Mining in Social Media

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1 e-issn Volume 2 Issue 5, May 2016 pp Scientific Journal Impact Factor : Mining in Social Media Jagruti Shinde 1, Apeksha Hinge 2, Prof. Suhasini Vijaykumar 3 1,2 Bharati Vidyapeeth s Institute of Management and Information Technology, Navi Mumbai, India Abstract Social media mining is the process of demonstrating, investigating and extracting actionable patterns from social media data. Social Media mining introduces basic concept and principles algorithms suitable for investingating massive social media data. It discusses theories and methodologies from different desciplines such as computer science, data mining, analysis of social network, statistics, optimization and mathematics. Social media sites like twitter, facebook, instragam, linkdin produces great amounts of new form of data, simply known as social media data. The research are in social media mining are social search,trust in social media,distrust and negative links, location based social network mining. Index Terms Search engines, Information retrieval, Social net-work sites(snss), Search Engine Optimization. I. INTRODUCTION Social search has been made possible by present developments on the web. The web has evolved consider-ably from a read-only technology to an interactive platform that allows users to create and share their own information resources. With the help of search engine one can get the latest information and trends. People are becoming more interested and rely on social network for all relevant data, news and opinion of other users. Social network search engine can filter out all the unnecessary results users might get if they used a regular search engine for their query. The social media search engines such as facebook, twitter produces mostly user generated, informal, incomplete and multimedia, and is of-ten follow with information about time and location. social media as a search engine searches user-generated information such as blogs, comments, bookmarks, events, news, videos, photos. Search engine optimization is simply the process of obtaining website visitors from free or paid search results in search engines. All major search engines have ranked based search results. In this search engine considers most relevant to result to users. It is free and not driven by paid advertisements. A. Literature Survey Aardvark is one of the social search engine.aardvark can be used by users where they ask a question using , text message or voice.then search engine routes the question to the person in the users extended social network most likely to be able to answer that question. The traditional web search engine includes finding the proper document to satisfy a users information need, whereas Aardvark includes finding the right person to satisfy a users information need. The components of Aardvark includes Crawler, Indexer and Query Analyzer.Ranking function, use interface when a new user joins Aardvark, this system performs a number of indexing steps Because in this system questions are routed to the users extended network, the firstly indexing friendship is done. Social Graph is used as a data structure. The aim of this system is not to build a social network, but it allow people to make use of their existing social networks. If new user wants to sign in, the user has option of connection to different social network such as linkedin, facebook and user can also import contact, invite friends to join the network. A user mostly asks question via instant message or text message. The question gets transfer from the input device to the Transport Layer it then get normalized to a message data structure and then expedite to the conversation manager. Once the All rights Reserved 611

2 Manager regulate that the message received is a question and then it sends that question to the question Analyser to determine the right topics for the question. The Conversation Manager informs the user which primary topic was determined for the question, and gives the user the opportunity to edit it. It simultaneously issues a routing suggestion request to the Routing Engine as shown in figure 1. Fig. 1. Schematic of the architecture of Aardvark In Aardvark, the knowledge base consists of people instead of documents, hence the methods for collecting and broadening a comprehensive knowledge base are entirely different. With Aardvark, as there are more active users are present, more active answerers are also present. Aardvark looks for answerers mainly within a users extended social network. Because of this strategy of incrementing the knowledge base of Aardvark users will always remain active and they invite their friends also. In this paper, author only emphasize the difference between the nature of crawling in social search and traditional search. In indexing people, The main technical challenge in system is selecting the right user to answer a given question from another user. For this it carried out the distribution from following source of information. Users should give at least three topics which they think they have expertise about. Friends of a user are boost to provide a few topics that they trust the users thought about. The system automatically estimate topics from unstructured text on users existing online homepages or blogs if provided. The main aim of the Question Analyser is to regulate a scored list of topics for each question. Ranking in Aardvark system is done by the routing Engine, which determines an ordered list of users who should be communicated to answer a question, given the asker of the question and the information about the question derived by the Question Analyser. The various user interfaces for system are built on top of the existing communication channels which includes, , Instant messaging, SMS, Twitter and Web-based messaging. The Mark-Shane Scale done the research on social search engine and the implications for libraries in the twenty-first century. The primary objectives of this research paper are to explore the concept of social search, evaluate the performance of social search engine, and to understand the relationship between social networking sites (SNS) and social search. The authors intention is to examine how networking sites present the future on-line search and the implications for libraries. Social search done by Mark-Shane refers to the online activity done by a user to access knowledge or information through people. In the order to conduct the experiment, the researcher identified and designed two queries based on real information needs. These are: To find an expert or experts in the English language using Facebook search features. To locate information about a doctoral programme in library and information science through group All rights Reserved 612

