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The Truth About Social Media Data


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With leading brands increasingly turning to social media for insight, feedback and guidance, social media data is under the spotlight. Questions about it’s origins, accuracy and scope have the potential to undermine the whole monitoring industry. In this session Giles Palmer of Brandwatch, who has successfully led more than a hundred organisations through the murky world of social media data, explains where it comes from, who controls it, how it is filtered and categorised, its inherent flaws and limitations, and how to avoid misreading the information you are presented with

Published in: Technology

The Truth About Social Media Data

  1. 2. Who am I? <ul><li>Giles Palmer </li></ul><ul><li>Founder and CEO of </li></ul><ul><li>Please sponsor my tash at </li></ul><ul><li> </li></ul>
  2. 3. What do social media measurement tools do?
  3. 4. Gather <ul><li>How do you get all this information? </li></ul>
  4. 5. Search <ul><li>This is not the same as normal search </li></ul>
  5. 6. <ul><li>Shell -&quot;aluminium shell&quot; -bourne -&quot;the shell has&quot; -tortoise -turtles -&quot;unix shell&quot; -&quot;visual studio&quot; -wii -windows -&quot;your shell&quot; -&quot;building shell&quot; -&quot;carbon fibre&quot; -&quot;carbon shell&quot; -&quot;car shell&quot; -&quot;chocolate shell&quot; ((-&quot;clam shell&quot; -&quot;clay shell&quot; -&quot;coconut shell&quot; -&quot;command line&quot; -Artillery -commands -computing -&quot;concrete shell&quot; -&quot;crab shells”~3 -&quot;credit card offer&quot; -&quot;credit report&quot; -&quot;duty shell&quot; -egg –eggs)) -&quot;elephant shell&quot; -&quot;art shell&quot; -&quot;empty shell&quot; -exploded -external -ghost -&quot;gun shell&quot; -&quot;hardened shell&quot; -&quot;hard shell&quot; -&quot;her shell&quot; -&quot;his shell&quot; -&quot;hollow shell&quot; -bash -inch -&quot;inner shell&quot; -&quot;joe shell&quot; -korn -&quot;linux shell&quot; -&quot;mario kart&quot; -metallic -&quot;mortar shell&quot; -nintendo -nsx -beach -&quot;nut shell”~10 -&quot;of my shell&quot; -&quot;operating system shell&quot; -&quot;outer shell&quot; -&quot;outside shell&quot; -&quot;oyster shells&quot; -pattern -peanut -&quot;pink shell&quot; -&quot;plastic shell&quot; -&quot;bio shell&quot; -programming -&quot;ryan shell”~5 -script -scripting -&quot;sea shell&quot; -&quot;sea shells&quot; -&quot;Shell Casing&quot; -&quot;shell casings&quot; -&quot;shell command&quot; -&quot;shell credit card&quot; -&quot;blue shell&quot; -&quot;shell dialog&quot; -&quot;shell extensions&quot; -&quot;Shell Federal Credit Union&quot; -&quot;Shell Ferrari Historic Challenge&quot; -shell-fire -&quot;shell game&quot; -&quot;Shell Global Solutions&quot; -&quot;Shell Houston Open&quot; -&quot;shell insects&quot; -&quot;shell lake&quot; -&quot;body shell&quot; -&quot;shell livewire&quot; -&quot;shell of a&quot; -&quot;shell out&quot; -&quot;shell platinum&quot; -&quot;shell powder&quot; -shell-shock -&quot;shell shocked&quot; -shell-shocked -&quot;shell suit&quot; -&quot;shell suits&quot; -&quot;bomb shell&quot; -&quot;shell tower&quot; -&quot;shell type&quot; -&quot;shot and shell&quot; -&quot;shotgun shell&quot; -&quot;small shell&quot; -&quot;snail shell&quot; -&quot;snail shells&quot; -&quot;soft shell&quot; -&quot;ssh shell&quot; -&quot;taco shell”… … </li></ul>
  6. 7. Analyse <ul><li>structured, unstructured, jargon, confusion, over-claiming…..ARGGGHH </li></ul>
  7. 8. The sentiment of the web Sample size 400,000 web pages about 1,000 different things
