Automatic generation of personas using youtube social media data

We develop and implement an approach for automating generating personas in real time using actual YouTube social media data from a global media corporation. From the organization's YouTube channel, we gather demographic data, customer interactions, and topical interests, leveraging more than 188,000 subscriber profiles and more than 30 million user interactions. We demonstrate that online user data can be used to develop personas in real time using social media analytics. To get diverse aspects of personas, we collect user data from other social media channels as well and match them with the corresponding user data to generate richer personas. Our results provide corporate insights into competitive marketing, topical interests, and preferred product features for the users of the online news medium. Research implications are that reasonably rich personas can be generated in real time, instead of being the result of a laborious and time-consuming manual development process.