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Welcome to

Social Media
Analytics

Social Media Analytics


ABOUT INSTRUCTOR - Abhinav Singh
2016
CloudxLab Building platform for practicing Big Data Technologies

2015 Byjus #1 Edtech application in India on PlayStore


2015

2013 Specadel Developed platform for disrupting indian education

2012

HashCube Developed #1 Sudoku Game on Facebook

2009

Social Media Analytics


About CloudxLab
Making learning fun and for life

Videos Quizzes Hands-On Projects Case Studies

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Automated Hands-on Assessments

Learn by doing
Automated Hands-on Assessments

Problem Statement Hands On Assessment


Cloud based Lab
Introduction

● Name
● Work Experience
● Favourite tool and Programming Language
● What is your expectation from this session?

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Question

What is Social Media?

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What is Social Media?

In just 100 years, the ways we communicate


have been through numerous revolution

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What is Social Media?

Social Media Analytics


What is Social Media?

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What is Social Media?

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What is Social Media?

Social Media Analytics


What is Social Media?

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Facebook

● Needs no introduction
● 2 billion users on facebook
● The world population is 7.6 billion

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Facebook - Objective
● Customer engagement
○ Through pages
○ Through ads
○ Through feeds
● Customer support

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Twitter
● Connect with your friends and other fascinating people
● Get in-the-moment updates on the things that interest you
● 328 million monthly active users

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Twitter - Objective
● General awareness
● Brand building through product updates
● Customer support

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LinkedIn
● 500 million+ members
● Manage your professional identity
● Build and engage with your professional network
● The new Facebook

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LinkedIn - Objective
● Thought leadership
● Build professional network
● Hiring

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YouTube
● Enjoy the videos and music you love
● Upload original content and
● Share it all with friends, family, and the world
● 300 hours of video are uploaded to YouTube every minute
● 30 million visitors per day
● 1,300,000,000 users on YouTube

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YouTube - Objective
● Sales / Lead Generation
● Likes
● Subscribers
● Brand Building

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Google+
● Discover amazing things and connect with passionate people
● 111 million users
● Share photos and swap tips
○ Landscape Photography
○ Street Photographers

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Google+ - Objective
● Social Network
● Hangout on air for public conversations
● Customer Service

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Pinterest
● Discover
○ Recipes
○ Home ideas
○ Style inspiration and other ideas to try
● 175 million monthly active users

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Pinterest - Objective
● Social Network
● General Awareness

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Instagram
● Instagram is not just a platform for sharing photos and videos
● 400+ million active users
● Necessary for the brands and corporations
○ To track the performance of various activities and
○ Users on Instagram
○ To keep them ahead of the competition

Social Media Analytics


Instagram - Objective
● Provide recommendations to users on places to travel
● Determine visitor trends to various tourist locations
● Find out what people say about various locations
● Determine the performance of various media posts
● Popularity trend of various celebrity users and brands on Instagram
● Compare Instagram popularity scores of brands with that of their
competitors

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Quora
● Place to gain and share knowledge
● Platform to ask questions and connect with people
● 150 million monthly active users

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Quora - Objective
● Thought Leadership

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Social Networks

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Question

Why do we need to understand Social Media?

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Social Media Importance

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Social Media Importance
● The traditional media such as
○ Radio,
○ Newspaper and
○ Television
○ Facilitates one-way communication
○ With a limited scope of reach and usability

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Social Media Importance
● Internet-based social media
○ Offers multi-way communication
○ With features such as
■ Immediacy and
■ Permanence
● It is important to understand
○ All the aspects of social media today
○ Because real customers are using it

Social Media Analytics


Social Media Importance
● Businesses need to
○ Heed to the opinion of the consumer
○ By mining social networks
● By gathering information on the
○ Opinions of consumers
○ They can understand
○ Current and potential customers' outlook
○ And take business decisions
○ Which will help business in long run

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Social Media Mining Techniques

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Social Media Mining Techniques
● Graph mining
○ The process of extracting useful knowledge
○ From a social relationship
○ Like Facebook Graph Search

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Social Media Mining Techniques

Graph Mining

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Social Media Mining Techniques

Graph Mining

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Social Media Mining Techniques

Graph Mining

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Social Media Mining Techniques
● Text mining
○ Extraction of meaning
○ From unstructured text data
○ Present in social media

