On the Impact of Entity Linking in Microblog Real-Time Filtering

Microblogging is a model of content sharing in which the temporal locality of posts with respect to important events, either of foreseeable or unforeseeable nature, makes applica- tions of real-time filtering of great practical interest. We propose the use of Entity Linking (EL) in order to improve the retrieval effectiveness, by enriching the representation of microblog posts and filtering queries. EL is the process of recognizing in an unstructured text the mention of relevant entities described in a knowledge base. EL of short pieces of text is a difficult task, but it is also a scenario in which the information EL adds to the text can have a substantial impact on the retrieval process. We implement a start-of-the-art filtering method, based on the best systems from the TREC Microblog track realtime adhoc retrieval and filtering tasks , and extend it with a Wikipedia-based EL method. Results show that the use of EL significantly improves over non-EL based versions of the filtering methods.Comment: 6 pages, 1 figure, 1 table. SAC 2015, Salamanca, Spain - April 13 - 17, 201

Cost-effective online trending topic detection and popularity prediction in microblogging

Identifying topic trends on microblogging services such as Twitter and estimating those topics’ future popularity have great academic and business value, especially when the operations can be done in real time. For any third party, however, capturing and processing such huge volumes of real-time data in microblogs are almost infeasible tasks, as there always exist API (Application Program Interface) request limits, monitoring and computing budgets, as well as timeliness requirements. To deal with these challenges, we propose a cost-effective system framework with algorithms that can automatically select a subset of representative users in microblogging networks in offline, under given cost constraints. Then the proposed system can online monitor and utilize only these selected users’ real-time microposts to detect the overall trending topics and predict their future popularity among the whole microblogging network. Therefore, our proposed system framework is practical for real-time usage as it avoids the high cost in capturing and processing full real-time data, while not compromising detection and prediction performance under given cost constraints. Experiments with real microblogs dataset show that by tracking only 500 users out of 0.6 million users and processing no more than 30,000 microposts daily, about 92% trending topics could be detected and predicted by the proposed system and, on average, more than 10 hours earlier than they appear in official trends lists

Social Media Marketing Plan for a Furniture Company in Chinese Market : Case Company: Company X

In the information era, the internet has affected people’s lives in many aspects. In addition to spreading information and sharing resources, the internet has also affected companies’ marketing approaches. The marketing focus has been slowly shifted from traditional marketing to digital marketing. Social media marketing, the most representative one among which, has brought new possibilities and opportunities for marketers. The aim of the thesis is to explain the concepts of social media marketing and customer behavior. The final goal is to develop a plan for the case company to reach its target segment in China. A deductive research approach is applied in the thesis. Both qualitative and quantitative research methods are used for data collection. Qualitative research is conducted through an interview with the marketing manager of the case company and quantitative research is implemented through a survey. The authors collect data from both primary and secondary sources. Secondary data is collected from reliable resources like published journals, books and from the internet. Primary data is collected from the interview with the marketing manager and a survey. In the theoretical part, the authors introduce several marketing concepts such as the five-step marketing process, concepts of online marketing domains and social media marketing in the western world. Then theories of customers’ decision-making process are introduced for understanding the customers better. Also, social media marketing in China is covered and social media radar is presented. With the assist of SWOT-analysis, the authors conduct a development plan for the case company. The main result indicates that the case company should focus more on social media through creating new channels and improve performances. By using social media platforms efficiently, the case company could not only attract new customer but also gain customer loyalty

