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SYRACUSE / iSchool / iSc 486 / What types of social media data can be analyzed?

What types of social media data can be analyzed?

What types of social media data can be analyzed?

Description

School: Syracuse University
Department: iSchool
Course: Social Media in the Enterprise
Professor: Professor stromer-galley
Term: Summer 2015
Tags:
Cost: 50
Name: Final Exam Study Questions
Description: Hey guys! Here is a comprehensive list of questions outlining the most important sections of the chapters as well as the terms that show up as well. Good luck on the exam tomorrow!!
Uploaded: 12/08/2015
12 Pages 26 Views 3 Unlocks
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IST 486 Exam


What types of social media data can be analyzed?



Tuesday,  December  8, 2015 4:07 PM

Questions

What types of Social Media Data can be analyzed?

1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Ways to Analyze Data?

1. __________________________________________________ 2. __________________________________________________ a. __________________________________________________

What is a limitation of analyzing social media data?

a. Measures popularity and engagement  Don't forget about the age old question of What is bargaining?

b. Allows us to see likes and shares across platforms

c. Social media's impact is questionable

d. It's difficult to calculate real clicks and views


What are the three reasons to do social network analysis?



T or F. If your investment is worth more than your sales, it's usually not good.

T or F. Net sentiment when talking about social media return is the total positive  minus the total negative reactions divided by the total conversation We also discuss several other topics like What is the connectionist theory?

Define what the "R" means in Return on Investment

________________________________________________________ ________________________________________________________

         

________________________________________________________ ________________________________________________________ ________________________________________________________ Define what the "I" means in Return on Investment We also discuss several other topics like How talcott parsons viewed society?

________________________________________________________ ________________________________________________________ ________________________________________________________


What are the two steps in text categorization when it comes to text mining?



We also discuss several other topics like What is life?

How did Taco Bell's going "black" on SoMe make calculating their ROI easier? a. They could directly track: sales, app downloads, exposure and sharing on  SoMe

b. They can track the age group it's popular with

c. They can track what time of day it's most popular

d. All of the Above

Name 3 Challenges of Effective Marketing/ROI

1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Name 3 Opportunities of Effective Marketing/ROI

1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Name the Key Performance Indicators (KPIs) If you want to learn more check out What is adam smith best known or admired for?

1. __________________________________________________ 2. __________________________________________________

Name the Key Performance Indicators (KPIs)

1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________ What are the 3 dimensions of data and describe them briefly

1. __________________________________________________ __________________________________________________

__________________________________________________

2. __________________________________________________ __________________________________________________ We also discuss several other topics like When a student has extraordinary difficulties communicating for reasons other than maturation, they are typically diagnosed with what?

__________________________________________________

3. __________________________________________________ __________________________________________________

__________________________________________________

API is useful because…

a. It's a contract between 2 software programs for how they share, interact or  transmit data

b. Allows developers to create applications that use data from social networking  and web platforms

c. Allows researchers/analysts to analyze behavior from data and social  networking and web platforms

d. All of the Above

Name the 6 types of Brand-related User-Generated Content

1. __________________________________________________ 2. __________________________________________________

Name the 6 types of Brand-related User-Generated Content 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________ 5. __________________________________________________ 6. __________________________________________________

T or F. Brand Centrality UGC is whether or not brand-related UGC post contains  factual info about the brand  

T or F. Marketer Directed Communication UGC is whether or not the brand related UGC post is in response to specific online marketer actions

What are the 4 levels of Sentiment Analysis?

1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________ What 3 things define Sentiment?

1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________

T or F. To measure sentiment, all algorithms only look for particular nouns and  adjectives without respect to context.  

Name 4 types of information that constitute unstructured data

T or F. To measure sentiment, all algorithms only look for particular nouns and  adjectives without respect to context.  

Name 4 types of information that constitute unstructured data 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________

T or F. Supervised learning uses text categorization but without any training or  test data whereas unsupervised learning does.  

What are the 2 steps in Text Categorization when it comes to Text mining? 1. __________________________________________________ 2. __________________________________________________

Social Network analysis is analysis of ________________________ _______________________________________________________ T or F. According to Ackland, all interpersonal networks are social networks What are 3 reasons to do Social Network Analysis?

1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________

Terms

Power Law of Distribution

practical  rep of the #clicks on links  

Brodieu's Habitus  

Our behaviors, attitudes, and norms  are shaped by the other people and  environment that we live (we are  regulated by our social context)

Gidden's Structuration Theory People are agents who help reflect  and construct society (structures  are the rules and resources that  

Answers

What types of Social Media Data can be  analyzed?

1. Content

2. Server-level behavioral data 3. User behavioral data

Ways to Analyze Data?

1. Traditional content analysis 2. Computational Approach

3. Statistics Analysis

What is a limitation of analyzing social  media data?

a.

people have in their minds that  govern behavior and society)  

Measures popularity and  engagement  

Text to Vector Categorization Converts textual info to numerical  vectors (remember, computers can  only count)

Tokenization

Since text is represented as a string  of characters, text is separated into  "tokens" separated by space or  punctuation

Text Representation/Vectorization Converting documents or BOWs  (Bags of Words) into word vectors  

Nodes

individuals (remember crime map)

Edges

connections between individuals  (remember crime map)

b. Allows us to see likes and shares  across platforms

c. Social media's impact is  

questionable

d. It's difficult to calculate real clicks  and views

T or F. If your investment is worth more  than your sales, it's usually not good.

