Being a ‘firehose predator’ – looking for changes

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A few weeks ago, I posted here on ‘drinking from the firehose‘, looking at what we can learn from the huge tide of commentary that social media is creating for the first time.

For me, the most interesting aspect of this is that it gives journalists, PRs, or even more sophisticated intelligence gatherers, the chance to see things through the filter of the Internet’s hive mind. Journalists, PRs and researchers can learn from Hedge Funds and doctors here:

The interesting information can be found in changes and in the related stories that are spinning around a term that you are watching. A significant shift in the computer-tracked sentiment is the thing that tells the story. Hedge Funds have jumped on Twitter precisely because of this. So have doctors looking for ‘flu epidemics.

In the wild, predators notice movement. The market of human interest is the same. We process newness and change.

To understand a developing situation, the firehose (with the right analysis) can tell us when a new dimension to a story emerges or attitudes to an existing aspect of the story changes noticeably. As predators know, we need to be looking at the space where change is happening. Large numbers are often less important that sharp variations.

Case study: Noticing that a story is happening and what the key factors are

I’d now like to start to look at how we can dig into a story – in stages. I’m doing some work with some developers on a tool called Repknight, and they are aiming to create one-click ways of doing a lot of what follows, but this post is intended as a bit of a slo-mo walkthrough what is possible.

Once we have all of that data in one place (providing we have the processing power – i.e loads of servers), we can start to run all kinds of analysis over what we have. Sentiment analysis is one of the most common processes that we can use to sift this data.

Take a search term. For illustration purposes, I’ll use the recent ‘Dale Farm’ evictions as an example of a developing story. The term ‘dalefarm’ was a text-string that was being used by critics and supporters in mentions of the evictions on social media outlets.

Mining online comments with ‘dalefarm’ in them was, therefore, a useful way of keeping tabs on a developing situation.

So what could we find out?

Let’s start at the most obvious level: Can we can tell if something is happening at all? Here is a graph from Repknight showing mentions of this term across a wide range of social media platforms (Facebook, blogs, Twitter, YouTube, Flickr etc)

Repknight graph showing occurence of the term 'dalefarm'

Yes. We can safely say that on the 18th and 19th October, something was definately happening. While Dale Farm may not be the best example of this (it was a ubiquitous news story that we all knew was going to happen), if you are monitoring a particular term (your organisation’s brand or name, a particular news issue, etc), this can be useful. Journalists, in particular, are looking for relatively large prolonged jumps (a ‘spike’ can often be a story that doesn’t have legs – a rumour that is quickly scotched).

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