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Using social media data in academic research
LiveWall
• Founded in 2011 by former Tilburg University
students with years of experience in IT and media
• Part of IntoApps and ServingSocial
• Goal: to connect online and offline audiences &
and to make social media visible & concrete
Customers
We have a wide range of hundreds of users and
customers,
including brands, service providers, sports, event
companies, B2B
LiveWall platform
• Content aggregation platform for social media
sources
Data from Twitter, Facebook, Instagram,
Foursquare, Youtube, Flickr
• Display messages on screens
For events, customer service, internal usage
• Statistics of social media usage
Metrics, text analysis etc.
Social media & data
If Facebook were a country,
it would be the third most
Populated in the world
1 BILLIONNumber of Facebook users in October 2012
1 BILLIONNumber of posts onFacebook per day
2.7 BILLIONNumber of commentson Facebook per day
500 MILLIONActive Twitter users
340 MILLIONTweets per day
72 HOURSOf video uploaded per minute
1 TRILLIONVideo views per year
4 BILLIONInstagram pictures
500 MILLIONFacebook photos per day
At social media we talk about..
At social media we talk about..
how we work
At social media we talk about..
how we work
what we know
At social media we talk about..
how we work
what we knowhow we learn
At social media we talk about..
how we work
what we knowhow we learnwho we like
At social media we talk about..
how we work
what we knowhow we learnwho we like
what interests us
At social media we talk about..
how we work
what we knowhow we learnwho we like
what interests us
what we hate
At social media we talk about..
how we work
what we knowhow we learnwho we like
what interests us
what we hate
how we evaluate
At social media we talk about..
how we work
what we knowhow we learnwho we like
what interests us
what we hate
our emotions
how we evaluate
At social media we talk about..
how we work
what we knowhow we learnwho we like
what interests us
what we hate
our emotions
our life
how we evaluate
..and social media captures this social interaction digitally in huge
databases
..and social media captures this social interaction digitally in huge
databases
Why not use this in research in the field of communication, marketing, economics and
psychology?
Value starting to get noticed
The Guardian
The Wall street Journal
The Boston Globe
What data is available?
Getting data
• Social media platforms give access to their data
– Through the use of API’s (Application Interfaces)
– For external software
– Easily download data and use it
– In standardized formats per platform
• LiveWall’s platform can load that data and process all data
in a standard or custom format
Twitter: terminology
• Follow: subscribe to see the posts of another user
• Follower: someone who follows you
• Tweet: one post of 140 characters
• Hashtag: Word with # in front to categorize the post
– People can follow one subject
– Free to choose
• Retweet: resend the message of someone else
– Spread news
• Trending topic: the most popular subjects
• Mention: a tweet that addresses (mentions) another user in the post
(with @ sign)
Twitter: available data
• Tweets list
– Tweet text and details based upon a query by hashtag, language,
username or location
– Number of tweets per hashtag
• Individual tweet
– Retweets
– Assigned media: video/picture
– Source: web/mobile
• User
– Number of followers, friends and favourites
– Location data (limited)
– Mentions
– Description
Facebook: terminology
• Post / status: one content element that can include link, image,
video or just text
• Like: someone gives positive feedback on a post, or says it wants to
connect to the page or content
• Timeline: the personal collection of photos, messages and
experience of every user
• (Fan)Page: page of a brand, company or event that includes posts,
video’s, pictures and apps of a brand. On the fanpage both the holder
of the page and the audience can communicate
• Fan: Someone who likes your fanpage and thereby subscribes to
receive all the updates that are placed at the Facebook page on their
personal timeline
Facebook: available data• Fanpage
– All posts
– Likes and comments
– Total number of fans
– Photo’s, video’s
• Fanpage (after approval of page administrator)
– Impressions (view of any content), by source
– Engagement: total of click, like respond etc.
– Consumptions: people who clicked contnet
– Fans by city, country, gender, age
– Page views
Facebook: available data• Post (after approval of page administrator)
– Impressions
– Engagement
– Consumptions
– Negative feedback
• User (after approval of user)
– Birthday
– Hometown
– Work
– Education
– Languages
– All friends
– All liked pages and subjects
– Location based checkins
– All posts including text
– Photo’s, video’s
What can LiveWall do
• Collect metrics over time, E.g.
– Hourly number of tweets per channel (Twitter, Instagram etc.)
– Number of retweets per post
– Impressions and engagement of Facebook page per day
– Amount of social media posts by the company itself per day
Etc.
• Text analysis
– Associations
– Sentiment
– Audience interests
• Set up a custom application or construction for a research
Statistics: Sentiment / EmotionMetrics: frequency and channels
Text Analysis: Associations
Known associations are interesting for marketing, branding, campaigns & partnerships (#vodka)
Statistics: Sentiment / EmotionText analysis: Associations
Statistics: Sentiment / EmotionText analysis: sentiment
Examples
• Is there more feedback on negative messages? (real data,
experimental)
– Sentiment and retweets and/or reach in variance analysis
• What type of message has the best effect
– Text / image vs shares/likes/retweets
– Second person / first person vs shares/likes/retweets
• Can social media feedback predict share value
– Regression with share value over time, number of posts over
time, post sentiment
Examples
• Which brands clusters are there in industry X
– Cluster analysis of associations of brands (Red Bull – Vodka)
• What types of brands tend to have the biggest social media success
– Compare brand groups based on followers, likes and posts about the
brand
• Do you have the same social relationships online as you have
offline?
– Compare interactions with friends online with the top rated friends
offline
Examples
• What is the difference between social content on
Facebook in comparison to Twitter
– Compare Twitter and Facebook accounts of one
organisation and see how the reactions differ
• Does peer endorsement work better than celebrity
endorsement?
– One part of the group sees Facebook friends that
endorse a brand, the other part of the group sees
celebrities to endorse the brand
Examples
• What are the associations people make with
certain product groups (for example sigarets )?
- Input can be used for designing an effective
campaign for or against usage of the product.
• When a brand is associated in social media with a
certain word like ‘amazing’ or ‘splendid’, does
mentioning the word in campaigns or commercials
lead to a higher liking?
Swarm Theory (Peter Miller)
