Thoughts on how businesses can leverage social media to extract meaningful feedback and to generate superior recommendations and targeting.

1. Leveraging social media
Indrani Chakravarty
© Indrani Chakravarty

2. Massive volumes of unstructured data
• Social Networks: FaceBook, Twitter, LinkedIn, …
• Online stores: amazon, wal-mart, e-bay, …
• Blogs
• Emails
• SMS
© Indrani Chakravarty

3. How can businesses benefit
from Social Media
• Leveraging Social Media for extracting meaningful
feedback
• Leveraging Social Media for better targeting
© Indrani Chakravarty

4. Leveraging Social Media
for extracting meaningful feedback
Social Media
opinions listen
Analytics Platform
Users Filter out noise, analyze/classify
sentiments for each feature of the
Sells Direct product & give a summary
products feedback & recommendations to
product/brand/sales management
Marketing/Sales
Actionable summary/
recommendations
© Indrani Chakravarty

5. Underlying Technology -- an approach
Linguistic
pre-processing:
1)token normalization
Collect adequate training 2) stop-words removal
data(e.g. tweets) Tokenize 3) Stemming
on a given topic. Hand-label the tweets 4) POS tagging
tweets based on sentiment 5)N-gram analysis
Apply learning algorithms
to learn the model that fits the
Compute TF-IDF weight
relationship between Store tokens &
for each token “i”
the attribute set & the class-label corresponding
in each tweet “j”
in the training data posting lists in
(example: SVM/ANN/ inverted index
Bayesian/Nearest Neighbor)
Test the model on
fresh & unseen relevant tweets
for sentiments.
© Indrani Chakravarty

6. Leveraging Social Media for
better targeting
Targeting info Analytics platform
Developers Advertisers
1. Cluster users based on:
a) demographic & geo-information
b) behavioral information, e.g.
target • active/passive users
ads • category of apps played most
click • category of ads clicked most
users
play listen • type of products on which they
apps
give opinions most
provide
opinions
interact/
2. Offer recommendation/
share with
Friends/ targeting (apps/ads)
Network
(social graph)
Social Media
© Indrani Chakravarty