A DYNAMIC MODEL OF SOCIAL MEDIA MONITORING TOOLS WITH SENTIMENT ANALYSIS

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A DYNAMIC MODEL OF SOCIAL MEDIA MONITORING TOOLS WITH SENTIMENT ANALYSIS

ABSTRACT

 

The proposed system is a dynamic model of social media monitoring tool with sentiment analysis.  Social media platforms contain a lot of data which might be considered ambiguous to businesses/organizations. Most organizations make use of social media platforms for advertisement as they reach a large crowd in a short period of time and are also more affordable compared to other options. Businesses find it difficult to have a clear vision/insight on how well their business has grown after each advertisement or product release. The aim of the project is to provide various relevant analysis including sentiment analysis on real-time data from social media platforms for specified keywords or social media accounts defined by registered users. Sentiment analysis is a process in which an algorithm is used to determine the emotion of texts i.e. positive, negative or neutral. Sentiment analysis helps businesses understand how their customers feel about their product. Businesses can also compare their products with their competitors to have a clearer insight on how their services are doing online compared to other businesses. This application was developed using the increment methodology and successfully produced the desirable results for the first iteration of the project. To accomplish this project Python language and PostgreSQL database are used. The end-result of the first iteration is focused on Twitter data. It performs all the requirements specified. At the end the application passed through different types of tests and the obtained accuracy was 98%. The application will continue with future enhancements and the other iterations.

CHAPTER 1:  INTRODUCTION

1.1Overview

The internet is becoming more and more instilled in every human’s day to day activity and life. It has been observed that social media platforms are used consistently 24/7 by users from all around the world to express their opinions on different topics freely.

Many brands and companies take advantage of these platforms to create strategies and understand their target market so as to help in advertising and marketing using influencers on Instagram, twitter, Facebook etc.

Social media monitoring is the process of identifying data relevant to a topic or organization from a social media platform and making various analyses on the data for different purposes such as academic, decision making, marketing strategies etc.

This project will show how social media has and will help businesses in making analysis on the opinions of the customers on their products so as to improve their marketing strategies and know what their target market wants. (Amandeep, Deepesh, Khushboo, & Ranjit Singh, 2016).

Sentiment Analysis is used to classify texts into positive, negative and neutral by using text analysis techniques (Sentiment Analysis, 2020).

Using sentiment analysis to make predictions of emotions in words, sentences or documents, the work can gain an overview of the wider public opinion behind the product. A lot of people use social media sites for networking with other people and news. Social Media provides a platform for people to voice their opinions. For example, a person might have had a very hot day and decided to buy a refreshing bottle of coke and decide to post a picture of themselves on twitter with a caption about it. This kind of information can be used by organizations to evaluate, and rate the performance of their products all around the world as either successful or not. (Khalid & Ahmad, 2017). This is one the many features the project will provide.

 

 

 

 

1.2  Background and Motivation

The previous methods of advertising, marketing and understanding the masses opinions where very time consuming and not always efficient. But social media platforms have provided a cheaper and more efficient way to get organization’s products and services out to the mass. And with this development analysis on how well these products are doing in the market is very possible. A lot of social media platforms provide API’s that give the public access to their data.

TweetReach is a social media tool for twitter specifically. It makes analysis based on keywords, URLs or account names and gives an overview over all the tweets posted.

The advantage of using a social media monitoring tool is that it provides the following:

  • Users can have an overview of what people are saying about their products or how many mentions their products are making. It can break down the status of who are making the posts all the way down to their gender, location, source of the post etc.
  • The users are getting real-time analysis on their products. Giving data on the number of positive and negative reviews and comments people post on their products. This can help the organization know the next step to take with their marketing strategies (Sentiment Analysis, 2020).
  • The user can keep track of their competitors also.

This project is not only limited to organizations or businesses, academic scholars and people in politics can use this project to make analysis in their respective fields too.

These are some of the advantages and features the implementation of this project has to offer to academia, industry and government.

 

1.3  Statement of Problem

In the past companies/organizations/brands had to use radio, television ads, newspaper/print outs etc. to get their products and services to the market. But with the trend of social media it has helped businesses advertise and market their products and services better ways by improving customers’ insights, these businesses can use the platforms to understand what the customers like and dislike on a personal level easily.

It helps to establish brand awareness as most social media platforms have millions of users. This can help the business reach a wide range of customers locally and internationally. Also, it is very cost effective, if using the previous methods such as using billboards, television ads, newspapers etc. they usually cost a lot and are usually not very cost efficient but using social platforms it costs almost nothing to get your products into the market compared the old ways. (Khanna, 2018).

Also, political candidates also find it difficult have a more accurate data on what the society feels about them and how well their campaign or adverts have affected people’s view on them

The main problem is the accessibility of data for individuals or organizations on their products and analyzing this data to know how successful or unsuccessful the products or strategies are working. This project gives its users access to that information.

 

1.4  Aims and Objectives

Companies, organizations, influencers, political candidates and so many others find it difficult to analyze data or information that is relevant to them on the internet. This thesis as whole aims at providing this data from various social media platforms so as to make analysis and give users an insight of what social media users feel about them or their products/services. Due to the time constraint of this project. This particular project work will focus mainly on twitter.

