Automatically conceptualizing social media analytics data via personas

Soon Gyo Jung, Joni Salminen, Jisun An, Haewoon Kwak, Bernard Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Title of host publication12th International AAAI Conference on Web and Social Media, ICWSM 2018
PublisherAAAI press
Pages715-716
Number of pages2
ISBN (Electronic)9781577357988
Publication statusPublished - 1 Jan 2018
Event12th International AAAI Conference on Web and Social Media, ICWSM 2018 - Palo Alto, United States
Duration: 25 Jun 201828 Jun 2018

Other

Other12th International AAAI Conference on Web and Social Media, ICWSM 2018
CountryUnited States
CityPalo Alto
Period25/6/1828/6/18

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ASJC Scopus subject areas

  • Computer Networks and Communications

Cite this

Jung, S. G., Salminen, J., An, J., Kwak, H., & Jansen, B. (2018). Automatically conceptualizing social media analytics data via personas. In 12th International AAAI Conference on Web and Social Media, ICWSM 2018 (pp. 715-716). AAAI press.