Social media analytics: a survey of techniques, tools and platforms

This paper is written for (social science) researchers seeking to analyze the wealth of social media now available. It presents a comprehensive review of software tools for social networking media, wikis, really simple syndication feeds, blogs, newsgroups, chat and news feeds. For completeness, it also includes introductions to social media scraping, storage, data cleaning and sentiment analysis. Although principally a review, the paper also provides a methodology and a critique of social media tools. Analyzing social media, in particular Twitter feeds for sentiment analysis, has become a major research and business activity due to the availability of web-based application programming interfaces (APIs) provided by Twitter, Facebook and News services. This has led to an ‘explosion’ of data services, software tools for scraping and analysis and social media analytics platforms. It is also a research area undergoing rapid change and evolution due to commercial pressures and the potential for using social media data for computational (social science) research. Using a simple taxonomy, this paper provides a review of leading software tools and how to use them to scrape, cleanse and analyze the spectrum of social media. In addition, it discussed the requirement of an experimental computational environment for social media research and presents as an illustration the system architecture of a social media (analytics) platform built by University College London. The principal contribution of this paper is to provide an overview (including code fragments) for scientists seeking to utilize social media scraping and analytics either in their research or business. The data retrieval techniques that are presented in this paper are valid at the time of writing this paper (June 2014), but they are subject to change since social media data scraping APIs are rapidly changing

On predictability of rare events leveraging social media: a machine learning perspective

Information extracted from social media streams has been leveraged to forecast the outcome of a large number of real-world events, from political elections to stock market fluctuations. An increasing amount of studies demonstrates how the analysis of social media conversations provides cheap access to the wisdom of the crowd. However, extents and contexts in which such forecasting power can be effectively leveraged are still unverified at least in a systematic way. It is also unclear how social-media-based predictions compare to those based on alternative information sources. To address these issues, here we develop a machine learning framework that leverages social media streams to automatically identify and predict the outcomes of soccer matches. We focus in particular on matches in which at least one of the possible outcomes is deemed as highly unlikely by professional bookmakers. We argue that sport events offer a systematic approach for testing the predictive power of social media, and allow to compare such power against the rigorous baselines set by external sources. Despite such strict baselines, our framework yields above 8% marginal profit when used to inform simple betting strategies. The system is based on real-time sentiment analysis and exploits data collected immediately before the games, allowing for informed bets. We discuss the rationale behind our approach, describe the learning framework, its prediction performance and the return it provides as compared to a set of betting strategies. To test our framework we use both historical Twitter data from the 2014 FIFA World Cup games, and real-time Twitter data collected by monitoring the conversations about all soccer matches of four major European tournaments (FA Premier League, Serie A, La Liga, and Bundesliga), and the 2014 UEFA Champions League, during the period between Oct. 25th 2014 and Nov. 26th 2014.Comment: 10 pages, 10 tables, 8 figure