SEMINAR: Towards a semantic social media sentiment analysis PRESENTER: Rodney Clarke Senior Research Fellow SMART Infrastructure Facility University of Wollongong WHEN: 10:30am, Tuesday, 23rd February 2016 WHERE: SMART Infrastructure Facility, Building 6, Room 210 RSVP: 5pm, Friday, 19th February 2016 to firstname.lastname@example.org TOPIC Social Media Sentiment Analysis (SMSA) is an accepted tool for organisations and institutions in their efforts to understand social media messaging on social media platforms. Drawing on the experience of two recent projects, the 2014 Sydney Siege and the MTR SMART GeoSocial Intelligence Project, this presentation identifies limitations in existing, dominant social listening and sentiment analysis approaches. These limitations involve (1) the misunderstanding of the nature of sentiment itself by reducing it to emotion, (2) employing simplified assumptions for sentiment determination and processing that lead to meaningless and erroneous sentiment analyses, and (3) the inability to move beyond assessments based on collections of aggregated individual messages to a broader understanding of emergent conversational semantics that often involves multiple platforms. By employing functional and semantic theory, an entirely novel form of social media sentiment analysis methodology is proposed. The resulting framework is used to create a critique of traditional approaches to sentiment analysis, a corresponding checklist for organisations to use when evaluating the worth of their existing sentiment platforms as well as the functional requirements for a proposed semantic social media sentiment analysis platform.
BIO Dr. Rodney J. Clarke is Associate Professor in the School of Management, Operations and Marketing, Faculty of Business and is the Leader of the GeoSocial Intelligence Research Group at SMART. He researches the relationship between social entities such as organisations/institutions and technologies and has pioneered a form of semio-informatics called Systemic Semiotics which is concerned with how meaning is produced through systems development and use. Recognising the need for social science and business theory and methods, he established the Collaboration Laboratory (Co-Lab) as an interface between SMART and the former Faculty of Commerce. In 2014 he led a successful block infrastructure grant to develop an observational laboratory for the Faculty of Business called the Business Research Laboratory (BRL) which is now physically housed in SMART. During the formation of the Faculty of Business, Rod was responsible for proposing and developing the discipline of Operations and became its Leader in 2015. He holds a PhD in Information Systems and a post-doctoral Docent (KaU, SE) in the areas of workpractices, multimedia and decision-making processes. He is an elected Fellow of the British Computing Society.