This document discusses how business intelligence technologies can analyze social media data. It notes that user-generated online content from sources like blogs, social networks and videos are growing rapidly. Business intelligence uses technologies to provide deeper insights into data, such as revealing trends in sales volumes or reasons for changes. The document argues that these same business intelligence tools and analytics can extract valuable intelligence and knowledge from the large amount of social media data, which can benefit marketers, advertisers and other groups. It states that collecting, organizing and cleaning social media data lays the foundation for robust analytics that can track events and identify when, where and why perceptions of brands and products may be changing.
Know Your Customer: Social Media World Forum London 2012Meltwater Buzz
Dan Purvis, Director of PR for Meltwater Group, presents how social media has changed the way that businesses and brands engage with customers. Presented at Social Media World Forum in London (March 2012) in conjunction with Paddington & Co., a Meltwater Buzz client.
Lotusphere Comes to You 2008 - Desktop of the FutureEd Brill
A strategy-level presentation covering desktop computing, now and in the future. Examines alternative approaches including smartphones, user segmentation, and considering alternatives to competition.
The document summarizes research being conducted by Telefónica Digital into leveraging large amounts of digital data ("big data") as a new economic asset. It discusses how Telefónica Digital is carrying out extensive research to analyze pervasive data generated through daily digital activities in order to understand human behavior and identify opportunities for new services. The research aims to extract value from raw data, similar to how oil must be refined to extract its economic value. The document also notes the potential of big data to provide insights and improvements in emerging markets.
Accenture: Digital-future-of-media-and-entertainment Feb 2013Brian Crotty
Warner Bros. recognized in 2001 that traditional content storage and sharing needed to transition to a fully digital ecosystem. They partnered with Accenture to help plan and execute this digital transformation. Starting with individual projects like a digital asset management system, Accenture helped Warner Bros. transition components over time until their entire operation was digital by 2010, making them a leader in the digital media industry. This transition improved efficiencies, sped up distribution, and positioned Warner Bros. for ongoing success in a digital world.
The document summarizes the findings of a study on Fortune Global 100 companies' use of social media platforms like Twitter, Facebook, YouTube and blogs. Some key findings include:
- The majority of Fortune Global 100 companies now use at least one social media platform, driven by a 34% increase among Asian companies.
- One-quarter of global companies are now active on all four major platforms studied.
- Twitter saw the greatest growth in adoption at 18%, followed by YouTube and Facebook.
- Companies increased the number of accounts on each platform to engage with regional/local stakeholders.
- The percentage of companies using Twitter grew significantly among Asian companies.
Social media networks like Facebook, Twitter, and LinkedIn generate interest as new ways to reach customers. While social media is not a replacement for email, it can complement email marketing by reaching customers in different places and allowing more communication avenues. Heavy social media users actually use email more than casual users due to notifications from social networks. This presents an opportunity for marketers, as more email exposure means more chances for people to see marketing messages. The document then provides an overview of the major social networks Facebook, Twitter, and LinkedIn.
This document discusses how integrating email and social media can create a better customer communication strategy. It argues that while social networking has grown rapidly, email remains central to most brands' marketing due to its ubiquity, cost-effectiveness, ability to target individual customers, and potential for measuring returns. The document recommends using email to move customers along the lifecycle from first-time buyers to brand advocates, and to encourage those brand advocates to engage within social networks and share content that promotes the brand. By nurturing both individuals and communities, email and social media can work together in a strategic relationship.
This document provides advertising guidelines and specifications for Telemundo Station Group's digital unit. It includes general guidelines for flash files, dimensions and file types for various standard and premium ad units. It also discusses rich media units, video ads, and provides an example of a digital plan package that includes ROS banners, homepage premium ads, and pre-roll video. The plan aims to generate a total of over 500,000 banner impressions and customized content integrations for advertisers on the Telemundo station sites.
Know Your Customer: Social Media World Forum London 2012Meltwater Buzz
Dan Purvis, Director of PR for Meltwater Group, presents how social media has changed the way that businesses and brands engage with customers. Presented at Social Media World Forum in London (March 2012) in conjunction with Paddington & Co., a Meltwater Buzz client.