3 Two major approaches to social search are that social search can be done as online search for persons who go through social networks, or as a search activity in which people gives input and social network improve web information retrieval. The latest results report that 2.9 percent rise in user satisfaction with commercial websites to 73.4 on ACSIs 100-point scale. It is rarely happened in an industry with such low customer satisfaction. After climbing 4.4 percent to 71, social media is now the fourth lowest scoring category in the ACSI. Social media sites register higher satisfaction this year, but according to their own users, these sites are still the not good in the industry. Some sites gains 8 percent to 67, but the rise in satisfaction anticipate the news that the social networking giant manipulated the news feeds of half a million users as part of a psychological experiment. While some sites also jumps 8 percent to an ACSI score of 67. Some site reaches a new high as well, up 6 percent to 69, as users respond positively to its updated site design and upgrade integration of photos and videos. Advertising continues to be a drag on the social media customer experience. II. METHODOLOGY Social Media as Search Engine Optimization Technique There are 3 techniques for search engine optimization: 1) Keyword Generation The most common type of internet search is keyword search. Keyword search refers to a type of search in which keywords are typed in a search box to locate in-formation on the internet. To perform a keyword search a user enters keywords or phrases in search engines. Before selecting a domain name for your business it is recommended to perform a keyword research process. Before starting the keyword research it is necessary to know the main keyword of website. Collect the words that best describe your website and its contents. These words will be your primary keywords, from these you can make combination of keywords and phrases to use in SEO campaign. For example if the topic of the website is web hosting. Then the keywords like cheap web hosting, best web hosting and so on can be your targeted keywords. Fig. 2. Keyword Genertaion As shown in figure 2 the keyword research for social media enables the tracking popular and trending topics on social networks, determining search frequency, identifying demand for keywords, Better understanding user intent, discovering relevant points of engagement. All rights Reserved 613

4 researching and identifying social media keywords, any-one gain a much clearer picture of how to construct and communicate their message effectively. Applying this level of keyword insight to all social media optimization efforts gives the maximum related searches. 2) Link Building Link building is a process to create inbound links it means website linking to your website. These links can be generated by being listed in search engine directories relevant topic websites, search engines, newsletters, press releases, adverts, blogs, forum and social media networking sites. It is one of the best search engine optimization activity that can help in increasing search engine ranking. This means that they can effectively help website in getting a high position in most search engine result pages. Link building will also be helpful in increasing traffic to website. As more number of visitors will come to website, one have more chances of turning them into potential customers. There are various methods to build links as follows a) Reciprocal Linking A reciprocal link is a mutual way of link building in which two websites swap their links to each other.as shown in figure 3 One website can have an inbound link to other website. Reciprocal links has the least worth in terms of search engine rankings however, it is effective to get rank and boost web traffic. b) One Way Linking Fig. 3. Reciprocal Linking One way linking is the most effective way and most valued. One way link is when another website is linking to your website and you have not linked back. Normally, websites do not give link easily. Usually the process of one way linking is about buying links. Website links from high page rank website are more expensive. As shown in figure 4 site A is link to site B but site B is not linked back to site A. c) Three way or Triangular linking Fig. 4. One-Way linking In three ways linking, site P gives links to site Q, and site R links back to site P. This way of linking also called triangular linking. As shown in figure 5, website1 wants a 3 way links from website2 then site website1 will add link to website2 on its partner like website3 and will request website1 back link on website2. By this way website1 and website2 get a All rights Reserved 614

