Towards automatic persona generation using social media

Jisun An, Hoyoun Cho, Haewoon Kwak, Mohammed Ziyaad Hassen, Bernard J. Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

8 Citations (Scopus)

Abstract

The use of personas is an interactive design technique with considerable potential for product and content development. However, personas have typically been viewed as fairly static. In this research, we implement an approach for creating personas in real time, based on automated analysis of actual social media data, integrating data from Facebook, Twitter, and YouTube channels for a large commercial organization. From Twitter, we gather user insights representing interests and viewpoints, leveraging approximately 195,000 follower profiles. From YouTube, we gather demographic data and topical interests, leveraging more than 188,000 subscriber profiles and millions of user interactions. From Facebook, we collect instances of hundreds of thousands of link sharing by more than 54,000 social media followers, specifically examining the domains these users share. We integrate the social media data from all three platforms in order to demonstrating that this data can be used to develop personas in real-Time. The research results provide insights into competitive marketing, topical interests, and preferred system features for the users of the online news medium. Research implications are that personas can be generated in real-Time, instead of being the result of a laborious, time-consuming development process.

Original languageEnglish (US)
Title of host publicationProceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016
EditorsJoyce El Haddad, Muhammad Younas, Irfan Awan
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages206-211
Number of pages6
ISBN (Electronic)9781509039463
DOIs
StatePublished - Oct 14 2016
Event4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016 - Vienna, Austria
Duration: Aug 22 2016Aug 24 2016

Publication series

NameProceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016

Other

Other4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016
CountryAustria
CityVienna
Period8/22/168/24/16

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All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems

Cite this

An, J., Cho, H., Kwak, H., Hassen, M. Z., & Jansen, B. J. (2016). Towards automatic persona generation using social media. In J. El Haddad, M. Younas, & I. Awan (Eds.), Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016 (pp. 206-211). [7592725] (Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/W-FiCloud.2016.51
An, Jisun ; Cho, Hoyoun ; Kwak, Haewoon ; Hassen, Mohammed Ziyaad ; Jansen, Bernard J. / Towards automatic persona generation using social media. Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016. editor / Joyce El Haddad ; Muhammad Younas ; Irfan Awan. Institute of Electrical and Electronics Engineers Inc., 2016. pp. 206-211 (Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016).
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An, J, Cho, H, Kwak, H, Hassen, MZ & Jansen, BJ 2016, Towards automatic persona generation using social media. in J El Haddad, M Younas & I Awan (eds), Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016., 7592725, Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016, Institute of Electrical and Electronics Engineers Inc., pp. 206-211, 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016, Vienna, Austria, 8/22/16. https://doi.org/10.1109/W-FiCloud.2016.51

Towards automatic persona generation using social media. / An, Jisun; Cho, Hoyoun; Kwak, Haewoon; Hassen, Mohammed Ziyaad; Jansen, Bernard J.

Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016. ed. / Joyce El Haddad; Muhammad Younas; Irfan Awan. Institute of Electrical and Electronics Engineers Inc., 2016. p. 206-211 7592725 (Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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AB - The use of personas is an interactive design technique with considerable potential for product and content development. However, personas have typically been viewed as fairly static. In this research, we implement an approach for creating personas in real time, based on automated analysis of actual social media data, integrating data from Facebook, Twitter, and YouTube channels for a large commercial organization. From Twitter, we gather user insights representing interests and viewpoints, leveraging approximately 195,000 follower profiles. From YouTube, we gather demographic data and topical interests, leveraging more than 188,000 subscriber profiles and millions of user interactions. From Facebook, we collect instances of hundreds of thousands of link sharing by more than 54,000 social media followers, specifically examining the domains these users share. We integrate the social media data from all three platforms in order to demonstrating that this data can be used to develop personas in real-Time. The research results provide insights into competitive marketing, topical interests, and preferred system features for the users of the online news medium. Research implications are that personas can be generated in real-Time, instead of being the result of a laborious, time-consuming development process.

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PB - Institute of Electrical and Electronics Engineers Inc.

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An J, Cho H, Kwak H, Hassen MZ, Jansen BJ. Towards automatic persona generation using social media. In El Haddad J, Younas M, Awan I, editors, Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016. Institute of Electrical and Electronics Engineers Inc. 2016. p. 206-211. 7592725. (Proceedings - 2016 4th International Conference on Future Internet of Things and Cloud Workshops, W-FiCloud 2016). https://doi.org/10.1109/W-FiCloud.2016.51