Identifying the High-Value Social Audience from Twitter through Text-Mining Methods

摘要: Doing business on social media has become a common practice for many companies these days. While the contents shared Twitter and Facebook offer plenty of opportunities to uncover insights, it remains challenge sift through huge amount data identify potential audience who is highly likely be interested in particular company. In this paper, we analyze content an account owner its list followers various text mining methods, which include fuzzy keyword matching, statistical topic modeling machine learning approaches. We use tweets segment group high-value members. This enables spend resources more effectively by sending offers right hence maximize marketing efficiency improve return investment.