1 Social Media Analytics: Concepts, Models, Methods , & Tools Social Media Week: Copenhagen Social Media Analytics: Concepts, Models, Methods, Tools Solbjerg Plads 3, 2.01; Frederiksberg 21-Feb-2014 Ravi Vatrapu Professor mso, Department of IT Management, Copenhagen Business School Director, Computational Social Science Laboratory (CSSL), Professor of Applied Computing, Norwegian School of Information Technology (NITH) Email: [email protected]with Daniel Hardt Raghava Rao Mukkamala Abid Hussain Chris Zimmerman Niels Buus Lassen René Madsen Kjeld Hansen Kiran Kumar Kocherla
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Social Media Analytics: Concepts, Models, Methods, & Tools - Ravi Vatrapu
Slides from #SMWCPH event Social Media Analytics: Concepts, Models, Methods, and Tools. For more information on the slides, please contact Professor Ravi Vatrapu at Copenhagen Business School. #smwcbsdata
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Social Media Analytics: Concepts, Models, Methods , & Tools
Social Media Week: Copenhagen
Social Media Analytics: Concepts, Models, Methods, Tools
Solbjerg Plads 3, 2.01; Frederiksberg
21-Feb-2014
Ravi Vatrapu
Professor mso, Department of IT Management, Copenhagen Business School
Director, Computational Social Science Laboratory (CSSL),
Professor of Applied Computing, Norwegian School of Information Technology (NITH)
TECHNOLOGIES OF PRACTICAL REASON (FOUCAULT, M., MARTIN, L. H., GUTMAN, H., & HUTTON, P. H. (1988). TECHNOLOGIES OF THE SELF: A SEMINAR WITH MICHEL FOUCAULT: UNIV OF MASSACHUSETTS PRESS.)
Four Matrices of Practical Reason
Technologies of Production
Technologies of Sign Systems
Technologies of Power
Technologies of the Self
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Social Computing (Wang et al., 2007)
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SOCIAL BUSINESS
”A Social Business is an organization that strategically engages, analyses and manages social media to structure organizational processes and support organizational functions in order to realize operational efficiencies, generate competitive advantages and create value for customers, share holders and other societal stakeholders.
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SOCIAL BUSINESS
Three critical aspects of Social Business – Social Media Engagement (SmE):
Organization's strategic use of social media channels to interact with its internal and external stakeholders for the purposes ranging from marketing, customer support, product development and knowledge management.
– Social Media Analytics (SmA)
Collection, storage, analysis and reporting of social data emanating from the social media engagement of and social media conversations about the organization.
– Social Media Management (smM)
SMM focuses on the operational issues, managerial challenges and comparative advantages with respect to the emerging paradigm of Social Business
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Part I: Social Data Theory
Outline of a Theory of Socio-Technical Interactions (Vatrapu, R. (2010). Explaining culture: an outline of a theory of socio-technical interactions. Proceedings of the 3rd ACM International Conference on Intercultural Collaboration (ICIC 2010), 111-120)
Social: other-orientation & other-involvement
Technology: place-shifting & time-shifting
Socio-Technical Systems involve:
Interacting with Technologies
Interacting with Others via Technologies
Interacting with Technologies
Perception of Affordances
Appropriation of Affordances
Interacting with Others via Technologies
Structures of Technological Intersubjectivity
Functions of Technological Intersubjectivity
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Perception of Affordances
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Appropriation of Affordances Youtube: “Gods Must Be Crazy” + “Coke Bottle”
Robertson, S. P. (2011). Changes in referents and emotions over time in election-related social
networking dialog. In System Sciences (HICSS), 2011 44th Hawaii International Conference on (pp.
1-9). IEEE.
FRAMEWORK: ENGAGEMENT DIMENSIONS
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SOCIAL NETWORK DIALOG SPACE
Robertson, S., Vatrapu, R., & Medina, R. (2010). Off the Wall Political Discourse: Facebook Use in the 2008 U.S.
Presidential Election. Information Polity, 15(1-2), 11-31.
RESULTS: SOCIAL GRAPH: DK 2011: WALL CROSSING
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SOCIAL TEXT ANALYSIS
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Robertson, S. (2010). Changes in Referents and Emotions Over Time in Election-Related Social Networking Dialog. Proceedings of
HICSS 2010
Reflection-to-Selection Hypothesis
change from first-person and second-person pronoun usage to third-person pronoun usage as an election approaches
Converging Sentiment Hypothesis
the amount of positive and negative discourse begins to equalize as participants in political discourse begin to divide their time, and their comments, between their own candidate and group and their competitors’ candidates and groups.
RESULTS: SOCIAL TEXT: US 2008: PRONOUN USAGE: OBAMA
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Robertson, S. (2010). Changes in Referents and Emotions Over Time in Election-Related Social Networking Dialog.
Proceedings of the 44th Annual Meeting of the Hawaii International Conference on Systems Sciences (HICSS44), IEEE, .
Percentage of words in the first-person, second-person, and third-person categories for Barack Obama
RESULTS: SOCIAL TEXT: DK 2011: PRONOUN USAGE: HELLE
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Percentage of words in the first-person, second-person, and third-person categories for Helle Thorning-Schmidt
0
0,005
0,01
0,015
0,02
0,025
0,03
1 2 3 4 5 6 7 8 9 10 11 12 13
Helle Pronouns
first person
second person
third person
RESULTS: SOCIAL TEXT: US 2008: SENTIMENT: OBAMA
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Robertson, S. (2010). Changes in Referents and Emotions Over Time in Election-Related Social Networking Dialog.
Proceedings of the 44th Annual Meeting of the Hawaii International Conference on Systems Sciences (HICSS44), IEEE, .
Percentage of Sentiment Words for Barack Obama
RESULTS: SOCIAL TEXT: DK 2011: SENTIMENT: HELLE
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Percentage of words in the first-person, second-person, and third-person categories for Helle Thorning-Schmidt
0
0,1
0,2
0,3
0,4
0,5
0,6
0,7
0,8
0,9
1 2 3 4 5 6 7 8 9 10 11 12 13
Helle Sentiment
Positive
Negative
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Study #2 Exploratory Analysis: e-Commerce
E-Shop Sales, Website Visits, Social Media Engagement
In your opinion, this text is: Hvor er retfærdigheden for dette smukke dyr? Disse syge mennesker skulle
myrdes på samme måde, som Marius blev
A. Positive
B. Negative
C. Neutral
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Positiv
e
Negat
ive
Neutra
l
33%33%33%
In your opinion, this text is: Okay det er i orden at gå ovenpå en død hval, men så snart en zoo skærer en giraf op
og giver til havens dyr, så flipper dk ud
A. Positive
B. Negative
C. Neutral
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Positiv
e
Negat
ive
Neutra
l
33%33%33%
In your opinion, this text is: Giraf skal aflives Her er Marius, der til daglig bor i Zoologisk Have. Han fejler ikke
noget. Men han skal alligevel aflives på søndag.
A. Positive
B. Negative
C. Neutral
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Positiv
e
Negat
ive
Neutra
l
33%33%33%
In your opinion, this text is: Torsdagens russiske aviser revser deres egne ishockeymænd, efter at de led et smerteligt nederlag på 1-3 til deres finske naboer I kvartfinalen ved OL-turneringen. 'Skamfuldt for en verdensmagt',mente Sovietsky Sport, 'Brændt i finsk sauna', skrev Kommersant, mens avisen Izvestia bedyrede, at 'Rusland ikke viste sit fulde potentiale'.