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How to do Social Media Analytics

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Process of Social Media Analytics

Step 1 - Authentication on social website

● Create an app on social media like Twitter or Facebook


● Get API keys, Access token etc

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Process of Social Media Analytics

Step 2 - Get Data using API

● Get the data using API


● Provided by the social media

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Process of Social Media Analytics

Step 3 - Cleaning the data

● Clean the data


○ To feed into data modeling algorithms

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Process of Social Media Analytics

Step 4 - Data modeling

● Using standard algorithms such as


○ Opinion mining
○ Recommendations

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Process of Social Media Analytics

Step 5 - Result Visualization

● Visualize to
○ Find trends
○ Meaningful information

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Process of Social Media Analytics

1. Authentication 2. Get Data 3. Clean Data

5. Visualization 4. Data Modeling

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Examples of Social Media Analytics

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Examples of Social Media Analytics

Twitter
● What are people talking about right now?

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Examples of Social Media Analytics

Twitter
● Sentiment Analysis

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Examples of Social Media Analytics

Facebook
● Gender analysis of Facebook post likes

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Examples of Social Media Analytics

Facebook
● Analysis of Facebook friends network

Social Media Analytics


Thank you
@singhabhinav | abhinav.foss@gmail.com
Feedback - https://goo.gl/guUF9C

Social Media Analytics


Question

What is Social Media?

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Question

Why do we need to understand social media?

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Question
● We use social media platforms
○ To participate in many different kinds of conversations
● Take Example of Twitter
○ It has 330 million active users per month around the world
● Significant platform for public communication
● Real-time global news network for current events
● Site of
○ Debate and discussion about
○ Political, social and cultural issue

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Question
● Examples on twitter
○ Chennai flood

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Question
● Examples on twitter
○ Elon musk vs Mark Zuckerberg

I’ve talked to Mark about this. His


understanding of the subject is limited

Social Media Analytics


Question
● Examples on twitter
○ Elon musk vs Mark Zuckerberg

I’ve talked to Mark about this. His


understanding of the subject is limited

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Usages
● Businesses uses social media platforms
○ To connect with customers and
○ Advertise
● Politicians use them to
○ Campaign
● Activists use them to advocate for change
● And emergency services can use them to coordinate action in times of
crisis

Social Media Analytics


Coordinating everyday conversations
● Whether posting your own ideas
● Participating in discussions or
● Just passing on the latest news
● Our own everyday conversations on social media are
○ Part of the bigger picture of global communication

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Coordinating everyday conversations
● These conversations range from
○ Our own thoughts on major global events
○ Personal topics like
■ Parenting
■ Food
■ Fashion and
■ Entertainment

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Coordinating everyday conversations
● On Twitter and many other platforms
○ Conversations are sometimes organised through
○ One or more hashtags

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Coordinating everyday conversations

What is hashtag?

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Coordinating everyday conversations

#india
#bangalore
# randomthoughts

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Coordinating everyday conversations
● Hashtags are used to
○ Coordinate public conversations on all kinds of things
○ All around the world

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Coordinating everyday conversations
● The public that emerge and are coordinated through hashtags are not
always civil or democratic – they can be antagonistic and even abusive;
they can be frivolous and entertaining as well

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Twitter and Activism

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Twitter and Activism

The Arab Spring

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The Anatomy of a Tweet

# @ RT

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Gathering Twitter data

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Gathering Twitter data
● In this activity
○ You’ll become a Twitter researcher
○ You’ll formulate your question
■ Grapple with issues of privacy and
■ Ethics and
■ Consider Twitter as a corporation

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What are Digital Methods?

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What is Private?

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Ethics in Social Media Research

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Your Research Question

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Accessing Data and Role of the API

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Gathering Twitter Data

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Working Out What Data To Gather?

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Twitter as a Commercial Enterprise

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Digging Deeper

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Question - 1

Hashtags are used to

A. Increase traffic to a website

B. Coordinate conversations

C. Make a campaign more visible

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Question - 1

Hashtags are used to

A. Increase traffic to a website

B. Coordinate conversations

C. Make a campaign more visible

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Question - 2

Which of these parts of a tweet are not unique to Twitter?

