Social media as a data source for research

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1 Social media as a data source for research Neli Blagus, Slavko Žitnik and Marko Bajec University of Ljubljana Faculty for computer and information science 17 April 2018 Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

2 Agenda 1 Introduction Related research Contributions 2 Social media and their APIs 3 Analysis Evaluation setup Data model Seed data Reach and engagement Basic statistics Shallow text analysis 4 Conclusions Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

3 Introduction Social media Social media: web or mobile based Internet applications that allow the creation and exchange of user-generated content. Social media types: social networking (Myspace, Facebook, Google+, etc.) blogs and microblogs (Blogger, Twitter, etc.) collaborative environments (Wikipedia, Wikihow, etc.) social news (Slashdot, Digg, etc.) media sharing (Flickr, Youtube, etc.) virtual social and game world (Second life, World of Warcraft, etc.) Data availability through Application Programming Interfaces (APIs) 2 billion users of Facebook per month (66% each day) (June 2017) Which is the best data source for research? Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

4 Introduction Related research Related research Data analysis on data retrieved through the APIs Social media used for Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

5 Introduction Related research Related research Data analysis on data retrieved through the APIs overview of tools to analyse social media data (Batrinca and Treleaven, 2015) opportunities and ethical considerations (Lomborg and Bechmann, 2014) the use of APIs, technical limitations and possibilities of data access (Reuter and Scholl, 2014) three most popular social media, possibilities as a research data source (Giglietto et al., 2012) issues with the representativeness of population and data analysis methods issues (Pfeffer, 2014) challenges, validity and representativeness (Tufekci, 2014) Social media used for Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

6 Introduction Related research Related research Data analysis on data retrieved through the APIs Social media used for Twitter: identification of breaking news, incidents, earthquakes, personal life events, city traffic events, human right events, influenza epidemic, communication patterns, hashtag analysis, etc. Tumblr: detecting civil unrest events, anorexia, depression content, football matches prediction Youtube: Web content popularity prediction, commenting behaviour Facebook: personality of users and use of specific social network features, information sharing analysis, health-seeking analyses, privacy analyses Poor use of other social media due to the API access limitations. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

7 Introduction Contributions Our contribution Social networks (2014): 1 Facebook (1.15 billion), 2 YouTube (1 billion), 3 WhatsApp (350 million), 4 Google+ (327 million), 5 Tumblr (300 million), 6 Twitter (240 million). We analyse five social media in three aspects: (1) reach and engagement, (2) basic statistics and (3) text analysis. Framework for social media comparison and identification of appropriate data sources. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

8 Social media and their APIs Social media and their APIs HTTP-based API, OAuth, JSON messages, software libraries available Main goal: building applications for a selected social network! Facebook: Ads, Credits, Chat and Graph API Graph API can collect personal data (user permission) and publicly available data 200 API requests / hour / user Twitter: Advertising, Direct Message, Search and Streaming API Search and Streaming API for searching tweets (relevance and not completeness, last 7 days) using filtering (location, language) 450 per application and 180 per user tweet-searches are allowed / 15 min Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

9 Social media and their APIs Social media and their APIs Google+: Searching for posts, users and comments. Publicly available data: user basic information, public posts and comments 10,000 requests / day; 500 requests / IP address / 100 sec; Tumblr: Blog, User and Tagged data information Public data contains basic data about the blog and posts API rate limiting not exactly defined but adjusted on multiple factors Youtube: Analytics, Live Streaming and Data API Data API returns basic information and statistics about videos, channels and comments 1 million units / day (unit is predefined operation cost) Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

10 Analysis Evaluation setup Evaluation setup We analyse several keywords from the media (e.g., Internet, news), classified into six groups: 1 athletes, 2 politicians, 3 celebrities, 4 brands, 5 trending news and 6 events. In each group we determine three keywords: well known globally, known in Europe & US and known locally in Slovenia. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

11 Analysis Data model User Post Group Event id (PK) name screen_name description follower_count post_count friend_count created_at time_zone language keyword url id (PK) text creation_time venue description like_count dislike_count share_count comment_count view_count coordinates place tags type keyword url id (PK) name description privacy coordinates distance type fan_count keyword url id (PK) name description start_time end_time place coordinates keyword url Comment id (PK) text creation_time like_count dislike_count share_count reply_user_id tags keyword url Social media id (PK) name Location id (PK) name city country coordinates keyword Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

12 Analysis Seed data Selected keywords (Google hits) Global Europe & US Local (Slovenia) Sports Cristiano Ronaldo Usain Bolt Anže Kopitar Football player Athlete - sprinter Ice hockey player (7.7M) (2.5M) (49.4K) Politics Hillary Clinton Arnold Schwarzenegger Miro Cerar US politician Actor and politician Prime minister (7.9M) (2.9M) (36.2K) Celebrities Rihanna Melania Trump Jan Plestenjak Singer US First lady Singer (11.7M) (2.4M) (37.3K) Brands Adidas Motorola Alples Sports clothing Telecommunications company Furniture manufacturer (12.5M) (3.0M) (25.4K) Topics Pokemon Go Brexit Drugi tir Reality game UK exit from European union Referendum on rail upgrade (9.5M) (4.3M) (24.2K) Events Tour de France Oktoberfest Odprta kuhna Bicycle race German Volksfest Food market (9.7M) (3.1M) (37.3K) Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

