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Social Media Web and Text Analytics

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Ajay Pole
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150 views10 pages

Social Media Web and Text Analytics

Uploaded by

Ajay Pole
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Social Media Web and

Text Analytics

By Namdev Pole
MBA 3rd Sem
Social Media Web & Text Analytics
Introduction: Unlocking Insights from
Social Data
Vast and Diverse Data-Driven Decisions

Social media platforms generate massive amounts of Analyzing this data can help businesses make informed
textual and visual data. This data holds valuable decisions about marketing strategies, product
insights about consumer behavior, brand sentiment, development, and customer service.
and public opinion.
Data Collection:
Sourcing Social Media
Content
API Access Web Scraping
Platforms like Twitter, Web scraping tools can
Facebook, and Instagram extract data from websites,
provide APIs to access public including social media
data. These APIs allow you platforms. This approach is
to retrieve posts, comments, helpful when APIs aren't
and other relevant available or have limitations.
information.

Data Aggregation
Companies like Brandwatch and Sprinklr offer platforms that
aggregate social media data from various sources, providing a
comprehensive view of the digital landscape.
Text Preprocessing: Cleaning
and Normalizing Data

Removing Noise
Data cleaning removes irrelevant information like URLs, emojis, and special characters,
enhancing the accuracy of the analysis.

Normalizing Text
Text normalization involves converting text to lowercase, stemming words, and
removing stop words. This standardizes the data and reduces redundancy.

Tokenization
Tokenization breaks down text into individual words or phrases (tokens). This step
prepares the data for further analysis and processing.
Sentiment Analysis:
Measuring Emotions
and Opinions
Lexicon-Based
This approach uses pre-defined lists of words with
associated sentiment scores to determine the overall
sentiment of a text.

Machine Learning
Machine learning algorithms are trained on labeled
datasets to classify text as positive, negative, or
neutral based on patterns in the data.
Topic Modeling: Discovering Themes and Trends
Latent Dirichlet Allocation (LDA)
LDA is a probabilistic topic model that identifies topics based on the co-occurrence
1 of words in a document corpus. It uses a probability distribution for each topic to
discover the words most likely to be associated with that topic.

Non-Negative Matrix Factorization (NMF)


NMF is another commonly used topic modeling technique that
2
decomposes a data matrix into two non-negative matrices, one
representing the topics and the other representing the document-topic
relationships.

Word Embeddings
Word embeddings use a vector space representation of
3
words, capturing semantic relationships between them,
which can be useful for identifying themes and trends in text
data.
Network Analysis:
Mapping Connections
and Influence
Social Network Analysis
1
This approach analyzes relationships and connections
between individuals and groups within a social network.

2 Influence Mapping
Identifying key influencers and their impact on the
network's dynamics provides valuable insights for
marketing, communication, and brand management.

3 Community Detection
Uncovering clusters or communities within a network
reveals shared interests, opinions, and behaviors within
the network.
Predictive Modeling:
Forecasting Behavior
and Engagement

10% 5%
Engagement Increase Cost Reduction
Predictive models can forecast Forecasting consumer
engagement levels for future sentiment can help businesses
campaigns, enabling marketers identify potential issues and
to optimize their strategies. proactively address them,
reducing costs.
Visualization Techniques: Bringing Data to Li
Ethical Considerations: Responsible Data Us
1 Privacy 2 Transparency 3 Bias
Ensure that data is collected Be transparent about data Acknowledge potential biases
and used ethically, respecting collection practices and how in data and algorithms,
individual privacy and the data is being used. This striving for fairness and equity
avoiding misuse of personal builds trust with stakeholders in data analysis and
information. and avoids interpretation.
misunderstandings.

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