SMA EXP 9_100

Experiment No : 09
Aim : Develop social media text analytics models for improving existing product/ service by
analyzing customer ‘s reviews/comments.
Theory :
Social Media Text Analytics Models

Social media text analytics models are used to analyze and extract insights from social media
data, particularly text-based data such as customer reviews, comments, and feedback. These
models use natural language processing (NLP) techniques to extract meaningful information
from text data, including sentiment analysis, topic modeling, and entity recognition.
Sentiment analysis is used to identify the overall sentiment of text data, such as whether it is
positive, negative, or neutral. This is important for understanding customer sentiment
towards a product/service or brand. Topic modeling is used to identify key themes or topics
in the text data, such as customer complaints, product features, or customer service. Entity
recognition is used to identify named entities in the text data, such as brand names or product
features, which can be useful for identifying trends and patterns.
Social media text analytics models can be used to analyze large volumes of data in realtime,
providing insights into customer sentiment and preferences. This information can be used to
inform marketing strategy, product development, and customer service, helping businesses
to improve customer satisfaction, build brand reputation, and increase revenue.
User Activities in Social Media
Social media platforms allow users to engage in a wide range of activities, such as creating
and sharing content, engaging with other users, following other users and pages, joining
groups and communities, using hashtags, and analyzing performance. Let's explore each of
these activities in more detail:
1. Creating and sharing content: One of the primary activities of social media is creating
and sharing content. This can include text posts, photos, videos, links, and other forms of
media. Users can post content to their own profiles and pages, share it with their followers or
friends, or make it public for anyone to see.
2. Engaging with other users: Social media allows users to engage with other users'
content by liking, commenting, or sharing it. This engagement can help users build
relationships, grow their network, and increase their visibility.
3. Following other users and pages: Users can follow other users or pages to receive
updates on their activity and content. Following other users can help users discover new
content and build their network.
4. Joining groups and communities: Many social media platforms offer groups and
communities where users can connect with others who share similar interests, hobbies, or
professions. Joining groups can help users find like-minded individuals and engage in more
focused discussions.
5. Using hashtags: Hashtags allow users to categorize their content and make it more
discoverable to others who are interested in that topic. Using relevant hashtags can help users
increase their reach and visibility.
6. Analyzing performance: Social media users can track the performance of their
content and engagement using analytics tools provided by the platform. This data can help
users identify what content is resonating with their audience and adjust their strategy
accordingly.
Developing social media text analytics models to improve existing products/services

involves several steps. These steps include:
1. Data Collection: The first step is to collect relevant data from social media platforms
such as Twitter, Facebook, Instagram, and others. This data should include customer reviews,
comments, and feedback about the existing product/service.
2. Data Preprocessing: Once the data has been collected, the next step is to preprocess
it to prepare it for analysis. This involves cleaning the data to remove any irrelevant
information and converting it into a format suitable for analysis.
3. Text Analytics: The next step is to apply text analytics techniques to the preprocessed
data. This includes techniques such as sentiment analysis, topic modeling, and entity
recognition, which help to identify the overall sentiment of customer feedback, key themes
or topics mentioned, and entities such as brand names or product features.
4. Sentiment analytics: It is also known as opinion mining, is the process of using natural
language processing and machine learning techniques to automatically identify and extract
subjective information from textual data, such as social media posts, customer reviews, and
survey responses. The goal of sentiment analytics is to determine the emotional tone,
attitude, or opinion expressed in the text, typically as positive, negative, or neutral. This
information can be used to gain insights into customer sentiment, brand perception, and
market trends, and to inform business decisions related to product development, marketing,
and customer service.
5. Topic Modelling: Topic modeling is a statistical technique used to identify topics or

themes present in a collection of documents, such as social media posts, news articles, or
customer feedback. It involves analyzing the co-occurrence of words within the documents
to identify common patterns and group them into topics. The most commonly used topic
modeling technique is called Latent Dirichlet Allocation (LDA), which assigns probability
distributions to each document and topic, and then iteratively updates these distributions to
maximize the likelihood of the data. The resulting topics can be used to gain insights into the
main themes and trends present in the data, and to inform business decisions related to
content strategy, product development, and customer engagement.
6. Data Visualization: Data visualization is the process of representing data in a

graphical or visual format to communicate complex information in an intuitive and easy-to-
understand way. It involves transforming numerical or textual data into charts, graphs, maps,
or other visual representations, which allow users to identify patterns, trends, and outliers
that may not be apparent in raw data. Effective data visualization requires careful selection
of the appropriate visualization techniques based on the type of data and the purpose of the
analysis, as well as attention to design principles such as color, layout, and labeling. By using
data visualization tools, individuals and organizations can gain valuable insights into their data
and communicate these insights to a wide range of audiences, from technical experts to non-
experts.
7. Machine Learning: Train machine learning models such as logistic regression,

random forest, or support vector machines to classify the reviews into positive, negative, or
neutral categories. You can use libraries such as Scikit-learn or Keras for this task.
8. Evaluation: Evaluation of models is a crucial step in the machine learning process,

which involves assessing the performance of a predictive model on a set of test data. The goal
of model evaluation is to determine how well the model generalizes to new, unseen data and
to identify any weaknesses or limitations of the model. There are several evaluation metrics
that can be used to measure model performance, depending on the type of problem and the
type of data being analyzed. Some common evaluation metrics include accuracy, precision,
recall, F1 score, ROC curve, and AUC (area under the curve). Model evaluation also involves
comparing the performance of different models on the same test data to determine which
model is the best fit for the problem at hand. The results of model evaluation can be used to
improve the model and to guide decision-making in the domain of the problem.
9. Action: Based on the insights gained from the analysis, take actions to improve your
product/service. You can use the feedback from customers to make changes to your
product/service that address the issues identified in the analysis.
10. Model Development: After text analytics have been applied to the data, the next step
is to develop a model to analyze the results. This model should be tailored to the specific goals
of the analysis, such as identifying areas for improvement in the existing product/service.
11. Validation: Once the model has been developed, it should be validated to ensure that
it is accurate and reliable. This involves testing the model on new data to ensure that it
produces consistent results.
12. Implementation: The final step is to implement the model to improve the existing
product/service. This involves using the insights gained from the analysis to make changes to
the product/service, such as improving product features, customer service, or marketing
strategy.
By following these steps, social media text analytics models can be developed and applied to
customer feedback to identify areas for improvement in existing products/services. This
process can lead to increased customer satisfaction, improved brand reputation, and
increased revenue.
Conclusion :
Developing social media text analytics models is a powerful approach for analyzing customer
reviews and comments and improving existing products or services. The process involves
several key steps, including data collection, preprocessing, modeling, and evaluation.
By leveraging advanced natural language processing and machine learning techniques,
businesses can gain valuable insights into customer sentiment, preferences, and pain points,
which can be used to inform product development, marketing strategies, and customer
service efforts. Successful implementation of social media text analytics models can lead to
improved customer satisfaction, i

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Experiment No : 09

Social Media Text Analytics Models

Developing social media text analytics models to improve existing products/services

5. Topic Modelling: Topic modeling is a statistical technique used to identify topics or

6. Data Visualization: Data visualization is the process of representing data in a

7. Machine Learning: Train machine learning models such as logistic regression,

8. Evaluation: Evaluation of models is a crucial step in the machine learning process,

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