Quick viewing(Text Mode)

Exploring Social Media Analytics on Community Development Practices

Exploring Social Media Analytics on Community Development Practices

EXPLORING SOCIAL ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

Journal of Information Management ISSN #1042-1319 A Publication of the Association of Management

EXPLORING ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

DI SHANG LONG ISLAND UNIVERSITY BROOKLYN [email protected]

MOHAMMED GHRIGA LONG ISLAND UNIVERSITY BROOKLYN [email protected]

ABSTRACT The use of social media and social networks has become a significant community development tool to reach a wide audience, share information in real-time, improve , and build relationships. In this , we to demonstrate how provide a valuable set of techniques for assessing community development and identi- fying strategies to develop best practices. We analyze the activities and structure of a local community - Brooklyn Tech Tri- angle based on data collected from . Our results suggest that community development practitioners can use social me- dia to promote the fundamental tenets and promote their initiatives in the community. Furthermore, practitioners can apply social media analytics to discover strategies for keeping leadership roles, connecting the community and identifying - added influencers. Our findings show the potentials social media analytics offer for practitioners in improving their communi- ty development practices.

Keywords: social media, social networks, social media analytics, community development, network analysis

key influencers are, and thus they can adjust their strate- INTRODUCTION gies to meet their customer’s specific needs. The use of social media and social networks has Social media is transforming how companies also become a significant community development tool to communicate with their customers and stakeholders, and it reach a wide audience, share information in real-time, forms a major part of most company’s and improve communications, and build relationships. Social strategies. Previous research [18] concludes media data provide the opportunity for understanding how that social media differs from traditional media in three a community is formed and maintained online. With in- ways: 1) social media facilitates two-way interaction with formation collected from social media, practitioners can a large number of people at the same time; 2) companies actively engage in community development and address and customers are connected with each other directly; and community issues. Moreover, on social media platforms, 3) social media platforms are free to join and cost efficient information can be broadly disseminated, and greater for marketing and communication. Companies can gleam transparency and accountability can lead to increases of immediately what their target audience wants and who the trust within community members [4]. Through network-

Journal of Information Technology Management Volume XXIX, Number 4, 2018 39

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

ing, social media also enhances the capacity of community research area due to commercial and social importance, leaders and key influencers within the community. the potential of applications, and the value of analysis. As Meanwhile social media also raised challenges to a result, organizations understand the importance of utiliz- community development that resulted from its great inter- ing social media to exist in today's technologically ad- connectedness. Community development practitioners are vanced . New , models, and working in more dynamic and boundless network-based applications have been developed to address particular settings, and they have to rethink the traditional practices domains and resolve distinct problems in social media applied to stable physical location-based communities. In [14]. addition, social media changed the ways people com- As social media becomes well recognized for its municate with others and access and share information. potential as a social , many com- People freely exchange information and express opinions, panies have used tools such as , Twitter, and which undercuts centralized control of attitudes and be- for communication and engagement with their cus- haviors. Therefore, researchers [e.g., 13] suggest that tomers as well as employees [9]. These social platforms community development practitioners need to recognize act as a connective space for communication and infor- and scrutinize how social media can challenge established mation sharing. Customers become active contributors to ways of practicing community development. contrary to being passive audience in In this research we aim to demonstrate how so- traditional marketing [3]. Social media usage has contrib- cial media analytics can provide a valuable set of tech- uted to communication practices in both co-located and niques for analyzing community development and discov- geographically dispersed networks, and by engaging the ering best practices from social media data. We examine audience via interactions and exchanges social media em- the activities and structure of the social media presence of powers organizations to establish constant positive rela- a local community - Brooklyn Tech Triangle based on tionships with customers [19]. data collected from Twitter on the key practitioners. We Social media enables companies to network with aim to answer the following specific questions: customers in order to build relationships and achieve a • How social media analytics help to assess better understanding of customer needs. For instance, ana- community development practitioners’ use lyzing twitter data helps institutions or companies to have of social media to promote the fundamental better understanding about their customers’ feedbacks and tenets of the community? opinions, attitudes, perceptions and behavior [3]. Organi- • How social media analytics help to discover zations and policy makers can benefit from targeting practices for enhancing community devel- members to effectively spread valuable information [4]. opment? Organizations nowadays focus on analyzing social net- We visualize the engagements of community works to know who is central in these networks and iden- members and network properties of the community. Re- tifying members who are best placed to diffuse infor- sults of our analysis show that community development mation [2]. practitioners can promote an active community centered in The use of social media and social networks has their initiatives and keep leadership roles in connecting also become a significant community development tool to the local community through social networks. In addition, reach a wide audience, share information in real-time, community leaders can apply social media analytics to improve communications, and build relationships [7]. discover strategies to keep leadership roles by identifying Social media and social networks provide diverse means and utilizing value-added influencers to transfer infor- of communication and engagement to support community mation through social networks. development efforts [16]. Community participants can use The rest of the paper is structured as follows: social media to generate content and opinions, create an section 2 discusses the related work done in this area. Sec- and build networks, and they can actively tions 3 describe the context and methodology. In section engage in learning and understanding about community 4, we present our findings, and we provide discussions issues with information on social media platforms. In ad- and recommendations based on our results in section 5. dition, through networking community practitioners can Section 6 concludes the paper. enhance their leadership capacity within the community [10]. Therefore, it is important that community leaders RELATED WORKS closely follow best practices in order to have effective communication through social media platforms [1]. For the last few years, interest in social media Social media analytics “is concerned with devel- and social networks has increased and become an active oping and evaluating informatics tools and frameworks to

