working with facebook, twitter, et al. - social media camp
TRANSCRIPT
Signing Deals With Devils! Working with Twitter, Facebook et al. "
Mike AndersonEchosec
# @mike0x41May 7 2016
Hi Everyone
Show of hands, why is everyone here?
Brand Engagement
Analytics Journalism Security & Investigation
Other?
Who Am I?
• Mike Anderson # @mike0x41
• COO @ Echosec Systems # @echosec_search
• We work with geo-tagged social media data
Takeaways
• What is social media data?
• What data products to Twitter and Facebook Provide• Free
• Paid
• What value can you get out of them?
• How to use the Twitter Curator app
What Is a Tweet / Facebook Post / Etc.
Status + User
What Is a Tweet / Facebook Post / Etc.
"created_at": "Tue Mar 21 20:50:14 +0000 2006", "id": 20, "text": "just setting up my twttr","entities": {
"hashtags": [], "symbols": [], "user_mentions": [], "urls": []
}, "source": ”…Twitter Web Client…","coordinates": null,"place": null,"is_quote_status": false,"retweet_count": 86510,"favorite_count": 65675,"lang": "en"
API Data:
Status:
What Is a Tweet / Facebook Post / Etc.
"name": "Jack","screen_name": "jack", "location": "California, USA","description": "#withMalala!",“url”: null“followers_count": 3550889,"friends_count": 1950,"listed_count": 26193,"statuses_count": 19568,"favourites_count": 12744,"created_at": "Tue Mar 21 20:50:14 +0000 2006","time_zone": "Pacific Time (US & Canada)","geo_enabled": true,"verified": true,"lang": "en","profile_image_url": "http://…”
API Data:
User:
Why should we care?
Case Study: Target Guest Central
https://youtu.be/xwTbvod0a1g
https://dev.twitter.com/case-studies/target-uses-twitter-data-to-connect-with-guests-and-make-business-decisions
Powered by Social Media Analytics
• How often are my products mentioned, compared with my competitors’ products?
• What trends associated with my brand/space should I be aware of?
• What is the sentiment associated with a particular subject?
• What are the gender, age, location, interests of people who talk about a particular subject? (demographics)
• How many people viewed/posted with content about my brand before and after I launch my campaign (engagement)
• Who are the people I should be engaging with right now?
How did Target do it?
Commercial Social Media Data Access
! "
As of mid 2015
Twitter Firehose
https://www.echosec.net/twitter-api-vs-firehose/
Twitter Firehose
• Type
• Location/Region
• Keywords/Hashtags
• To or from users
• Demographics
• Popularity
• Language
• Body Text
• User Profiles
• Hashtags and User Mentions
• Enrichments• Location
• Klout Score
• Expanded URLs
• Sentiment
• Language
• Tags for the rules that matched
GNIP Powertrack
Powertrack Rule
GNIP Activity
Twitter FirehoseGNIP Products
https://www.echosec.net/twitter-api-vs-firehose/http://support.gnip.com/apis/
• Realtime Powertrack• Historical Powertrack
• Pay-Per-Day
• 30 Day Search API• Pay-Per-Request• 500 tweets/req
• Full Archive Search API• GNIP Data Collector
• Everything is pay-per-tweet• Limited to GNIP Usage Terms
Facebook Topic Data
• Facebook is an ‘inward facing’ platform
• Increase in awareness about privacy
• Public post stream shut down in 2015
• Public facing data still available through FanPages
• For general conversation data (including non-public) you need PYLON
Datasift PYLON
Facebook Topic Data
PYLON answers demographics questions and shows trends in facebook conversations through counts
What is Datasift PYLON
Facebook Topic Data
For example:
• In a currently running TV show, which characters are most popular in each state?
• What are the key demographics that are discussing/sharing your brand/campaign content?
Disclaimer:US and UK data only
What is Datasift PYLON
http://datasift.com/library/busting-brand-myths-with-facebook-topic-data/http://datasift.com/library/balancing-human-data-intelligence/
Facebook Topic DataHow it works:
http://blog.datasift.com/2015/03/12/how-pylon-for-facebook-topic-data-works/http://datasift.com/products/pylon-for-facebook-topic-data/faq/
Public Posts, Non-Public posts and Posts on Pages:
•Content•Topics•Links•Hashtags
Engagement Data:•Comment•Shares•Likes
• User identity is removed before any analysis is performed.
• Users' data never leaves Facebook's data centers: The underlying data used to create insights never leaves Facebook's servers.
• Only the anonymized and aggregated results are delivered outside of the Facebook data center.
• Aggregates of at least 100 individuals must be represented before a data set is delivered. This ensures no individual can be identified based on data returned.
Twitter Insight Data
• Uses similar privacy controls as PYLON to return counts on non-public info• Gender
• Language
• TV genres / shows
• Device Model / OS
• Language
• Interests
• Country/Region/Metro
• Per Tweet impressions, engagements
GNIP Audience API / Engagement API
These are commercial solutions for scale
For most of us, the solution probably already exists
3rd Party Platforms
Hootsuite
IBM Watson
Sysomos
Echosec
NetworkedInsights
Honorable Mentions: Buffer, Tradeable Bits, Geofeedia, Welink
SproutSocial
Some Free SolutionsTwitter Public APIhttps://dev.twitter.com/rest/public
https://dev.twitter.com/streaming/overview
• Streaming API returns “a small random sample of all public statuses”
• Search API returns “a collection of relevant tweets” from the last 5-10 days
Totally fine for lots of projects where you don’t need volume or completeness
Twitter Curatorhttps://curator.twitter.com/
• built to allow media publishers to search, filter and curate Twitter content that can then be displayed on web, mobile and TV
• Great for one-off social media projects
#LIVEDEMOPlease be kind
Follow Along:
https://curator.twitter.com
End/Questions?#@mike0x41