A Pointillism Approach for Natural Language Processing of Social Media

Natural language processing tasks typically start with the basic unit of words, and then from words and their meanings a big picture is constructed about what the meanings of documents or other larger constructs are in terms of the topics discussed. Social media is very challenging for natural language processing because it challenges the notion of a word. Social media users regularly use words that are not in even the most comprehensive lexicons. These new words can be unknown named entities that have suddenly risen in prominence because of a current event, or they might be neologisms newly created to emphasize meaning or evade keyword filtering. Chinese social media is particularly challenging. The Chinese language poses challenges for natural language processing based on the unit of a word even for formal uses of the Chinese language, social media only makes word segmentation in Chinese even more difficult. Thus, even knowing what the boundaries of words are in a social media corpus is a difficult proposition. For these reasons, in this document I propose the Pointillism approach to natural language processing. In the pointillism approach, language is viewed as a time series, or sequence of points that represent the grams\u27 usage over time. Time is an important aspect of the Pointillism approach. Detailed timing information, such as timestamps of when posts were posted, contain correlations based on human patterns and current events. This timing information provides the necessary context to build words and phrases out of trigrams and then group those words and phrases into topical clusters. Rather than words that have individual meanings, the basic unit of the pointillism approach is trigrams of characters. These grams take on meaning in aggregate when they appear together in a way that is correlated over time. I anticipate that the pointillism approach can perform well in a variety of natural language processing tasks for many different languages, but in this document my focus is on trend analysis for Chinese microblogging. Microblog posts have a timestamp of when posts were posted, that is accurate to the minute or second (though, in this dissertation, I bin posts by the hour). To show that trigrams supplemented with frequency information do collect scattered information into meaningful pieces, I first use the pointillism approach to extract phrases. I conducted experiments on 4-character idioms, a set of 500 phrases that are longer than 3 characters taken from the Chinese-language version of Wiktionary, and also on Weibo\u27s hot keywords. My results show that when words and topics do have a meme-like trend, they can be reconstructed from only trigrams. For example, for 4-character idioms that appear at least 99 times in one day in my data, the unconstrained precision (that is, precision that allows for deviation from a lexicon when the result is just as correct as the lexicon version of the word or phrase) is 0.93. For longer words and phrases collected from Wiktionary, including neologisms, the unconstrained precision is 0.87. I consider these results to be very promising, because they suggest that it is feasible for a machine to reconstruct complex idioms, phrases, and neologisms with good precision without any notion of words. Next, I examine the potential of the pointillism approach for extracting topical trends from microblog posts that are related to environmental issues. Independent Component Analysis (ICA) is utilized to find the trigrams which have the same independent signal source, i.e., topics. Contrast this with probabilistic topic models, which leverage co-occurrence to classify the documents into the topics they have learned, so it is hard for it to extract topics in real-time. However, pointillism approach can extract trends in real-time, whether those trends have been discussed before or not. This is more challenging because in phrase extraction, order information is used to narrow down the candidates, whereas for trend extraction only the frequency of the trigrams are considered. The proposed approach is compared against a state of the art topic extraction technique, Latent Dirichlet Allocation (LDA), on 9,147 labelled posts with timestamps. The experimental results show that the highest F1 score of the pointillism approach with ICA is 4% better than that of LDA. Thus, using the pointillism approach, the colorful and baroque uses of language that typify social media in challenging languages such as Chinese may in fact be accessible to machines. The thesis that my dissertation tests is this: For topic extraction for scenarios where no adequate lexicon is available, such as social media, the Pointillism approach uses timing information to out-perform traditional techniques that are based on co-occurrence

Co-Following on Twitter

We present an in-depth study of co-following on Twitter based on the observation that two Twitter users whose followers have similar friends are also similar, even though they might not share any direct links or a single mutual follower. We show how this observation contributes to (i) a better understanding of language-agnostic user classification on Twitter, (ii) eliciting opportunities for Computational Social Science, and (iii) improving online marketing by identifying cross-selling opportunities. We start with a machine learning problem of predicting a user's preference among two alternative choices of Twitter friends. We show that co-following information provides strong signals for diverse classification tasks and that these signals persist even when (i) the most discriminative features are removed and (ii) only relatively "sparse" users with fewer than 152 but more than 43 Twitter friends are considered. Going beyond mere classification performance optimization, we present applications of our methodology to Computational Social Science. Here we confirm stereotypes such as that the country singer Kenny Chesney (@kennychesney) is more popular among @GOP followers, whereas Lady Gaga (@ladygaga) enjoys more support from @TheDemocrats followers. In the domain of marketing we give evidence that celebrity endorsement is reflected in co-following and we demonstrate how our methodology can be used to reveal the audience similarities between Apple and Puma and, less obviously, between Nike and Coca-Cola. Concerning a user's popularity we find a statistically significant connection between having a more "average" followership and having more followers than direct rivals. Interestingly, a \emph{larger} audience also seems to be linked to a \emph{less diverse} audience in terms of their co-following.Comment: full version of a short paper at Hypertext 201