Post on 09-Jan-2017
From Stream to Structure:Using Topic Analysis to Segment Presidential Tweets
Andrew Jeavons –
Presented at the ESOMAR Berlin “Big Data” conference on November 15th 2016.
Automated Topic Analysis of Tweets
“I couldn’t forgive him or like him, but I saw that what he had done was, to him, entirely justified. It was all very careless and confused. They were careless people, Tom and Daisy — they smashed up things and creatures and then retreated back into their money or their vast carelessness, or whatever it was that kept them together, and let other people clean up the mess they had made. . . .”
forgive entirely justified careless confused careless creatures
retreated money vast carelessness people mess
Bag of Words Model
Collected tweets from main Presidential contenders from March 1st 2016 onwards. Analysis performed August 14th 2016 and 7th November 2016.
Topic Flow Diagram
14 topics extracted – sum topics of tweets over 3 day periods.
Each “stream” is a percentage of total tweets for that topic.
Topics labeled by “hand”.
What is a Topic ?Latent structure of words.
May not be semantically meaningful but may be behaviorally meaningful.
Topic naming and analysis qual/quant process:
Vote – Group 14
Stop Everyone – Group 4
Group 4 Verbs
Group 14 Verbs
Online displays shows:
Name of Topic.
Percentage of tweets of Topic for 3 day period.
Statistical significance of change in Topic tweet volume.
masscognition.com/esomar_berlin
Topic Flow Diagram
Fight the Billionaires
Campaign, Vote, Poll
Political Revolution
I and I
Reactions to Loss of Nomination
Sanders
Cruz
Clinton
Trump
Top Two Topics
Clinton
Trump
Stop Everyone I and ITrump
Who was the most consistent in terms of topics tweeted ?
Stay “on message” ?
Measure of Lability of topics.
Developed metric for Lability of topics tweeted.
Higher the value the more change in topics tweeted over time.
Clinton – 0.82 Lability. High: CommentaryLow: Political Revolution
Trump – 0.92 Lability. High: TrumpLow: Commentary
Nomination Twitter Handover ?
Last PressConference
Trump
Why Automated Topic Analysis ?