AZERBAILAN STATE OIL and

INDUSTRY UNIVERSITY

Faculty: BA
Speciality: Marketing
Group: ZU-036
Subject: Methods of Market Researh

BİG DATA
İN SOCİAL MEDİA

Students: Sevinj Akbarova

Vusal Hummatov

Instructor: Aqil Valiyev

Abstract
 Big data analysis has recently emerged as an important area of research due to
the popularity of the Internet and the emergence of Web 2.0 technologies. In
addition, the dissemination and adoption of social media applications has provided
comprehensive opportunities and challenges for researchers and practitioners. The
large amount of data generated by users using social media platforms is the result
of the integration of background details and daily activities. This huge data volume,
known as big data, has been extensively researched recently. A review of recent
studies to obtain a broad perspective on the topic of research in the big data
analytics of social media is presented.

Introduction

In recent years, the surplus in rich content has increased the interest in the
complex /social network analysis. These analyzes make it possible to understand
social media, while O 'is a problem in previous studies based on complex
complexity algorithms. This thesis analyzes very large social media using a data
platform to find important parameters and features effectively. With the
popularization of the mobile phone, the telecommunication network has become a
social context environment and has enabled researchers to analyze social media in
a wide range of areas. The distribution degrees are among the most important
features of social networks and we have compiled a teleconference search detail
data of the data set in this thesis in order to investigate the structural features of
social media with a wide range of features.
‘Big data’ is fast becoming an area of great importance for businesses in many
areas, including education. In simple terms it refers to the combination of data from
various sources and understanding patterns in the data which can be used for
various purposes such as improving market intelligence and educational research.
Businesses, large and small, are implementing (or planning to implement) big data
strategies. Apart from market intelligence, it is being applied in diverse areas such
as healthcare and other scientific research, complex manufacturing industries such
as aviation and heavy machinery, improving public utilities and traffic management,
oil and gas exploration, telecoms, retail, banking and insurance, defence and
security. In this article we give an introduction to big data and some of its
applications in various fields, including education. We also describe the use of big
data for the monitoring of social media (for instance LinkedIn, Facebook and
Twitter) for market growth and brand management. Some training courses in big
data offered by various universities are mentioned in the article.
Businesses try to understand their customers at the highest possible level.
Monitoring people's online behavior is therefore important for their success.
Organizations invest in the collection of such analytics, using large data as an
important component to monitor social media activities on social networking sites,
especially Facebook, Twitter and LinkedIn. Social media analytics is a synthesis of
the behavior of Internet users. Consumers' web browsing, online shopping
behavior, feedback from customers about social networks, and the presence of
data about marketing research enable organizations to get timely and
comprehensive information to consumers. For this reason, organizations can focus
market intelligence strategies on different goals, such as advertising and product
launch; promotion and brand management; to promote customer loyalty; providing
personalized services to customers; keep a tab about market trends and
competitors; minimizing risk; Overall cost and business expansion savings.
As the popularity of social media sites increases, the demand for analytics on
these large charts is dramatically increasing. Over the last few years, many web
companies have emerged, such as olmak Followerwonk ları, in Tweetwall dayalı
and ın SimplyMeasured sosyal, to help customers make better marketing decisions
based on the content of social media tools such as Twitter and Google+. These
web companies have to deal with very large graphs to make analytics. These charts
are considered to be large, not only because they have many corners and edges,
but also because they protect a significant amount of metadata associated with
them. Many of these social web companies tend to store these graphics in
distributed data stores such as Google BigTable, MegaStore, Apache HBase, or
distributed parallel databases, with the motivations behind the Big Data trend, ie
high availability, fault tolerance, scalability, persistence. To maintain their popularity,
they must provide high availability to their customers. For example, Facebook
announced that 1.11 billion users are connected to the site every month. In
addition, the average number of users per day is 665 million. Thousands of user-
related metadata such as messages, chats, e-mails, SMS messages and
attachments are stored in the HBase cluster. Every day, 6 billion messages are
being sent among Facebook users. At peak times, 1.5 million transactions per
second are performed in the metadata associated with graphics corners and edges.
Companies are forced to use distributed data architectures to scale, store, and
store these data sets. We believe that the scattered algorithms we present in this
thesis can benefit from these large graphical data sets for better analysis.

