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Social Media Data
Social Media Data refers to data gathered by social network services such as Facebook, Twitter and LinkedIn.
Typical attributes of social media data are shares, likes, comments or posts, mentions or tags, timestamps, geolocations or geotags. Specific user information such as age, sex, living place, education, relations and social connections is typically more protected by privacy regulations and therefore more difficult to access.
The collection, processing and analysis of all Social Media Data must be executed with respect for privacy and data protection regulations.
Social Media Data is known to have a significant bias towards particular population groups. Most social media services are disproportionately popular with only a segment of the population. The existance of inactive or fake profiles, brand profiles an multiple profiles for the same user can also influence the reliability of Social Media Data.
The precision of the geographic information in Social Media Data is depending on the settings of the individual social media users, giving detailed geolocation coördinates, adding predefined geotags of regions and places or sharing no geographic information at all.
When best to use
Social media data is often used for brand analyses, analyses of the social media communication and marketing strategy. It can also be used for thematic sentiment analyses or analyses on user behavior and social interactions.
Main data elements:
Typical attributes: shares, likes, comments or posts, mentions or tags, timestamps, geolocations or geotags.
Specific user information: age, sex, living place, education, relations and social connections