This document discusses social tools for businesses including reviews aggregation, reputation monitoring, content discovery and publishing, real-time notifications, and analytics. It provides examples of APIs and tools that can be used to aggregate customer reviews from sites like Yelp and Facebook, monitor online mentions using web crawlers and sentiment analysis, discover trending content, publish to social media channels, and analyze social media performance.

1. Building Social
Tools
Socal Code camp - 2014

2. Social Tools
• Action Oriented
• Data Driven
• Rapid Feedback

3. Social Tools Suite
Reviews
Aggregation
Reputation
Monitoring
Content Discovery Content Publishing
Realtime Feeds Analytics

4. Reviews Aggregation

5. Reviews Aggregation
• Customer Reviews from Review Sites
o Yelp, Edmunds, Facebook etc.
o Metrics
• Overall Rating
• Reviews
• Star Rating
• Aggregation Models
o API
o Raw Webpage Analysis

6. Reviews Aggregation - API
YelpTemplate yelp = new YelpTemplate(
'yelp.consumerKey’, 'yelp.consumerSecret’,
'yelp.token’,'yelp.tokenSecret')
Business business = yelp.findById(‘bizId’)
def overallRating = business.rating
def reviews = business.reviews
Setup:
1.Pre-negotiated security tokens
2.Rate limits

7. Reviews Aggregation - Toolkit
o Web Based Extraction Tools
• Import.IO ( http://import.io)
oConvert web pages to table data.
oLittle or No Coding

8. Reputation Monitoring

9. Reputation Monitoring
• “Understanding or Influencing of an Individual’s or
Business’s Reputation. “
• Look for Unstructured Information online.
• Sentiment Analysis.
• Sentiment Analysis – Computationally Identify and
Categorize Opinion in a Piece of Text

10. Reputation Monitoring
• Employ Techniques to find Information Online
o Web Crawlers
o RSS
o Social Media Data

11. Web Crawling
• 80legs.com , Scrapy.org etc.
• Provide crawlable sites, depth, and # of results to
return.
• Plugins to filter returned html
Create:
POST https://api_token:@api.80legs.com/v2/crawls/{CRAWL_NAME}
Status:
GET https://api_token:@api.80legs.com/v2/crawls/{CRAWL_NAME}
Results:
GET https://api_token:@api.80legs.com/v2/results/{CRAWL_NAME}

12. Other Sources
• RSS:
o API for RSS/Atom Feeds
o Rome/ Apache Abdera
URL feedUrl = new URL(url);
SyndFeed feed = fetcher.retreiveFeed(url)
doStuff(feed.articles)

13. Other Sources
• Social Mentions
POST
http://api2.socialmention.com/search?q=“socalcodecamp”&f=json&
t=all&lang=en&apiKey=123dhdh7

14. Sentiment Analysis
• Why  Lots of Opinions on the web
• Machine Learning/ Lexicon Based
Machine Learning Based
• Collect Data
• Label Data
• Prepare and Upload Data
• Predict new Data
• Iterate
Lexicon based
• Tokenize Words,
• Lematize Them ( good  gud .. )
• Assign negators/ intensifiers

15. Sentiment Analysis - Tools
• Google Predictions API
• Stanford NLP
• Init training set
• For each sentence
o Break into words
o Pass each word/phrase into training set to classify sentiment
o Combine each classified word and sentiment to compute overall
sentiment.

16. Content Discovery

17. Content Discovery
• Discover Relevant Content
• Purpose : To Engage more audience and attract
Leads
• Different Channels
o RSS
o Social Trends – Youtube , Twitter, Topsy…
• Youtube Trends API
• Twitter Trends API
o Local News Feeds
o Custom APIs

18. Trends API
• GET https://api.twitter.com/1.1/trends/place.json?id=1

19. Content Publishing
• Publishing Interesting Content to engage Users
• Oauth Permission to Act on Client’s behalf
o Provides Client Applications a ‘Secure’ Access to Server Resources on Behalf of a
resource Owner
• Publish to Multiple Channels at once.
Twitter4j twit4j = Twitterfactory.getInstance()
twit4j.setAuthorizationCode(…..)
Tweet createdTweet = twit4j.post(“status Update”)
FacebookClient client = new FacebookClient();
client.publish(“Message”, wallId);

20. • Most Popular
o Facebook, Twitter, LinkedIn, Pinterest…
• Twitter Post

21. Realtime Notifications
• Notifications on your social media Actions
• Techniques
o HTTP Push
o Persistent Connections
• JVM Libraries Available
o Twitter4j, HTTP APIs, Native Java APIs
• Try Twitter

22. Analytics/Insights
• Provider APIs
o Facebook Insights API
• /{page-id}/insights
• /{post-id}/insights
o Twitter Analytics
• Analytics.twitter.com
o Impressions, engagement rate
o Interests, locations etc.
• Thirdparty Providers –
o Gnip , Datasift
o Topsy Labs

23. Other Products
• Hootsuite
• Sprout Social
• Buffer