Autori: Olivera Grljević, prof. dr Laslo Šereš, Ružica Debeljački Mentor: prof. dr Zita Bošnjak

1. PERSPECTIVES OF SOCIAL MEDIA ANALYTICS
APPLICATION IN HIGHER EDUCATION IN SERBIA
Grljević Olivera, Šereš Laslo, Debeljački Ružica
University of Novi Sad, Faculty of Economics
Subotica

2. Introduction
• Information access and sharing:
customers; companies.
• Business intelligence and Web analysis.
• Social business intelligence.
• Research focus, ideas and goals.

3. Research overview
• “Social media and higher education, the
common ground” – which social media sites
are used, how they are used for personal and
professional purposes.
• “The relationship between frequency of
Facebook use, participation in Facebook
activities, and student engagement”.
• “Social networking usage and grades among
college students”.
• Ologie: Social media and higher education.

4. SENTIMENT ANALYSIS – A KEY DATA MINING
TECHNIQUE FOR MINING SOCIAL DATA
• SMA for business performance, and for
higher education.
• Social media analysis and sentiment
analysis.
• Sentiment analysis identifies attitudes,
opinions or emotional state of the writer.

5. Sentiment analysis steps
1. Fetch, crawl, and cleanse
2. Text classification
3. Entity extraction
4. Sentiment extraction
5. Sentiment summary
6. Reports/charts

6. CASE STUDY – ANALYSIS OF THE POSSIBILITIES OF
SENTIMENT ANALYSIS APPLICATION IN HIGHER
EDUCATION IN SERBIA

7. • Facebook usage and motives
• Social networking interaction: expansion of the network,
comments about the content, access to specialized groups and
discussions.

8. • Social sharing interaction: exchange and
comment audio and video content from
other users
YouTube is used by all respondents:
YouTube is used by all respondents:
85% visit YouTube on a daily basis,
85% visit YouTube on a daily basis,
15% every few days.
15% every few days.

9. • Interaction on Wikis: adding a new articles
and editing existing ones.
All respondents know
All respondents know
about Wikipedia, and ititis
about Wikipedia, and is
frequently visited by 74%
frequently visited by 74%
of respondents of which
of respondents of which
only 12% use ititfor
only 12% use for
educational purposes or
educational purposes or
school.
school.

11. 7% of respondents are not familiar with the concept of blogs !
52% have never visited any blog!
24% frequently visit blogs, while
d
7% post comments on other
9% frequently write blogs people's blogs

12. large percentage of respondents do not visit forums
50% frequently visit forums
f
11% make comments 70% read the forum posts
D d
For the purposes of education, only 10% of students use resources
from the forum

14. Conclusion
• The most popular social media site is Facebook, students do not
engage in social networking activities solely for entertainment
purposes but they connect also for educational purposes.
a
• Small portion of surveyed students used social media sites for
educational purposes, but most of them 72% wish for its extent
usage in education.
s
• Many students searched the Internet for additional information
about faculties (Google, Facebook) - researched data could
influence opinion about the Faculty and particular courses.
s
• Faculties should use social media analytics to get familiar with
students preferences, habits and desires, to build services
tailored to modern students’ profiles.