Guest talk: Content Aggregation as a Means to Separate Signal From Noise in Market Trend Research: The Case of the iPhone 5S

[important]Join us on Friday, November 28, at 3:00 for the guest talk by Dr. Jaigris Hodson (Ryerson Univeristy) who will focus on her recent work presented at the 2014 Social Media & Society conference. The talk is hosted by the Social Media Lab at Ted Rogers School of Management, Ryerson University. See details below.[/important]


Title: Content Aggregation as a Means to Separate Signal From Noise in Market Trend Research: The Case of the iPhone 5S

by Jaigris Hodson, Ryerson University

Date: Friday, November 28, at 3:00-4:00 (EDT)


Abstract: This presentation discusses the use of the aggregation and curation of syndicated sources to support social media listening to solve the problem of information overload inherent within the analysis of large socially-created data sets. Using a case study approach, this research compares performance of the analytical tools contained within leading social listening software Sysomos with the performance of data gained from an analysis of a smaller number of curated sources. Drawing social media data related to the release of the iPhone 5S, sentiment analysis proves to be a useful tactic for market researchers, however, more valuable themes in the data are revealed when a smaller number of expert, crowdsourced sources are analysed in greater detail in contrast to using social listening and algorithmic analysis alone to identify patterns .


Jaigris Hodson is an Assistant Professor, LTF, in the School of Professional Communication at Ryerson. Her research specializes in using computer-assisted discourse and content analysis of large multimodal online and digital texts in order to understand the way people make sense of their relationships with each other and with organizations. She recently spent a year as a social media consultant with leading public relations firm, GCI Canada. Previous to her work at GCI, Jaigris completed a post-doc at Ryerson’s office of the Vice President, research, where she studied innovative approaches to technology use in higher education.

Jaigris is currently an affiliated researcher at the Ryerson Center for Cloud and Context-Aware Computing (RC4) and an advisor at Ryerson’s Digital Media Zone. She has published research in a wide range of academic publications including the Canadian Journal of Communication, Cultural Studies, Critical Methodologies, and Loading… Journal of the Canadian Game Studies Association. She hasalso published in non-academic publications such as The Evolllution and spoke at TEDX Victoria 2012. She maintains an active role as a social media consultant, most currently working with the Canadian Country Music Association (CCMA) on the social media strategy for the Internationally broadcast Canadian Country Music Awards.