The missing link between Network Science and the Social Media Monitoring industry
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This basic example highlights the superficial level of the analysis performed by the SMM industry ignoring Network Science techniques. Despite the doubtless value of content analysis in SMM processes, the strengh of the link between Network Science and the SMM industry will be crucial for the social comprehension of social media.
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The missing link between Network Science and the Social Media Monitoring industry
- 1. The missing link between Network Science and the Social Media Monitoring industry Pablo Aragón Eurecat | Barcelona Media NetSci 2015 Backstage Satellite, Jun 2, Zaragoza
- 2. 2www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Social Sciences Computer Science Quantitative Methods Traditional Empirical Research Data Science Skills Computational Social Science Usual data sources Social Media Research Group @ Barcelona Media | Eurecat
- 3. 3www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Social Media Monitoring (aka. Social Listening, Online Analytics, Buzz Analysis, Social Media Measurement, Social Media Intelligence) is the active monitoring of social media channels for information about a company or organisation.
- 4. 4www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Ideya Market Report, 5th edition (October 2014) 245 Major Social Media Marketing tools
- 5. 5www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Ideya Market Report, 5th edition (October 2014) Social Media Monitoring Tools and Services Report Public Excerpts 2014 Data management features Alerts coverage, data export, API… Process management and user interface Dashboards, workflow management… Factors influencing purchasing decisions Pricing, company size, release date… Data analysis and visualization features
- 6. 6www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Ideya Market Report, 5th edition (October 2014) I miss Network Analysis… Data Analysis and Visualization features
- 7. 7www.eurecat.org Dashboards of Social Media Monitoring tools NetSci 2015 Backstage Satellite, Jun 2, Zaragoza
- 8. 8www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza these techniques are typical features of media analysis but ignore the social aspect of social media. In other words…
- 9. 9www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Network Science Over the last decades, the academia has deepened in the development and refinement of network models and algorithms for a large range of goals Node centrality Topology (e.g. assortativity) Community detection
- 10. 10www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Open-source software packages
- 11. 11www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Tools for social scientists Médialab (Sciences Po) Digital Methods (U. of Amsterdam)
- 12. 12www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza So… Is this missing link between Network Science and the SMM industry not a relevant challenge to be addressed?
- 13. 13www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Minor and interesting exceptions Lynguo (I. de Ingeniería del Conocimiento) Maven7 (Barabasi Lab)
- 14. 14www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Kalium Combine content-based dashboards and SNA techniques
- 15. 15www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Kalium: Mobile World Congress 2015 The world's largest exhibition for the mobile industry (>400K messages on Twitter).
- 16. 16www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Kalium: Panels ZTE Corporation was one of the most relevant brands on Twitter buzz...
- 17. 17www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Kalium: Network ZTE Corporation was mostly poked by a huge cluster of users who did not belong to the giant component of the graph (led by the organizers of the event, mobile providers and mass-media).
- 18. 18www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Kalium: Bot detection The reason behind this unexpected scenario is that the ZTE retweet-graph community was formed by bots, a common practice hardly detected by most SMM industrial tools. Each tweet posted by @ztepress was retweeted by 1000 users who were finally suspended.
- 19. 19www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Conclusions This basic example through KALIUM highlights the superficial level of the analysis performed by the SMM industry ignoring Network Science techniques. The strength of the link between Network Science and the SMM industry will be crucial for the social comprehension of social media. Are you curious? Check http://netsci2015.barcelonamedia.org
- 20. 20www.eurecat.org NetSci 2015 Backstage Satellite, Jun 2, Zaragoza Thanks for your attention !