How to mine brand Tweets: Procedural guidelines and pretest

Shintaro Okazaki, Ana M. Díaz-Martín, Mercedes Rozano and Héctor D. Menéndez-Benito

Universidad Autónoma de Madrid

Introduction

Social networking sites (SNSs) have quickly become a rich source of opinions and recommendations on products and brands. According to a survey conducted by comScore, social networking is the most popular online activity worldwide, accounting for 19% of time spent online compared with only 6% in 2011 (comScore Data Mine 2012). An astronomical number of postings, chats and short emails are exchanged daily. While most of these comments are ephemeral, they may exercise enormous influence over the emergence of trends in the short term (Naaman et al. 2011).