The document explores the nature and definitions of social media through various perspectives, highlighting its role as an interactive platform for communication and content creation. It discusses the dynamics of social media during significant events, specifically focusing on the public's response to the resignation of RIM's co-CEOs and analyses social media activity around Facebook's IPO announcement. Additionally, it includes insights on sentiment analysis related to these events, revealing how social media can influence perception and market behavior.

1. Follow the content
How the news spreads throughout the social media
Paul Gesiak
@DataSift
DataSift.com

2. What is Social Media?...

3. 50 Definitions of Social Media:
http://thesocialmediaguide.com/social_media/50-definitions-of-social-media
- About.com – Media is an instrument on communication, like a newspaper or a radio, so social media would - Marta Kagan -What is Social Media (presentation)
be a social instrument of communication - Michelle Digital – Social media is life online
- Affilorama - Social media is content created and shared by individuals on the web using freely available - One Zero One – Social Media, by definition, is the collection of strategies, practices and tools for
websites that allow users to create and post their own images, video and text information and then share that communicating, creating, sharing and discussing news, information and other media online
with either the entire internet or just a select group of friends
- Online Schools – Social media is technically a means for social interaction through the web
- AG Communications Group – Social media essentially is a category of online media where people are
talking, participating, sharing, networking, and bookmarking online - Optimize Your Web Presence – Social media are online venues, such as social networking sites, blogs and
- Answers.com – The online forms of communicating to the masses, which include blogs, microblogs, social wikis that enable people to store and share information called content, such as text, pictures, video and links
networking sites and podcasts - Orange Soda – Social media is about interacting with and sharing information with others online
- BlackBox Social Media – Social media is any online media platform that provides content for users and also - ProPR – Social media are online communications in which individuals shift fluidly and flexibly between the
allows users to participate in the creation or development of the content in some way role of audience and author. To do this, they use social software that enables anyone without knowledge of
- Briancee - Social Media is the sharing of user (human) created information and interacting on-line using coding, to post, comment on, share or mash up content and to form communities around shared interests
Internet technology
- Radian6 - Social media is game changing, not a closed system, not just another media, transparent, more
- Brian Solis – Social Media is the democratization of information, transforming people from content readers
into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many-to-many model, rooted in than blogs, decentralized and real-time and measurable
conversations between authors, people, and peers - Rapid Learning Life – What is Social Media? In Simple English
- Common Craft – Social media in plain English (video) - Relationship Economy – Social media is communications
- CubixDev - Social Media is the new term for socialising online. It allows people to freely interact with each - Scobleizer - Internet media that has the ability to interact with it in some way
other online where-ever they are and whenever they want - Search Engine Land – Social media itself is a catch-all term for sites that may provide radically different
- Daily Blog Tips - Social media are the various forms of user generated content and the collection of social actions
websites and applications that enables people to interact and share information online
- SEO Zodiac – Social Media is simply people having conversations online
- Duct Tape Marketing – Social media is the use of technology combined with social interaction to create or
co-create value - Social Media Optimization Services – Social media is people meeting other people
- Fresh Networks – Social media is people having conversations online. These conversations can take a - Social Media Vision – Simply refers to communication/publication platforms which are generated and
variety of forms; for example, blogs and comments or photo sharing sustained by the interpersonal interaction of individuals through the specific medium or tool
- Get a Social Boost – Digital word of mouth - Squidoo - Social media also includes social networks that insist on people to come together online that
- Harish Dabasia – Social media is people having conversations online shares a common interest
- Health is Social – Social Media is the meeting place between people and technology
- Tech ER – Media is an instrument of communication, like a newspaper or a radio, so social media would be
- Hudson Horizons – Social Media is often used as another term for user-generated content
- iContact - An umbrella term that defines the various activities that integrate technology, social interaction, a social instrument of communication
and the construction of words and pictures - Telezent - Social media explained visually (presentation)
- Integrasco – Social media explained (video) - The Financial Brand – Social media isn’t about the media, it’s about being social
- Investopedia – Internet-based software and interfaces that allow individuals to interact with one another, - The Social Election – Social media is people talking to people online
exchanging details about their lives such as biographical data, professional information, personal photos and - Tjongolongo - Social Media is word of mouth on steroids
up-to-the-minute thought - Web1Marketing - Social Media consists of media that support and encourage social interaction among user
- Just Ask Kim – Social media is any media form that displays itself to an open public and encourages
- Webgeekly - Social Media is generally any website or service that uses Web 2.0 techniques and concepts
interaction between the host and all observers
- Kyle David Group – Social media is the technological path of least resistance for two-way communication - Webopedia – A term used to describe a variety of Web-based platforms, applications and technologies that
and distribution through a large audience who would otherwise be unconnected if it were not for the enable people to socially interact with one another online
technological medium - Wikipedia - Social media are media for social interaction, using highly accessible and scalable publishing
- Luke Hayes – Social media is a group of Internet-based applications that allow the creation and exchange techniques
of user generated content. This content is then shared through social interaction - WiseGeek - Social media mainly consists of user-generated Internet content
- Mahalo - Social media is content created by people using highly accessible and scalable publishing
technologies. At its most basic sense, social media is a shift in how people discover, read and share news,
information and content

