This is the talk I gave at the Lipari Summer School on Computational social science 2013. What are relationship between social science and big data? With a focus on Twitter and its social media mining tools
http://www.tecnoetica.it/2013/08/07/lipari-summer-school-computational-social-science-big-data-e-twitter/
5. LIPARI21/07/2013
DAVIDEBENNATO
• Big Data
New sources of data: mobile log, social media activity, sensors
New industries: SAAS, social platforms, mobile, BI
New research landscapes: huge dataset of human behaviour
http://www.mushroomnetworks.com/infographics/landscape-of-big-data
12. LIPARI21/07/2013
DAVIDEBENNATO
• Data Science
When worlds collide: statistics/math, computer skills,
Data scientist from the social science point of view is a
computational social scientist
http://smartdatacollective.com/davidmsmith/124376/statistics-vs-data-science-vs-bihttp://www.drewconway.com/zia/?p=2378
14. LIPARI21/07/2013
DAVIDEBENNATO
• Data Market
A growing marketplace: digital marketing, Big Data industry
Data companies: monitoring platform (Radian6)
Data services: Freebase, Datahub
http://www.quintly.com/blog/2013/03/infographic-the-rise-of-social-media-analytics/
20. LIPARI21/07/2013
DAVIDEBENNATO
• Digital methods (https://www.digitalmethods.net/)
A set of methodologies used for analysing social behaviour in
the web
Scientific tradition: social research, media studies
http://adequatebird.com/2010/05/03/the-political-blogosphere-and-the-2004-u-s-election-divided-they-blog/
21. LIPARI21/07/2013
DAVIDEBENNATO
• Social media mining
A group of techniques to extract relevant information from a
social media dataset
Scientific tradition: datamining, computer science
https://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
22. LIPARI21/07/2013
DAVIDEBENNATO
• Social media analytics
A group of tools and services for the evalution of the social
media ROI (return on investments)
Scientific tradition: digital marketing, webmetrics
http://inmaps.linkedinlabs.com/
26. LIPARI21/07/2013
DAVIDEBENNATO
• Networking
Analyzing relationship between a set of social media users
Unit of analysis: relationship
http://blog.socialflow.com/post/5246404319/breaking-bin-laden-visualizing-the-power-of-a-single
32. LIPARI21/07/2013
DAVIDEBENNATO
• Decide which metrics collect
Which is the problem we want to study?
Which are indicators we need to study the problem?
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
33. LIPARI21/07/2013
DAVIDEBENNATO
• Collect data
Create a database with the data we want to study
Script approach: Python (e.g.)
Softwares: ScraperWiki, NodeXL
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
34. LIPARI21/07/2013
DAVIDEBENNATO
• Analizing data
Statistically: using simple measures to describe data
Visually: using a graphical way to understand data
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
35. LIPARI21/07/2013
DAVIDEBENNATO
• Interpreting data
Relations between metrics/indicators and research questions
Data storytelling approach
http://www.seratoo.com/MarketingWeb2.0/infographic-a-guide-to-analytics-based-online-marketing/
41. LIPARI21/07/2013
DAVIDEBENNATO
• Why Twitter?
