><ul><li>Also check: </li></ul></ul>
  11. 15. <ul><li>User statistics </li></ul><ul><ul><li>Varied data pool queries </li></ul></ul><ul><ul><ul><li>Popularity (based on mentions) </li></ul></ul></ul><ul><ul><ul><li>Reach (user exposure) </li></ul></ul></ul><ul><ul><ul><li>Followers growth rate </li></ul></ul></ul><ul><ul><ul><li>Online followers </li></ul></ul></ul><ul><ul><ul><li>Density map </li></ul></ul></ul><ul><li>User productivity </li></ul><ul><li>User influence </li></ul><ul><li>User interaction </li></ul>
  12. 17. <ul><li>http://www.youtube.com/watch?v=ruX6n7DF50I&feature=player_embedded </li></ul>
  13. 18. <ul><li>Evolution of tweets in time (24hrs, 7 days, 30 days) </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Keyword comparison </li></ul></ul><ul><li>Shows tweets </li></ul><ul><li>Anticipate interest </li></ul><ul><li>Observe evolution of interest </li></ul><ul><li>Compare activity </li></ul><ul><li>Comparative studies with context integration </li></ul>
  14. 20. <ul><li>Network analysis </li></ul><ul><ul><li>Require login </li></ul></ul><ul><ul><li>Require user approval </li></ul></ul><ul><li>Show and analyze </li></ul><ul><ul><li>Network affiliation </li></ul></ul><ul><ul><li>Network dynamics </li></ul></ul><ul><ul><li>Gender distribution </li></ul></ul><ul><ul><li>Relationship distribution </li></ul></ul><ul><ul><li>User relationship </li></ul></ul>
  15. 21. TouchGraph
  16. 22. Friend Wheel
  17. 23. Social Graph
  18. 24. Caution <ul><li>Many of the platforms shown are in Beta testing </li></ul><ul><ul><li>Exploratory </li></ul></ul><ul><ul><li>Experimental </li></ul></ul><ul><ul><li>Not yet adopted by academia and research communities </li></ul></ul><ul><ul><li>Data needs correlation </li></ul></ul><ul><ul><li>Data needs verification </li></ul></ul><ul><li>Used for rather short-time spans and amounts of data </li></ul><ul><ul><li>Hope to help predict trends, understand fluctuation of “emotion” </li></ul></ul>
  19. 25. <ul><li>Thank you! </li></ul>

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