Identifying Influencers of Products by using Social Media Analytics

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Identifying Influencers of Products by using Social Media Analytics

S. Surya Kumari, G. Anjan Babu

Sri Venkateswara University, Tirupati

Abstract:- Social Networks has become a supervised platform to communicate with customers directly now a days, Facebook and Twitter stood on top of the ranks of social networking sites. This paper focused on analyzing two famous brands i.e., Microsoft and Apple data in two different social networks i.e., Facebook and Twitter by generating its reports by using social analytical tools, and also discussed about how to extract the information of influencers who are frequently posting, communicating and actively participating in sharing

TABLE I

Website

URL

Registered Users

Facebook

www.facebook.com

900,000,000

Twitter

www.twitter.com

310,000,000

LinkedIn

www.linkedin.com

255,000,000

Pinterest

www.pinterest.com

250,000,000

Google Plus+ www.plus.google.com 120,000,000

the information of the brands which are producing different products. Finally made some conclusion by comparing and

contrasting the reports of two famous brands versus two familiar social networks.

Keywords SMA, SNS, Apple, Microsoft

  1. INTRODUCTION

    1. Social Networking Sites[SNS]

      The Social Networks playing an important role in present communication and interaction. The Social Network is a platform which providing the sharing of information through the connections with their friends [1]. The SNS have emerged as a powerful and effective means for people to not only link and get linked but to use these services as effectively as possible. SNS groups people get in touch with people they have lost touch with. They also help people to stay in touch despite their geographical distances.

      As said by Miles Walker, the social networking began in 1978 with Bulletin Board System [BBS]. Later the very first copies of web browsers were distributed using the bulletin board Usenet. The difference between Usenet and other BBS and forums was that it didnt have a dedicated administrator or central server; these are modern forums that use the same idea as Usenet today, including Yahoo groups and Google groups [2].

      The first version of instant messaging came in 1988. It was used for link and file sharing. The first social networking site n the internet, launching its website in 1994. In 1995 theGlobe.com was launched, two years later in 1997, AOL instant messenger and SixDegrees.com was launched. Friendster was the pioneer of social networking. Later websites like classmates.com, LinkedIn and Tribe.net started. Facebook was launched in 2004 with intent to connect U.S. College students; In 2008 FB surpassed myspace and the leading social networking websites [4].

      The top 5 most popular SNS as on July-2014 as derived

      from the website eBiZMBA which is a continually updated average of each websites shown in Table I [3]. In this paper , the top 2 social networking site fan pages has been taken to analysis the data of two famous brands.

      Twitter is an important tool that can influence the user to get attract for a company and its products. Twitter makes an easy way to group users and communicate with the company directly. For a Company, grouping the audience who always had a positive opinion about its product helps in targeting the Positive audience. In Twitter, a user can follow many users and many users are in his following list. If the user post or share his status on twitter called as a Tweet, that can be shared by other users as their status. So an internal tree process will be done and the user have no idea how his/her tweet generates lots of Retweets. An user with positive opinion can influence more than ten users with his/her tweets, so grouping the positive/negative users of social media can be done by using some simple clustering process. Accessing a twitter API datasets is a very simple process as compared to other social media datasets.

      Facebook is a well known social networking service and website provides successful way of communicating/selling, real time communication of offers, establish relationship with customers, display evolution of brand/product, boosts up with increasing sales. Facebook Fan Pages helps in communication of consumer-to-customer and grouping customers so that the feedbacks of the customer directly reaches to the infrastructure people.

    2. Social Media Analytics[SMA]

    The term Social Media groups a wide range of online activities, Blogs, Company discussion boards, Chats, Service rating websites and Micro-blogs etc., The main objective of social media is to maintain relationships,

    conversations, sharing of opinions, getting relevant information through online activities.

    Social Media Analytics(SMA) is a powerful tool related to constructing, forming Machinery tools and frameworks to gather, understand and process social media data[4] to extract useful information of a particular product/service. The Reasons behind choosing SMA to promote your Product / Service.

    • Social Networking is the biggest online activity, become the daily activity of adults.

    • Makes an easy way to Grouping of customers through online.

    • Sharing of information about the Product / Service is easy and fast.

    • Provides an easy way of gathering and reviewing the feedbacks of a particular Product / Service.

