Fashion, films and fans: what we can learn from social media analytics
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In the second and final part of this series, Graham Mackintosh, IBM social media analytics expert, talks about what we can learn by looking at the vast amounts of data that we generate through social media.
Graham talks about research around tweets related to movie trailers that help identify what will boom and bomb at the box office. He explains how social media can be used to determine trends even in the most fickle of industries, such as fashion.
One interesting outcome is that publishers can move from perceiving themselves as content creators to the providers of a service. In this way, they can create an experience more closely aligned to the audience they are addressing. For instance a sports network can assess fan sentiment and tailor the content appropriately.
Graham points out that there is currently a big move in the industry to develop systems that allow us to listen and talk in the same social media management applications.