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Sysom
Business I
Soci
contact@
www.sy
(866)
120 Baldw
Toro
M
Whi
Ap
mos In
ntelligence
al Media
@sysomos.c
ysomos.co
483 3338
win St, Suit
onto, ON
5T 1L6
itepaper
ril 2009
nc.
e for
com
m
te 3
S
M
I
V
M
R
A
D
Socia
Mee
ntel
Vue M
Marke
Repor
Analyt
r. Nick Ko
al M
ts Bu
ligen
Magaz
eting A
rt on S
tics
oudas
edia
usin
nce
ine &
Assoc
Social
a
ess
& Cana
ciatio
l Med
adian
n
dia
2
ABST
us
o o o o o o o
TRACT
● ● ●
ser generatcontent:
blogs social netwwikis podcasts microblognews video
● ● ●
t
t
s
●
ted
works
gs
●
User generattwitter, wikisproliferating astonishing; excess of 10aggregate suthe word socby individuals
Historically coa business frIntelligence iFor example sales in a regchanges.
In this article
of great serv
knowledge a
campaigns, la
ted content (s, collaborativat unprecedmore than h00 million bloch services gcial media is us online.
orporate datarom employms a mature ssuch technolgion is increa
e we argue th
vice to social
nd intelligenc
aw enforceme
e.g., web logve tagging, nedented ratesalf a billion iogs, millions generate veryused to refer
abases have ment recordsset of technoogies inform asing or decr
hat business
media as w
ce for marke
ent agencies
gs or blogs, sews, music sit. The numbeindividuals inof users ut
y large amounto this inform
been accumu to corporatlogies offerinanalysts and reasing but a
intelligence t
well. This wea
ters, public r
among many
ocial networktes, podcast aers quantifyin social netwilizing micro‐nts of data omation collec
ulating informe supplies anng deeper unexecutives nalso point to
technologies
alth of inform
relations agen
y others.
ks, micro‐bloand video shang user partorking sites w‐blogging sern a daily basctive, primaril
mation about nd sales reconderstanding not only that t the reasons
and function
mation contai
ncies, advert
gging such aring sites) areticipation areworldwide, inrvices, etc. Inis. Commonlyy contributed
any aspect oords. Businesof such datathe volume os behind such
nalities can be
ins invaluable
isers, politica
s e e n n y d
of s a. of h
e
e
al
3
INTR
Efficifrom
It is epubli
Ana
123
4
567
RODUCTION
ent collectio which busin
evident that ic relations a
● ●
lytical Cap
1. Demogra2. Sentimen3. Crisis
Managem4. Influence
Identifica5. Measurem6. Comparis7. Engagem
● ●
N – FROM D
n, archiving ness intelligen
the ability toand brand co
●
acities
phics nt
ment er ation ment son ent
●
ATA TO INT
and cleaningnce may be etime periodsperceptions
1‐2 For exaages 19‐29) tmay locate gadget and disappointm
3 By tappingidentify crisihappen and
4 One can ekey influentifor a brand escalated intsources; thereadership c
5 Gain insightime (positivfollowing a pengagement
6 Obtain feseveral locat(professionadifferent in C
7 Identify kecommunity wone step fuindicators (einfluence of
o make senseonscious corp
TELLIGENCE
g of such collextracted. Sus and identifor acceptanc
ample we can
that have extthe target dautomatica
ent around t
g into the info
is events forreact effectiv
effectively ide
ial sources thstarted whento several on top 10 blogan be subseq
ht on the imp
ve sentiment particular ont online).
edback on h
tions aroundl males in thCanada).
ey communit
with specific further, it is e.g., volume osocial media
e of the inforporations as
lective knowuch analytics fy when ande of brands a
n identify the
tremely positemographic lly discover he screen size
ormation col
r brands, provely.
entify how id
hat primarily n a particularnline forums ags and forumquently identi
pact of an adv
towards a brline ad camp
ow key comp
the world oheir 30's pref
ties or individ
focus on wifi possible to of sales as a on the botto
rmation in sothey are no
ledge providcan enable o
d where, andand products
e target dem
tive opinions with the mothe reason
e and graphic
lective gener
oducts, indiv
eas or rumor
contribute tor posting appand subsequs actively wrfied).
vertising cam
rand increasepaign with th
petitive prod
or in aggregafer product A
duals online t
enabled gadcontrast sucfunction of tm line.
ocial media oow able to o
es the foundone to contrad most impoare changing
mographic (e.g
about a new ost negative s behind sucs in the new
rated by user
viduals or the
rs spread acr
o such spreapeared on a bently made itriting about t
paign around
ed steadily ine video ad re
ucts and bra
ate, across seA to B in th
to engage wi
gets). Takingch informatiotime) and un
offers tremenbtain continu
dation for robast events acortantly for w.
g., males in e
tech gadget.opinions abouch sentimegadget).
