SOCIAL MEDIA ANALYTICS: VALUE CREATION WITH SENTIMENT ANALYSIS

Abstract

Businesses with customers who are users of social media, have the option of collecting and analyzing data from social media, comparing or correlating them with sales figures, and developing strategies for the future. By using the method applied in this study, it is aimed to obtain beneficial information for the channel by compiling the views of spectators belonging to a television channel through social media. Also, the study will provide a decision support tool for the channel. For this purpose, Twitter is chosen as social media channel and tweets which are about programs broadcast on a TV channel, were compiled from November 2016 to June 2017. Each tweet is labeled as positive, negative, or neutral by a novel sentiment analysis method. Then, for all programs in this period, the rating was examined based on positive, negative and neutral tweets.