Methodology

Data Collection
Data Type • Secondary Data
Data Collection Method
Secondary data were collected from many sites and resources
Data Collection Instrument
Data for the survey were collected mainly through organizations official sites.

Objectives
1. Social media issues
2. Big data
 3. Online traffic tools
4. Social media monitoring tools

Chapter 1
Social media issues

Social media is both good and bad. Since its foundation, it has changed our lives in many
ways. Like everything else, there are disadvantages that seem to overcome the pros as
well. That's why most people face social media problems sometimes or in the other.

1)Likes/Comments
The question you have to ask yourself is: am I sending everyone to show me what's going
on in my life or am I just sending it to be loved? People, especially young people, are
obsessed with the idea of getting “likes” in their paintings, and even Twitter, which has the
favorite button, is now “like . Honestly, if you think it's a pretty weird concept. The first
step is sending. You can filter your images or just decide to leave them as they are. If
you're cutting to make sure it's perfect, maybe you add a border to Instagram and then
leave it there for your friends / followers to see. Then the next waiting stage. If you wish,
you are someone who constantly checks his phone to see the amount of your likes or if you
like a significant amount of people and then turn off notifications and control your phone.
In both cases, the last step is satisfying. However, although countless tastes make you
happy, this is only a short term. This instant satisfaction can meet your social media needs
için, but it's sad to think we all trust loved ones ”to make us feel good.

2)Elimination of Face to Face Conversations

Another thing to consider is the change in communication methods. After the phones
came out, people were hiding behind a screen and tended to stay inside their homes.
There were fewer coffee appointments, fewer group meetings, and not much words in
person. Instead, we resorted to texting conversations, chat rooms / group texts, and many
fights. Since people are not in contact with someone else, they tend to break more. People
feel empowered when they're online. Their confidence in sending messages or sending
messages increases because they don't have to see their reactions. All they have to do is
type a few words and press send. This method of communication has essentially led to
cyberbullying. Every day, bad reviews are shared among internet goers because they can't
see the damage they make. There is no changed feeling, only words.

3) No more privacy
This may seem a little ironic, but there is nowhere to hide with this new technological
development. While I'm a little contradictory to what I'm saying about hiding behind a
screen, being on social media makes us more prone to being in the real world. Even in
privacy settings and everything else, the Internet makes it easily accessible to find personal
information about others. Now, what do you think if I'm not on the internet? You're the
news flash. You may not have five social media accounts and a million followers, but you
can definitely find it at the click of a button.
There's not much we can do to control how people work on social media. This is a new
concept for all of us and unfortunately we have to accept. However, what we can control is
how we choose to handle ourselves online. Here are some advice: Pull the plug for a while.
Give yourself a social media detox. Open your privacy settings in order to be protected
from others online. Technology can be a big part of our lives these days, but certainly not
everything.

Chapter 2
Big Data

Today's digitalized world presents us with a problem that we have never met before.
Every small device in our house will be connected to the Internet of Things now or soon,
which means it can collect data.
The input of the collected data enables businesses to better understand customers'
behavioral and purchasing patterns, but large data goes further. It helps scientists deal
with global issues while providing marketers with the information they need to make the
right decision.
While passing through the complexities of the matter, the main topic of the large data is
quite simple, especially as the debate over privacy has been heavily debated. As a
community, we don't have the right tools to handle all of this data.
What is Big Data Analytics in Social Media?
However, this is not exactly the case on social media. In fact, the large data available on
social platforms and the development of the social media marketing scene can help us
better understand how smart technology can change our lives in the near future.
The big data phenomenon on social media is fueling a new and growing field of work
known as ”sentiment analysis”. Its purpose is to know what people say or share in their
daily lives. Businesses use this information to understand their customers and improve
their operations accordingly. Educational institutions can also listen to students and learn
more about their perceptions. Students can use their activities on social networking
websites, sensitivity analysis, online behavior, and most importantly, the university
admission process, the characteristics of qualifications, examinations and their aspirations.
Data volumes continue to increase, and the chances of doing so much raw data are
increasing. However, organizations need to know what they can do with this data and how
much leverage they can use to generate insight into consumers, products and services. Of
the 85% of Big Data companies, only 37% were successful in the data-driven perspective. A
10% increase in the availability of data can lead to an increase of $ 65 million in a
company's net income.
Big Data comes with its own problems while providing a ton of benefits. This is a new set
of complex technologies that are at an early stage of development and evolution.
Some of the common problems are insufficient information about the technologies
involved, data privacy, and insufficient analytical capabilities of organizations. Many
businesses are also faced with a lack of skills to deal with Big Data technologies. In fact,
many people are not trained to work with Big Data, then it becomes an even bigger
problem.

