Using social and news media data for deeper analysis and prediction скачать в хорошем качестве

Using social and news media data for deeper analysis and prediction

With the rise of social media and 'big data' many companies and software providers have made bold claims about the potential of social media analysis; while many established media monitoring and research businesses have evolved to integrate social data feeds into their core services. But what innovative and tangible benefits does this proliferation of data yield? Too often the explosion in social media data offers little beyond giving clients more channels in which to track mentions of their brand performance or, worse, generates fewer, rather than more, useful insights owing to the scale of results or poor research set-up. Drawing on practical experience and theoretical knowledge, this talk will address the current challenges the communications industry faces in bringing together new and traditional forms of media analysis to provide deeper insights. We will explore the importance of ‘small data’ in research and why building an analysis programme around understanding the role of key people rather than more general conversations is the key to success.