T or F. Net sentiment when talking  about social media return is the total  positive minus the total negative  reactions divided by the total  

conversation

Net sentiment =  

("#$%&%'()*(+&,-.)0 *(2-&%'(

&#&-. 3#*'(,$-&%#* ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

Define what the "R" means in Return  on Investment

a. What business goals are you  aiming to influence? What are you  

 

individuals (remember crime map)

Edges

connections between individuals  (remember crime map)

Weighted Edge

strength of connection (arrested  once, twice, etc.)

Directed links

the direction of the relationship  (remember crime map)

Homophily

Those who interact with others  tend to be like them, Influence by  association

&#&-. 3#*'(,$-&%#* ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

Define what the "R" means in Return  on Investment

a. What business goals are you  aiming to influence? What are you  measuring?

a. Sell products? Acquire new  customers? Reduce costs?

b. Brand awareness? Develop  new ideas? Build loyalty?  

Traffic to website?

Define what the "I" means in Return on  Investment

a. What resources do you need?  How much do you need to put in  to execute it?

1)

Human resources? Capital  investment?

How did Taco Bell's going "black" on  SoMe make calculating their ROI  easier?

a. They could directly track: sales,  app downloads, exposure and  sharing on SoMe

b. They can track the age group it's  popular with

c. They can track what time of day  it's most popular

d. All of the Above

Name 3 Challenges of Effective  Marketing/ROI

1. Not establishing clear goals

2.

Focusing on sales at the expense  of other aspects (you're missing  out on "community" and creating  a loyalty base)

3. Lack of analytics/measurements

4.

Multiple vendors with different  analytic approaches

      a loyalty base)

3. Lack of analytics/measurements

4.

Multiple vendors with different  analytic approaches

Name 3 Opportunities of Effective  Marketing/ROI

1. Identify organization goals 2. Create reliable  data collection  strategies

3. Create reliable analysis strategies 4. Follow-up analysis

Name the Key Performance Indicators  (KPIs)

1. Time on site

2. #shares, likes, retweets, hearts,  etc.

3. Followership

4. Sales/contributions

What are the 3 dimensions of data and  describe them briefly

1.

Height- how much is the brand  talked about

► It measures the sum of: 1) Blog posts

2) Forum threads

3) Videos

4) Photos

5)

Social networking  groups

6) Webpages

2. Width- from the audience  perspective

► ► ►

How is the brand shared  online?

How do people interact  with it?

How active are the  

communities within which  conversations take place?

► Measures the sum of  

with it?

How active are the  

communities within which  conversations take place?

► Measures the sum of  

engagement metrics for  

each channel analyzed in  

height

1) Comments

2) Thread replies

3) Video views

4) Followers

3. Depth - is the brand understood  and talked about in the way its  marketers intended?

It looks at whether the  messages won on target  with marketing objectives

► It looks at the messages'  

sentiment

1) Positive

2) Negative

3) Neutral

API is useful because…

a. It's a contract between 2 software  programs for how they share,  

interact or transmit data

b. Allows developers to create  applications that use data from  social networking and web  

platforms

c. Allows researchers/analysts to  analyze behavior from data and  social networking and web  

platforms

d. All of the Above

Name the 6 types of Brand-related  User-Generated Content

1. Promotional self-representation 2. Brand centrality

3. Marketer directed communication 4. Response to online marketer  

Name te 6 types o Bran-reate  User-Generated Content

1. Promotional self-representation 2. Brand centrality

3. Marketer directed communication 4. Response to online marketer  action

5. Factually informative about the  brand

6. Brand sentiment

T or F. Brand Centrality UGC is whether  or not brand-related UGC post contains  factual info about the brand  

That's factually informative about the  brand. Brand centrality is the role of the  brand in brand-related UGC

T or F. Marketer Directed  

Communication UGC is whether or not  the brand-related UGC post is in  response to specific online marketer  actions

That's response to online marketer  actions, Marketer Direction  

communication is when consumers may  pose questions or complaints to  marketers as well as respond to  companies' questions or comments

What are the 4 levels of Sentiment  Analysis?

1. Individual

2. Societal

3. Political

4. Marketing

What 3 things define Sentiment? 1. Emotion

2. Opinion valence/polarity (no  emotionality)

3. Preference

T or F. To measure sentiment, all

.  

2. Opinion valence/polarity (no  emotionality)

3. Preference

T or F. To measure sentiment, all  algorithms only look for particular  nouns and adjectives without respect  to context.  

Only simple algorithms look for  adjectives without context, more  complex algorithms or software  programs are more detailed.  

Name 4 types of information that  constitute unstructured data

1. Email

2. Customer feedback

3. News documents

4. Company manuals

5. PR documents

6. Various forms of web documents

T or F. Supervised learning uses text  categorization but without any training  or test data whereas unsupervised  learning does.  

Supervised uses training and testing  data as part of its text categorization  whereas unsupervised finds structure in  a document collection without either  types of data

What are the 2 steps in Text  

Categorization when it comes to Text  mining?

1. Training

2. Testing

Social Network analysis is analysis of  the relationship between people  (Money/transactions/favors and  conversation)

T or F. Accordin to Ackland all

Social Network analysis is analysis of  the relationship between people  (Money/transactions/favors and  conversation)

T or F. According to Ackland, all  interpersonal networks are social  networks

NOT all interpersonal networks are  social (Twitter)

What are 3 reasons to do Social  Network Analysis?

1. Influence

2. Homophily

3. Info Flow

4. Crisis Management

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