    The Social media platforms like Twitter, Facebook came with effective utilities to share, communicate with hundreds and thousands of people at a time. Often the user use these platforms to share their opinion with different consumer products and services. Such Customer-to-Consumer communication provided by social media can impact many companys reputation and sales. Many organizations have official facebook pages and twitter accounts where consumers interacts with representatives of the organizations directly. Collecting feedback of customer through social media is a famous feedback gathering technique [5]. These techniques not only helps in collecting the feedback of customers but also to gather the information of the positive users of that product, so that we can map the locations of the customers and grouping the customers can help in attract more users of the product.

  2. METHODOLOGY

    1. Analysing Product Features

      In this paper, two brands data i.e., Microsoft and Apple, both from twitter and facebook has been taken separately. The twitter account of Microsoft contains 6,418,772 followers and Apple contains 101,414 followers. The fan page of facebook for Microsoft contains 6.6 Million liked users and for Apple Mini Store, it contains 50000 users who r following the fan pages. In each page of the Brands, it contains its product details and the latest versions of its products, posts, likes, comments and shares of the postings etc.,

      Simplymeasured is a website that provides social analytic tools to generate reports of fan pages, profile pages of facebook, reports of twitter id follower analysis etc., By using social analytic tools[6], we generated some reports of Microsoft and Apple by considering 15 days transactions of each social network data i.e., facebook and twitter data of Microsoft and Apple.

      Figure-1 represents , 32 posts about Microsoft products has been shared on acebook, the posts got 3463 likes i.e., 108 per post,126 comments i.e., 4 per post, 222 shares i.e., 7 per post is the total engagement of audience of Microsoft

      on facebook. From the total posts, top 10 users of the Microsoft has been grouped according to their shares, likes and comments as shown in Figure-2. In the similar way, the follower analysis of Microsoft is done by using tweets in between the period of 15 days. 10706 were posted on the twitter page of Microsoft, more than 10000 followers posted in this report with average of 618 audience of total followers has been shown in Figure-3. Since the brand contains many products that may related to music, technology, business etc., so, the followers are responded to many topics related to Microsoft. The frequent followers who are posting about brand/product frequently can influence many people and the list of influencers along with their twitter id has been shown in Figure-4.

      The same process is applied to Apple, here Apple mini store data of Egypt has been taken to analyze the data. Figure-5 represents Facebook analysis of Apple products, a total of 11 posts were made on the wall of Apple store page and it got 484 likes, 34 comments and 18 shares and the average audience found as 51, which is equal to 0.1 percent of total audience. Since we applied the analysis process for small data and that too for small period, so we unable to get the total engagement report but from the active audience, but top 10 frequent followers list has been derived as shown in the Figure-6. From Figure-7, 22 tweets about Apple products were made in the period of 15 days and average audience of 1605 members followed the tweets, it is equal to 0.2 times a day of average of the audience tweets and the list of influential followers has been shown in Figure-8.

      A fifteen days engagement of the posts that are shared and engaged and the overall comparison of brands Microsoft, Apple On social networks Facebbok, Twitter has been represented in Table-II.

  3. CONCLUSION

    This paper specifies the analysis of a particular brand/product by using social analytic tools. For an organization/company it is very much needed to know how the features of its products satisfying the users, social network is the best platform to communicate and get feedbacks of the users by using the fan pages, followers posts etc., In this, we generated two Product based company/brand reports by using its twitter id and facebook fan page address by using social analytic tools. The top 10 users list of influencers who are frequently posting on the pages of Microsoft and Apple has been analyzed so that it makes an easy way of identifying the targeted audience which helps in promoting and increasing the sales of product/service. From the information of Table-I, if we compare the usage levels of the users of Microsoft and Apple, the reports that are draft from Facebook data giving more information than the reports that we got from Twitter data since grouping the influencers of facebook fan pages according to likes, comments and shares makes more easy understanding than the Twitter follower analysis report.

  4. REFERENCES

    1. Na Shi, Matthe K.O.Lee, Christy M.K.Cheung and Huaping Chen, The Continuance of Online Social Networks: How to keep people using Facebook?, Proceedings of the 43rd Hawaii International Conference on System Sciences(HICSS)-2010, IEEE Computer Society, pp. 1-10, doi:10.1109/HICSS.2010.369.