Lotusphere Comes to You 2008 - Desktop of the FutureEd Brill
A strategy-level presentation covering desktop computing, now and in the future. Examines alternative approaches including smartphones, user segmentation, and considering alternatives to competition.
The document summarizes research being conducted by Telefónica Digital into leveraging large amounts of digital data ("big data") as a new economic asset. It discusses how Telefónica Digital is carrying out extensive research to analyze pervasive data generated through daily digital activities in order to understand human behavior and identify opportunities for new services. The research aims to extract value from raw data, similar to how oil must be refined to extract its economic value. The document also notes the potential of big data to provide insights and improvements in emerging markets.
Accenture: Digital-future-of-media-and-entertainment Feb 2013Brian Crotty
Warner Bros. recognized in 2001 that traditional content storage and sharing needed to transition to a fully digital ecosystem. They partnered with Accenture to help plan and execute this digital transformation. Starting with individual projects like a digital asset management system, Accenture helped Warner Bros. transition components over time until their entire operation was digital by 2010, making them a leader in the digital media industry. This transition improved efficiencies, sped up distribution, and positioned Warner Bros. for ongoing success in a digital world.
The document summarizes the findings of a study on Fortune Global 100 companies' use of social media platforms like Twitter, Facebook, YouTube and blogs. Some key findings include:
- The majority of Fortune Global 100 companies now use at least one social media platform, driven by a 34% increase among Asian companies.
- One-quarter of global companies are now active on all four major platforms studied.
- Twitter saw the greatest growth in adoption at 18%, followed by YouTube and Facebook.
- Companies increased the number of accounts on each platform to engage with regional/local stakeholders.
- The percentage of companies using Twitter grew significantly among Asian companies.
Social media networks like Facebook, Twitter, and LinkedIn generate interest as new ways to reach customers. While social media is not a replacement for email, it can complement email marketing by reaching customers in different places and allowing more communication avenues. Heavy social media users actually use email more than casual users due to notifications from social networks. This presents an opportunity for marketers, as more email exposure means more chances for people to see marketing messages. The document then provides an overview of the major social networks Facebook, Twitter, and LinkedIn.
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This document provides advertising guidelines and specifications for Telemundo Station Group's digital unit. It includes general guidelines for flash files, dimensions and file types for various standard and premium ad units. It also discusses rich media units, video ads, and provides an example of a digital plan package that includes ROS banners, homepage premium ads, and pre-roll video. The plan aims to generate a total of over 500,000 banner impressions and customized content integrations for advertisers on the Telemundo station sites.
The document discusses Members of Congress' use of Twitter to communicate with constituents. It notes that while Members have traditionally used conservative communication methods, Twitter allows for more interactive exchanges. The document analyzes the first year of tweets from Members and finds they mainly use Twitter to distribute vetted content and promote appearances, but not for interactive conversations. It also discusses the potential for Twitter to democratize interactions if used innovatively. Restrictions on Members' communication and the adoption of new technologies are also examined.
Filling the digital skills through cultural change or How to make your whole workforce social media-savvy and inject digital into the DNA of your business
by Patty Keegan, Director, Digital Chameleon
Social Media AND THE Enterprise Business Intelligence/Analytics ConnectionSeth Grimes
The document summarizes the findings of a study on the connection between social media and enterprise business intelligence/analytics. The study examined how organizations are incorporating social data and methods into their BI strategies and analyses. It found that while enterprises are listening to social media, they have been slow to fully integrate social data and approaches into BI. However, tools are emerging to help bring social insights into enterprise decision making.
The Razorfish Consumer Experience Report examines how emerging technologies are fundamentally altering the consumer landscape. Some key findings include the rise of search as the primary mode of navigation, widespread adoption of social media and Web 2.0 features, and consumers being more technically adept and open to experimentation. For brands to remain relevant, they will need to adapt to shifting consumer behaviors and technologies by acting more like publishers and entertainment companies than traditional advertisers. The report discusses trends that will shape the consumer experience in the coming years such as the impact of widgets, feeds, and social media on advertising and how marketers can engage consumers across channels.