Chapter 3
Online traffic tools

Big Data analysis is an important part of any workflow today. To make the most of it,
we're investigating these popular open source Big Data solutions for every stage of data
processing.
Developers prefer to prevent the vendor from locking up and tend to use free tools for the
sake of contributing to the development of their favorite platforms for versatility. While
open source products do not have a better depth of documentation depth, they also boast
much more dedicated support from the community of Big Data practitioners who know
what product developers and what they need from a product.

Website ranking
Web sites can be ranked to predict the popularity of a website over a certain period of
time (for example, six months or a year) compared to all other websites. The ranks are
provided by www.ranking.com and www.alexa.com. The lower the rank, the higher the
popularity of the website (for example, Google.com rank 1 and then Facebook.com and
YouTube.com). Ranks can be used by organizations to estimate the popularity of websites
in general, as well as to estimate their popularity compared to their competitors. Picture
shows the comparison of www.education.gov.uk and www.parliament.uk websites
between November 2013 and May 2014.

Apache Hadoop
 The long-standing champion in the field of Big data processing is known for its huge-scale
data processing capabilities. This open source Big Data frame can work in the cloud and
makes hardware requirements considerably lower. The main Hadoop advantages and
features are as follows:
· HDFS - Hadoop Distributed File System for working with huge-scale bandwidth
· MapReduce - A configurable model for Big data processing
· YARN - a resource scheduler for Hadoop resource management
· Hadoop Libraries - the adhesive required for third party modules to work with
Hadoop

Google Website Optimizer (google.com/websiteoptimizer) - Free

Another free tool from people on Google, Website Optimizer is a complex test service
that lets you rotate the different content segments on your website to see which sections
and placements turn to the most clicks and most sales at the end of the day. You can select
which parts of your page you want to test and try to see what users are responding best.
And of course, while GWO is free, you can have a single A / B (a technical term for multiple
versions of the site running at the same time) and Multivariate (MVT). complex test
solution.
Google Website Optimizer was another favorite that was unanimously accepted from our
web analytics experts panel.

Yahoo Web Analytics (web.analytics.yahoo.com) - Free

After specializing in Google Analytics, Yahoo's similar offers add a bit more depth to our
survey. Better access control options and multi-site analytics provide a simpler approach to
raw and real-time data collection (unlike Google, where you can get the cost of
merchandise data), visitor behavior, and demographic reports and customized options.
Yahoo Analytics is a step ahead of Google in terms of profiling, filtering and customization,
so it's a great option for those who want to go a little deeper.

Followerwonk
Followerwonk lets you analyse any Twitter account to help optimise your Twitter
marketing strategy. According to Followerwonk, they believe they can help you optimise
your strategy through doing the following; analysing your followers, where they are
located, when they tweet, help you find and connect with the top influencers within your
industry and deliver clear visualizations to compare your social graph to others. It really is
an extremely useful Twitter analytics tool which can help you manage your followers,
increase Twitter followers but most importantly get more targeted Twitter followers.

Twitalyzer (twitalyzer.com) - Free

 Twitalyzer, the most complete application for measuring impact, loyalty and impact on
your use of Twitter, is a free analysis panel with detailed measurements. Similar to
Facebook Insights, Twitalyzer demonstrates to your followers, the retweet level, how often
an account responds, and how much of an account is involved, and the impact of your
account on customers based on more. Simplicity is a key here, because you can search for
a Twitter username and get instant information.

Apache Spark
Apache Spark is an alternative to Apache Hadoop - and in many ways - the successor.
Spark was built to correct Hadoop's shortcomings, and it does so incredibly well. For
example, it can process both party data and real-time data and run 100 times faster than
MapReduce. Spark provides in-memory data processing capabilities that are much faster
than disk processing by MapReduce. In addition, Spark works with both cloud and on-
premises HDFS, OpenStack and Apache Cassandra to add another layer of versatility to
your business for large data processing.

