PERSPECTIVES OF SOCIAL MEDIA ANALYTICS APPLICATION IN HIGHER EDUCATION IN SERBIA

Grljević Olivera, Šereš Laslo, Debeljački Ružica

University of Novi Sad, Faculty of Economics Subotica

Introduction

• Information access and sharing: customers; companies.

• Business intelligence and Web analysis.

• Social business intelligence.

• Research focus, ideas and goals.

Research overview

• “Social media and higher education, the common ground” – which social media sites are used, how they are used for personal and professional purposes.

• “The relationship between frequency of Facebook use, participation in Facebook activities, and student engagement”.

• “Social networking usage and grades among college students”.

• Ologie: Social media and higher education.

SENTIMENT ANALYSIS – A KEY DATA MINING TECHNIQUE FOR MINING SOCIAL DATA

• SMA for business performance, and for higher education.

• Social media analysis and sentiment analysis.

• Sentiment analysis identifies attitudes, opinions or emotional state of the writer.

Sentiment analysis steps

1. Fetch, crawl, and cleanse

2. Text classification

3. Entity extraction

4. Sentiment extraction

5. Sentiment summary

6. Reports/charts

CASE STUDY – ANALYSIS OF THE POSSIBILITIES OF SENTIMENT ANALYSIS APPLICATION IN HIGHER

EDUCATION IN SERBIA

• Facebook usage and motives

• Social networking interaction: expansion of the network, comments about the content, access to specialized groups and discussions.

• The most popular social media site is Facebook, then Google+, and MySpace.

• Social sharing interaction: exchange and comment audio and video content from other users

YouTube is used by all respondents: 85% visit YouTube on a daily basis,

15% every few days.

YouTube is used by all respondents: 85% visit YouTube on a daily basis,

15% every few days.

• Interaction on Wikis: adding a new articles and editing existing ones.

All respondents know about Wikipedia, and it is frequently visited by 74% of respondents of which only 12% use it for educational purposes or school.

All respondents know about Wikipedia, and it is frequently visited by 74% of respondents of which only 12% use it for educational purposes or school.

7% of respondents are not familiar with the concept of blogs !

52% have never visited any blog!

24% frequently visit blogs, whiled

9% frequently write blogs7% post comments on other

people's blogs

large percentage of respondents do not visit forums

50% frequently visit forumsf

11% make commentsD

70% read the forum postsd

For the purposes of education, only 10% of students use resources from the forum

Conclusion• The most popular social media site is Facebook, students do not

engage in social networking activities solely for entertainment purposes but they connect also for educational purposes.

a• Small portion of surveyed students used social media sites for

educational purposes, but most of them 72% wish for its extent usage in education.

s• Many students searched the Internet for additional information

about faculties (Google, Facebook) - researched data could influence opinion about the Faculty and particular courses.

s• Faculties should use social media analytics to get familiar with

students preferences, habits and desires, to build services tailored to modern students’ profiles.