Signing Deals With Devils! Working with Twitter, Facebook et al. "

Mike AndersonEchosec

# @mike0x41May 7 2016

Hi Everyone

Show of hands, why is everyone here?

Brand Engagement

Analytics Journalism Security & Investigation

Other?

Who Am I?

• Mike Anderson # @mike0x41

• COO @ Echosec Systems # @echosec_search

• We work with geo-tagged social media data

Takeaways

• What is social media data?

• What data products to Twitter and Facebook Provide• Free

• Paid

• What value can you get out of them?

• How to use the Twitter Curator app

What Is a Tweet / Facebook Post / Etc.

Status + User

What Is a Tweet / Facebook Post / Etc.

"created_at": "Tue Mar 21 20:50:14 +0000 2006", "id": 20, "text": "just setting up my twttr","entities": {

"hashtags": [], "symbols": [], "user_mentions": [], "urls": []

}, "source": ”…Twitter Web Client…","coordinates": null,"place": null,"is_quote_status": false,"retweet_count": 86510,"favorite_count": 65675,"lang": "en"

API Data:

Status:

What Is a Tweet / Facebook Post / Etc.

"name": "Jack","screen_name": "jack", "location": "California, USA","description": "#withMalala!",“url”: null“followers_count": 3550889,"friends_count": 1950,"listed_count": 26193,"statuses_count": 19568,"favourites_count": 12744,"created_at": "Tue Mar 21 20:50:14 +0000 2006","time_zone": "Pacific Time (US & Canada)","geo_enabled": true,"verified": true,"lang": "en","profile_image_url": "http://…”

API Data:

User:

Why should we care?

Case Study: Target Guest Central

https://youtu.be/xwTbvod0a1g

https://dev.twitter.com/case-studies/target-uses-twitter-data-to-connect-with-guests-and-make-business-decisions

Powered by Social Media Analytics

• How often are my products mentioned, compared with my competitors’ products?

• What trends associated with my brand/space should I be aware of?

• What is the sentiment associated with a particular subject?

• What are the gender, age, location, interests of people who talk about a particular subject? (demographics)

• How many people viewed/posted with content about my brand before and after I launch my campaign (engagement)

• Who are the people I should be engaging with right now?

How did Target do it?

Commercial Social Media Data Access

! "

As of mid 2015

Twitter Firehose

https://www.echosec.net/twitter-api-vs-firehose/

Twitter Firehose

• Type

• Location/Region

• Keywords/Hashtags

• To or from users

• Demographics

• Popularity

• Language

• Body Text

• User Profiles

• Hashtags and User Mentions

• Enrichments• Location

• Klout Score

• Expanded URLs

• Sentiment

• Language

• Tags for the rules that matched

GNIP Powertrack

Powertrack Rule

GNIP Activity

Twitter FirehoseGNIP Products

https://www.echosec.net/twitter-api-vs-firehose/http://support.gnip.com/apis/

• Realtime Powertrack• Historical Powertrack

• Pay-Per-Day

• 30 Day Search API• Pay-Per-Request• 500 tweets/req

• Full Archive Search API• GNIP Data Collector

• Everything is pay-per-tweet• Limited to GNIP Usage Terms

Facebook Topic Data

• Facebook is an ‘inward facing’ platform

• Increase in awareness about privacy

• Public post stream shut down in 2015

• Public facing data still available through FanPages

• For general conversation data (including non-public) you need PYLON

Datasift PYLON

Facebook Topic Data

PYLON answers demographics questions and shows trends in facebook conversations through counts

What is Datasift PYLON

Facebook Topic Data

For example:

• In a currently running TV show, which characters are most popular in each state?

• What are the key demographics that are discussing/sharing your brand/campaign content?

Disclaimer:US and UK data only

What is Datasift PYLON

http://datasift.com/library/busting-brand-myths-with-facebook-topic-data/http://datasift.com/library/balancing-human-data-intelligence/

Facebook Topic DataHow it works:

http://blog.datasift.com/2015/03/12/how-pylon-for-facebook-topic-data-works/http://datasift.com/products/pylon-for-facebook-topic-data/faq/

Public Posts, Non-Public posts and Posts on Pages:

•Content•Topics•Links•Hashtags

Engagement Data:•Comment•Shares•Likes

• User identity is removed before any analysis is performed.

• Users' data never leaves Facebook's data centers: The underlying data used to create insights never leaves Facebook's servers.

• Only the anonymized and aggregated results are delivered outside of the Facebook data center.

• Aggregates of at least 100 individuals must be represented before a data set is delivered. This ensures no individual can be identified based on data returned.

Twitter Insight Data

• Uses similar privacy controls as PYLON to return counts on non-public info• Gender

• Language

• TV genres / shows

• Device Model / OS

• Language

• Interests

• Country/Region/Metro

• Per Tweet impressions, engagements

GNIP Audience API / Engagement API

These are commercial solutions for scale

For most of us, the solution probably already exists

3rd Party Platforms

Hootsuite

IBM Watson

Sysomos

Echosec

NetworkedInsights

Honorable Mentions: Buffer, Tradeable Bits, Geofeedia, Welink

SproutSocial

Some Free SolutionsTwitter Public APIhttps://dev.twitter.com/rest/public

https://dev.twitter.com/streaming/overview

• Streaming API returns “a small random sample of all public statuses”

• Search API returns “a collection of relevant tweets” from the last 5-10 days

Totally fine for lots of projects where you don’t need volume or completeness

Twitter Curatorhttps://curator.twitter.com/

• built to allow media publishers to search, filter and curate Twitter content that can then be displayed on web, mobile and TV

• Great for one-off social media projects

#LIVEDEMOPlease be kind

Follow Along:

https://curator.twitter.com

End/Questions?#@mike0x41