KAM, Tin Seong

Institutional Knowledge at Singapore Management University

Singapore Management UniversityInstitutional Knowledge at Singapore Management UniversityResearch Collection School Of Information Systems School of Information Systems2011Getting to Know Social Media AnalyticsTin Seong KAMSingapore Management University, tskam@smu.edu.sgFollow this and additional works at: https://ink.library.smu.edu.sg/sis_researchPart of the Communication Technology and New Media Commons, and the Databases andInformation Systems CommonsThis Presentation is brought to you for free and open access by the School of Information Systems at Institutional Knowledge at SingaporeManagement University. It has been accepted for inclusion in Research Collection School Of Information Systems by an authorized administrator ofInstitutional Knowledge at Singapore Management University. For more information, please email libIR@smu.edu.sg.CitationKAM, Tin Seong. Getting to Know Social Media Analytics. (2011). INFOCOMM Professional Development Forum, 4 April 2010,Singapore. Research Collection School Of Information Systems.Available at: https://ink.library.smu.edu.sg/sis_research/15611     Paper prepared for 2007 INFORMS Marketing Science Conference, Singapore    Date: 30 June 2007 Getting to Know Social Media Analytics Dr. KAM Tin Seong, Ph.D Associate Professor of Information Systems (Practice) School of Information Systems,  Singapore Management University tskam@smu.edu.sg Tel: 6828-0269       Content • What is social media analytics • Mining and visualising social media – Graph visualisation – Network analysis metrics • SNA Case study: Event detective • Visualising and analysing spatio-temporal patterns of social media data • Pandemics in the age of social media                                        2 2       Motivation • Rapid growth of social media – Facebook: 500 million users1 – Twitter: 200 million users2  • More updates posted than ever before – Facebook: 7.5 billion items shared per week1 – Twitter: 1 billion tweets per week2 [1] Facebook Press Room. Accessed 13 Apr 2011 (http://www.facebook.com/press/info.php?statistics) [2] Twitter Blog: #numbers, 14 March 2011 (http://blog.twitter.com/2011/03/numbers.html)        Social Media and Society East-West line MRT breakdown 7th April 2011 Political Forum  2nd April 2011 3       What is Social Media Analytics • Social media analytics is the practice of gathering data from blogs and social media websites, such as Twitter, Facebook, Digg and Delicious, and analysing that data to inform business decisions. • The most common use of social media analytics is gauging customer opinion to support marketing and customer service activities.                                        5 Source: http://searchbusinessanalytics.techtarget.com/definition/social-media-analytics       Social Network Analysis • It maps and measures formal and informal relationships to understand what facilitates or impedes the knowledge flows that bind interacting units, viz., who knows whom, and who shares what information and knowledge with whom by what communication media (e.g., data and information, voice, or video communications)                                        6 Two-mode view of the Southern Women social event dataset Valdis Krebs (2010) “Your Choice Reveal Who You Are: Mining and Visualizing Social Patterns” in Beautiful Visualization. 4       A Simple Network Graph • Vertices • Edges                                        7       The Ego Network • Greener vertices have higher eigenvector centrality, and larger vertices have higher betweeness centrality.                                        8 5       Social Network Metrics • Aggregate network metrics • Vertex-specific network metrics • Clustering and community detection algorithm • Structures, network motifs, and social roles                                        9       SNA of Facebook friends • Could I figure out the social structure of my Facebook?                                         10 6       Tools for analysing and visualising social media network • NodeXL, an Excel Add-in for analysing and visualising social media network    • Gephi, an open source interactive visualization and exploration platform for all kinds of networks and complex systems, dynamic and hierarchical graphs.                                         11       Historical and Legal Analysis of Enron E-mail • SNA was used to identify key individuals using content networks                                        12 7       SNA for Analysing Calling Patterns                                         13       Event Detective    • Visualising and analysing the structure of connections among people discussing an event (i.e. Presidential election 2011) via social media services like Twitter.                                        14 8       Location-based social networking Foursquare (March 2009) Google Latitude (February 2009) Facebook Places (August 2010)       HyperCities: Egypt T. Presner, Y. Kawano, D. Shepard, UCLA Digital Humanities Collaborative (http://egypt.hypercities.com/) 9       Welcome to TwitterSense • http://3.ideatransitivity.appspot.com/viz                                         17       Welcome to TwitterSense • http://3.ideatransitivity.appspot.com/playback                                        18 10       GeoTweets on GE2011 polling day • 21,180 Tweets, 5810 with #sgelection                                        19       Geographic visualisation • This dot map showing the spatial patterns of tweets on GE2011 polling day                                         20 11       Animated map • Animation and interactive slider are used to detect spatio-temporal patterns                                         21       Density map • Hotspots can be detect easily with density map                                         22 12       Trellis data visualisation • The data visulisation shows the spatio-temporal patterns of the tweets.                                        23       Pandemics in the Age of Social Media • To visualise and detect the spatio-temporal patterns of the epidemic spread • Is the outbreak contained?  Is it necessary for emergency management personnel to deploy treatment resources outside the affected area?                                        24 13       Geotagged Twitter data • A total of 1,023,077 between 30/04/2011-20/05/2011                                         25       Visualising and detecting spatio-temporal patterns (I)                                         26 14       Visualising and detecting spatio-temporal patterns (II)                                         27       In Conclusion • Social media analytics can be fun! • You shouldn’t have to be a statistician to get information from your data • Interactive and visual analytics approaches empowering everyday data analysts    • Visual analytics is more than computer graphics.  It’s an entirely different way of approaching data: It’s dynamic, it’s interactive, and it’s visual.                                         28 

Getting to Know Social Media Analytics

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Getting to Know Social Media Analytics

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