5 way link. d) Link Baits International Journal of Current Trends in Engineering & Research (IJCTER) Link baiting illustrate the concept of creating interesting content and text anchor links back with the intent of creating maximum internet buzz to get Fig. 5. Three way or Triangular linking as many people to link to your sites as possible. It exists in many forms. Having great content is most basic and popular link baiting technique. For example, if a site owner buy link bait for his hosting site from a blog. The content of link bait with text anchor links can be as follows: o Find cheap web hosting from world top web host at nominal price. o Blogs are popular in link baiting business. Link bait is a very effective way to get search engine rank quickly. III. FINDINGS Search engine is a complex system on which further enhancements should be made. Some of the key ideas are like using query caching, disk allocation, sub-indices, RAID techniques. More advanced algorithms are also required to decide which old pages should be re-crawled and which should be new one crawl. Normal features by commercial search engine like boolean operators, negations, steaming use of artificial intelligence should be added. Search engines should also work to rank better websites which use high graphic, development pattern MVC and AJAX based websites and reduce the delay time while providing Search engine results pages. Search engine developers should research to design and development better algorithms of ranking results which are more specific to the user needs. The algorithms should be distinct because users have different interests. IV. CONCLUSION Different optimization techniques have been used in social media as search engine analysis are covered in this paper. The techniques used are keyword generation and link building. This search engine optimization approach can increase the ranking of a website and benefit its owners and provide users with more correct and relevant search results. Search engine optimization makes your website globally accessible and hence you can able to search any person from multicultural and multi languages societies. By using search engine optimization tools you can manage the user traffic All rights Reserved 615

6 track your leads for future decision making process. REFERENCES [1] MarkShane Scale, (2008) Facebook as a social search engine and the implications for libraries in the twentyfirst century, Library Hi Tech, Vol. 26 Iss: 4, pp [2] Rajesh Singh, S.K. Gupta, (2013) Search Engine Optimization - Using Data Mining Approach,International Journal of Application or Innova-tion in Engineering Management (IJAIEM),Vol. 2 Iss: 9 [3] Wu He, (2013) A survey of security risks of mobile social media through blog mining and an extensive literature search, Information Management Computer Security, Vol. 21 Iss: 5, pp [4] Khattab O. Khorsheed, Magda M. Madbouly, Shawkat K. Guirguis,(2015) Search Engine Optimization Using Data Mining Approach, International Journal of Computer Engineering and Applications,Vol. IX, Iss: VI [5] Aditi Goel,Saurabh Kr. Srivastava,(2016) Study of Data Mining Algo-rithms in the Context of Performance Enhancement of Classification,International Journal of Computer Applications,Vol. 134 No.9 [6] Mor Naaman, (2010) Social Multimedia: Highlighting Opportunities for Search and Mining of Multimedia Data in Social Media Applica-tions,Multimed Tools Appl (2012) 56:934 [7] Ke Tao, Fabian Abel, Claudia Hauff, Geert-Jan Houben, Twinder: A Search Engine for Twitter Streams,Web Information Systems, Delft University of Technology [8] Dr. (Mrs.) Pushpa R. Suri, Harmunish Taneja(2012), An Integrated Ranking Algorithm For Efficient Information Computing In Social Net-works,International Journal on Web Service Computing (IJWSC),Vol.3, No.1 [9] Alan Mislove,Krishna P. Gummadi,Peter Druschel, Exploiting Social Networks for Internet Search,Max Planck Institute for Software Systems, Stuhlsatzenhausweg 85, [10] Long Jin, Yang Chen, Tianyi Wang, Athanasios Vasilakos, (2013) Understanding user behavior in online social networks: A survey, IEEE Communications Magazine, 51(9), [11] Palvi Arora, Tarun Bhalla. A Synonym Based Approach of Data Min-ing in Search Engine Optimization. International Journal of Computer Trends and Technology (IJCTT) V12(4): , June All rights Reserved 616