Apache SAMOA
This is another Apache tool family used for Big Data processing. Samoa specializes in
creating distributed flow algorithms for successful Big Data mining. This tool should be
used in other Apache products such as Apache Storm, which has plug-in architecture and is
mentioned earlier. Other features used for Machine Learning are:
· Clustering
· Classification
· Normalization
· Regression
· Programming primitives to create custom algorithms
The use of Apache Samoa allows distributed flow processing engines to provide such
concrete advantages:
· Program once, use it anywhere
· Reuse of existing infrastructure for new projects
· No downtime or distribution interruption
· No need for backups or time-consuming updates

AWStats ,Amung.us , WebSTA , Website trafficspy ,Compete are Web traffic estimation
tools.

Chapter 4
Social media monitoring tools

Nowadays, it is vital to know what people are saying about you on social media. This is as
important for brands as for influencers and for really ordinary people.
In businesses, you want to talk about your brand's original organic terms - both positive
and negative. This is especially important when someone complains about your online
brand. If you don't know its existence, you can't solve a problem.
Often, everything you need to make someone happy is an answer you're concerned
about. The problem with social media is that people are now used to respond almost
instantly. Before you can react quickly, you need to know when a brand is.
Organizations can communicate regularly with their customers through social media sites
such as Facebook, Twitter, LinkedIn, YouTube and blog. Organizations can interact with
their employees and other stakeholders (eg students, customers, external consultants)
using tools such as Yammer, a private social network that helps collaboration between
departments, locations and business practices.
An important part of social media management makes people happy. Influences should
play the same game. They manage their niches because people trust them and believe in
their reality. If the emotion changes and people start to doubt the sincerity of an
influencer, the impressive learns this as quickly as possible.
Some of tools focus on listening to social media, while others focus more on social media
monitoring. Although people often use the terms interchangeably, there is a subtle
difference. Social monitoring is the first step in a social listening strategy. A company
follows all the words of its name online, especially on social media. Once you discover
social lyrics, you can move to a stage and analyze what the words mean. You explore
models and trends, and discover influences that have already introduced your product
organically.
Brands and influencers can use a combination of the following tools to help them
discover the words of all brands and track emotions in their social media accounts.

Social Media Monitoring Tools

Google Analytics
Although technically it is not a “tool for analyzing social networks,” Google Analytics (GA)
is one of the best ways to track social media campaigns and even helps measure the
profitability of social networks. You’ve probably already set up GA on your website to
monitor and analyze your traffic. But did you know that you can access and create reports
specifically for tracking on social networks?
For example, you can see how much traffic comes to your site from each social network,
or use the UTM parameters to track specific campaigns on social networks.
 · Networks: All
· Price: Free
· Recommended for: Any brand with a website.

Simply Measured
Full social monitoring Simply Measured is the next level of analytics. By offering a serious
sentiment analysis, you can immediately see how fans and subscribers perceive your brand
and your content in addition to the number of people you reach.
Deeply digging, Simply Measured also collects a word cloud of the best hashtags and key
terms broken down by location. This is especially important for brands with international
reach.
Perhaps one of the most prominent features of the platform is the ability to track the
performance of your Instagram stories.

Mention
Mention is excellent for discovering when people have mentioned you online, as well as
analysis of the sentiment expressed in these mentions.
The $29 / month Solo Plan is ideal for a single user wishing to monitor mentions of their
brand. This plan allows two basic alerts and records up to 3,000 mentions per month.
The difference between an alert and a mention is that an alert is the keywords you have
Mention crawl the web in search of, for example, it could be your brand’s name. Each time
the tool finds a reference to that alert, it creates a Mention. Every time it finds a Mention,
it will send you either a customizable push notification or an email notification, depending
on your settings.
The next level, designed for small businesses wishing to monitor their brand and
competitors, is the $99 / month Starter Plan. This increases your allowances to 5 basic
alerts, 5,000 Mentions, and 3 users. In addition, at this tier, you gain access to a dashboard,
sentiment analysis, and an influencer’s dashboard.
If your needs are higher (or your business larger) then you will have to talk with Mention
about their Custom Plan, where you can negotiate your requirements, and gain additional
features.
One great feature of Mention is that it discovers mentions of your brand in Facebook
conversations, which can be a valuable way of discovering disgruntled customers.
Buzzsumo
Although Buzzsumo was not originally developed as a reference to a brand or social
media monitoring tool, it does have the ability to set up content alerts. He sends you
content alerts every day when he meets a link to your brand on social networks. It allows
you to set alerts for your brand, competitors, keywords, authors, domains, and even
backlinks. You can refine your alerts to cover only the title of the article or search the full
text of articles. You can even configure it to send an alert when someone creates a new
back link to your site.
Buzzsumo allows you to set up alerts for emailing or RSS. It also allows you to create a
personalized dashboard to track all your alerts.
As a business, you can receive alerts on a daily basis, although real-time alerts are
probably more practical when dealing with dissatisfied customers.
· Networks: Facebook, Twitter, LinkedIn, Pinterest and Instagram
· Price: from 99 dollars per month
· Recommended for: brands that blog and distribute their content on social
networks