Journal of Information Technology Management Volume XXIX, Number 4, 2018 40

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

collect, monitor, analyze, summarize, and visualize social buildings which host tech-driven manufacturers and com- media data … to facilitate conversations and interactions panies1. … to extract useful patterns and intelligence…” [20]. So- Since the use of social media and - cial media data provide the opportunity for understanding ing has become an important approach in social interac- how a community is formed and maintained online. For tion and economic development, the three practitioners all instance, of social networks can illustrate the have their individual social media presences to promote of community members in the networks. an active and cohesive community, attract entrepreneurs In addition, network graphs can also show how the com- and investment, and connect the local community with the munity is centralized on certain subgroups or otherwise economic opportunity and resources. Twitter enables isolated from each other. In addition, social media senti- prompt but relatively shallow conversations, and its sim- ment analysis can be an excellent source of information plicity is important for fast news sharing and just-in-time and can provide insights that improve a practitioner’s suc- updates [12]. Using related keywords (Twitter as cess of community development and community supports. shown in Table 1), a total 4528 tweets were collected Made use of these sentiments open up new possibilities from Twitter through dashDB on IBM’s BlueMix plat- and opportunities. Thus, integrating social media analytics form (a data warehousing solution on the cloud) from into community development practices is a useful way to April 2014 to November 2016, over a thirty-two-month assess the impacts of community development works [7]. span.

CONTEXT AND METHODOLOGY Table 1: Twitter Data of Brooklyn Tech Triangle This research focuses on a local community -

Brooklyn Tech Triangle in understanding the use of Term Number of Tweets media analytics for community development practices. Brooklyn is the largest of New York City’s five boroughs #DowntownBrooklyn 1832 by population and the second largest by area. The Brook- #DumboBid 1308 lyn Tech Triangle is made up of the following three key #BrooklynNavyYard 1388 partners: Downtown Brooklyn, DUMBO, and the Brook- Total 4528 lyn Navy Yard. In the past few years, it has emerged as one of the largest tech sectors in New York City, attract- ing entrepreneurs and startup companies to the area since To understand how social media facilitates the most innovation companies want to be close to each other formation of relationships among community members, to share ideas and benefit from collective expertise. The Ang [1] proposes four pillars to achieve it: (1) connectivi- Brooklyn Tech Triangle initiative is an effort to bring ty, (2) conversations, (3) content creation and (4) collabo- together support for growing the innovation economy of ration. Statistics about community participation can pro- the borough. The Downtown Brooklyn is missioned to vide important insights about the conversation and content attract new investment and improve the environ- creation of a community. Meanwhile, network analysis ment for existing companies by developing infrastructure can help describing the and of and promoting a cohesive community. DUMBO, a neigh- participating members, identifying the patterns of interac- borhood located between the Brooklyn and Manhattan tions, and tracing how information flows within the com- Bridges, is Brooklyn’s epicenter of art and creativity. The munity. These can be particular key measures of the health DUMBO Improvement District is founded to enhance the of a community in terms of reducing isolation and discon- in the area, and it initiates neighborhood nectedness and receiving quick responses from communi- planning and to amplify the area’s creative and ty members. Therefore, community engagement, topic innovative vibe. The Brooklyn Navy Yard Development analysis, and network analysis are all Corporation manages the Brooklyn Navy Yard on behalf important metrics that community practitioners should of the City of New York. It aims to create quality jobs in seek to understand. the modern industrial sector and connect local community We analyze the Twitter data set using R packag- to resources and economic opportunities. The Yard has es, including RBGL, SNA, TM, and Wordcloud. R is an become a national for sustainable urban industrial open source programming language and environment for parks through development of infrastructure and green 1 http://brooklyntechtriangle.com/about/ Accessed De- cember 6, 2018