A growing platform in information diffusion (influencer, events)
A complete set of API (Rest API, search API, streaming API)
Simple metrics for complex analysis
42. LIPARI21/07/2013
DAVIDEBENNATO
• Search API
Sample of tweet
Is unclear which is the method
of sampling
• Streaming API
An extendend sample of tweet
(Morstatter, Pfeffer, Liu,
Carley, 2013)
• Rest API
Following, follower
Trending topic (per
nation/day/week)
Last 20 status update
Last 100 recent tweets
Last 100 users retwitting
another one
…
49. LIPARI21/07/2013
DAVIDEBENNATO
• Metrics: words
What: Which and how many words are used in the tweets
Used for: topic analysis, sentiment analysis
https://twitter.com/Tecnoetica/status/357481799431110657
51. LIPARI21/07/2013
DAVIDEBENNATO
• Metrics: accounts
What: How many @people tweet during an event or about a
#topic
Used for: popularity, audience analysis,
https://twitter.com/Tecnoetica/status/357481799431110657
61. LIPARI21/07/2013
DAVIDEBENNATO
• Tweet Archivist http://www.tweetarchivist.com/
Research strategy: monitoring
Metrics: top user, word cloud, top URL, source, Tweet by time,
mentions, hashtags, collecting dataset ($)
65. LIPARI21/07/2013
DAVIDEBENNATO
• Simply Measured Following Report
http://simplymeasured.com/free-social-media-tools#report-20
Research strategy: follower analysis
Metrics: time zone, rank for followers, last tweet date rank,
https://app.simplymeasured.com/viewer/8dlkwkpcz7h82escv8ij6xc22ri3ap/1196194?id=563284#
71. LIPARI21/07/2013
DAVIDEBENNATO
• Bigliography
Giglietto F., Rossi L., Bennato D., 2012, The Open Laboratory:
Limits and Possibilities of Using Facebook, Twitter, and YouTube
as a Research Data Source, “Journal of Technology in Human
Services”, vol.30, n.3-4, pp.145-159.
Hansen D.L., Shneiderman B., Smith M. a., 2011, Analyzing
social media networks with NodeXL, Elsevier, Amsterdam.
Morstatter F., Pfeffer J., Liu H., Carley K. M. 2013, Is the Sample
Good Enough? Comparing Data from Twitter’s Streaming API
with Twitter’s Firehose, arXiv, 21 june 2013,
http://arxiv.org/abs/1306.5204
Welser H. T. , Smith M., Fisher D., Gleave E., 2008, Distilling
digital traces: Computational social science approaches to
Studying the Internet, in Fielding N., Lee M. L., Blank G., The
SAGE Handbook of online research methods, SAGE, London,
pp.116-140.
72. LIPARI21/07/2013
DAVIDEBENNATO
• Davide Bennato teaches Sociology of culture
and communication and Sociology of digital
media at the Department of Humanistic Sciences
at the University of Catania.
• He was professor for different italian universities:
Roma “La Sapienza”, LUISS, Università di Siena,
Università del Molise.
• He is one of the founding members of STS-Italia
(Science and Technology Studies Italian
Association) and was vice-president (2005-08).
He is also founding member of Startup CT,
association for the promotion enterpreneurial
startup business culture. He is member of the
board of Bench s.r.l., a University of Catania spin
off in social and marketing researches.
• His research topics are: technological cultures,
digital content consumptions, social media
interpersonal relationship.
• Books: Le metafore del computer. La
costruzione sociale dell’informatica (Meltemi,
2002) e Sociologia dei media digitali (Laterza,
2011).
• Books chapters: (2010) voce La circolazione
delle tecnologie, in XXI Secolo, Istituto
dell’Enciclopedia Italiana Giovanni Treccani,
(2011) Strategie di relazione sociale nelle
piattaforme di social network, (2012) Etica dei
social network. Valori e comportamenti sociali in
Facebook, (2013) Morte di un’icona pop. Le
reazioni online alla morte di Michael Jackson.
73. LIPARI21/07/2013
DAVIDEBENNATO
• Davide Bennato
Sociologia dei media digitali, Laterza, Roma-Bari, 2011
• Millions of people consult and interact with each other through
the use of internet. Each in its own way, participate in the
networking of news, but also to the transformation of these
tools of communication and socialization. Blogs, wikis, social
networks are - above all - tools of social relationship. The
participative web then obliges a profound rethinking of the
classical concepts of the sociology of communication.
• Davide Bennato offers a detailed analysis of the different tools
and platforms well known to the public, from Facebook to
Youtube, and examines the ethical and social consequences
of the use of new technologies.
• The book on internet
website
http://www.sociologiadeimediadigitali.it
Facebook fanpage
http://www.facebook.com/sociologiadei
mediadigitali
Twitter
http://twitter.com/mediadigitali