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Title:
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INVESTIGATING A TECHNIQUE TO ANALYSE SOCIAL MEDIA DATA |
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Author(s):
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Lizani Botha, Estelle Taylor and Magda Huisman |
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ISBN:
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978-989-8533-74-6 |
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Editors:
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Miguel Baptista Nunes, Pedro Isaías and Philip Powell |
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Year:
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2018 |
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Edition:
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Single |
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Keywords:
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Social Media, Social Media Data, Sentiment Analysis, Opinion Mining, Data Mining |
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Type:
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Short Paper |
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First Page:
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217 |
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Last Page:
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222 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Businesses have adopted social media as a way to enhance customer relationship management, and to meet communications objectives and business goals. Vast quantities of user-generated content are created on a daily basis through social media platforms and the amount of content grows exponentially. Companies can gain advantage by analysing available social media data, but they still face challenges when using social media platforms, especially to manage the vast amounts of user-generated content. The purpose of this study is to investigate techniques that can be used by a company to analyse social media data effectively. A computer-aided analysis technique was used. Twitter data (tweets) were collected and analysed. A basic framework was created which can be used by companies to determine sentiment and opinions from social media data. The framework can serve as a guideline for companies that are struggling with the effective use of social media platforms. |
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