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Social Media and Google Trends in Support of Audience Analytics: Methodology and Architecture

Authors:
Nikos Kalatzis
Ioanna Roussaki
Christos Matsoukas
Marios Paraskevopoulos
Symeon Papavassiliou
Simona Tonoli

Keywords: social media data; audience analytics; methodology; reference architecture; Twitter; Facebook; Google Trends.

Abstract:
In recent years, there have been various research efforts aiming to investigate how social media are used to express or influence TV audiences and if possible to estimate TV ratings through the analysis of user interactions via social media. Given that these efforts are still in their infancy, there is a lack of an established methodology for designing such frameworks or services. This paper reviews the most dominant existing approaches and identifies the fundamental design principles aiming to generate best practices and guidelines for such systems. It then proposes a methodology and a reference architecture that can be employed by those that aim to exploit social media data to support audience analytics and extract TV ratings. Finally, this paper introduces and evaluates the utilisation of Google Trends service as an additional information source in support of audience analytics.

Pages: 39 to 45

Copyright: Copyright (c) IARIA, 2018

Publication date: November 18, 2018

Published in: conference

ISSN: 2308-4464

ISBN: 978-1-61208-681-1

Location: Athens, Greece

Dates: from November 18, 2018 to November 22, 2018