Journal of Information Technology Management Volume XXIX, Number 4, 2018 41

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

statistical computing, and it is also a great tool for data traffic generation in the community. The number of tweets visualizations [21]. For performing visualizations of the posted or retweeted by practitioners accounts for more , we utilize following packages in R, ggplot2, than 10% on average of the total number of tweets gener- Plotly and RColorBrewer. ated by the community over time. In addition, large por- tion (around 56% on average) of these tweets are original ANALYSIS AND RESULTS posts, which indicates active content creation of communi- ty users. Whilst, 44% of the tweets posted was retweeted We first examine the content creation of commu- or shared by users, which indicates that the community nity users and community development practitioners in also have large following users who share content and using Twitter to promote the fundamental tenets of the drive traffic. community. As shown in Figure 1, the community devel- opment practitioners are active in term of content and

Figure 1: Number of Tweets Contributed by Practitioners and Users

Understanding the patterns of community users' raise of activity (posting/sharing) from 9.00 AM to 3.00 active behavior help practitioners to develop practices for PM, and from 3.00 PM there are fluctuations in the activi- promoting tenets and sharing information [5]. Figure 2 ty and this continues with the raise of few peaks, till 9.00 shows the volume of tweets posted and shared by active PM (as shown in the right chart). This suggests that the users of the community in the day of a week over the users are likely to tweet during lunch breaks in the after- three-year period (as shown in the left chart). Our analyses noon where highest peak of activity is observed at 3.00 reveal that through the week the engagement of users in PM, and at the time of commute in the evening from 5.00 the activity of posting and sharing was peaking on Thurs- PM and then at night before 9.00 PM. During nighttime day, and next to it we observed Wednesday and Friday. It from 9.00 PM we observe very less activity till the next suggests that the best period of the week the community morning. The above findings can help community practi- users are active in posting and sharing the tweets is to- tioners identify the best time slots to communication and wards the end of the week. Examining the engagement of share information with community members. of the community by hour, we observe the

Journal of Information Technology Management Volume XXIX, Number 4, 2018 42

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

Figure 2: Volume of Tweets Posted and Shared by the Day of a Week (left) and by Hour (right)

One important community development practice and building entrepreneurs networks. Figure 3 shows the of the practitioners is using social media to promote average number of retweets within 24 hours of the an- events that attract entrepreneurs and investment and con- nouncement of events in the community. The announce- nect the local community with economic opportunity and ments attracted around 2980 retweets on average within resources. Based on word cloud and human annotation (by 24 hours, and it suggests that community users quickly graduate students) [6], we develop a domain-specific dic- respond to community events and disseminate the infor- tionary of events in the community over the period of mation in the community. The number of retweets sharply time. Our topic analysis shows that around 40% of the decreased after 24 hours, which also reflects the fact that tweets are related to community events, which is con- trending topics on Twitter can quickly change from one sistent to the community practitioners’ initiative to con- term to another [15]. nect with Brooklyn's best and brightest by hosting events

Figure 3: Average Number of Retweets within 24 hours of the Announcement of Events

Sentiment analysis is the process that “aims to ment and campaigns. Community practitioners can use the determine the attitude of a speaker or a writer with respect information for devising effective communication strate- to some topic” [11]. Sentiment analysis empowers organi- gies and can therefore, improve their reputation and lead- zations by providing extensive, insightful information ership. We used text2vec and glmnet R packages to train a regarding their target audiences’ sentiments. The benefit model with 1.6 million labelled tweets, and we conducted of community practitioners tracking the sentiment of sentiment scoring of our Twitter data using the trained community users is that it allows quantifying perceptions model. The model generated sentiment scores of every about their leaderships, community initiatives, engage- tweet in a range of values from 0 (completely negative) to

Journal of Information Technology Management Volume XXIX, Number 4, 2018 43

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

1 (completely positive). We cut off the scores as: nega- results (as shown in Figure 4) suggest that community tive from 0 to 0.35, positive from 0.66 to 1, and neutral users generally express positive sentiment during the peri- 0.36 to 0.65. Human annotation of 500 sampled tweets od of time. suggests that the model achieved an accuracy of 91%. Our