CPA Branding Conference - Web 2.0 PresentationZumio
Presentation delivered to delegates of the CPA Australia Branding conference in Sydney, 22 May 2008. Presentation notes available for download at http://zum.io/2008/05/22/cpa-branding-presentation/
This document discusses concepts related to knowledge media design. It defines knowledge media design as a sensemaking process that maps relationships between intentions, things, and concerns to identify information for desired transformations. Plans and prototypes are then explored to synthesize information and make sense of how to act on intentions given constraints. Digital knowledge media are designed to share and build knowledge within knowledge systems by enabling groups to represent and mobilize contextualized knowledge. The document outlines challenges to consider in knowledge media design related to mapping intentions, visualizing actions and consequences, and embodying interactions and solutions.
The digital mission companies in the UK provide concise summaries of digital companies attending a trade mission to Washington DC in 2011. The mission supports UK digital SMEs to expand internationally by making connections, understanding foreign markets, attracting investment, and finding partners. The document lists 10 UK digital companies attending the mission and provides brief descriptions and contact information for each.
Presentation at KVIV in Antwerp on 28th February 2009 of Philippe Borremans (conversationblog.com) on Social media & Networks and the impact in businesses
This document discusses the role and impact of social media. It notes that while social media was once seen as strange and irrelevant, it is now an essential part of product development, analytics and insight, and business processes. The document outlines how social media can enhance these areas by reducing costs, improving data quality, and facilitating collaboration. It also predicts that privacy, manufacturing, and mobile technology will be significantly impacted by social media in the long run. The document encourages an open approach to social media's opportunities rather than skepticism.
The document discusses the rise of social business and how organizations are transforming into social businesses to reap benefits. Key points:
1. Social businesses embrace social tools and networks to create business value by connecting people, being transparent, and acting nimble.
2. Becoming a social business can help organizations deepen customer relationships, drive operational efficiencies, and optimize the workforce.
3. Social businesses focus on engaging networks of customers, partners and employees to generate innovation, share knowledge, and make quicker decisions.
Harbor Research - Introduction to Smart Business & M2MHarbor Research
The Pervasive Internet and the new world of Smart Systems are ushering in an era where people, machines, devices, sensors, and businesses are all connected and able to interact with one another. As these previously disaggregated parties come together, new modes of collaboration and intelligence will abound fostering a trend that we call “Smart Business.” Machine-to- Machine communication (M2M) systems are merely the starting point. The development of the Pervasive Internet and the evolution toward Smart Business practices will enable a truly connected world. Inputs from machines, people, video streams, maps, newsfeeds, and sensors will be digitized and placed onto networks. This will lead to the convergence of the physical & virtual worlds, thus enabling collective awareness, creativity, and better decision making capabilities for societies that increasingly rely on real-time information and interactions. Many observers believe that this phenomenon will drive the largest growth opportunity in the history of business.
Jumping into Social Media without a proper plan accompanied by Valuable, Useful and Usable content might be useless. Follow a Step-by-Step approach and Win.
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Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
Lisa Harris presented on social media applications for businesses. She discussed key trends in social media and technology adoption like the growth of mobile usage and video. Examples were given of how businesses can use social networks like Twitter for customer service, marketing offers and products, networking, and market research. Attendees were encouraged to build their own online presence and engage with digital communities.
Intuit 2020 Report: The New Data DemocracyIntuit Inc.
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The workshop aimed to provide ways for social media consultants to increase likes on Facebook pages. [1] Two main ways discussed were extending reach by joining similar pages and engaging in conversations on public posts about relevant topics. [2] By joining pages on similar topics, one can access new audiences and be suggested to more users, while engaging in conversations allows joining discussions and extending reach. [3] Search filters allow finding relevant pages or posts to join.
This document provides tips for redesigning a website. It discusses how websites should attract prospects through inbound marketing, convert visitors into leads and sales, and produce measurable ROI. It provides four tips for a successful redesign: audit existing website assets and protect them; spend more on creating content than design; make conversion experiments easy to run; and make results easy to measure. HubSpot software is presented as a way to implement these tips by facilitating blogging, SEO, lead generation, analytics and more. Customer examples show proven ROI from increased leads, conversions and traffic using HubSpot.
