Developing Insights from Social Media
While formal market research has historically represented consumer-centric information, social listening is now considered the most insightful. Review the model, Figure 1, the schematics of social listening, and its application to the social media platform Twitter. List the advantages and disadvantages of social listening for strategic insight, paying particular attention to the error factors discovered from this study.
Twitter is a social media sharing site considered a snapshot of consumer and industry sentiment. Review Figure 1 in this article, then identify how the collective opinion fits into the signal of opportunity. Pay attention to the secondary retweets that measure the interest level of those who have chosen to follow the tweet trails.
Abstract
This study develops a pragmatic scheme that facilitates insight development from the collective voice of target users in Twitter, which has not been considered in the existing literature. While relying on a wide range of existing approaches to Twitter user profiling, this study provides a novel and generic procedure that enables researchers to identify the right users in Twitter and discover topical and social insights from their tweets. To identify a target audience of Twitter users that meets certain criteria, we first explore user profiling, potentially followed by text-based, customized user profiling leveraging hashtags as features for machine learning. We then present how to mine popular topics and influential actors from Twitter data. Two case studies on 16 thousand young women interested in fashion and 68 thousand people sharing the same interest in the Me Too movement indicate that our approach facilitates discovery of social trends among people in a particular domain.
Source: Suyong Song and Kang-Pyo Lee, https://journalofbigdata.springeropen.com/articles/10.1186/s40537-022-00611-5
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