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Dr. Saleh Al - Najem - Social Media Ananlytics for national_security
- 1. Social Media Analyticsfor National Security Dr. Salah Alnajem Founder and CEO, Information Age for I.T. Consultations Associate Professor of Computational Linguistics and Natural Language Processing, Kuwait University [email protected] @salnajem 1
- 2. AgendaAgenda • The Importanceof Social Media • The importance of Social Media Analytics • Benefits of Social Media Analytics Systems • Social Media Analytics Framework • Main KPIs • What can Social Media Analytics Systems provide? • Social Media Analytics in Governments • Example Systems 2
- 3. The Importance ofSocial MediaThe Importance of Social Media Social media provide a live tool for measuring public sentiment and trends and their reaction towards political, economic, and social issues. 3
- 4. The importance ofSocial Media Analytics The importance of Social Media Analytics • Since social media are stored as computerized data (e.g. text, numbers), the process of monitoring and analyzing their activities and dialogs becomes easier and more effective. • Social Media Analytics and motoring tools are computational tools used for this purpose. 4
- 5. Benefits of SocialMedia Analytics Systems Benefits of Social Media Analytics Systems • Measure and monitor public opinion through live monitoring and analysis of public opinion trends and sentiment on social media. • Proactive Crisis Management. • Tracking specific national security information, such as how terrorists are communicating to their audiences and what they are communicating. 5
- 6. Benefits of SocialMedia Analytics Systems Benefits of Social Media Analytics Systems • Compiling indicators on how effective a terrorist message is: Are people aligning themselves with those groups? Or are they trying to distance themselves?. • Identifying patterns of behavior and patterns of methodology used by terrorists. 6
- 7. SOCIAL MEDIA ANALYTICSFRAMEWORKSOCIAL MEDIA ANALYTICS FRAMEWORK Acquire Process & Analyze Decide & Act
- 8. Cleansing & Noise Filtering Data Integration Natural Language Processing Data Acquisition Integratingdata into centralized hosted cloud Analytics tools serving all types of users Multichannel delivery 1 2 3 4 5 SOCIAL MEDIA ANALYTICS FRAMEWORKSOCIAL MEDIA ANALYTICS FRAMEWORK Acquire Process & Analyze Decide & Act
- 9. Main KPIsMain KPIs •Followers • Reach (number of users who read a post) • Impressions (number of times that the users read a specific post) • Interaction Rate (average number of Retweets /Shares and Favorites per Own post divided by the number of Followers.) • Speakers (number of users who talked about someone or retweeted his/her posts) • Influencers • Sentiment • Interaction Rate (average number of Retweets and Favorites per Own Tweet divided by the number of Followers.) • Keywords and Key phrases9
- 10. What can SocialMedia Analytics Systems provide? What can Social Media Analytics Systems provide? • Real-Time or On-Demand Message Streams for social media dialogues. • Statistics about social media data like the number of impressions, retweets, reach, interaction rate, and influencers. • Top mentioned keywords, key phrases, or hashtags used within social media in a specific time. • Sending alerts when someone mentions keyword in any social media platform. 10
- 11. What can SocialMedia Analytics Systems provide? What can Social Media Analytics Systems provide? • Sentiment and Tone evaluation of social media users (Positive/Negative) through semantic analysis of posts using Natural Language Processing and Computational Linguistics methods. • Ability to continuously capture and retain previous (up to two years) of online conversation history (useful for trend confirmation and benchmarking). 11
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- 13. US Intelligence Agency SOCIALMEDIAANALYTICS IN GOVERNMENTSSOCIAL MEDIAANALYTICS IN GOVERNMENTS US Domestic Intelligence Agency UNITED NATIONS City of Heidelberg Germany United Nation
