Social media analytics : techniques and insights for extracting business value out of social media /
Matthew Ganis, Avinash Kohirkar.
- New Delhi : Pearson, IBM Press, 2017.
- xxxv, 268 pages : illustrations ; 23 cm
Includes index.
Includes bibliographical references and index.
Foreword -- Preface: mining for gold (or digging in the mud). Just what do we mean when we say social media? ; Why look at this data? ; How does this translate into business value? ; The book's approach ; Why you should read this book ; What this book does and does not focus on -- Acknowledgments -- About the authors -- Part I. Data identification. Looking for data in all the right places. What data do we mean? ; What subset of content are we interested in? ; Whose comments are we interested in? ; What window of time are we interested in? ; Attributes of data that need to be considered ; Summary -- Separating the wheat from the chaff. It all starts with data ; Casting a net ; Regular expressions ; A few words of caution ; It's not what you say but WHERE you say it ; Summary -- Whose comments are we interested in? Looking for the right subset of people ; Are they happy or unhappy? ; Location and language ; Age and gender ; Eminence, prestige, or popularity ; Summary -- Timing is everything. Predictive versus descriptive ; Sentiment ; Time as your friend ; Summary -- Social data: where and why. Structured data versus unstructured data ; Big data ; Paradox of choice: sifting through big data ; Identifying data in social media outlets ; Summary -- Part II. Data analysis. The right tool for the right job. The four dimensions of analysis taxonomy ; Depth of analysis ; Machine capacity ; Domain of analysis ; Velocity of data ; Summary -- Reading tea leaves: discovering themes, topics, or trends. Validating the hypothesis ; Discovering themes and topics ; Using iterative methods ; Summary -- Fishing in a fast-flowing river. Is there value in real time? ; Real time versus near real time ; Forewarned is forearmed ; Stream computing ; IBM InfoSphere streams ; SPL applications ; Directed graphs ; Streams example: SSM ; Value derived from a conference using real-time analytics ; Summary -- If you don't know what you want, you just may find it!: ad hoc exploration. Ad hoc analysis ; An example of ad hoc analysis ; Data integrity ; Summary -- Rivers run deep: deep analysis. Responding to leads identified in social media ; Support for deep analysis in analytics software ; Summary -- The enterprise social network. Social is much more than just collaboration ; Enterprise social network is the memory of the organization ; Understanding the enterprise graph ; Personal social dashboard: details of implementation ; What's next for the enterprise graph? ; Summary -- Part III. Information interpretation. Murphy was right! The art of what could go wrong. Recap: the social analytics process ; Finding the right data ; Communicating clearly ; Choosing filter words carefully ; Understanding that sometimes less is more ; Customizing and modifying tools ; Using the right tool for the right job ; Analyzing consumer reaction during Hurricane Sandy ; Summary -- Visualization as an aid to analytics. Common visualizations ; Common pitfalls ; Visually representing unstructured data ; Summary -- Appendices. Appendix A. Case study. Introduction to the case study: IBMAmplify ; Data identification ; Data analysis ; Information interpretation ; Conclusions ; Index.
9780133892567 0133892565
Social media--Research. Data mining. Business--Data processing. Web usage mining. Social media. Web usage mining.