The Social Media World vs. Real Life Events


How do real life events make their way into social media conversations?

While social media is a powerful tool to connect and engage with people around the world, social media data can also be used to analyze emerging trends and conversations that are developing on social media platforms.  In order to make use of these trends, however, we must first understand how events in the real world make their way into social media conversations.

Analysis

Our dynamic word cloud provides a retrospective visualization of the content being discussed on social media and how it changes over time.  For example, the graphic below shows which two-word combinations were most associated with Mitt Romney over a three week period.  We find the appearance of names closely reflects actual events in real time; Harry Reid emerges prominently around the time of his remarks about Romney’s tax returns, and Paul Ryan emerges after the VP announcement.

The graphic above summarizes the frequency of two and three-word-combinations related to Elizabeth Warren that have the largest increase in volume compared to their frequencies from the previous month.  Besides her opponent Scott Brown, we see Warren’s response to a connection between ACORN and her daughter on voter registration among welfare recipients, and a conservative response to Warren’s efforts to link Scott Brown with Todd Akin’s “legitimate rape” comments.

The graphic above summarizes the frequency of two and three-word-combinations related to Elizabeth Warren that have the largest increase in volume compared to their frequencies from the previous month.  Besides her opponent Scott Brown, we see Warren’s response to a connection between ACORN and her daughter on voter registration among welfare recipients, and a conservative response to Warren’s efforts to link Scott Brown with Todd Akin’s “legitimate rape” comments.

Takeaway

These topic and trend tools establish the relationship between real life events and social media. They help our clients discover potentially troubling risk factors and prepare themselves for action to remedy these situations in real-time. Having access to this level of detail into the social media universe allows them to create and adjust online communication strategies that respond to real world events as rapidly as possible.