s on a daily b
e general pu
oss the globe
d (e.g., the cblog with widt to wide circthe crisis wit
d the globe as
n a particular eceiving the
ands fare com
elect demogre US, but th
th (a technol
such desiredon with key nderstand cor
ndous value uous feedbac
bust analyticcross multiplewhat reasons
eastern US o
. Similarly, weout the sament (a lot o
basis, one can
ublic, as they
e and identify
crisis situationde readershipculation newh the highes
s a function o
demographimost positive
mparatively a
raphic groupe situation i
logy centered
d functionalityperformancerrelations and
to marketingck from thei
s e s,
of
e e of
n
y
y
n p, s st
of
c e
t
s s
d
y e d
g, r
4
DAT
Sociaand osever
An adas bloinforthe mbasisdata
“Nmcobeimledsh
A COLLECTI
al media, whionline videosral challenges
dditional chaogspot or livemation from moment theys. Given the rcollection is a
● ●
New mediaedia and inonnectivityecome incrmportant... d to fundahifts”
● ●
ION
ich consists o, is a highly ds; especially r
llenge is relaejournal) neeblogs (new b are publicly rapid evolutioa fundament
DAT
A lastatGoofor the say,
●
a, social nternet y has reasingly this has mental
●
customersconsumer
A variety exchange media forbecome inway peopexpressedmanually expensive
Technologinformatioto providhighlight hinterpret s
of blogs, wikiiverse and herelated to diss
ted to data sd to be discoblog posts), soavailable. Coon of social mal first step in
TA CLEANIN
arge fraction tistics, more togle) is spam.malicious advone that is m, a blog post
s, understanrs. Such ability
of studies pinformation, their entertancreasingly imle research pd. Given the vmake sense
e, and more li
gical advanceon in real timde business how technolosocial media.
is, message beterogenous ssimilar data f
source discovvered the moocial networkllectively, mumedia servicesn enabling bu
NG AND SPA
of the inforthan half of th. Spam is primvertising and more pronounin order to c
d issues, reay is becoming
oint to chan the ways peainment. Newmportant. Asproducts to obvolume of inf of this infokely destined
es enable thme. Hence weintelligence ogy can aid t
boards, sociaset of data. Cformats, data
very. Blogs (esoment they aks and the resultiple millions and the evesiness intellig
AM REMOVA
mation in ushe content homarily createphishing attanced is maliciocause the po
act to themg increasingly
ging trends eople choose w media, socis a result, thibtain informaformation invormation colld to fail.
he effective e outline the insights utilihe ability to
l networks, pollecting datatypes and no
specially thosre created. Ifst of the socia opinions areer increasing gence on soci
AL
ser generatedosted at blogsed for search acks. Althougous content. ost to be rele
as well as y important.
in the ways to be informal media, andis has led to ation and the volved it is evective is at
processing ochallenges azing the soccollect, proce
podcasts, mica from heteroon standard m
se not residinf this data is tal media collee posted onlinvolume of daial media.
d content is spot (a blog hengine optimh there are m Spammers inevant to man
efficiently
people commmed, the typesd internet confundamentaway in whichvident that anbest extrem
of very largessociated witcial media cess, and mos
croblogging, ogeneous soumeta‐data tag
ng on hosted to be used effective, shouldne by consumata, robust an
spam. Accorhosting servicmization purpmany ways tonject contenty possible se
engage with
municate ands of preferrednnectivity hal shifts in theh opinions areny attempt toely slow and
e volumes oth an attempcollective andst importantly
bookmarkingurces presentgs.
services suchfectively, newd be collectedmers on a dailynd exhaustive
ding to somee provided byposes but alsoo create spamt unrelated toearch queries
h
d d s e e o d
of pt d y
g, s
h w d y e
e y o
m, o, s.
5
ANA
The woulconteincreseveralong
In mmentthe dtechntransthis opini
“This hatteconme
ALYTICS
key to unleald be to obtaient is imperaease or decrearal entities ofg these lines i
any cases thtions of the bdiscussion, sanology enablsform documspace, by esions exist abo
● ●
he presencharmful to empt to unntent fromdia”
● ●
shing the poin simple metative in orderase in the vof interest in teincluding som
he volume ofbrand of inteaving time anles very fast ents into poissentially keeout topics, p
●
e of spam any nderstand social
●
Then thmalicio
The premedia. themesbefore exist. Sfacilitatand resolution
ower of sociatrics on the vr for such colume of menterms of mentme free soluti
We arthan wclippinprobaeventsattribuThe fiidentiffurthe(e.g., tgadgeon this
f chatter/discrest. In that nd cost assocsummaries nts into a higeping only suroducts and
he actual (spous content).
esence of spaSpam conte
s around topprocessing sSuch techniqte automatedmoving spamns on social m
al media is gavolume of meounts of mentions (or buzztions online (ons.
rgue that it iswhat is presengs. An increbly correspos requires sutes/featuresrst powerful fy the main cer focus on wthere is a lott as well as as information
cussion arouncase powerfuciated with reof large docgh dimensionubspaces thatheir feature
pam) post co
am is harmfuent introducepics of interesocial media ues aid to ad comprehensm is an ongmedia.
