Published on February 5, 2014
Alisa Kongthon, Ph.D. Speech and Audio Technology Laboratory National Electronics and Computer Technology Center
Source: zocialrank.com 2
! A tool to help companies determine what is being said about their brand, product or service on social media Social Media Analysis Metrics Convert unstructured information from user generated content into meaningful consumer understanding Number of comments or posts Sentiment ! Volume Overall tone, polarity to brand, product Topics Features and words associated with brand Inﬂuence Ability of individual to create buzz 3
! Thai Natural Language Processing ! Word segmentation ! Word normalization ! Text Mining ! Feature word extraction ! Topic ﬁltering/classiﬁcation ! Sentiment Analysis 4
Input: Social media, Webboard, Reviews Analyses: • Keyword analysis • Intention analysis • Sentiment analysis • Language usage analysis Display and Report: • Graph, Chart or Tag Cloud • Interactive Dashboard • Adaptive Emoticon 6
Interactive Dashboard 7
Interactive Dashboard 8
Social Media for Emergency Response http://mashable.com/2011/02/11/social-‐media-‐in-‐emergencies/ 13
! The 2011 ﬂood (July – December 2011) has been described as the country’s worst disaster in recent history ! The World Bank estimated total economic damage to be approximately $45 billion ! The National Social and Economic Development Board reduced Thailand’s economic growth forecast from 3.5-‐4% to 1.5% 14
! Retrieved 175,551 Tweets (from 23/10/2011 to 17/12/2011) using the keyword ‘#thaiﬂood’ ! After removing “Retweets” and duplicates, our data set contained 64,582 unique Tweets 17
! Situational announcements and alerts ! up-‐to-‐date situational and location-‐based information related to the ﬂood such as water levels, traﬃc conditions and road conditions in certain areas. In addition, emergency warnings from authorities advising citizens to evacuate areas, seek shelter or take other protective measures are also included. ! Support announcements ! support announcements such as free parking availability, free emergency survival kits distribution and free consulting services for home repair. 18
! Requests for assistance ! messages requesting any types of assistance; such as food, water, medical supplies, volunteers or transportation. ! Requests for information ! general inquiries related to the ﬂood and ﬂood relief such as inquiries for telephone numbers of relevant authorities, regarding the current situation in speciﬁc locations and about ﬂood damage compensation. ! Other ! all other messages, such as general comments; complaints and expressions of opinions. 19
User ID #Tweets #Retweets #Followers Meenajah 1394 1989 97 BengoshiNadda 939 1255 512 Nonﬂood 703 1007 581 AeyEegg 642 859 279 LostFoundTh 607 811 285 sawetachai 499 758 1194 thaiﬂood 490 14272 107791 bkk24 469 1628 627 thaiﬂoodUpdate 440 468 21 SiamArsa 420 3916 34574 21
User ID #Followers #Tweets #Retweets chocoopal 314954 11 137 suthichai 232242 8 134 Kitti3Miti 209505 5 20 js100radio 191840 5 127 jjetrin 178644 3 27 Noom_Kanchai 174164 1 12 MajorGroup 139760 7 90 ThaiPBS 135618 78 857 wongthanong 134607 1 3 paloyhorwang 119119 1 1 22
User ID #Followers #Tweets #Retweets thaiﬂood 14272 490 107791 SiamArsa 3916 420 34574 kapookdotcom 1997 302 33403 GCC_1111 1544 214 19671 ittipat_Rw 1495 178 14572 Rawangpai 1339 83 84955 Pat_ThaiPBS 1137 326 8742 KBank_Live 972 76 63819 iwhale 966 77 34584 ThaiPBS 857 78 135618 23
! Ranking the users based on the number of Retweets can help identify the perceived credibility of the inﬂuencers ! With this list of inﬂuential Twitter users, citizens can choose which sources of information they would follow during the natural disaster; in order to obtain the most relevant, up-‐to-‐date, and credible information 24
! Fast dissemination of information to large groups ! Interactive ! Access through mobile devices ! Growing natural proclivity 25
! Aggregation (lots of tiny pieces!) ! Anomaly detection (what isn’t just noise?) ! Accurate information (vs. outdated, inaccurate, and false information) ! Malicious use of social media during disasters 26
! Language Analysis and Text Mining ! Blog Analysis ! Comparison detection ! Sarcasm detection ! Rumor detection 27
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