TY - GEN
T1 - Automatically conceptualizing social media analytics data via personas
AU - Jung, Soon Gyo
AU - Salminen, Joni
AU - An, Jisun
AU - Kwak, Haewoon
AU - Jansen, Bernard J.
N1 - Publisher Copyright:
Copyright © 2018, Association for the Advancement of Artificial Intelligence (www.aaai.org). All rights reserved.
PY - 2018
Y1 - 2018
N2 - Social media analytics is insightful but can also be difficult to use within organizations. To address this, we present Automatic Persona Generation (APG), a system and methodology for quantitatively generating personas using large amounts of online social media data. The APG system is operational, deployed in a pilot version with several organizations in multiple industry verticals. APG uses a robust web and stable back-end database framework to process tens of millions of user interactions with thousands of online digital products on multiple social media platforms, including Facebook and YouTube. APG identifies both distinct and impactful audience segments for an organization to create persona profiles by enhancing the social media analytics data with pertinent features, such as names, photos, interests, etc. We demonstrate the architecture development, and main system features. APG provides value for organizations distributing content via online platforms and is unique in its approach to leveraging social media data for audience understanding. APG is online at https://persona.qcri.org.
AB - Social media analytics is insightful but can also be difficult to use within organizations. To address this, we present Automatic Persona Generation (APG), a system and methodology for quantitatively generating personas using large amounts of online social media data. The APG system is operational, deployed in a pilot version with several organizations in multiple industry verticals. APG uses a robust web and stable back-end database framework to process tens of millions of user interactions with thousands of online digital products on multiple social media platforms, including Facebook and YouTube. APG identifies both distinct and impactful audience segments for an organization to create persona profiles by enhancing the social media analytics data with pertinent features, such as names, photos, interests, etc. We demonstrate the architecture development, and main system features. APG provides value for organizations distributing content via online platforms and is unique in its approach to leveraging social media data for audience understanding. APG is online at https://persona.qcri.org.
UR - http://www.scopus.com/inward/record.url?scp=85050611836&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85050611836
T3 - 12th International AAAI Conference on Web and Social Media, ICWSM 2018
SP - 715
EP - 716
BT - 12th International AAAI Conference on Web and Social Media, ICWSM 2018
PB - AAAI Press
T2 - 12th International AAAI Conference on Web and Social Media, ICWSM 2018
Y2 - 25 June 2018 through 28 June 2018
ER -