This project aims at finding the most accurate method of sentiment analysis to help achieve the following:

  • For brands or keyword:
    • Extracts tweets containing the particular keyword requested by the user.
    • Find the most efficient method for sentiment analysis on each tweet and then give an average of positive, negative and neutral tweets.
    • Show devices that post the tweets
    • Show if tweets were original, replies or retweets.
    • Compare different brands e.g. iPhone vs Samsung
    • Number of engagements in a page
    • Sources of posts (e.g. iPhone, Android, Web App e.t.c.)
    • Compare two keywords and provides graph shows number of posts for each keyword
    • Shows number of followers and following of twitter account
    • Shows location of tweets
    • Develops graph to give a clearer insight on the analysis being carried out
  • For Twitter account:
    • Shows number of Followers and number of people following
    • Types of post by user (i.e. whether reply, original, retweet)
    • Shows the top posts with number of likes and retweets
    • Shows the amount of engagement of on your page
    • Develops a graph that shows the best time to make a post in a day based on the previous day
OBJECTIVE OF THE PROJECT
  • To find the most accurate method of sentiment analysis
  • To develop interactive visualization for data analysis done on data
  • To perform analysis on data gotten either based on keywords or twitter accounts.

These are the aims and objective of this current project as when you get to Chapter 3 you will notice this project is separated into iterations with an enhancement being made at every iteration.

 

1.5  Significance of the Project

The implementation of this project has potential benefits to the academic field and society. In view of society, this research will enhance the marketing strategies used by organizations and companies in Nigeria. It quickly gains insights using large volumes of text data. Product sentiment analysis will provide a platform for companies/brands to understand the opinions of the mass based on their products and advertisements.

It provides some answers into what the most important issues are, from the perspective of customers, at least. Because sentiment analysis can be automated, decisions can be made based on a significant amount of data rather than plain intuition that isn’t always right.

(Dumbleton, 2018).

Sentiment analysis also focuses on data science which is a vital branch of computer science. Implementing this project in the country will enhance data management and manipulation, that is, understanding the importance of data and how it can help in business analytics and intelligence as well as many other sectors.

Social media monitoring helps individuals and organizations have access to data available on the internet. It carries out analysis on the data extracted to give a better insight on their topic.

1.6 Project Risk Assessment

This section shows possible problems that may occur from the beginning of this project and throughout and suggest possible solutions and prevention techniques that can be used.

 

 

Table 1: Risk Assessment
S/N Risk event Risk

Timeframe

Probability

(out         of

100)

Impact Factors
1.6.1 Time Efficiency Undefined 40 out of

100

Incomplete

Project

-Lack of time management
1.6.2 Scope creep inflates scope 20-30 days after project has started 50 out of

100

Incomplete

Project

-Changes from lecturers or supervisors
1.6.3 Dependencies are inaccurate Undefined 70 out of

100

More time or cost spent -Lack of proper planning
1.6.4 Design isn’t feasible 10-20 days after project has started 10 out of

100

Incomplete project -May be excessively costly

-Lack of skills

 

1.6.5 Loss of Undefined 50 out of Setback in -Improper hardware/software 100 project maintenance

data or resources                                                                             of the

system etc.

1.6.1 Time Efficiency

The time given to complete this project may not be sufficient. This problem can affect the completion of the product and lead to a poor-quality product. This can be due to poor time management or bulkiness of the project.

Solution: Have a proper Gantt chart and work plan that explains each task and its dependencies from start date to end date.

 

1.6.2Scope creep inflates scope

Changes in requirement when the project has gotten to a particular stage in the development process can be very expensive both resource and time wise. This can cause a setback in the project. This can be caused by inefficient review of project topic by lecturer or also when some requirements are realized to not be feasible half way through the implementation.

Solution: Performing proper feasibility studies of research before implementing the project.

1.6.3Dependencies are inaccurate

For any successful project a work plan has to be created which shows the step by step procedures to complete the project. Dependencies are used to show tasks that have to be completed in order to perform another task. There are some steps that must be done before others and if these steps aren’t followed duly it can cause setbacks in the project. It is usually as a result of improper planning in the beginning of the project. Solution: Reevaluating the work plan and Gantt chart for errors and anomalies.

 

 

1.6.4Design isn’t feasible

This is when a feature in the project is not possible either due to lack of skills or time. It can lead to an incomplete project or dedicating time to reevaluation of the project. Solution: This is caused by improper planning and feasibility study of the project. This is just to say these stages are also very vital as they can affect the end product of the project and should be taken seriously.

 

 

1.6.5Loss of hardware/software resources

The system in use may crash or have issues which can cause a major setback in the development process or delivery of the project.

Solution/Prevention: Use websites like GitHub and Google Drive to save codes in case of these kinds of issues and also use google drive to save all the materials on a cloud which can be retrieved on any system.

 

1.7  Scope/Project Organization

The rest of this project is a breakdown of how the project will be implemented. Chapter 2 is a literature review that will show research works that are relevant to this project and how far this field has come in sentiment analysis and opinion mining. Chapter 3 shows all the methodology and approach used to carry out this project i.e. it will give a breakdown of the UML diagram which will help give a clearer picture of what the functions are and how they will be implemented. Chapter 4 is for implementation; this is where the actual codes are being written and tested. Chapter 5 is the conclusion that shows if you were able to meet your goal. It will also show future recommendations for the project.  

A DYNAMIC MODEL OF SOCIAL MEDIA MONITORING TOOLS WITH SENTIMENT ANALYSIS

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