Tuesday, 5 June 2012

Social Media: human or algorithmic analysis?

Social media analytics are usually based on numbers. Whatever comment or opinion occurs in the highest volumes is considered an important trend, while low-volume minority opinions are discarded. However, research shows that it takes a 'seed set' of less than 1% to cause the rest of the network to adopt a trend. Ignoring minority comments risks missing the chance of influencing community opinion. But should we rely on mathematical models or human analysis?