Figure 4: Sentiment of tweets over time

Communities can be viewed as sets of individu- Table 2: Centrality Scores of Key Accounts als and organizations and their relationships, and commu- nity development is strengthening and extending networks Account Indegree Betweenness of relationships between individuals, and between organi- centrality centrality zations. We next examine whether the community devel- opment practitioners present leaderships in the community DowntownBklyn 403 190966.7 and enhance the leadership capacity through networking. DUMBOBID 229 118769.4 Hubs are individuals in a network that are highly Navy Yard 44 40395.7 sought-after by other network members. Hubs of influence TechTriangleU 29 29458.0 in a network are measured using indegree centrality - Brownstoner 20 14137.4 counts how many relationships point towards an individu- al [8]. Bridgers are individuals in a network who have Explore Brooklyn 51 11372.7 connections to different clusters. Bridgers in a network SFC Entrepreneur 35 11864.3 provide valuable opportunities for growth and impact be- makeitinbk 18 10766.3 cause they have access to perspectives and networks that are otherwise unknown to most network members. Finding Network graph of the whole data set presents a bridgers in a network is typically done with the calculation large graph with many small clusters. Using igraph R called betweenness centrality [8]. Identifying members package, we exclude these small clusters in order to re- with high betweenness centrality score is important be- duce dimensionality. The most influential accounts in the cause it could help spread information in the social net- network are labelled in the pruned network graph (Figure work faster, and it could also help protect the network 5). In addition to the practitioners, certain Twitter ac- from breaking [2]. A with high betweenness centrali- counts in the network play important roles in keeping the ty has a large influence on the transfer of information community active and the transfer of information through through the network, under the assumption that infor- the network. For example, Brownstoner, a real estate bro- mation transfer follows the shortest paths. Recognizing ker, is active in tweeting and blogging about the develop- where and how information flows through networks is ment of Brooklyn, and such users play unexpected roles in useful for determining how to strategically access it. As connecting the community and transferring information shown in Table 2, all of Downtown Brooklyn, DUMBO through social networks. TuckerDBP, an advocator, is and Navy Yard ranked top in the list reflecting their lead- active in tweeting and blogging about the development of ership and influence on the social network. Brooklyn; and SFC, a college’s entrepreneurship center,

Journal of Information Technology Management Volume XXIX, Number 4, 2018 44

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

promotes entrepreneur and practitioner engagement with ment initiative and enhance the leadership of the commu- resources through its Open Virtual Incubator. Those val- nity development practitioners. ue-added influencers promote the community develop-

Figure 5: Pruned Network Graph of the Twitter Data Set

Network analysis can also provide information became a major hub and bridger in the network. BE.IN is about how the network expand and grow more intercon- a consortium of 10 institutions, 66,000 students, 11,000 nected over time. We observed that the networks grow in faculty and staff that takes a comprehensive and innova- terms of both size and density from 2014 to 2016. The tive approach to of colleges and universi- network graph helps us to identify emergence of influenc- ties. Such information is helpful for practitioners to close- ers over time. For instance, ‘makeitinbk’- Make It in ly follow the change of network structure and thus employ Brooklyn, emerged as one of the important hubs in the appropriate influencers in connecting community. network in 2015. ‘makeitinbk’ is an initiative to connect with Brooklyn's best and brightest by hosting Innovation DISCUSSION Summit and build entrepreneurs network by hosting pitch contests. It celebrates the entrepreneurial ethos, the grit, Our analysis highlighted how social media is and the drive of the people that make Brooklyn. In 2016, recognized as an important tool in community develop- “BE.IN” (The Brooklyn Education Innovation Network) ment. The range of tools available to practitioners are

