1.
©
Copyright
2012,
UniteEurope
Social media analytics for sustainable
migrant integration policies
Reflec%ons
of
the
FP7-­‐ICT
project
UniteEurope
from
a
tool-­‐oriented
perspec%ve
Technical
coordinator:
SYNYO
Research
Dr.
Irmgard
Wetzstein,
MA
(irmgard.wetzstein@synyo.com)
Dr.
Peter
Leitner
(peter.leitner@synyo.com)
CeDEM
conference,
Krems,
May
23,
2013
h@p://www.uniteeurope.org
h@p://www.synyo.com

2.
Basic considerations and assumptions
• Social media analytics tools are employed to collect, filter,
aggregate and visualize mass data / user-generated content
based on pre-defined parameters and social media sources,
mostly with regards to business and marketing purposes.
• Tools are manifold and often highly sophisticated, their use
aiming to support migrant integration, however, is a new
approach.
• Use of the potential of such tools to gain authentic insights into
views especially of the younger generation in socially often
fragmented and diverse urban areas.
Support city administrations and local NGOs as well as pan-
European organisations with citizens’ authentic views to enable
sustainable migrant integration.
Social
media
analy%cs
for
sustainable
migrant
integra%on
policies
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3.
Concept and modules
• Web-based social media analytics solution (“software as a
service”).
• Derivation of modules based on in-depth requirements studies
with end users (Götsch, Grubmüller & Pejic, 2013): main
dashboard, organisation monitoring, campaign tracking, live
monitoring, multi streams, integration monitoring, measures and
cases library, benchmark analytics.
• Easy-to-use tool based on a multi-layer grid model.
Social
media
analy%cs
for
sustainable
migrant
integra%on
policies
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4.
Challenges and conclusion
• New application context of social media analytics.
• Legal and ethical aspects, especially privacy and data protection
(Grubmüller, Krieger & Götsch, 2013) -> use of publicly available
data, maintain standards of anonymity (data aggregation).
• Question of representativeness / “social media/Internet public” ->
consider voices of the younger generation.
• Question of “informed consent” and debate on the use and
misuse of big data (see for example boyd & Crawford, 2012) ->
in-depth consideration within the project’s social-scientific
stream.
• Social media/Internet access and penetration -> focus on
European regions (especially northern countries/cities in the
consortium).
• Purposeful use of the UniteEurope software -> temporary
licenses.
Social
media
analy%cs
for
sustainable
migrant
integra%on
policies
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5.
Thank you for your attention!
Dr. Irmgard Wetzstein, MA
Research Manager at SYNYO
+43 (0)1 99 620 11 5
irmgard.wetzstein@synyo.com
Dr. Peter Leitner
Head of R & D at SYNYO
+43 (0)1 99 620 11 7
peter.leitner@synyo.com
http://www.synyo.com
http://www.uniteeurope.org
Social
media
analy%cs
for
sustainable
migrant
integra%on
policies
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