The document discusses Members of Congress' use of Twitter to communicate with constituents. It notes that while Members have traditionally used conservative communication methods, Twitter allows for more interactive exchanges. The document analyzes the first year of tweets from Members and finds they mainly use Twitter to distribute vetted content and promote appearances, but not for interactive conversations. It also discusses the potential for Twitter to democratize interactions if used innovatively. Restrictions on Members' communication and the adoption of new technologies are also examined.
Filling the digital skills through cultural change or How to make your whole workforce social media-savvy and inject digital into the DNA of your business
by Patty Keegan, Director, Digital Chameleon
Social Media AND THE Enterprise Business Intelligence/Analytics ConnectionSeth Grimes
The document summarizes the findings of a study on the connection between social media and enterprise business intelligence/analytics. The study examined how organizations are incorporating social data and methods into their BI strategies and analyses. It found that while enterprises are listening to social media, they have been slow to fully integrate social data and approaches into BI. However, tools are emerging to help bring social insights into enterprise decision making.
The Razorfish Consumer Experience Report examines how emerging technologies are fundamentally altering the consumer landscape. Some key findings include the rise of search as the primary mode of navigation, widespread adoption of social media and Web 2.0 features, and consumers being more technically adept and open to experimentation. For brands to remain relevant, they will need to adapt to shifting consumer behaviors and technologies by acting more like publishers and entertainment companies than traditional advertisers. The report discusses trends that will shape the consumer experience in the coming years such as the impact of widgets, feeds, and social media on advertising and how marketers can engage consumers across channels.
CPA Branding Conference - Web 2.0 PresentationZumio
Presentation delivered to delegates of the CPA Australia Branding conference in Sydney, 22 May 2008. Presentation notes available for download at http://zum.io/2008/05/22/cpa-branding-presentation/
This document discusses concepts related to knowledge media design. It defines knowledge media design as a sensemaking process that maps relationships between intentions, things, and concerns to identify information for desired transformations. Plans and prototypes are then explored to synthesize information and make sense of how to act on intentions given constraints. Digital knowledge media are designed to share and build knowledge within knowledge systems by enabling groups to represent and mobilize contextualized knowledge. The document outlines challenges to consider in knowledge media design related to mapping intentions, visualizing actions and consequences, and embodying interactions and solutions.
The digital mission companies in the UK provide concise summaries of digital companies attending a trade mission to Washington DC in 2011. The mission supports UK digital SMEs to expand internationally by making connections, understanding foreign markets, attracting investment, and finding partners. The document lists 10 UK digital companies attending the mission and provides brief descriptions and contact information for each.
Presentation at KVIV in Antwerp on 28th February 2009 of Philippe Borremans (conversationblog.com) on Social media & Networks and the impact in businesses
This document discusses the role and impact of social media. It notes that while social media was once seen as strange and irrelevant, it is now an essential part of product development, analytics and insight, and business processes. The document outlines how social media can enhance these areas by reducing costs, improving data quality, and facilitating collaboration. It also predicts that privacy, manufacturing, and mobile technology will be significantly impacted by social media in the long run. The document encourages an open approach to social media's opportunities rather than skepticism.
The document discusses the rise of social business and how organizations are transforming into social businesses to reap benefits. Key points:
1. Social businesses embrace social tools and networks to create business value by connecting people, being transparent, and acting nimble.
2. Becoming a social business can help organizations deepen customer relationships, drive operational efficiencies, and optimize the workforce.
3. Social businesses focus on engaging networks of customers, partners and employees to generate innovation, share knowledge, and make quicker decisions.
Harbor Research - Introduction to Smart Business & M2MHarbor Research
The Pervasive Internet and the new world of Smart Systems are ushering in an era where people, machines, devices, sensors, and businesses are all connected and able to interact with one another. As these previously disaggregated parties come together, new modes of collaboration and intelligence will abound fostering a trend that we call “Smart Business.” Machine-to- Machine communication (M2M) systems are merely the starting point. The development of the Pervasive Internet and the evolution toward Smart Business practices will enable a truly connected world. Inputs from machines, people, video streams, maps, newsfeeds, and sensors will be digitized and placed onto networks. This will lead to the convergence of the physical & virtual worlds, thus enabling collective awareness, creativity, and better decision making capabilities for societies that increasingly rely on real-time information and interactions. Many observers believe that this phenomenon will drive the largest growth opportunity in the history of business.