    2. The History of Social Networking – Miles Walker http://www.webmasterview.com/2011/08/social-networking-history

    3. Top 5 most popular Social Networking Sites, www.ebizmba.com

      [7] , www.simplymeasured.com

      Microsoft

      Apple

      Posts

      Average Audience

      Total Users

      Posts

      Average Audience

      Total Users

      Microsoft

      Apple

      Posts

      Average Audience

      Total Users

      Posts

      Average Audience

      Total Users

      TABLE-II

    4. Weiguo Fan and Michael D.Gordon, Unveiling the Power of Social Media Analytics, University of Michigan, Ann Arbor, Forthcoming at Communications of the ACM.

    5. Sumit Bhatia, Jingxuan Li, Wei Peng and Tong Sun, Monitoring and Analyzing Customer Feedback Through Social Media Platforms for Identifying and Remedying Customer Problems, IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining-2013.

    6. Simplymeasured website address

Facebook

32

4020

6.6 Million

11

51

50000

Twitter

10706

618

6.4 Million

22

1605

1.1 Million

Figure-1. Facebook fan page analysis of Microsoft

Figure-2.Top 10 frequent users of Microsoft

Figure-3.Twitter follower analysis of Microsoft

Username

Followers

Following

Followers-to- Following

Tweets

Listed

gucci1017

2,232,401

2,307

967.7

11,196

6,133

SciencePorn

1,565,025

19,540

80.1

4,928

9,307

sharonleal17

162,503

8,868

18.3

2,453

201

contrariansmind

143,856

80,926

1.8

21,756

692

HybridVigorFilm

133,839

47,354

2.8

25,215

941

Netizen_Online

106,232

1,429

74.3

486

2

R99pc

92,105

4,434

20.8

37

4

ConcPowell

62,788

8,561

7.3

4,256

21

KevinKNIGHT13

56,569

58,610

1.0

11,536

141

NlNJYA

47,239

28,231

1.7

17,677

74

Calligraphy1

46,268

13,854

3.3

4,149

107

harry_bond008

41,124

27,336

1.5

27,967

59

WilliamTooper

39,541

35,014

1.1

13,788

375

CAKE_BOSS_PANDA

31,413

1,054

29.8

370

0

KingFlame1993

31,386

6,293

5.0

213

9

affordablehome

31,060

8,021

3.9

9,446

72

FAirdate

30,813

110

280.1

118,956

521

positivehydr8n

30,292

484

62.6

18,361

123

upticknewswire

28,709

3,399

8.4

2,052

12

3wsocial

22,441

10,247

2.2

1,447

55

Figure-4.Influential followers of Microsoft

Figure-5. Facebook fan page analysis of Apple Mini Store

Figure-6.Top 10 frequent users of Apple Mini Store

Figure-7.Twitter follower analysis of Apple

Username

Followers

Following

Followers-to- Following

Tweets

Listed

GodsKid504

684,311

141,654

4.8

943,882

20

Teqnologist

246,550

3,075

80.2

8,062

316

lilktrigga

213,357

5,875

36.3

5,089

34

ChrisCaggs

180,728

67,638

2.7

3,481

89

AppAdapt

174,504

187,151

0.9

1,747

625

Jim_Jim_24

115,501

305

378.7

11,018

11

chipbully1

91,984

28,206

3.3

7,528

51

CronikYT

48,743

2,863

17.0

1,619

15

OliverChristie

33,743

23,845

1.4

781

82

BettyFellows

32,763

79

414.7

3,189

1,070

CJamesMedia

30,533

3,031

10.1

4,317

35

michael_rava

26,686

29,353

0.9

3,318

97

Ahmed_Radwan_

23,437

9,094

2.6

298

13

coach_jeffscott

23,269

1,495

15.6

3,134

136

Go2TechNews

19,733

14

1,409.5

54

0

ariinss

19,164

19,743

1.0

12,846

99

CrissCerdeira

15,086

791

19.1

95

2

ShoeShinr

14,440

173

83.5

403

0

Negocios_Verdes

14,246

1,224

11.6

4,021

317

DJJDub_MMI300

14,239

3,907

3.6

77,801

79

Figure-8.Influential followers of Apple

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