4. ?

5. Marshall McLuhan
" Global village "
The Gutenberg Galaxy (1962)

6. " The medium is the message "
M. McLuhan, Understanding Media: The Extensions of Man (1964)

7. ~ 250 mln daily
~ 10 mln hourly
~ 3000 / sec
what is it all
about ?...

8. Top words
(based on 1% random sample)

9. The most popular content topics
(based on 1% random sample)

10. The most mentioned users
(based on 1% random sample)

11. Top domains
(based on 1% random sample)

12. TV show

13. tv show
Top Boy is a British television drama
series, which was first broadcast on
Channel 4.
The four episodes were broadcast
over consecutive nights, from 31
October to 3 November 2011.
Set on the fictional Summerhouse
housing estate in Hackney, North
London,
The series follows the lives of a
group of criminals involved in drug
dealing and street gangs.

14. tv show

15. RIM CEOs resignation

16. RIM CEOs resignation
news event in social media network
Graph representing
pattern of social media
activity generated
around RIM Ltd.
Time: -1 hour
Sunday night
Low level of activity

17. RIM CEOs resignation
news event in social media network
Graph representing
pattern of social media
activity generated
around RIM Ltd.
Time: 0 hour
News breaks out
Information spreads
trough the network

18. RIM CEOs resignation
news event in social media network
Graph representing
pattern of social media
activity generated
around RIM Ltd.
Time: +1 hour
Comments and
reactions to the news

19. RIM CEOs resignation
RIM social media content (1-hour time frame)
RIM has announced on
their website that its 2
CEOs are resigning. The
news broke on Sunday
Jim Balsillie and evening and generated
Mike Lazaridis, large spike of social media
the co-CEOs of activity (over 400 posts an
Research in Motion, hour = 1 every 10 sec).
announced their resignation.
The first reaction has been
overwhelmingly negative
(sharp spike of negative
sentiment (red line)).

20. RIM CEOs resignation
RIM social media content (1-hour time frame)
Lets focus closer on the
period between Sunday
afternoon and Monday
morning, when the market
Jim Balsillie and opens.
Mike Lazaridis,
the co-CEOs of
Research in Motion,
announced their resignation.

21. RIM CEOs resignation
RIM social media content (15-min time frame)
By increasing the
temporal resolution
from 1h to 15 min time
frame we can see more
details of the event.
The traffic picked up
just after RIM
announced the news
on the 9pm Sunday
ECT (which is 2am
Monday UCT, as
shown on the plot). The
high level of interest
lasts for an hour or so,
then declines over
night, to increase in
New York Stock
Exchange pre-market
hours on Monday
morning.

22. RIM CEOs resignation
RIM social media content (15-min time frame)
Lets see what
happened on the NYSE
floor in the first hour of
trading on Monday
morning (09:30ECT/14:
30UCT)

23. RIM CEOs resignation
RIM social media content (15-min time frame)
Period to focus on.

24. RIM CEOs resignation
RIM social media content (5-min time frame)
Increasing time intervals to
5 min frames.
The RIM stock opens on
Monday significantly below
the Friday close price level
and keep falling in the first
20 min. It is rather
predictable, considering the
nature of the news and the
sentiment of comments
from previous evening.
However, the sentiment of
social media content
switches to positive value
around 14:45(09:45 ECT),
despite price still falling.
5 min latter the stock price
reaches the support level at
15.88. This level is tested
again after 15:20 and
holds, as the sentiment of
social media content
remain positive.