Jumping into Social Media without a proper plan accompanied by Valuable, Useful and Usable content might be useless. Follow a Step-by-Step approach and Win.
Technology Changes, People Don't: Rethinking WorkAyelet Baron
This document discusses how technology is advancing rapidly while human behavior and social structures are changing more slowly. It argues that organizations must adapt to the new "social media age" by becoming more transparent, agile, and authentic, and by focusing on relationships and shared values rather than top-down control. Finally, it suggests that true innovation comes from collaboration and community effort rather than from individuals alone.
Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
Lisa Harris presented on social media applications for businesses. She discussed key trends in social media and technology adoption like the growth of mobile usage and video. Examples were given of how businesses can use social networks like Twitter for customer service, marketing offers and products, networking, and market research. Attendees were encouraged to build their own online presence and engage with digital communities.
Intuit 2020 Report: The New Data DemocracyIntuit Inc.
Authored by Emergent Research. Explores emerging trends that are driving a data revolution. More information at: http://network.intuit.com/2012/12/13/the-coming-era-of-big-data-for-the-little-guy/
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The workshop aimed to provide ways for social media consultants to increase likes on Facebook pages. [1] Two main ways discussed were extending reach by joining similar pages and engaging in conversations on public posts about relevant topics. [2] By joining pages on similar topics, one can access new audiences and be suggested to more users, while engaging in conversations allows joining discussions and extending reach. [3] Search filters allow finding relevant pages or posts to join.
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complementary roles of Traditiona and Social Media.pdf
Social Media meets buisness intel.pdf
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g into the info rated by users on a daily b
ormation collective gener basis, one can
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identify crisi events for brands, pro
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r posting apppeared on a b blog with widde readership p,
escalated intto several on nline forums aand subsequently made it t to wide circ
culation news
1.
1 Demographics sources; the top 10 blog and forums actively wr
gs riting about t crisis with the highes
the st
2.
2 Sentimen nt readership can be subseq quently identified).
3.
3 Crisis
Managem ment 5 Gain insigh
ht on the imp
pact of an adv
vertising campaign around
d the globe as
s a function o
of
4.
4 Influence er time (positivve sentiment towards a br rand increase ed steadily inn a particular demographic
following a p
particular online ad camp eceiving the most positive
paign with the video ad re e
Identifica
ation
engagement t online).
5.
5 Measurem ment
6.
6 Comparis son 6 Obtain feedback on how key comp petitive products and bra
ands fare com
mparatively at
7 Engagement
7. tions around the world o in aggrega across se
several locat or ate, elect demogrraphic groups
(professional males in th 30's pref product A to B in the US, but the situation is
heir fer A
different in C
Canada).
● ● ●
7 Identify ke
ey communit
ties or individ to engage with (a technol
duals online t logy centered
d
community w with specific f focus on wifi enabled gadgets). Taking such desired d functionality
y
one step fuurther, it is possible to contrast suc informatio with key performance
ch on e
indicators (e
e.g., volume o sales as a function of t
of time) and un
nderstand cor
rrelations and
d
influence of social media on the bottom line.
It is e
evident that the ability to make sense of the infor
o e rmation in so
ocial media o
offers tremen
ndous value to marketing
g,
publi relations a brand co
ic and onscious corp
porations as they are no able to obtain continu
ow uous feedbac from their
ck
4. 4
customers understand issues, rea to them as well as efficiently engage with
s, act h
● ● ● consumerrs. Such ability
y is becoming
g increasingly
y important.