Journal of Information Technology Management Volume XXIX, Number 4, 2018 45

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

varied and can provide significant insights into tracking timent analysis, and network analysis) would operate on community development, helping practitioners to make the retrieved data. The output of these analyses will be informed business decisions, and promoting the essential combined together in a trend analysis to track emerging or tenets of the community. Even though Brooklyn Tech prevalent trends over time associated with community Triangle and its key partners cannot control what people development. Community practitioners can also use the talk about on social media, knowing what they are talking system to track new topics, assess the community user’s about gives a good indication of the effectiveness of their attitude and identify the key influencers and the role they development practices. Community practitioners can cus- can play in the communication. An insight generation and tomize their online messages, social media strategies and reporting system will consolidate different forms of ana- campaigns in order to garner more positive and interesting lytic results together to produce reports pertaining to in- topics. In our study the Brooklyn community practitioners sights for identifying key influencers, tracking early signs serve the community through a collective leadership. As a of new topics, or assessing community users’ sentiments successful collective leadership network relies on long- and concerns over issues. term preservation of the group's mission, online communi- ties must manage participation for long-term effectiveness CONCLUSION [10]. Community practitioners can apply social media analytics to monitor the patterns of community users' con- Social media analytics provide a framework to tent contribution and active behavior to develop best prac- research community development practices and help tices for promoting tenets and sharing information, as community practitioners to understand the effects of those demonstrated in our study. practices on the relationships between organizations and Social media analytics provide the methods to members that constitutes a community. Using the case of investigate the relationships between community members Brooklyn Tech Triangle, we demonstrate how social me- and practitioners. Our analysis showed that the practition- dia analytics provides a valuable set of techniques for ers stay connected to the community and those key influ- analyzing community development information from so- encers have influence on the transfer of information cial media data. While social media is considered a less through the social network. While institutional arrange- formal platform for rapid release of critical information, ments and participation of practitioners are important, we our analysis provide evidence that community develop- should also examine how users are networked. It is im- ment practitioners can potentially benefit from utilizing portant to recognize that key individuals in community social media as new tools to improve their communication and their ‘brokering’ work in empowering local communi- strategies. In addition, our approach and the techniques ties [17]. In our study influencers, such as Brownstoner, used can apply to the analysis of other communities and TuckerDBP and SFC, played expected or unexpected help practitioners to design platforms using social media ‘brokering’ roles in connecting the community and trans- to track community development. The visual and metric ferring information through social networks. Our findings outputs of social media analysis can be used by communi- suggest that community development practitioners should ty practitioners to enhance the accomplishment of their identify active influencers in the network and utilize them organizational missions and strengthen their leadership. to enhance their leadership and information sharing and Social media analytics shows capabilities as effective communication, along with strategic alliances and collab- methods to understand the efficacy of community devel- orations. opment. Social media data provide valuable information Our findings are based on analysis of a local for organizations to conduct , social network community that has a relatively small Twitter data set. We analysis, opinion detections, and trends analysis. Tech- can overcome the limitation in our future work by investi- niques used in our research and some of our findings can gating more communities and also include data from other be useful for practitioners to design platforms that use social media sources. More research on social media ana- social media as a means of community development track- lytics applied in different contexts are needed to enable us ing. Such a system could perform tracking task with min- to evaluate our metrics and validate the analysis and inter- imal supervision and with the ability to provide time- pretation of the data. It is worth mentioning that tracking critical alerts and decision-support to community devel- community development using social media also presents opment practitioners. Social media data can be collated many challenges, such as real-time analysis of large vol- from different data sources and stored in a data repository. ume of data, high level of background noise, and dynamic Data relevant to a particular interest can be retrieved, and network structure. However, the underlying value coupled different analysis techniques (namely, topic analysis, sen- with challenges of using social media warrants future re-