- 14. • This U.S.intelligence agency needed to access and assess huge volumes of structured and unstructured social media data but struggled with identifying the most efficient way to bring social media into its analysis stream. • Specifically, they needed: The ability to quickly identify, assess and communicate societal and cultural shifts relating to events and topics. • A holistic view of geographic location of the social media sources, including its people and their sentiment related to relevant topics of interest. • A dynamic and easy-to-use front end to the analysts that visually makes sense out of the enormous amount of social media. • Identify cultural shifts in attitude based on conversations in social media. • Quickly analyze relevant topics from the enormous amount of open source media. • Easily correlate influential authors with key topics and followers to gauge sentiment. • Give a more realistic view of social conversations with multi- language support. • Analyze both static and dynamic social media content. Challenges: SAS® Social Media Analytics • Media Portal Solution: Business Impact: US Intelligence Agency Mission: Counter-terrorism SOCIAL MEDIA ANALYTICS IN GOVERNMENTSSOCIAL MEDIA ANALYTICS IN GOVERNMENTS
- 15. • Need forearly warning signs of a bioterrorist attack or epidemic. • Need ability to identify outbreak and spread as well as understand causal factors, effects, and impacts • Need ability to identify vulnerable populations and geographies and know where to apply resources to most critical situations • Unable to access open source data in real time and find signals that are out of the norm • Unable to perform deep analytics on social data • Need ability to continuously fine-tune and add to complex taxonomy of terms • Ability to get earlier warning of bioterrorist attack or epidemic using real time data and alerts • Improved tactical decision-making by getting more real time ground intelligence and ability deploy resources for greatest impact • Improved strategic decision-making based on insightful comparisons to competitors across attributes • Social data available for incorporation into advanced analytics to find other terms to track, relationships and correlations • Better understanding of cause and effect relationships such as impact of disasters on health Challenges: SAS® Social Media Analytics • Media Portal Solution: Business Impact: US Domestic Intelligence Agency Mission: Bio-surveillance , Early Warning and Situational Analysis SOCIAL MEDIAANALYTICS IN GOVERNMENTSSOCIAL MEDIAANALYTICS IN GOVERNMENTS
- 16. BUSINESS ISSUE • Neededmore reliable way to monitor and gauge public opinion and sentiment. • Wanted to hear the voice of the people, dispel rumors and disinformation. SOLUTION • SAS® Social Media Analytics RESULTS • Better understand the broad trends in public sentiment expressed on platforms like Facebook, Flickr and Twitter. • Informed citizens are less concerned with the big issues and more concerned with smaller local topics. • Able to identify campaigns of disinformation early and can reassure the public with reliable information quickly. City of Heidelberg Germany SOCIAL MEDIAANALYTICS IN GOVERNMENTSSOCIAL MEDIAANALYTICS IN GOVERNMENTS
- 17. “U.S. intelligence iscertainly looking at social media as a way to identify and dissect patterns of behavior and patterns of methodology” Marc Kriz, Senior Account Executive with SAS’ National Security group 17 SOCIAL MEDIAANALYTICS IN GOVERNMENTSSOCIAL MEDIAANALYTICS IN GOVERNMENTS
- 18. “What we’ve donein the National Security group for SAS, our mission is to bring SAS to the intelligence community, and it’s running on a SAS cloud down in Cary.” Marc Kriz, Senior Account Executive with SAS’ National Security group 18 SOCIAL MEDIAANALYTICS IN GOVERNMENTSSOCIAL MEDIAANALYTICS IN GOVERNMENTS
- 19. SAS SMA UnifiedDashboardSAS SMA Unified Dashboard
- 20. SAS SMA SocialTrendsSAS SMA Social Trends
- 21. SAS SMA CompetitorsSASSMA Competitors
- 22. SAS SMA InfluencersSASSMA Influencers
- 23. SAS SMA PhraseCloudSAS SMA Phrase Cloud
- 24. SAS SMA RealTime Sentiment AnalysisSAS SMA Real Time Sentiment Analysis
- 25. SAS SMA RealTime Sentiment AnalysisSAS SMA Real Time Sentiment Analysis We met a lot of people on excursions in the area that were unhappy with their hotels and were paying a lot for them. We stayed here in high season for $130/night, and it was completely luxurious. Modern rooms with great bathrooms and patios (although small TV), good food, professional service with perfect English--all you need. It's worth a few extra dollars to stay here vs. other places. The location is adequate. You can walk to the old city but it's still quiet at night. That said, there are places more centrally located. But we'd stay here again if we make it back to… (Media Source: Trip Advisor) Document level: -1 -1 +1 +1 +1 -1 +1 +1 +1 +1 +1 +1 Document level: -1 -1 +1 +1 +1 -1 +1 +1 +1 +1 +1 +1 Brand level: +1 +1 +1 -1 +1 +1 +1 +1 +1 +1 Brand level: +1 +1 +1 -1 +1 +1 +1 +1 +1 +1 +6 +8
- 26. SAS SMA GEOPLOTTINGSAS SMA GEO PLOTTING
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