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

Discovering New Sentiments from the Social Web

A persistent challenge in Complex Systems (CS) research is the phenomenological reconstruction of systems from raw data. In order to face the problem, the use of sound features to reason on the system from data processing is a key step. In the specific case of complex societal systems, sentiment analysis allows to mirror (part of) the affective dimension. However it is not reasonable to think that individual sentiment categorization can encompass the new affective phenomena in digital social networks. The present papers addresses the problem of isolating sentiment concepts which emerge in social networks. In an analogy to Artificial Intelligent Singularity, we propose the study and analysis of these new complex sentiment structures and how they are similar to or diverge from classic conceptual structures associated to sentiment lexicons. The conjecture is that it is highly probable that hypercomplex sentiment structures -not explained with human categorizations- emerge from high dynamic social information networks. Roughly speaking, new sentiment can emerge from the new global nervous systems as it occurs in humans

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

Extracting semantic entities and events from sports tweets

Large volumes of user-generated content on practically every major issue and event are being created on the microblogging site Twitter. This content can be combined and processed to detect events, entities and popular moods to feed various knowledge-intensive practical applications. On the downside, these content items are very noisy and highly informal, making it difficult to extract sense out of the stream. In this paper, we exploit various approaches to detect the named entities and significant micro-events from users’ tweets during a live sports event. Here we describe how combining linguistic features with background knowledge and the use of Twitter-specific features can achieve high, precise detection results (f-measure = 87%) in different datasets. A study was conducted on tweets from cricket matches in the ICC World Cup in order to augment the event-related non-textual media with collective intelligence