Social media conversations are at the core of cultural and social change. The use of Big Data, particularly large amounts of social media data, will become the basis of competition and growth for politicians looking to increase the reach of their messages that will actually resonate with people. The rise of social media networks, as a civic and political space has experiences a tremendous growth in a different category of data that some refer to as “user–generated” data. With this the user is going about his or her day, participating on social media. The imprints she leaves behind, however, carry important information and include her actual conversations- and their actions become the very data themselves. Unlike past forms of engaging the public to help know what issues must be incorporated into your party’s missions, you can now use social media to capture actual utterances of the public (and potential voters) on a wide variety of topics of interest to them, without even leaving your desk. Such data lends itself to deeper and a more direct insight into a person’s opinions, dispositions and behaviours.
The quantitative depth of big data composed of social media conversations is exponentially richer than pre–digital data, as it can easily contain thousands data points on each individual. However, collecting mountains of data won’t yield a grain of insight. To turn this flood of data into usable information at the hands of political campaigns and others, you must rely on an appropriate social media analyzing tool.
While researchers can manually analyze social media, doing so has many limitations.New Politico uses technology and software to offer the ability to distribute, anonymize, and serve intelligent data at low cost and to a large audience. Through this tool, we are able to monitor various social media and internet sites in a way that is useful in that it provides rich data and is accessible with out-of-the-box functionality.
Below we break down how our solution covers each online platform/social media site specifically:
|i) blogs||The = tool uses search triggers to allow customers to track key words and mentions across blogs and other websites. Mentions can then be aggregated into a report for analysis.|
|ii) micro–blogs (Twitter):||Our tool is used to monitor tweet mentions, sentiment, and demographics for customers. Our tool is able to do things others cannot do such as going back in time to examine historical events, and the data retrieval mechanism is superior even to industry groups that claim full fire hose access to Twitter, where all searching is on the basis of keywords or users. Furthermore, our customers are able to determine key influencers on the Twitter platform who engage with their organization the most.|
|iii) social networking sites (Facebook):||New Politico’s tools allows for monitoring trends and datasets on the Facebook platform. Customers can track aggregated Facebook topic data, as well as real-time insight to the topics and interactions on Facebook.|
|iv) forums and message boards:||Our tool uses search triggers to allow users to track key words and mentions across forums and message boards. Mentions can then be aggregated into a report for analysis|
|v) traditional news websites and comments sections||The tool uses search triggers to allow customers to track mentions on traditional news websites and comments sections websites. Mentions can then be aggregated into a report for analysis|
|vi) media sharing websites (videos, photos and user–generated content websites including YouTube)||New Politico has access to tools that allow for image analysis. This allows users to identify, track and analyze logos contained in billions of social media posts across platforms, including YouTube, Instagram, and Pinterest.|
The entire tool is compatible with Windows, MacOs, Linux, Solaris, IIS, Apache and Nginx and can be used on almost any platform.