<s>
Social	B-Application
data	I-Application
analysis	I-Application
is	O
the	O
data-driven	O
analysis	O
of	O
how	O
people	O
interact	O
in	O
social	O
contexts	O
,	O
often	O
with	O
data	O
obtained	O
from	O
social	O
networking	O
services	O
.	O
</s>
<s>
Social	B-Application
data	I-Application
analysis	I-Application
usually	O
comprises	O
two	O
key	O
steps	O
:	O
1	O
)	O
gathering	O
data	O
generated	O
from	O
social	O
networking	O
sites	O
(	O
or	O
through	O
social	O
applications	O
)	O
,	O
and	O
2	O
)	O
analysis	O
of	O
that	O
data	O
,	O
in	O
many	O
cases	O
requiring	O
real-time	O
(	O
or	O
near	O
real-time	O
)	O
data	B-General_Concept
analysis	I-General_Concept
,	O
measurements	O
which	O
understand	O
and	O
appropriately	O
weigh	O
factors	O
such	O
as	O
influence	O
,	O
reach	O
,	O
and	O
relevancy	O
,	O
an	O
understanding	O
of	O
the	O
context	O
of	O
the	O
data	O
being	O
analyzed	O
,	O
and	O
the	O
inclusion	O
of	O
time	O
horizon	O
considerations	O
.	O
</s>
<s>
In	O
short	O
,	O
social	O
data	B-General_Concept
analytics	I-General_Concept
involves	O
the	O
analysis	O
of	O
social	O
media	O
in	O
order	O
to	O
understand	O
and	O
surface	O
insights	O
which	O
is	O
embedded	O
within	O
the	O
data	O
.	O
</s>
<s>
Social	B-Application
data	I-Application
analysis	I-Application
can	O
provide	O
a	O
new	O
slant	O
on	O
business	B-General_Concept
intelligence	I-General_Concept
where	O
social	O
exploration	O
of	O
data	O
can	O
lead	O
to	O
important	O
insights	O
that	O
the	O
user	O
of	O
analytics	O
did	O
not	O
envisage/explore	O
.	O
</s>
<s>
The	O
term	O
was	O
introduced	O
by	O
Martin	O
Wattenberg	O
in	O
2005	O
and	O
recently	O
also	O
addressed	O
as	O
big	O
social	B-Application
data	I-Application
analysis	I-Application
in	O
relation	O
to	O
big	B-Application
data	I-Application
computing	O
.	O
</s>
<s>
They	O
allow	O
users	O
to	O
store	O
data	B-General_Concept
sets	I-General_Concept
and	O
create	O
corresponding	O
visual	O
representations	O
.	O
</s>
<s>
The	O
discussion	O
mechanisms	O
often	O
use	O
frameworks	O
such	O
as	O
a	O
blogs	O
and	O
wikis	B-Protocol
to	O
drive	O
this	O
social	O
exploration/Collaborative	O
intelligence	O
.	O
</s>
<s>
Many	O
of	O
these	O
services	O
provide	O
APIs	B-General_Concept
that	O
allow	O
easy	O
access	O
to	O
their	O
data	O
by	O
responding	O
to	O
user	O
queries	O
with	O
the	O
requested	O
data	O
in	O
the	O
form	O
of	O
XML	B-Protocol
or	O
JSON	B-General_Concept
formatted	O
strings	O
.	O
</s>
<s>
In	O
order	O
to	O
protect	O
privacy	O
of	O
their	O
users	O
,	O
services	O
such	O
as	O
Facebook	B-Application
require	O
that	O
the	O
person	O
requesting	O
data	O
has	O
the	O
necessary	O
data	O
access	O
permissions	O
.	O
</s>
<s>
Sources	O
of	O
social	O
data	O
include	O
Twitter	B-Application
,	O
Facebook	B-Application
,	O
news	O
websites	O
,	O
Wikipedia	O
and	O
We	O
Feel	O
Fine	O
.	O
</s>
<s>
Some	O
APIs	B-General_Concept
only	O
allow	O
access	O
to	O
data	O
in	O
small	O
quantities	O
,	O
hence	O
indexing	O
the	O
data	O
in	O
bulk	O
can	O
become	O
a	O
challenge	O
.	O
</s>
<s>
Twitter	B-Application
later	O
came	O
along	O
and	O
provided	O
a	O
firehose	O
as	O
did	O
companies	O
like	O
,	O
,	O
and	O
.	O
</s>
<s>
There	O
are	O
some	O
outstanding	O
articles	O
in	O
this	O
field	O
,	O
including	O
Twitter	B-Application
Mood	O
Predicts	O
The	O
Stock	O
Market	O
,	O
Predicting	O
The	O
Present	O
With	O
Google	O
Trends	O
etc	O
.	O
</s>
<s>
Usually	O
,	O
we	O
use	O
statistic	O
methods	O
,	O
methods	O
of	O
machine	O
learning	O
or	O
methods	O
of	O
data	B-Application
mining	I-Application
to	O
do	O
the	O
analyses	O
.	O
</s>
<s>
Universities	O
all	O
over	O
the	O
world	O
are	O
opening	O
graduate	O
program	O
in	O
Social	B-Application
Data	I-Application
Analysis	I-Application
.	O
</s>
<s>
When	O
talking	O
about	O
social	O
data	B-General_Concept
analytics	I-General_Concept
,	O
there	O
are	O
a	O
number	O
of	O
factors	O
it	O
's	O
important	O
to	O
keep	O
in	O
mind	O
(	O
which	O
we	O
noted	O
earlier	O
)	O
:	O
</s>
<s>
Sophisticated	O
Data	B-General_Concept
Analysis	I-General_Concept
:	O
what	O
distinguishes	O
social	O
data	B-General_Concept
analytics	I-General_Concept
from	O
sentiment	O
analysis	O
is	O
the	O
depth	O
of	O
the	O
analysis	O
.	O
</s>
<s>
Social	B-Application
data	I-Application
analysis	I-Application
takes	O
into	O
consideration	O
a	O
number	O
of	O
factors	O
(	O
context	O
,	O
content	O
,	O
sentiment	O
)	O
to	O
provide	O
additional	O
insight	O
.	O
</s>