  8. 9. Top ‘Brands’ in October – English speaking web Volume ‘000s Sentiment * Volume Sentiment
  9. 10. People don’t agree with each other all the time (Arsenal 2 : 1 Man Utd) In our tests, people agree on sentiment 85% of the time (sample size 1,000 items)
  10. 11. How do you measure the sentiment of millions of webpages?
  11. 12. Crowdsource ? |
  12. 13. Downsides to crowdsourcing <ul><li>Slow </li></ul><ul><li>Inconsistent </li></ul><ul><li>Expensive </li></ul><ul><li>e.g. Article takes 2 minutes so 30 articles per hour </li></ul><ul><li>You need native speakers, so £6/hr </li></ul><ul><li>=> Article costs £0.2 to read </li></ul><ul><li>10,000 articles * £0.2 = £2,000 </li></ul><ul><li>(Twitter is cheaper) </li></ul>
  13. 14. Machines ? <ul><li>Q: Can we reliably get a machine to do sentiment analysis ? </li></ul><ul><li>A: Kind of </li></ul><ul><li>Q: How ? </li></ul><ul><li>A: You teach it to mimic your own behaviour using a branch of Artificial Intelligence called Machine Learning </li></ul>
  14. 15. <ul><li>BSkyB has struck a deal with Apple to launch its mobile TV service providing live access to sport including Premier League football matches on the iPhone . </li></ul><ul><li>From today the service, Sky Mobile TV, will be made available to iPhone and iPod Touch owners via a new application at the Apple App Store. </li></ul><ul><li>The application allows iPhone owners to stream live TV – via a Wi-Fi connection – from a selection of channels including the Sky Sports portfolio, Sky Sports News, ESPN, At The Races and Sky News. The sports and news package will cost phone owners £6 a month. </li></ul><ul><li>Sky's mobile TV service allows iPhone owners to access live televised matches from the Barclays Premier League, Scottish Premier League and Football League, as well as sport such as European Tour golf, Premiership rugby and international and domestic cricket. </li></ul><ul><li>The application is free to download and is being made available to all iPhone owners regardless of which mobile network they are signed to. </li></ul><ul><li>Sky Mobile TV is already available, for £5 a month, on the 3G networks of Vodafone, Orange and T-Mobile. </li></ul><ul><li>In the past year BSkyB has launched a number of applications in the Apple App Store, for football, cricket and news updates, and claims more than 2m downloads so far. </li></ul><ul><li>&quot;In less than a year we've already seen millions of downloads of Sky's various iPhone apps,&quot; said David Gibbs, the general manager for mobile at Sky. &quot;Now, by launching our new Sky Mobile TV app, we are able to combine the demand for great live TV on the move with the quality of experience offered through the iPhone and iTouch.&quot; </li></ul><ul><li>As part of the launch of the service mobile network operator O2 is giving its iPhone customer base three months' free subscription to Sky Mobile TV. </li></ul>
  15. 16. Stats & recommendation <ul><li>Training to date 650,000 mentions in 60 industries from merchant banking to military </li></ul><ul><li>Accuracy ranges from 94% for Swedish videogames to 50% for Portuguese telecom </li></ul><ul><li>Good target is 75% which is achievable </li></ul><ul><li> For small volumes – crowdsource </li></ul><ul><li> For large volumes – use machines, but also look at the most important mentions manually </li></ul>
  16. 17. Other analysis <ul><li>Topic analysis </li></ul><ul><li>Network maps </li></ul><ul><li>Influence </li></ul>
  17. 18. Topics
  18. 19. Networks
  19. 20. Influencers
  20. 21.
  21. 22. Free giveaway!! Brandwatch 4.0 is out at the end of November - 50 Free Beta testing accounts for a month