1. Social Media Analytics
Jaganadh G
Project Lead NLP R&D
365Media Pvt. Ltd.
jaganadhg@gmail.com
Politics and Social Media: Commons in the Space Online,
Department of Political Science,
Government Brennen College
12-14 October, 2011
Jaganadh G Social Media Analytics

2. Who am I !!
Working in Natural Language Processing, Machine
Learning, Data Mining etc...
Passionate about Free and Open source :-)
When gets free time teaches Python, Speaks about FOSS
and blogs at
http://jaganadhg.freeflux.net/blog
Working as Project Lead (NLP) 365Media Pvt. Ltd.
Coimbatore
I am a computational linguist / Linguist and Indologist,
Book reviewer
Software Engineer by Profession
Jaganadh G Social Media Analytics

3. What is Social Media?!?!
The World Wide Web was a passive library for people to
just browse and watch information.
Now: place where people can
Consume and create content
Interact with society
to think loud
to share ideas and information
A new way of socializing
Broadly social media is anything that engages people and
starts a dialog.
A powerful tool to change the world order
and much more ......
Jaganadh G Social Media Analytics

4. Social Media Tools
Blogs
Micromedia (the most popular being Twitter)
Wikis (an informal, collaboratively edited knowledge base)
Videos (YouTube etc..).
Social Bookmarks (Digg.it, delicious etc..)
Podcasts (Published audio recordings)
Screencasts
Social networks (like LinkedIn,Facebook,
Twitter,Google+)
Curated Question and Answer Systems (like Quora)
Slideshare and other document sharing networks
0
More details at : http://dorai.wordpress.com/2011/10/08/social-media-engagement/
Jaganadh G Social Media Analytics

5. What you can do with social media
Social Media Oppertunities
Create content
Share content
Express opinions
Jaganadh G Social Media Analytics

6. What you can do with social media
Social Media Oppertunities
Create content
Share content
Express opinions
It means...
The pulse of society can be found in social-media in real-time.
Analysisng social-media content in real-time helps social
scientists to predict future !!!
Jaganadh G Social Media Analytics

7. Revolotion or Twivolution ?
Jaganadh G Social Media Analytics

8. Impact of social media on politicians ..
The @SasiTharur case
On Sept 18th 2009 @SasiTharur used the word “cattle class“
in Twitter.
Lost his cabinat ministership !!!! :-)
Jaganadh G Social Media Analytics

9. Impact of social media on politicians ..
The @SasiTharur case
On Sept 18th 2009 @SasiTharur used the word “cattle class“
in Twitter.
Lost his cabinat ministership !!!! :-)
The @obama use case and @followers
In the last U.S presidential election Barrack Obama used social
media tools extensively for campagains.
In 2010 Parliment Election Indian Politicians started using
Twitter, Facebook and Orkut etc.. for campagains
Jaganadh G Social Media Analytics

10. Revolution through social media
#Gaddafi
Social media tools are widly used for anti Gaddafi propaganda.
2009 election crisis in Iran
Jaganadh G Social Media Analytics

11. Revolution through social media
#Gaddafi
Social media tools are widly used for anti Gaddafi propaganda.
2009 election crisis in Iran
#
On 16 June 2009, Reuters and other global media outlets
reported that the US State Department had asked Twitter to
delay a scheduled server upgrade, ostensibly in order to ensure
Iranian users maximum access to the service (Pleming 2009).
US diplomats and other public officials were monitoring
Twitter use originating from Iran, and were using this chatter
on Irans domestic political situation as an important source of
public source intelligence.
Twitter Free Iran: an Evaluation of Twitter’s Role in Public Diplomacy and Information Operations in Iran’s
2009 Election Crisis, http://vuir.vu.edu.au/15230/
Jaganadh G Social Media Analytics

12. Revolution through social media
#OccupyWallStreet
Occupy Wall Street is an ongoing series of demonstrations in
New York City based in Zuccotti Park, formerly ”Liberty Plaza
Park”.
Jaganadh G Social Media Analytics

13. Social Media Analytics
Social Media Analytics
“Social media analytics is the practice of gathering data from
blogs and social media websites, such as Twitter, Facebook,
Digg and Delicious, and analysing that data to inform business
decisions. The most common use of social media analytics is
gauging customer opinion to support marketing and customer
service activities.“
Jaganadh G Social Media Analytics

14. Social Media Analytics
Consumers of Scoial Media Analytics
Corporates are major consumers of Social Media Analytics
solution.
They are interested to know what people thinks about their
product or service.
There are instances that accadamics attempted to use the
same technology to predict election resuls impacts of social
movements etc...
Economists are now exploring the same techniques to predict
Stock Market results
The very art is called as Sentiment Analysis or Opinion Mining
!!!
Jaganadh G Social Media Analytics

15. Sentiment Analysis
Opinion Mining
Sentiment analysis or opinion mining refers to the application
of natural language processing, computational linguistics, and
text analytics to identify and extract subjective information in
source materials.
Jaganadh G Social Media Analytics

16. Sentiment Analysis and Social Sciences
Political Science
Accadamicians in the field of political science can analyze
social media chatter to get insight on upcoming political
happenings like elections, anti-political movements, and
finding key reasons behind such movements etc..
Question : Political Science + Sentiment Analysis =
Computational Political Scicence ?
Jaganadh G Social Media Analytics

17. Sentiment Analysis and Social Sciences
Political Science
Accadamicians in the field of political science can analyze
social media chatter to get insight on upcoming political
happenings like elections, anti-political movements, and
finding key reasons behind such movements etc..
Question : Political Science + Sentiment Analysis =
Computational Political Scicence ?
Economics
Predicting financial market.
Already in action and used by corporates to monitor stock
markets.
Jaganadh G Social Media Analytics

18. Sentiment Analysis Applied in Political
Science
Election ....
Analysing election related chatter
Find Party / Person wise sentiment
Find what people likes dislikes about Party/Person
Find major reasons behind success or failure
Find major trends in election
Analysing impact of non political movements which links
to politics (Anna and Ramdev like movements)
Jaganadh G Social Media Analytics

19. Sentiment Analysis Applied in Political
Science
Diplomacy
Useful for goverments to mesure peoples reaction on bills
and policies
Useful for political parties to form election agenda by
knowing real trend and issues.
Jaganadh G Social Media Analytics

20. A Proposal!
Theme 1
A study on any major political movement in India or Kerala,
based on social media chatter.
Issues !!!
Real population who can access ICT tools to engage in social
media chatter.
Jaganadh G Social Media Analytics

21. A Proposal!
Theme 1
A study on any major political movement in India or Kerala,
based on social media chatter.
Issues !!!
Real population who can access ICT tools to engage in social
media chatter.
Theme 2
Use of social media by political parties and its impact on
digital community.
Jaganadh G Social Media Analytics

22. Fun !!!
Commons in the Space ;-)
Earlier we saw stickers and posters in your wall. And you put a
notice: “STICK NO BILLS”
Now you are recieving same posters in your social media
“wall”. Time to say “STICK NO BILLS” in my “WALL” ;-)
Jaganadh G Social Media Analytics

23. Fun !!!
Commons in the Space ;-)
Earlier we saw stickers and posters in your wall. And you put a
notice: “STICK NO BILLS”
Now you are recieving same posters in your social media
“wall”. Time to say “STICK NO BILLS” in my “WALL” ;-)
Final Thought ;-)
word is mightier than the sword
“tweet is mightier than the sword”
Jaganadh G Social Media Analytics

24. Questions ??
Jaganadh G Social Media Analytics

25. Finally
Jaganadh G Social Media Analytics