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Topic-based Social Media Monitoring: The Walmart Chocolate Covered Egg Salmonella Recall

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The Walmart Chocolate Covered Egg Salmonella Recall

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Topic-based Social Media Monitoring: The Walmart Chocolate Covered Egg Salmonella Recall

  1. 1. Topic-based Social Media Monitoring The Walmart Chocolate Covered Egg Salmonella Recall March 1, 2013Solving complex problems…in a manner judged to be truly superior
  2. 2. • Our Contour System is currently collecting tweets about Walmart.• Contour provides an analytics capability that can organize unstructured data into topics.• On Feb 28, 2013 we analyzed 30K tweets about Walmart and identified a topic that indicated a recall on Chocolate Covered Eggs due to Salmonella concerns. – Just 96 tweets out of 30K provided enough signal to identify this topic• We detected this approximately 8 hours before any news organizations published any content on this subject.
  3. 3. http://blog.usfoodsafety.com/2013/02/27/chocolate-covered-marshmallow-eggs-recalled-for-salmonella-sold-at-walmart/
  4. 4. Mar 1, 3pmMar 1, 12pmMar 1, 1pmFeb 28, 5pm
  5. 5. • Topic modeling provides an excellent way to identify the signal in the sea of noise of social media• We demonstrated how, through topic-based social media monitoring, we can identify topics of interest ahead of the news cycle.• The applications for this technology are broad: – Brand Monitoring – Investment Decisions – Intelligence & Security

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