aining enhanentions of enttions to be mz) around an (being related
s possible toently availabease or a dends to somesignificant efs/properties afunctionality
conversationswhat is actualt of active dia different din we can quic
nd a specificul summarizaeading all theument collecnal 'document contain thees. The ability
mmonly cont
l to any attemes noise andest. It is impcontent. A va certain extsion; as spamoing battle f
nced understatities of interemeaningful. Tentity of inted products, co
obtain undele in the forecrease to te event of intffort if the are commonly is the abilits around an ely important scussion arouiscussion threkly focus on e
topic will bation featurese content. Rections. The bt space' and e most infory to understa
tains links to
mpt to underd clutters anperative to idvariety of tectent further m filtering techfor providers
anding of itsest in online This functionerest and indeompetitors, e
erstanding ofm of counts he volume oterest. Beingvolume is y associated ty to understentity of inteand refine ound the 'screead around iteach discussio
e vast, easilys can readily ecent advancbasic idea besubsequentlyrmation. Comand the senti
o several site
rstand conteny emerging dentify and rchniques to rprocessing ohniques evolvs of busines
content. A scontent. Havality will alloeed being abletc). Several s
f social mediaof mentionsof mentions g able to undhigh and/owith the entitand discussiorest. This wilour search foeen size' of ats 'wifi' capabon separately
y surpassing distil what iscements in suehind summay reduce themmonly diverment of opin
s (advertising
nt from sociadiscussion oremove spamremove spamof content tove, identifyings intelligence
starting poining spam freeow to observele to comparesolutions exis
a far superios and contenof an entity
derstand suchr if multiplety of intereston topics andl enable us toor informationa specific techbilities; basedy).
thousands os important inummarizationarization is todimension orse and polanions toward
g
al r m m o g e
t e e e st
r t y h e t. d o n h d
of n n o of r s
6
speciarou
Supprequunde
GEO
“Tunsetoenim
ific topics or nd positive a
porting efficieirement. Giverstand and a
GRAPHY AN
● ●
The ability tnderstand tntiment ofwards spentities of inmperative””
●
entities of ind negative s
ent identificaven the fragmssociate com
ND DEMOGR
●
to the f opinions cific topicsnterest is ”
● ●
nterest is imsentiment ena
SociaSupprequtrack
Giveauthsimpargumuccoupabilitsearc
Finaltion of such mentation ofmunities tog
RAPHICS
Social mof the winterestwell asoffers ademogr
Such inaiming factor tpercept
s or
perative. Thiabling further
al media is port for searuirement. Thek issues acros
n the diversihoritative indiple measures e that the ach richer formpled with spty to understch is therefor
lly, across scommunitiesf social mediether across
media contenworld as welts, backgrouns demographa way to obtaraphic or inte
nformation oto comprehetime in the tions and opin
is will enabler topical anal
a truly globch as well ae requiremenss the planet.
ty of social mividuals in eacof authorityccumulated h
ms of authorityecific businetand varied re of critical im
social medias across topiia today acrosources is a p
nt is contributl as belonginnds and profeic informatioain understanerest groups.
offers enhancend geograpanalysis, it nions change
e power grouysis across se
bal phenomes advanced ant becomes
media sourcech media souy exist today history of they and influeness objectivebusiness objemportance.
a sources, scs as they emoss multiple pressing need
ted by users,ng to differenessions. Captuon about thending of socia
ced understahies or demooffers a po
e temporally.
uping and sumentiments.
non; contenanalytics acroa necessity f
s, the ability urce is very im(e.g., numbee online activce to emerges. Availabilityectives in or
everal topicmerge and eheterogeneo
d.
individuals rnt demographuring informae individuals l media in va
anding of paographics. Cowerful capab
mmarization
t exists in aoss all langufor global co
to identify inmportant. Alther of in links tvity of individe, especially wy of technicder to condu
cal communievolve is an aous sources t
residing in difhic groups, hation about thcontributing
arious geogra
rticular interoupled with bility to und
of discussion
all languagesages is a keyorporations to
nfluential andhough severato a blog) weduals enablewhen they areal tools withuct influence
ities emergeadditional keythe ability to
fferent placehaving diversehe location ag informationphies, diverse
rest to thosethe ability toderstand how
n
s. y o
d al e s e h r
e. y o
s e s n e
e o w
7
CON
NCLUSION
Saetorsm
Social media argued that tenhanced undoday in the mesult of technocial media media.
are empowetechnology caderstanding omarket placenology breaktanalysis platf
ering individuan empower of social medie. The seconthroughs aligforms offers
uals and aremarketers aa, offering fud generationned to meet a convergen
redefining tand public renctionality fan of social mebusiness neence of busine
the media laelations speciar beyond whedia analyticeds. This new ess intelligen
andscape. Weialists to gainhat is availables is here as ageneration oce and socia
e n e a of al