Hootsuite
Usually, when we think about Hootsuite, it is a social network planning tool. Hootsuite is
one of the best free listening tools on social networks, covering several social networks,
including Twitter, Instagram, Facebook, LinkedIn, WordPress, Foursquare and Google+.
Hootsuite makes it easy to plan your messages on different platforms for a certain period
of time, all from one panel.
However, one of the useful features of Hootsuite is that you can add a wide range of
streams to each social media dashboard. In addition to the obvious columns, such as
Home, Timeline, Lists and Scheduled (depending on the social network), you can create
filter-based flows.
This is especially useful with Twitter, where you can customize the stream based on a
search for specific keywords — for example, your company name or a custom hashtag.
For some other networks, such as Facebook, the easiest way to track your brand name is
to set up a stream filtered by Mentions.
Since Hootsuite can span a lot of social channels, it helps you keep track of your mentions
in all social networks.

HowSociable
HowSociable is a handy tool for measuring your presence on social networks and your
competitors.
A free account allows you to track 12 social sites, including Tumblr and WordPress.
However, if you are interested in 24 more, such as Facebook, Pinterest, Twitter, etc., a
professional account is required.
 The HowSociable approach to social monitoring is a bit different, as it breaks down
assessments for different social networking platforms, allowing you to see which social
networking platforms work best for you and which require further development.

Discussion
Data is changing our world — and quickly. You can not deny this fact. The use of data
affects what we buy, what we eat, how we communicate, how we are regulated, how we
live. However, it should be noted that the use of data in everyday life is not a new concept.
Ancient civilizations created their calendars, predicting the movements of the planets
based on data from previous records. Recently, advances in digital and telecommunication
technologies have led to a sharp increase in the amount of data available. The world has
never been so interconnected. Every person who uses the Internet, telephone or credit
cards reserves information that organizations can use to predict their behavior and adapt
accordingly. The same applies to anyone who pays a utility bill, filed a tax return, or is in
any way registered with the government (voter registration point, health services, etc.). Big
data is also used in government initiatives, as well as in all areas of research, including
health, economy, manufacturing, defense, security and education.
Organizations should carefully plan their big data and social media policies from a long-
term perspective. Because of the hype created in this area, companies seem to be in a
hurry to collect huge amounts of data, both textual and non-textual. However, not all the
data they collect is necessarily significant or necessary. Essentially, big data means
combining data from different sources. There is a risk that it may take more resources to
accumulate very noisy data and make sense of it than for the results they create.
Organizations also need to be aware of the rising costs of hiring big data scientists.
Therefore, it would be advisable to conduct a cost-benefit analysis from the outset. The
risk of unsuccessful data policies can be very costly for an organization — both for its
balance sheet and for its brand.

Conclusion
While social media was started with the intention of connecting with friends remotely, its
purpose seems to have changed. Social media platforms are used by brands to advertise
and expand their customer base. Not only is social media an output for marketing
campaigns, it has also become the input for planning future social media strategies.

From likes, comments, shares to following and followers, you can learn a lot about your
consumers and their behavior, just by accessing their social media profiles. With the
enormous quantity of data accessed from the social media, big data is helping brands and
marketers to manage such data to get actionable insights.

Data collection in social media is traditionally difficult, requiring extensive contact with a
group of people studied. In practice, research efforts are usually limited to tens and
hundreds of people. On the other hand, social interactions in telecommunications
infrastructures create detailed traces of interactions and movements. Large networks,
even covering the whole of society, can be obtained from such traces. The ability to create
such rich and representative social networks makes it possible to develop and evaluate
models of social media.

With this veritable explosion, Big Data is going to have an effect on every business in this
Universe. Data is expanding at a much faster rate than before, and it is predicted that after
five years, around 1.7 megabytes of novel information will be generated every second for
every human being on this planet.