Journal of Information Technology Management Volume XXIX, Number 4, 2018 46

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

search. In conclusion, our research exhibits that social Results,” Social Networks, Volume 2, Number 2, media becomes a common venue for community devel- 1979, pp.119–141. opments. Community development practitioners can suc- [9] Gupta, V., and Gupta, M. “: A cessfully promote community initiatives and influence New Framework and Literature Review,” Interna- community members by engaging in social media plat- tional Journal of Business Analytics, Volume 3, forms. Social media analysis generates insightful infor- Number 1, 2016, pp.58–68. mation about community development, and evaluating the [10] Hoppe, B., and Reinelt, C. “Social Network Analy- online activity can give community leaders’ great ad- sis and the Evaluation of Leadership Networks,” vantage in not only building its online presence but under- Leadership Quarterly, Volume 21, Number 4, standing its target audience and solve issues within the 2010, pp.600–619. community. [11] Hu, M., and Liu, B. “Mining and Summarizing Cus- tomer Reviews,” Proceedings of the 2004 ACM REFERENCES SIGKDD International Conference on Knowledge Discovery and , 2004, p.168-177. [1] Ang, L. “Community Relationship Management and [12] Jansen, B. J., Zhang, M., Sobel, K., and Chowdury, Social Media,” Journal of Marketing and A. “Twitter Power: Tweets as Electronic Word of Customer Strategy Management, Volume 18, Num- Mouth,” Journal of the American Society for In- ber 1, 2011, pp.31–38. formation Science and Technology, Volume 60, [2] Bakshy, E., Hofman, J. M., Mason, W. A., and Number 11, 2009, pp.2169–2188. Watts, D. J. “Everyone’s an Influencer: Quantifying [13] Kenny, S. “Community Development Today: En- Influence on Twitter,” Proceedings of the fourth gaging Challenges through Cosmopolitanism?” ACM international conference on Web search and Community Development Journal, Volume 51, data mining, 2011, pp.65–74. Hong Kong, China: Number 1, 2016, pp.23–41. ACM Press. [14] Leonardi, P. M. “Social Media, Knowledge Shar- [3] Burton, S., and Soboleva, A. “Interactive or Reac- ing, and Innovation: Toward a Theory of Commu- tive? Marketing with Twitter,” Journal of Consum- nication Visibility,” Information Systems Research, er Marketing, Volume 28, Number 7, 2011, Volume 25, Number 4, 2014, pp.796–816. pp.491–499. [15] Lin, J., and Mishne, G. “A Study of “Churn” in [4] Chau, M., and Xu, J. “Business Intelligence in Tweets and Real-Time Search Queries,” Proceed- Blogs: Understanding Consumer Interactions and ings of the Sixth International AAAI Conference on Communities,” MIS Quarterly: Management In- Weblogs and Social Media, 2012, pp.503–506. formation Systems, Volume 36, Number 4, 2012, [16] Matthews, P. “Social Media, Community Develop- pp.1189–1216. ment and ,” Community Development [5] Chen, A., Lu, Y., Chau, P. Y. K., and Gupta, S. Journal, Volume 51, Number 3, 2016, pp.419–435. “Classifying, Measuring, and Predicting Users’ [17] Morgan-Trimmer, S. “It’s Who You Know: Com- Overall Active Behavior on Social Networking munity through Network Brokers,” Sites,” Journal of Management Information Sys- Community Development Journal, Volume 49, tems, 2014, Volume 31, Number 3, 2014, pp. 213– Number 3, 2014, pp.458–472. 253. [18] Oh, O., Eom, C., and Rao, H. R. “Research Note — [6] Deng, S., Sinha, A. P., Zhao, H., and Wu, J. “Learn- Role of Social Media in Social Change: An Analy- ing Domain-specific Lexicon for Sentiment Analy- sis of Collective Sense Making During the 2011 sis of Social Media Texts,” Proceedings of 23rd Revolution,” Information Systems Research, Workshop on Information Technology and Systems: Volume 26, Number 1, 2015, pp.210–223. Leveraging Analytics for Societal Bene- [19] Patino, A., Pitta, D. A., and Quinones, R. “Social fits, WITS 2013. Media’s Emerging Importance in Market Re- [7] Ennis, G., and West, D. “Exploring the Potential of search,” Journal of Consumer Marketing, Volume in Asset-based Communi- 29, Number 3, 2012, pp.233–237. ty Development Practice and Research,” Australian [20] Zeng, D., Chen, H., Lusch, R., and Li, S.-H. “Social Social Work, Volume 63, Number 4, 2010, pp.404– Media Analytics and Intelligence,” IEEE Intelligent 417. Systems, Volume 25, Number 6, 2010, pp.13-16. [8] Freeman, L. C., Roeder, D., and Mulholland, R. R. [21] Zhao, Y. R and Data Mining: Examples and Case “Centrality in Social Networks: ii. Experimental Studies. Academic Press, 2012.

Journal of Information Technology Management Volume XXIX, Number 4, 2018 47

EXPLORING SOCIAL MEDIA ANALYTICS ON COMMUNITY DEVELOPMENT PRACTICES

AUTHOR BIOGRAPHIES Di Shang is Assistant Professor of Information Systems in the Department of Technology, Innovation and Computer Science at Long Island University Brooklyn. His research focuses on information economics, electronic commerce, and business analytics. His work has applied social media analytics techniques to discover insights on community development, disease and con- sumer awareness.

Mohammed Ghriga is Chair and Associate Pro- fessor of Computer Science in the Department of Tech- nology, Innovation and Computer Science at Long Island University Brooklyn. His research interests in the broad area of formal description techniques, systems anal- ysis, model checking, testing and verification for nonde- terministic systems. He also investigates issues at the in- tersection of software engineering and security.

Journal of Information Technology Management Volume XXIX, Number 4, 2018 48

Top View