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SoDa-TAP: A Data Platform for Social Media Analysis
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- Author / Creator
- Gutierrez Gutierrez, Candelario A.
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Social media platforms are online public venues where conversations about a wide range of public interests take place. Users can interact within a social platform in two ways: (i) they can post an opinion, talk about an event, or share a personal status, optionally accompanied with a video, an image, url(s), and/or hashtag(s); or (ii) they can like, share, reply and/or quote another user's post. Social platforms are known to generate high volume of interactions: a large number of users are frequently participating in online conversations, and share their ideas or thoughts on issues. Private and public organizations have shown interest in the data that is generated from these interactions with the purpose of monitoring topics, events, brands, and/or persons of interest. This data then allows them to make informed, event-driven decisions. In order to achieve this, there is a necessity for Social Media Analytics systems that facilitate the collection, processing, storage and extraction of insights from social media data.
In this thesis, we present SoDa-TAP (Social Data - Toolkit Analysis Platform), an automated, scalable, and extensible data platform that offers three key functionalities: (a) Data Workflow: data extraction of posts' elements and metadata, calculation of secondary metrics, and multiple visualizations for data exploration; (b) Engagement Calculation: analysis and calculation of multiple indicators of influence from the posts' data; and (c) Statistics Toolkit: a toolkit for descriptive statistical analysis and information visualization. We demonstrate the platform's potential in two ways. First we describe the software architecture and how the interconnectivity of each component supports fast and scalable deployment. The second is the presentation of two case studies that we performed, to show the ability to measure influence using official Twitter accounts from the University of Alberta, and its adaptability to provide insights about conversations and content engagement around energy, during the "Energy East Pipeline" timeline.
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- Graduation date
- Fall 2022
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- Type of Item
- Thesis
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- Degree
- Master of Science
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- License
- This thesis is made available by the University of Alberta Library with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.