Exploring Social Media Search Results
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The document discusses social media search and summarization. It describes Oxyme's approach of using in-house software and human analysts to collect social media data, remove irrelevant results, and analyze the relevant data. Challenges of social media search include ambiguity, short texts, identifying influential users, and changes over time. The document presents several social media search and analysis tools and discusses using word clouds to visually summarize large amounts of categorized social media data.
Exploring Social Media Search Results
- 1. Exploring Social Media Search Results Rianne Kaptein ECIR Industry Day April 5th 2012 Barcelona
- 2. BACKGROUND OXYME Fact Sheet Clients Est. in 2007 Consumer Goods FMCG Based in Amsterdam 24 client staff (9 nationalities) and 350 social media analysts around the globe Chemicals 13 languages covered by native speakers Transport & Logistics 125 projects completed at: Other sectors Dutch National Airport o 30 Multinational clients o In 12 countries Dutch National Railways
- 3. APPROACH | QUALITY DATA BY AUTOMATED & HUMAN ANALYSIS Inhouse built Human analysis Translate high specialized to remove not quality data into search software relevant results actionable insights Define a solid Collect opinions Smart analysis Classify only Analyze and search strategy with a webrobot relevant data report Total results WHERE Search strategy WHAT WHO Search period # Not relevant MESSAGE Search terms SENTIMENT And thousands more! Etc. # Relevant
- 4. The Problem
- 5. SOCIAL MEDIA SEARCH TYPES Personal: What do my friends say about x? General: What does the world say about x? Commercial: What are people saying about my brand, product or campaign? What are people saying about my competitors? Relevant result: Oh delicious! I just got Orangina at Albert Heijn. Orangina and I are friends for life
- 6. SOCIAL MEDIA SEARCH CHARACTERISTICS The date and time of search results is important. Out of the temporal context, the meaning of the message might be lost The query can include temporal restrictions, e.g. monitor a product launch Ambiguity of search terms Many search results are short such as tweets, or Facebook status updates. Not a lot of noise in the text Recall is important, you want to know how many people talk about you. Large volumes of data You want to know who is talking and how influential their messages are. Identify promotors of your products Identify complaints Advertisements and spam
- 8. ICE ROCKET SEARCH RESULTS
- 9. FINCHLINE SEARCH & MONITORING TOOL
- 10. TuneIn
- 11. YET ANOTHER SEARCH ENGINE Goal: First impression about the buzz around a brand Exploit capabilities of human analysis: make it easy for the user to explore and analyze the search results Show basic statistics Show differences over time Show all results: raise awareness about what people will find when they search for your company
- 12. TUNEIN
- 13. TUNEIN
- 14. TUNEIN
- 15. TWO DIMENSIONAL WORDCLOUDS Two dimensions: o Size of terms represents relative term frequency o Colour of terms represents novelty of term Instead of novelty other categorizations can be used as the second dimension in the word cloud. Categorizations can include : sentiment: positive vs. negative messages brands: messages mentioning "Braun" vs. messages mentioning "Gillette"
- 16. POSITIVE VS. NEGATIVE COFFEE MACHINE MESSAGES
- 17. WARNING SIGN 1 Rubbish in, rubbish out! Be careful with your categorizations. If too many messages are not classified into the correct category, the quality of the wordcloud will degrade. Since in the interface it's easy to go back to the original message, users will not trust the system if they see too many misclassified messages
- 18. COMPARING DELONGHI AND SAECO BY OCCURRENCES IN TEXT
- 19. COMPARING TAGGED NEGATIVE POSTS SAECO AND DELONGHI
- 20. WARNING SIGN 2 Be careful with small result sets: If at least one of the two categories only consists of a few messages (e.g. less than 25) the statistics on which the wordclouds are based are not so reliable Think about your minimum sample size!
- 21. OTHER POINTS OF ATTENTION Words can have multiple meanings Be clear on the fact it is an automatically generated summary Heavily retweeted messages can have a large influence on the wordcloud
- 22. CONCLUSIONS Wordclouds are a great search interface element for social media search Navigational aid: Easy drilldown on search results Summary of large number of search results Short, to the point messages
- 23. Thank you! www.oxyme.com Cronenburg 150 1081 GN Amsterdam tel: +31 20 625 000 5 e-mail: cu@oxyme.com