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Advanced visualization of Twitter data for its analysis as a communication channel in traditional companies

机译：在传统公司中的分析中的推特数据的高级可视化作为传统公司的通信渠道

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摘要

The adoption of Twitter as communication channel can provide a significant benefit to firms, allowing them to improve their reputation and check its consistency with their mission and goals, monitor how customers respond to a business decision, and achieve product awareness. However, Twitter engagement is difficult for many companies due to the large amount of human and financial resources required. The aim of this contribution is to identify the situation of Twitter adoption by those kinds of traditional companies, aiming to discern the communication strategies applied from a global and relational view, analyzing the common and differential characteristics. To do so, we propose a methodology based on the use of Twitter data related to presence and impact as well as advanced visualization methods based on social network analysis techniques. It will allow us to obtain visual representations (maps) of the similarity relations with respect to the positioning of the different companies on Twitter. The nature of the brand communication model developed can be established considering the distribution and spatial location of each company on the map. Therefore, the generated maps become technological watch tools allowing a specific company to develop competitive analysis with respect to competitors.We validate our proposal on a specific market, comprised by the wineries holding the Qualified Denomination of Origin Rioja in Spain. These firms have a great sense of tradition, making them reluctant to use technology-based marketing strategies even if wine consumers are highly active users on Twitter.
机译：作为沟通渠道的推特采用可以为公司提供重大好处，使他们能够提高他们的声誉和检查其使命和目标的一致性，并监视客户如何应对业务决策，实现产品意识。然而，由于需要大量的人类和财务资源，许多公司难以推特参与。这一贡献的目的是确定各种传统公司的推特通过，旨在辨别从全球和关系的沟通策略，分析共同和差异特征。为此，我们根据使用与存在和影响相关的推特数据以及基于社交网络分析技术的高级可视化方法提出一种方法。它将允许我们获得相似关系的视觉表示（地图）与Twitter上不同公司的定位。开发的品牌通信模型的性质可以考虑地图上每家公司的分销和空间位置建立。因此，所生成的地图成为技术监视工具，允许特定公司为竞争对手开发竞争分析。我们验证了我们在特定市场上的提案，该产品由持有Surioja的原产地Rioja的合格面额的葡萄酒厂。这些公司具有很大的传统意识，即使葡萄酒消费者在Twitter上是高度活跃的用户，它们也不愿利用基于技术的营销策略。

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