“N
New media a, social A variety of studies point to changing trends in the ways people commmunicate and d
exchange information, the ways pe eople choose to be inform med, the typess of preferred d
media and innternet media for their enterta ainment. New w media, social media, and nnectivity has
d internet con
onnectivity
co y has become in ncreasingly immportant. As a result, thi has led to fundamental shifts in the
s is e
beecome incr
reasingly way people research p products to ob btain informa ation and the way in which h opinions are e
im
mportant... this has expressed d. Given the v volume of inf formation inv volved it is ev
vident that an
ny attempt to o
manually make sense of this info ormation collective is at best extremely slow and d
led
d to fundamental expensive e, and more likely destined d to fail.
sh
hifts”
Technolog gical advance enable th effective processing o very large volumes o
es he of e of
● ● ● informatioon in real tim
me. Hence wee outline the challenges associated wit th an attemp pt
to provid business intelligence insights utilizing the soc
de cial media c
collective and
d
highlight h
how technolo ogy can aid the ability to collect, proce
ess, and mos st importantlyy
social media.
interpret s
DAT A COLLECTI
ION
Socia media, whi consists of blogs, wiki message b
al ich o is, boards, social networks, p
podcasts, mic
croblogging, bookmarking
g,
and o
online videos, is a highly diverse and heeterogenous s set of data. Collecting data
a from heteroogeneous souurces presents
sever
ral challenges
s; especially r
related to diss
similar data f
formats, data types and no on standard m
meta‐data taggs.
An addditional challenge is related to data ssource discov
very. Blogs (esspecially thosse not residinng on hosted services such
h
as blo
ogspot or live
ejournal) need to be discovered the mo oment they are created. If f this data is t
to be used eff
fectively, new
w
information from blogs (new b blog posts), so
ocial network
ks and the res st of the sociaal media colle
ective, should
d be collected
d
the m
moment they are publicly available. Collectively, mu ultiple million opinions aree posted onlin ne by consummers on a daily
y
basis
s. Given the rrapid evolutio
on of social m
media servicess and the eve er increasing volume of da ata, robust an
nd exhaustivee
data collection is a
a fundamental first step in
n enabling business intellig
gence on soci ial media.
TA CLEANIN
DAT NG AND SPA
AM REMOVA
AL
A la
arge fraction of the information in us generated content is spam. According to some
ser d e
stattistics, more t
than half of th he content ho osted at blogs
spot (a blog h
hosting service provided by y
Goo ogle) is spam. . Spam is prim marily create ed for search engine optim
mization purp poses but alsoo
for malicious adv vertising and phishing atta acks. Although there are mmany ways to o create spam
m,
the one that is mmore pronoun nced is malicio ous content. Spammers in nject content t unrelated to
o,
say, a blog post in order to c
, cause the po to be rele
ost evant to many possible se
earch queries
s.
5. 5
● ● ● Then th actual (sp
he pam) post commonly cont
tains links to several sites (advertising
o g
malicio
ous content).
“Thhe presence of spam
The pre esence of spaam is harmful to any attem mpt to under rstand conten nt from socia al
is h
harmful to any
media. Spam conte introduce noise and clutters any emerging discussion or
ent es d
atteempt to un
nderstand themes around top of intere It is imp
s pics est. perative to iddentify and r
remove spam m
conntent from social before processing ssocial media content. A v
variety of tec
chniques to r
remove spam m
media” exist. S
Such techniques aid to a certain ext
a tent further processing o content to
of o
facilitat
te automated d comprehens sion; as spam
m filtering tech hniques evolv ve, identifying
g
● ● ● and removing spam is an ongoing battle f providers of business intelligence
m for s e
solutionns on social m
media.
ANA
ALYTICS
The key to unleashing the poower of socia media is ga
al aining enhannced understa anding of its content. A s
starting point
woulld be to obtai in simple met trics on the vvolume of me entions of ent tities of intere
est in online content. Having spam free e
conte is impera
ent ative in order for such co
r meaningful. T functionality will allo to observe
ounts of mentions to be m This ow e
incre
ease or decrea ase in the volume of ment tions (or buzz
z) around an entity of inte erest and inde eed being abl le to compare e
severral entities of
f interest in te
erms of ment tions online (
(being related d products, co ompetitors, e etc). Several ssolutions exisst
along
g these lines iincluding som me free solutions.
We ar rgue that it is possible to obtain unde
s erstanding of social media far superior
f a
than wwhat is prese ently available in the form of counts of mentions and content
s
clippinngs. An incre ease or a de ecrease to the volume o mentions of an entity
of y
probably corresponds to some event of int
e terest. Being able to und
g derstand such h
events requires s
s significant ef ffort if the volume is high and/or if multiple e
attribuutes/features s/properties a are commonly associated with the entity of interest t.
