December 2015
Beginner to intermediate
350 pages
7h 19m
English
book
Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media
by Matthew Ganis, Avinash Kohirkar
Content preview from Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social MediaBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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7. Reading Tea Leaves: Discovering Themes, Topics, or Trends
In wisdom gathered over time I have found that every experience is a form of exploration.
—Ansel Adams [1]
Discovering themes and patterns from social media content can be a very exciting endeavor. This is the part of analysis where the detective in the analyst really comes out. This chapter focuses on the common goals of a majority of social data analysis projects. These goals fall into two broad categories: validation of hypothesis and discovery of themes. In the first category, the researcher already has a hypothesis (a prediction of what the likely outcome will be) in mind that he or she wants to validate. In the second major category, discovering themes or topics or trends, there ...
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