13 Analysis Reach and engagement Reach and engagement Keyword Reach Engagement Cristiano Ronaldo 39,580M 4, 561M Usain Bolt 870M 736M Anže Kopitar 55M 500K Hillary Clinton 23, 952M 17, 050M A. Schwarzenegger 771M 248M Miro Cerar 16M 50K Rihanna 22, 026M 50,043M Melania Trump 8, 431M 1, 364M Jan Plestenjak 101K 38 Keyword Reach Engagement Adidas 20, 003M 7, 300M Motorola 13, 972M 183M Alples 20K 7 Pokemon go 2, 902M 465M Brexit 61,858M 5,404M Drugi tir 923K 2K Tour de France 824M 55M Oktoberfest 87M 1M Odprta kuhna Reach (i.e., number of people reached by posts) and engagement (i.e., the number of posts engagements) of keywords. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

14 Analysis Basic statistics Basic statistics of groups 1/3 Group Facebook Twitter Post User Comment Post User Comment Sports 120, , , 663 1, 810, , , 628 Politics 21, , , 559 3, 767, , , 548 Celebrities 331, , 379 1, 520, 378 3, 996, 206 1, 526, , 653 Brands 193, , , 521 1, 829, , , 101 Topics 99, , , 955 7, 090, 994 1, 011, , 486 Events 15, , , , , 876 7, 002 Sum 780K 561K 2,943K 18,572K 4,721K 1, 137K Ratio (0.72) (3.77) (0.25) (0.06) Basic statistics of groups on social media: the number of posts, users and comments added for each keyword on each social media. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

15 Analysis Basic statistics Basic statistics of groups 2/3 Group Google+ Tumblr YouTube Post User Comment Post User Post User Comment Sports 5, 074 2, 913 2, 277 2, , , , 780 Politics 10, 433 7, , 333 1, , , , 674 Celebrities 11, 617 7, 185 7, 868 6, 950 2, , , 591 6, 2390 Brands 7, 872 6, 959 8, 154 7, 772 3, , , , 391 Topics 11, 400 7, 703 8, 952 4, 801 1, , , , 921 Events , 400 4, 184 2, 731 Sum 47K 32K 42K 24K 9K 96K 446K 785K Ratio (0.69) (0.89) (0.37) (4.65) (8.18) Basic statistics of groups on social media: the number of posts, users and comments added for each keyword on each social media. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

16 Analysis Basic statistics Basic statistics 3/3 Keyword Sum Keyword Sum Cristiano Ronaldo Usain Bolt Anze Kopitar 3, 378K 174K 7K Adidas Motorola Alples 3, 337K 348K 1K Hillary Clinton 4, 795K A. Schwarzenegger 194K Miro Cerar 3K Rihanna 5, 477K Melania Trump 2, 382K Jan Plestenjak 304 Pokemon go 1, 341K Brexit 8,535K Drugi tir 865 Tour de France 175K Oktoberfest 47K Odprta kuhna 47 Basic statistics of keywords on social media: the number of posts, users and comments added for each keyword on each social media. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

17 Analysis Shallow text analysis Shallow text analysis of data Facebook Twitter Google+ Tumblr YouTube All posts Identified language 41.2% 26.8% 86.3% 76.4% 75.2% German 2.4% 2.2% 0.9% 2.4% 6.4% English 76.6% 89.6% 93.7% 73.8% 74.6% Spanish 4.0% 2.5% 0.2% 3.1% 2.6% French 1.3% 0.9% 0.0% 0.2% 0.1% Italian 1.1% 1.3% 0.4% 1.5% 3.0% Portuguese 2.1% 3.5% 0.4% 2.5% 3.1% Slovenian 0.2% 0.2% 0.2% 0.2% 1.6% Identified sentiment 31.7% 24.0% 81.0% 56.5% 57.4% Negative 65.3% 69.6% 62.0% 50.8% 60.7% Positive 34.7% 30.4% 38.0% 49.2% 39.3% Identified gender 31.7% 26.6% 82.6% 60.0% 64.5% Female 21.5% 25.4% 12.4% 18.8% 10.4% Male 78.5% 74.6% 87.6% 81.2% 89.6% The results of language, sentiment and gender identification of posts from considered social media. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

18 Conclusions Conclusions 1 Twitter users write the most, while Facebook and Youtube users comment the most. 2 Celebrities and politicians are the most talked topics in social media. Generally, the reach and engagement is proportional to their popularity or visibility (number of hits on Google). 3 It is more probable (over 75%) to detect language on Google+, Tumblr and Youtube, while this number is much lower on Facebook or Twitter. 4 It is possible to detect sentiment for at least half of the posts from social media, except for Facebook or Twitter (under 32%). 5 The majority of the posts in social media are of negative sentiment, while largest negativism is possible to notice on Twitter and lowest on Tumblr. 6 The majority of posts is believed to be written by male users. Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

19 Conclusions Neli Blagus et al. (FRI) Social media as a data source for research 17 April / 16

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