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Social Media Monitoring (a quick overview).
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![Page 1: Social Media Monitoring (a quick overview).](https://reader035.fdocument.pub/reader035/viewer/2022081404/5593feae1a28abb17f8b46bd/html5/thumbnails/1.jpg)
Social Media Monitoring (a quick overview)
Hugo Zaragoza Director of Websays.
March 19th 2013, ESADE (Barcelona).
[email protected] @hugo_zara @websays
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Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which is collected and dis@lled… • The Metrics to obtain those precious metrics!
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Before…
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AIer…
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What we want to do:
– Understand your clients problems – Understand your clients needs & wishes – Detect crisis early and plan the counter-‐aNack – Measure what you do!
• Overall reputaQon • Overall campaign efforts • Impact of specific campaigns • Influencers
• ACCURATE!
• EFFECTIVE!
• FAST!
• CHEAP!
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(Modern) ReputaQon Management
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Example: ReputaQon Management
From a relaxed yearly Public RelaQons affair…
to a 24h. data-‐crunching speed-‐of-‐light business.
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Why? (ROI? RONI?)
From: Online ReputaQon: Get ready for war hNp://www.slideshare.net/gregfromparis/online-‐reputaQon-‐the-‐art-‐of-‐war-‐2011
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(Modern) ReputaQon Management
• Social media is also an opportunity to turn reputaQon risks into successful markeQng campaigns – Public has become skepQcal, hungry for genuine content and emoQon
– Public is the media.
• Increasing need to an=cipate, detect, diagnose, monitor...
• Big Data playing an increasing role!
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Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which is collected and dis@lled… • The Metrics to obtain those precious metrics!
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From: Online ReputaQon: Get ready for war hNp://www.slideshare.net/gregfromparis/online-‐reputaQon-‐the-‐art-‐of-‐war-‐2011
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But mostly…
• TwiNer • Facebook • LinkedIn • Youtube • Blogs & Forums • Web Pages • Online news
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Example: a Bank
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Example: a Bank
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Example: Small Airline Company
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Example: Small Airline Company
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Example: Italian ElecQons 2013
hNp://noQzie.Qscali.it/poliQca/elezioni_2013/netsenQment/
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Example: Italian ElecQons 2013
hNp://noQzie.Qscali.it/poliQca/elezioni_2013/netsenQment/
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It’s not “clippings”.. it’s complex heavily Interconnected Data
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It’s not “clippings”, it’s complex heavily Interconnected Data
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It’s not “clippings”, it’s complex heavily Interconnected Data
Center for Global Development Swiss Re
Hugo Zaragoza
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Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which needs to be collected and dis@lled… • The Metrics to obtain those precious metrics!
![Page 24: Social Media Monitoring (a quick overview).](https://reader035.fdocument.pub/reader035/viewer/2022081404/5593feae1a28abb17f8b46bd/html5/thumbnails/24.jpg)
Mining Process: Collect posts Extract data
Discard the irrelevant Correlate
• This is NOT web analy=cs:
• Understand the message • Deal with the ambigüi=es of language and meaning
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Some Monitoring Services
(Radian6)
(Based in Spain :)
• There are dozens “monitoring companies”… but they offerings are quite different!
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“Desambigüación”
• Sólo el 15% de clippings con la palabra “Camper” son realmente de y no de
• Sólo el 25% de clippings con la palabra “Mango” son realmente de y no de
…
…
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“Precision” and “Recall”
Follow the concept “Barcelona”:
1. Remove all the other Barcelonas (PRECISION)
2. Collect also each street, park, monument, etc. (RECALL)
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Basic solution: BOOLEAN queries
PROXIMITY queries
Camper Camper –camping Camper AND (shoes OR shop) –camping (Camper AND (shoes OR shop))~10 –camping
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Beyond queries: Statistical Filtering
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Other issues to discuss
• Banning of sites, authors, locations…
• GeoLocation (& Issues)
(example diagram)
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Social Media Monitoring: (a quick overview)
• The Problem What we want to do, and Why
• The Data It all starts with data… • The Mining which needs to be collected and dis@lled… • The Metrics to obtain those precious metrics!
![Page 33: Social Media Monitoring (a quick overview).](https://reader035.fdocument.pub/reader035/viewer/2022081404/5593feae1a28abb17f8b46bd/html5/thumbnails/33.jpg)
Metrics (1) • Example 1:
demo some of the Websays Dashboard metrics à
• Example 2: opinion leader metrics
• Exmple 3: amplicficaQon measures – hNp://www.slideshare.net/susanhallam/social-‐media-‐markeQng-‐measurement-‐
susan-‐hallam
• Example 4: Websays PoliQcal ElecQon Monitoring
![Page 34: Social Media Monitoring (a quick overview).](https://reader035.fdocument.pub/reader035/viewer/2022081404/5593feae1a28abb17f8b46bd/html5/thumbnails/34.jpg)
Other presentaQons on the topic: • Online ReputaQon: Get ready for war
– Basics hNp://www.slideshare.net/gregfromparis/online-‐reputaQon-‐the-‐art-‐of-‐war-‐2011
• Measuring Your Success: Social AnalyQcs. – Applause, AmplificaQon, etc.
hNp://www.slideshare.net/susanhallam/social-‐media-‐markeQng-‐measurement-‐susan-‐hallam
• Social AnalyQcs – Approaches, metrics.
hNp://www.slideshare.net/equevedo/social-‐analyQcs
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Further Reading www.kaushik.net/avinash pages.lithium.com/science-‐of-‐social blog.websays.com/