An analysis of interactions within and between extreme right communities in social media

Many extreme right groups have had an online presence for some time through the use of dedicated websites. This has been accompanied by increased activity in social media websites in recent years, which may enable the dissemination of extreme right content to a wider audience. In this paper, we present exploratory analysis of the activity of a selection of such groups on Twitter, using network representations based on reciprocal follower and mentions interactions. We find that stable communities of related users are present within individual country networks, where these communities are usually associated with variants of extreme right ideology. Furthermore, we also identify the presence of international relationships between certain groups across geopolitical boundaries

#ausvotes: How Twitter covered the 2010 Australian federal election

While the 2007 Australian federal election was notable for the use of social media by the Australian Labor Party in campaigning, the 2010 election took place in a media landscape in which social media–especially Twitter–had become much more embedded in both political journalism and independent political commentary. This article draws on the computer-aided analysis of election-related Twitter messages, collected under the #ausvotes hashtag, to describe the key patterns of activity and thematic foci of the election’s coverage in this particular social media site. It introduces novel metrics for analysing public communication via Twitter, and describes the related methods. What emerges from this analysis is the role of the #ausvotes hashtag as a means of gathering an ad hoc ‘issue public’– a finding which is likely to be replicated for other hashtag communities

The applications of social media in sports marketing

n the era of big data, sports consumer's activities in social media become valuable assets to sports marketers. In this paper, the authors review extant literature regarding how to effectively use social media to promote sports as well as how to effectively analyze social media data to support business decisions. Methods: The literature review method. Results: Our findings suggest that sports marketers can use social media to achieve the following goals, such as facilitating marketing communication campaigns, adding values to sports products and services, creating a two-way communication between sports brands and consumers, supporting sports sponsorship program, and forging brand communities. As to how to effectively analyze social media data to support business decisions, extent literature suggests that sports marketers to undertake traffic and engagement analysis on their social media sites as well as to conduct sentiment analysis to probe customer's opinions. These insights can support various aspects of business decisions, such as marketing communication management, consumer's voice probing, and sales predictions. Conclusion: Social media are ubiquitous in the sports marketing and consumption practices. In the era of big data, these ＂footprints＂ can now be effectively analyzed to generate insights to support business decisions. Recommendations to both the sports marketing practices and research are also addressed

Geosocial Graph-Based Community Detection

We apply spectral clustering and multislice modularity optimization to a Los Angeles Police Department field interview card data set. To detect communities (i.e., cohesive groups of vertices), we use both geographic and social information about stops involving street gang members in the LAPD district of Hollenbeck. We then compare the algorithmically detected communities with known gang identifications and argue that discrepancies are due to sparsity of social connections in the data as well as complex underlying sociological factors that blur distinctions between communities.Comment: 5 pages, 4 figures Workshop paper for the IEEE International Conference on Data Mining 2012: Workshop on Social Media Analysis and Minin

Understanding Co-evolution in Large Multi-relational Social Networks

Understanding dynamics of evolution in large social networks is an important problem. In this paper, we characterize evolution in large multi-relational social networks. The proliferation of online media such as Twitter, Facebook, Orkut and MMORPGs\footnote{Massively Multi-player Online Role Playing Games} have created social networking data at an unprecedented scale. Sony's Everquest 2 is one such example. We used game multi-relational networks to reveal the dynamics of evolution in a multi-relational setting by macroscopic study of the game network. Macroscopic analysis involves fragmenting the network into smaller portions for studying the dynamics within these sub-networks, referred to as `communities'. From an evolutionary perspective of multi-relational network analysis, we have made the following contributions. Specifically, we formulated and analyzed various metrics to capture evolutionary properties of networks. We find that co-evolution rates in trust based `communities' are approximately $60\%$ higher than the trade based `communities'. We also find that the trust and trade connections within the `communities' reduce as their size increases. Finally, we study the interrelation between the dynamics of trade and trust within `communities' and find interesting results about the precursor relationship between the trade and the trust dynamics within the `communities'

Reviewing the Relevance of SWOT Analysis Model on Social Media Marketing Strategy Design Framework

SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis has become a popular approach for strategy formulation in businesses. Today, social media networks are proving to be the most successful means of forming online communities and connecting with people across the globe. Social media can supply organizations with crucial decision-making data. In this dispensation, many people understand how to utilize social networks at a primitive level, but are eager to learn more concerning the concept of social media marketing strategies. This paper focuses on a how SWOT analysis can be used for the evaluation of social media marketing design framework. Keywords: SWOT Analysis, Social media, Online communities, Marketing strategies, Social media marketing design framework. DOI: 10.7176/JMCR/81-04 Publication date:August 31st 2021

Large-scale social-media analytics on stratosphere

The importance of social-media platforms and online communities - in business as well as public context - is more and more acknowledged and appreciated by industry and researchers alike. Consequently, a wide range of analytics has been proposed to understand, steer, and exploit the mechanics and laws driving their functionality and creating the resulting benefits. However, analysts usually face significant problems in scaling existing and novel approaches to match the data volume and size of modern online communities. In this work, we propose and demonstrate the usage of the massively parallel data processing system Stratosphere, based on second order functions as an extended notion of the MapReduce paradigm, to provide a new level of scalability to such social-media analytics. Based on the popular example of role analysis, we present and illustrate how this massively parallel approach can be leveraged to scale out complex data-mining tasks, while providing a programming approach that eases the formulation of complete analytical workflows

Whose Turf? Public Relations and Marketing in Social Media

Organizations have found Twitter and Facebook to be the most effective way to converse with audiences. Current positions now require new skills to understand, shape, and engage with social networks and online communities. This study examines how organizations structure the management of social media. As the field develops, it is crucial to understand the current trends. By surveying the perception of social media management, one can better understand how organizations will handle digital communication in the future. Professionals were categorized into six professional specialties: Public Relations Agency, Marketing Agency, Corporate Public Relations, Corporate Marketing, Non-Profit Public Relations, and Non-Profit Marketing. In the survey, participants were asked how social media is used in marketing and/or public relations. By bringing the co-orientation model of communication into the research analysis (a comparison of perceptions vs. actual usage to determine gap), the study compared responses from public relations and marketing professionals to represent their specialty. The results indicate there is a division of labor in social media usage for each profession. Public relations professionals utilize social media as a dialogic approach (two-way communication) and marketing professionals do less environmental monitoring and utilize primarily an asymmetrical approach (one-way communication)