A. RT

B. URL

C. Hashtag

D. @replies

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Question - 2

Which of these parts of a tweet are not unique to Twitter?

A. RT

B. URL

C. Hashtag

D. @replies

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Question - 3

You don’t need to consider ethics when

A. Users make their information publicly available

B. The results are not made available, or formally published

C. You have the consent of users involved

D. None of the above

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Question - 3

You don’t need to consider ethics when

A. Users make their information publicly available

B. The results are not made available, or formally published

C. You have the consent of users involved

D. None of the above

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Question - 3

You don’t need to consider ethics when

A. Users make their information publicly available

B. The results are not made available, or formally published

C. You have the consent of users involved

D. None of the above


Ethics are important at all stages of the research process, even
for expert researchers

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Question - 4
Fundamentally, what does an API allow us to do?

A. Generate insights about user behaviour

B. Connect to the underlying structure of a platform

C. Save and retrieve local user data

D. Avoid ethical issues by anonymising data

Social Media Analytics


Question - 4
Fundamentally, what does an API allow us to do?

A. Generate insights about user behaviour

B. Connect to the underlying structure of a platform

C. Save and retrieve local user data

D. Avoid ethical issues by anonymising data

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Question - 5
Which issue affecting social media research is most unique to
Twitter?

A. Uncertainty of assured ongoing access to data

B. Risk of government intervention in online public protests

C. Public conversations becoming less open

D. Exploitation of users through the commercialisation of personal data

Social Media Analytics


Question - 5
Which issue affecting social media research is most unique to
Twitter?

A. Uncertainty of assured ongoing access to data

B. Risk of government intervention in online public protests

C. Public conversations becoming less open

D. Exploitation of users through the commercialisation of personal data

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Analysing Twitter Metrics

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Twitter Metrics

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You Have the Data. What is Next?

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Publics: Complementary and Competing

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Publics: Personal and Calculated

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Metrics for Understanding Communication

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Temporal Metrics

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Understanding Retweets

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Finding Retweets in Data

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Who is Who?

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Relationships - Followers and Followees

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Making Sense of Data

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Identifying Trends

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Visualizing Data

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Changing Practices

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Visualizing

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Social Media, Social Networks

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Which Social Networks?

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Networks in Action

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Nodes and Edges

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Visualizing Networks

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Network Property - Centrality

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Network Property - Eccentricity

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Understanding the Structure of Network

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Different Tweeting Networks

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Seeing the Big Picture

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Generating and Exporting Visualizations

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What did You Find?

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Beyond Twitter Hashtags and Keywords

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Putting Things into Perspective

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Question - 1

What features of Twitter enable social networks to form?

A. Following on Twitter

B. @mentioning another user

C. Retweeting a piece of information

D. Posting content to your public profile

E. Timelines that are updated in real time

Social Media Analytics


Question - 1

What features of Twitter enable social networks to form?

A. Following on Twitter

B. @mentioning another user

C. Retweeting a piece of information

D. Posting content to your public profile

E. Timelines that are updated in real time

Social Media Analytics


Question - 2

What is the role of an algorithm in the visualisation process?

A. To determine the colour and size of the graph

B. To reveal the strength of relationships between nodes

C. To filter a dataset according to different parameters

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Question - 2

What is the role of an algorithm in the visualisation process?

A. To determine the colour and size of the graph

B. To reveal the strength of relationships between nodes

C. To filter a dataset according to different parameters

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Question - 3

Boundaries around clusters in your data

A. Shift depending on the metrics you choose

B. Are set and remain constant

C. Don’t tend to change over time

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Question - 3

Boundaries around clusters in your data

A. Shift depending on the metrics you choose

B. Are set and remain constant

C. Don’t tend to change over time

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Question - 4
When making decisions about your visualisation, it is
important that

A. Your graph has lots of clearly labelled information

B. Your graph invites the viewers’ interest

C. You’re transparent about your decisions when creating your

visualisation

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Question - 4
When making decisions about your visualisation, it is
important that

A. Your graph has lots of clearly labelled information

B. Your graph invites the viewers’ interest

C. You’re transparent about your decisions when creating your

visualisation

Social Media Analytics


Thank you
@singhabhinav | abhinav.foss@gmail.com
Feedback - https://goo.gl/guUF9C

Social Media Analytics