Use of a high-value social audience index for target audience identification on Twitter

• Main Authors: LO, Siaw Ling, CORNFORTH, David, CHIONG, Raymond.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Twitter; Topic modelling; Machine learning; Audience segmentation.; Databases and Information Systems; Social Media
• Online Access: https://ink.library.smu.edu.sg/sis_research/6107; https://ink.library.smu.edu.sg/context/sis_research/article/7110/viewcontent/LoSiawLing_2015_Use_of_high_value_social_audience_index.pdf
• Institution: Singapore Management University

With the large and growing user base of social media, it is not an easy feat to identify potential customers for business. This is mainly due to the challenge of extracting commercially viable contents from the vast amount of free-form conversations. In this paper, we analyse the Twitter content of an account owner and its list of followers through various text mining methods and segment the list of followers via an index. We have termed this index as the High-Value Social Audience (HVSA) index. This HVSA index enables a company or organisation to devise their marketing and engagement plan according to available resources, so that a high-value social audience can potentially be transformed to customers, and hence improve the return on investment.