Abstract

Marketing intelligence companies such as Nielsen’s BuzzMetrics, J.C. Power’s Umbria and Motivequest tell us that “there is gold buried in the mountains of data” accruing on blogs, online forums, and other forms of social media. The analytical services offered by these companies treat the various social media as one large database with which they decode “the language of the consumer” (http://motivequest.com). Semantic Network Analysis offers an alternative approach that “extracts and analyzes links among words to model an authors “mental map” as a network of links” (Carley et al. 2006). This paper suggests that this type of analysis can lead to a detailed and informative conceptual map of online conversations that will preserve the narrative context and offer a greater understanding of what motivates and holds these communities together.

Document Type

Conference Proceeding

Source Publication

MiT6 Conference Proceedings

Publication Date

4-24-2009

Rights

Notice: This material may be protected by copyright law (Title 17 U.S. Code).

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