Publication Type
Journal Article
Version
submittedVersion
Publication Date
2-2016
Abstract
Even though social media offers plenty of business opportunities, for a company to identify the right audience from the massive amount of social media data is highly challenging given finite resources and marketing budgets. In this paper, we present a ranking mechanism that is capable of identifying the top-k social audience members on Twitter based on an index. Data from three different Twitter business account owners were used in our experiments to validate this ranking mechanism. The results show that the index developed using a combination of semi-supervised and supervised learning methods is indeed generic enough to retrieve relevant audience members from the three different data sets. This approach of combining Fuzzy Match, Twitter Latent Dirichlet Allocation and Support Vector Machine Ensemble is able to leverage on the content of account owners to construct seed words and training data sets with minimal annotation efforts. We conclude that this ranking mechanism has the potential to be adopted in real-world applications for differentiating prospective customers from the general audience and enabling market segmentation for better business decision making.
Keywords
Ranking, Audience segmentation, Social audience, Ensemble learning, Twitter
Discipline
Computer Sciences | Social Media
Research Areas
Data Science and Engineering
Publication
Decision Support Systems
Volume
85
First Page
34
Last Page
48
ISSN
0167-9236
Identifier
10.1016/j.dss.2016.02.010
Publisher
Elsevier
Citation
LO, Siaw Ling; CHIONG, Raymond; and CORNFORTH, David.
Ranking of high-value social audiences on Twitter. (2016). Decision Support Systems. 85, 34-48.
Available at: https://ink.library.smu.edu.sg/sis_research/4616
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
http://dx.doi.org/10.1016/j.dss.2016.02.010