The first powerful functionality is the abilit to underst
y ty tand discussio topics and
on d
identif fy the main c conversations s around an e entity of interest. This will enable us to o
furthe focus on w
er what is actually important and refine o search fo information
our or n
there is a lot of active discussion arou the 'scre size' of a specific tech
(e.g., t t und een a h
gadget as well as a a different di iscussion threead around it ts 'wifi' capabbilities; based
d
on this s information n we can quickly focus on e each discussio on separately y).
In many cases th volume of chatter/disc
he f cussion aroun a specific topic will be vast, easily surpassing thousands o
nd y of
ment tions of the bbrand of interest. In that case powerfu ul summariza ation features s can readily distil what is
s important in n
the d
discussion, saaving time an cost assoc
nd ciated with re
eading all the content. Re
e ecent advanc cements in su
ummarization n
technnology enabl very fast summaries of large document collec
les ctions. The b
basic idea be
ehind summa arization is to
o
transsform documents into points into a hig gh dimension nal 'document space' and subsequently y reduce the dimension o of
this space, by esssentially kee ubspaces that contain the most infor
eping only su e rmation. Com mmonly diver and polar
rse
opiniions exist abo topics, products and their feature The ability to understa the sentiment of opin
out es. y and nions towards
6. 6
speci topics or entities of interest is imperative. Thi will enable power grou
ific is e uping and sum
mmarization of discussion
n
around positive and negative s sentiment ena abling further
r topical analysis across se
entiments.
Socia media is a truly glob phenomenon; content exists in a languages
al bal all s.
● ● ● Suppport for search as well as advanced a
analytics acro all languages is a key
oss y
requ
uirement. The requiremen becomes a necessity f global co
e nt for orporations to o
“T
The ability tto track
k issues acrosss the planet.
un
nderstand t the Given the diversity of social m media sources, the ability to identify in nfluential and
d
sentiment of f opinions horitative indi
auth ividuals in eac ch media sou urce is very immportant. Althhough severa al
towards specific topics s or simp measures of authority exist today (e.g., numbe of in links t a blog) we
ple y er to e
argue that the ac
ccumulated h history of the online activ of individ
e vity duals enables
ntities of in
en nterest is much richer form ms of authority y and influence to emerge e, especially w
when they aree
im
mperative”” ” couppled with specific busine objectives. Availability of technical tools with
ess y h
abilit to underst
ty tand varied business obje ectives in order to condu influencer
uct
● ● ● searcch is thereforre of critical im
mportance.
Finallly, across s
social media sources, several topic communi
a cal ities emergee.
porting efficie identification of such communities across topics as they em
Supp ent s merge and e
evolve is an a
additional key
y
requirement. Giv the fragm
ven mentation of social medi today acro multiple heterogeneo sources t ability to
f ia oss ous the o
erstand and associate communities together across sources is a p
unde pressing need
d.
GEO GRAPHY AN
ND DEMOGR
RAPHICS
Social m
media conten nt is contribut ted by users, individuals r
residing in dif
fferent places
of the w
world as well as belongin to differen demograph groups, h
ng nt hic having diverse
e
interest ts, backgrounnds and profe essions. Captuuring informaation about thhe location as
well as demographic informatio about the individuals contributing information
s on e g n
offers a
a way to obta ain understan nding of social media in va
arious geographies, diverse e
demogr raphic or inteerest groups.
Such in
nformation o offers enhanc ced understaanding of particular inter
rest to thosee
aiming to comprehe geographies or demo
end ographics. Co
oupled with the ability to
o
factor t
time in the analysis, it offers a powerful capabbility to und
derstand how w
percept tions and opinnions change e temporally.
7. 7
CON
NCLUSION
Social media are empowe
S ering individu
uals and are redefining t media la
the andscape. We e
argued that t
a technology ca empower marketers a public re
an and elations speciialists to gainn
enhanced und
e derstanding oof social media, offering functionality faar beyond wh hat is available e
to market place The second generation of social me
oday in the m e. n edia analytics is here as a
a
result of technnology breakt throughs aligned to meet business nee eds. This new generation o of
social media analysis platf
forms offers a convergen of busine intelligence and socia
nce ess al
media.
m