Contents
Preface: Mining for Gold (or Digging in the Mud)
Just What Do We Mean When We Say Social Media?
How Does This Translate into Business Value?
What This Book Does and Does Not Focus On
Chapter 1 Looking for Data in All the Right Places
What Subset of Content Are We Interested In?
Whose Comments Are We Interested In?
What Window of Time Are We Interested In?
Attributes of Data That Need to Be Considered
Chapter 2 Separating the Wheat from the Chaff
It’s Not What You Say but WHERE You Say It
Chapter 3 Whose Comments Are We Interested In?
Looking for the Right Subset of People
Do We Really Want ALL the Comments?
Eminence, Prestige, or Popularity
Chapter 4 Timing Is Everything
Chapter 5 Social Data: Where and Why
Structured Data Versus Unstructured Data
Paradox of Choice: Sifting Through Big Data
Identifying Data in Social Media Outlets
Chapter 6 The Right Tool for the Right Job
The Four Dimensions of Analysis Taxonomy
Chapter 7 Reading Tea Leaves: Discovering Themes, Topics, or Trends
Analysis of the Information in the Business Value Field
Chapter 8 Fishing in a Fast-Flowing River
Real Time Versus Near Real Time
Value Derived from a Conference Using Real-Time Analytics
Chapter 9 If You Don’t Know What You Want, You Just May Find It!: Ad Hoc Exploration
Chapter 10 Rivers Run Deep: Deep Analysis
Responding to Leads Identified in Social Media
Support for Deep Analysis in Analytics Software
Affinity Analysis in Reporting
Chapter 11 The Enterprise Social Network
Social Is Much More Than Just Collaboration
Frictionless Redistribution of Knowledge
Deconstructing Knowledge Creation
Serendipitous Discovery and Innovation
Enterprise Social Network Is the Memory of the Organization
Understanding the Enterprise Graph
Personal Social Dashboard: Details of Implementation
Key Performance Indicators (KPIs)
Assessing Business Benefits from Social Graph Data
What’s Next for the Enterprise Graph?
Part III Information Interpretation
Chapter 12 Murphy Was Right! The Art of What Could Go Wrong
Recap: The Social Analytics Process
Choosing Filter Words Carefully
Understanding That Sometimes Less Is More
Customizing and Modifying Tools
Using the Right Tool for the Right Job
Analyzing Consumer Reaction During Hurricane Sandy
Chapter 13 Visualization as an Aid to Analytics
The Unintended Consequences of Using 3D
Visually Representing Unstructured Data
Introduction to the Case Study: IBMAmplify
Taking a First Pass at the Analysis