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[Document title]

cex-stirling
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Introduction

Twitter is a free microbiology website in which users create a personal profile where they

write a small post compromising of their opinion towards any topic which is called a tweet.

Twitter was the brain child of Jack Dorsey in 2006 his original idea was to create twitter as a

SMS platform. Twitter can be used on many platforms and devices and is accessible to the

users at almost all times. Tweets are composed of 140 characters and are wrote by the user

which are permanent, searchable and they are public. Anyone can search tweets on Twitter,

whether they are a member or not. On twitter consumers use sentiment analysis to

research products of interest they are considering to buying before deciding to purchase

said product. Gathering all this information together can be very useful from a marketing

point of view as it can be used to see public opinion of their product and company or to

gather information on public opinion on a product. It can also be used to establish any

problems that arise for a product.

Figure 1 Twitter Logo

Defining Sentiment

Sentiment is described as “refined or tender emotion; manifestation of the higher or more

refined feelings.” The Authors of this report decided to analyse the sentiments in tweets to

improve marketing so in the experiment tweets are broken into three different groups;

neutral, positive and negative. For the purpose of the research the neutral tweets were not

include. Twitter messages have many different attitudes which is broken into the following;

 Length: a tweet is 140 characters long with the average tweet being 14 to 78

characters long.

 Data Availability: the number of tweets that are available are in the millions which

will have to be considered.

 Language Model: The frequency of spelling mistakes and the use of slang words will

affect the experiment.

 Domain: The number of different topics which could be wrote about was taken into

consideration.

Figure 2 Sentiment Analysis

Results and Discussion

The authors used unigrams, bigrams, and parts of speech as features. The unigram was a

feature and the simplest way to retrieve information from a tweet. The researchers found

that the machine-based algorithms found better results than the keyword baseline. Bigrams

were used by the researchers to contain sayings like “not good”. The researchers found it

difficult to work unigrams and bigrams, so they decided to combine them together. The

researchers then found the accuracy of the results was then improved. The last feature they

used parts of speech which they used what was called POS tags due to the fact that a word

may have different meanings. For example, the word ‘over’ may have a negative meaning

while it may also be a noun. It was found that POS tags were not found useful while the

unigram and bigram were found useful to find tweets with certain sentiments in them which

can be very useful for a business.

 Part of Speech (POS): “A software tool that labels words as one of several categories

to identify the word’s function in a given language. In the English language, words

fall into one of eight or nine parts of speech. POS categories include; noun, verb,

article, adjective, preposition, pronoun, adverb, conjunction and interjection”.

[ CITATION Wha181 \l 2057 ]

Figure 3 Results and Discussion

Future Work