Home > Store

Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media

Register your product to gain access to bonus material or receive a coupon.

Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media

eBook (Watermarked)

  • Your Price: $22.07
  • List Price: $27.59
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Acrobat® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Description

  • Copyright 2016
  • Dimensions: 6" x 9"
  • Pages: 304
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-389297-2
  • ISBN-13: 978-0-13-389297-0

Transform Raw Social Media Data into Real Competitive Advantage

There’s real competitive advantage buried in today’s deluge of social media data. If you know how to analyze it, you can increase your relevance to customers, establishing yourself as a trusted supplier in a cutthroat environment where consumers rely more than ever on “public opinion” about your products, services, and experiences.

Social Media Analytics is the complete insider’s guide for all executives and marketing analysts who want to answer mission-critical questions and maximize the business value of their social media data. Two leaders of IBM’s pioneering Social Media Analysis Initiative offer thorough and practical coverage of the entire process: identifying the right unstructured data, analyzing it, and interpreting and acting on the knowledge you gain.

Their expert guidance, practical tools, and detailed examples will help you learn more from all your social media conversations, and avoid pitfalls that can lead to costly mistakes.

You’ll learn how to:

  • Focus on the questions that social media data can realistically answer
  • Determine which information is actually useful to you—and which isn’t
  • Cleanse data to find and remove inaccuracies
  • Create data models that accurately represent your data and lead to more useful answers
  • Use historical data to validate hypotheses faster, so you don’t waste time
  • Identify trends and use them to improve predictions
  • Drive value “on-the-fly” from real-time/ near-real-time and ad hoc analyses
  • Analyze text, a.k.a. “data at rest”
  • Recognize subtle interrelationships that impact business performance
  • Improve the accuracy of your sentiment analyses
  • Determine eminence, and distinguish “talkers” from true influencers
  • Optimize decisions about marketing and advertising spend

Whether you’re a marketer, analyst, manager, or technologist, you’ll learn how to use social media data to compete more effectively, respond more rapidly, predict more successfully…grow profits, and keep them growing.

