1 - Introduction To Social Media Analytics

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

About CloudxLab
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Problem Statement Hands On Assessment

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

Question
What is Social Media?

In just 100 years, the ways we communicate

have been through numerous revolution






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

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

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

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

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

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

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

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

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

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

Pinterest
● Discover
○ Recipes
○ Home ideas
○ Style inspiration and other ideas to try

Pinterest - Objective
● Social Network
● General Awareness

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

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

Quora
● Place to gain and share knowledge
● Platform to ask questions and connect with people

Quora - Objective
● Thought Leadership

Social Networks

Question
Why do we need to understand Social Media?

Social Media Importance

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

● 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

● 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

Social Media Mining Techniques

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

Graph Mining

Graph Mining

Graph Mining

● Text mining
○ Extraction of meaning
○ From unstructured text data
○ Present in social media

How to do Social Media Analytics

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

Step 2 - Get Data using API
● Get the data using API

● Provided by the social media

Step 3 - Cleaning the data
● Clean the data

○ To feed into data modeling algorithms

Step 4 - Data modeling
● Using standard algorithms such as

○ Opinion mining
○ Recommendations

Step 5 - Result Visualization
● Visualize to
○ Find trends
○ Meaningful information

1. Authentication 2. Get Data 3. Clean Data
5. Visualization 4. Data Modeling

Examples of Social Media Analytics

Twitter
● What are people talking about right now?

Twitter
● Sentiment Analysis

Facebook
● Gender analysis of Facebook post likes

Facebook
● Analysis of Facebook friends network

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

Question

Question
Why do we need to understand social media?

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

Question
● Examples on twitter
○ Chennai flood

Question
○ Elon musk vs Mark Zuckerberg
I’ve talked to Mark about this. His

understanding of the subject is limited

Question
○ Elon musk vs Mark Zuckerberg
I’ve talked to Mark about this. His

understanding of the subject is limited

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

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

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

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

What is hashtag?

#india
#bangalore
# randomthoughts

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

● 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

Twitter and Activism

Twitter and Activism
The Arab Spring

The Anatomy of a Tweet
# @ RT

Gathering Twitter data

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

What are Digital Methods?
●

What is Private?
●

Ethics in Social Media Research
●

Your Research Question
●

Accessing Data and Role of the API
●

Gathering Twitter Data
●

Working Out What Data To Gather?
●

Twitter as a Commercial Enterprise
●

Digging Deeper
●

Question - 1
Hashtags are used to
A. Increase traffic to a website
B. Coordinate conversations
C. Make a campaign more visible

Question - 1
Hashtags are used to
A. Increase traffic to a website
B. Coordinate conversations
C. Make a campaign more visible

Question - 2
Which of these parts of a tweet are not unique to Twitter?
A. RT
B. URL
C. Hashtag
D. @replies

Question - 2
Which of these parts of a tweet are not unique to Twitter?
A. RT
B. URL
C. Hashtag
D. @replies

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

Question - 3

Question - 3

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

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

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

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

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

Analysing Twitter Metrics

Twitter Metrics

You Have the Data. What is Next?

Publics: Complementary and Competing

Publics: Personal and Calculated

Metrics for Understanding Communication

Temporal Metrics

Understanding Retweets

Finding Retweets in Data

Who is Who?

Relationships - Followers and Followees

Making Sense of Data

Identifying Trends

Visualizing Data

Changing Practices

Visualizing

Social Media, Social Networks

Which Social Networks?

Networks in Action

Nodes and Edges

Visualizing Networks

Network Property - Centrality

Network Property - Eccentricity

Understanding the Structure of Network

Different Tweeting Networks

Seeing the Big Picture

Generating and Exporting Visualizations

What did You Find?

Beyond Twitter Hashtags and Keywords

Putting Things into Perspective

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

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

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

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

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

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

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

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

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

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Welcome to

Social Media Analytics

2015 Byjus #1 Edtech application in India on PlayStore

2013 Specadel Developed platform for disrupting indian education

HashCube Developed #1 Sudoku Game on Facebook

Social Media Analytics

Videos Quizzes Hands-On Projects Case Studies

Real Life Use Cases

Problem Statement Hands On Assessment

Social Media Analytics

What is Social Media?

Social Media Analytics

In just 100 years, the ways we communicate

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Why do we need to understand Social Media?

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Social Media Analytics

Step 1 - Authentication on social website

● Create an app on social media like Twitter or Facebook

Social Media Analytics

Step 2 - Get Data using API

● Get the data using API

Social Media Analytics

Step 3 - Cleaning the data

● Clean the data

Social Media Analytics

Step 4 - Data modeling