25. RIM CEOs resignation
Data aggregation
Conclusion:
By analysing a flow of the social media content we gain two interesting pieces of information.
1. We can see immediately what is the crowd reaction for the news.
a) The significance of the news event is proportional to the spike of traffic generated.
b) The difference between positive and negative sentiment indicates if the reaction to the news is
positive, negative or indifferent.
2. An increase of positive sentiment preceded the moment when a stock price had stopped falling and reached
a support level.
a) Did the market decide at this point, that the price has been discounted enough? Certainly the
sentiment of the social media content could suggest so.
b) Looking at the Monday morning chart we can see that the sentiment level of social media content
being an interesting indicator showing emotions of the crowd. Furthermore, this information can be
traced using very short time frames (even 5 min).

26. Dow Jones
Social media content analysis
Dow Jones 2012-01-17
(15-min time frame)
The social media content can be
used as an indicator of Dow
Jones Industrial Average price.
In this example rapid increase in
traffic associated with a negative
sentiment precedes directly a
drop in price by 50 points.

27. Facebook IPO

28. Facebook IPO
Social media content analysis
Summary
DataSift recorded 172559 interactions
generated by 90680 unique authors, over a
period of 5 days. The start date was 2012-01-
28 23:25:17 GMT and the end date was 2012-
02-03 09:59:54 GMT. During this period we
recorded an average of 1322 interactions per
hour; however this number fluctuated from as
little as 15per hour on the 2012-01-28 23:00:00
GMT up to the peak of 16487 interactions per
hour recorded on the 2012-02-01 22:00:00
GMT.

29. Facebook IPO
Sentiment
Sentiment
Sentiment score* has been calculated for 89.7%
of all posts. In this group distribution of positive,
negative and neutral posts is as follows:
71.5% neutral
22% positive
6.5% negative
* Sentiment detection augmentation identifies the emotive phrases within a
document, scores these phrases and then combines them to discern the
overall sentiment of the sentence.

30. Facebook IPO
Words
Neutral Positive
Negative

31. Facebook IPO
Gender
Who Tweeted?
The DataSift built-in augmentation indicated
author's gender for 51.83% of all posts. The
male/female proportion in this sub-set is as
follows:
26.3% female
73.7% male

32. Facebook IPO
Language
Which languages did they use?
We have identified languages used in 99.96% of
all posts. The most frequently occurring
languages were:
English (90.93%)
Portuguese (2.28%)
Italian (1.45%)
Russian (1.14%)

33. Facebook IPO
The most popular links
Resonance: Detected_at: Potential reach: Links:
1844 2012-02-01 21:49 5428127 Facebook Files for its IPO BREAKING
1420 2012-01-31 22:15 9675442 Facebook to File for $5B IPO on Wednesday
1357 2012-01-31 17:23 9470277 Facebook IPO: The Numbers Behind the World's Most Valuable Social Network INFOGRAPHIC
1277 2012-02-01 21:50 10626912 Facebook Files for its IPO BREAKING
1096 2012-01-31 21:37 7524342 Facebook to file for $5 billion IPO Wednesday: report| Reuters
998 2012-02-02 02:45 9102607 Facebook IPO: The Social Web Reacts
982 2012-02-03 00:35 8453363 10 Standout Quotes in Mark Zuckerberg's Facebook IPO Letter
945 2012-02-02 14:58 8991550 Facebook IPO: Not It?s Not Groundhog Day for the Bubble
847 2012-02-02 19:12 2455215 The IPO Won't Change Facebook. Online Ads Will
833 2012-01-31 16:40 10352641 Facebook to Turn 8 on Heels of IPO Announcement
824 2012-02-02 00:19 7989778 Facebook IPO: The Critical Stats PICS
815 2012-02-01 21:58 2252412 Facebook Files for IPO - WSJ.com
807 2012-02-01 21:55 9763149 Facebook IPO filing: Plans to raise $5 billion - Feb. 1, 2012
796 2012-02-02 02:02 4818001 What a Facebook IPO means for Silicon Valley ? Tech News and Analysis
791 2012-02-01 17:35 2998998 The Real Facebook IPO Winners? Sean Parker And Bono - Forbes
788 2012-01-30 21:08 12839414 Facebook's Road to IPO
761 2012-02-01 22:31 2305821 Facebook IPO Reveals How It Makes Money
729 2012-02-01 22:09 4001872 Zuckerberg IPO Haul Could Top $28 Billion - WSJ.com
728 2012-02-03 02:39 7624964 Facebook IPO: How Will the Social Network Be Affected? POLL
724 2012-02-01 22:15 6060554 Facebook IPO Crashes SEC Website | TechCrunch
718 2012-02-01 13:20 7373295 Today?s Top Stories: Facebook IPO, Kazuo Hirai New Sony CEO

34. Facebook IPO
Social media content analysis

35. Jedi on Twitter
Daily content aggregated by prof. position