Sample Content

Table of Contents

Foreword    xviii

Preface: Mining for Gold (or Digging in the Mud)    xx

Just What Do We Mean When We Say Social Media?    xx

Why Look at This Data?    xxi

How Does This Translate into Business Value?    xxii

The Book’s Approach    xxiv

Data Identification    xxiv

Data Analysis    xxv

Information Interpretation    xxvi

Why You Should Read This Book    xxvii

What This Book Does and Does Not Focus On    xxix

Acknowledgments    xxxi

Matt Ganis    xxxi

Avinash Kohirkar    xxxi

Joint Acknowledgments    xxxii

About the Authors    xxxiv

Part I: Data Identification

Chapter 1: Looking for Data in All the Right Places    1

What Data Do We Mean?    2

What Subset of Content Are We Interested In?    4

Whose Comments Are We Interested In?    6

What Window of Time Are We Interested In?    7

Attributes of Data That Need to Be Considered    7

Structure    8

Language    9

Region    9

Type of Content    10

Venue    13

Time    14

Ownership of Data    14

Summary    15

Chapter 2: Separating the Wheat from the Chaff    17

It All Starts with Data    18

Casting a Net    19

Regular Expressions    23

A Few Words of Caution    27

It’s Not What You Say but WHERE You Say It    28

Summary    29

Chapter 3: Whose Comments Are We Interested In?    31

Looking for the Right Subset of People    32

Employment    32

Sentiment    32

Location or Geography    33

Language    33

Age    34

Gender    34

Profession/Expertise    34

Eminence or Popularity    35

Role    35

Specific People or Groups    35

Do We Really Want ALL the Comments?    35

Are They Happy or Unhappy?    37

Location and Language    39

Age and Gender    41

Eminence, Prestige, or Popularity    42

Summary    45

Chapter 4: Timing Is Everything    47

Predictive Versus Descriptive    48

Predictive Analytics    49

Descriptive Analytics    53

Sentiment    55

Time as Your Friend    57

Summary    58

Chapter 5: Social Data: Where and Why    61

Structured Data Versus Unstructured Data    63

Big Data    65

Social Media as Big Data    67

Where to Look for Big Data    69

Paradox of Choice: Sifting Through Big Data    70

Identifying Data in Social Media Outlets    74

Professional Networking Sites    75

Social Sites    77

Information Sharing Sites    78

Microblogging Sites    79

Blogs/Wikis    80

Summary    81

Part II: Data Analysis

Chapter 6: The Right Tool for the Right Job    83

The Four Dimensions of Analysis Taxonomy    84

Depth of Analysis    85

Machine Capacity    86

Domain of Analysis    88

External Social Media    88

Internal Social Media    93

Velocity of Data    99

Data in Motion    99

Data at Rest    100

Summary    101

Chapter 7: Reading Tea Leaves: Discovering Themes, Topics, or Trends    103

Validating the Hypothesis    104

Youth Unemployment    104

Cannes Lions    2013    110

56th Grammy Awards    112

Discovering Themes and Topics    113

Business Value of Projects    114

Analysis of the Information in the Business Value

Field    115

Our Findings    115

Using Iterative Methods    117

Summary    119

Chapter 8: Fishing in a Fast-Flowing River    121

Is There Value in Real Time?    122

Real Time Versus Near Real Time    123

Forewarned Is Forearmed    125

Stream Computing    126

IBM InfoSphere Streams    128

SPL Applications    129

Directed Graphs    130

Streams Example: SSM    131

Step 1    133

Step 2    134

Step 3    134

Step 4    135

Steps 5 and 6    136

Steps 7 and 8    136

Value Derived from a Conference Using Real-Time

Analytics    138

Summary    139

Chapter 9: If You Don’t Know What You Want, You Just May Find It!: Ad Hoc Exploration    141

Ad Hoc Analysis    142

An Example of Ad Hoc Analysis    144

Data Integrity    150

Summary    155

Chapter 10: Rivers Run Deep: Deep Analysis    157

Responding to Leads Identified in Social Media    157

Identifying Leads    158

Qualifying/Classifying Leads    160

Suggested Action    161

Support for Deep Analysis in Analytics Software    163

Topic Evolution    163

Affinity Analysis in Reporting    165

Summary    167

Chapter 11: The Enterprise Social Network    169

Social Is Much More Than Just Collaboration    170

Transparency of Communication    171

Frictionless Redistribution of Knowledge    172

Deconstructing Knowledge Creation    172

Serendipitous Discovery and Innovation    172

Enterprise Social Network Is the Memory of the Organization    172

Understanding the Enterprise Graph    174

Personal Social Dashboard: Details of Implementation    175

Key Performance Indicators (KPIs)    177

Assessing Business Benefits from Social Graph Data    183

What’s Next for the Enterprise Graph?    185

Summary    186

Part III: Information Interpretation

Chapter 12: Murphy Was Right! The Art of What Could Go Wrong    189

Recap: The Social Analytics Process    190

Finding the Right Data    193

Communicating Clearly    195

Choosing Filter Words Carefully    198

Understanding That Sometimes Less Is More    198

Customizing and Modifying Tools    201

Using the Right Tool for the Right Job    204

Analyzing Consumer Reaction During Hurricane Sandy    204

Summary    209

Chapter 13: Visualization as an Aid to Analytics    211

Common Visualizations    212

Pie Charts    213

Bar Charts    214

Line Charts    216

Scatter Plots    218

Common Pitfalls    219

Information Overload    219

The Unintended Consequences of Using    3D    220

Using Too Much Color    221

Visually Representing Unstructured Data    222

Summary    225

Appendices

Appendix A: Case Study    227

Introduction to the Case Study: IBMAmplify    228

Data Identification    228

Taking a First Pass at the Analysis    234

Data Analysis    241

A Second Attempt at Analyzing the Data    243

Information Interpretation    244

Conclusions    247

Index    249

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020