October 16, 2014
IBM conducted a study of social sentiment based on the real-time analysis of 135 million posts that established the trends on Twitter related to the national agenda in the Spanish-speaking countries of Latin America.
Argentina, Bolivia, Chile, Colombia, Ecuador, Mexico, Paraguay, Peru, Uruguay and Venezuela were part of the study that showed that Latinos are highly reactive to news from the media and that they worry about their future, especially in relation to the economy, education and public health. Of the 10 countries analyzed, 7 of them have a higher percentage regarding the discussion of education in their countries, 6 of them discuss their financial and labor future, and 5, that of public health. Other topics of interest are security, transportation and the peace process (in the case of Colombia).
A profile of the topics discussed by the ethereal group of young people, aged 15 to 40, shows that about 44.3% of tweeters tend to react to the news – which denotes an important influence of the media in Latin American society . On the other hand, the trending topics or tweets that use hashtags only correspond to an average of 23% of the posts that exist in the famous social network. In turn, it was identified that 21% of the comments correspond to native or personal opinions -such as those related to traffic or opinions regarding customer service and attention- while 18% report experiential issues, such as what they think and / or do about something.
Faced with this dynamic, the youngest users in Colombia, Ecuador, Chile and Uruguay stand out for a positive and constructive reaction to issues on the national agenda. “Community leaders, government organizations and companies can take advantage of the possibilities we have today to” listen “to the voice of tweeters in real time: tweeters who are connected and mobile citizens, who give their opinions, generate ideas and propose against the reality of his country and his city ”, commented Jorge Mujica, leader of IBM’s social sentiment project for Latin America.
In addition, the analysis showed that 41% of the posts have a positive tone, mainly among those under 30 years of age, while users over 30 tend to be more neutral and add some negative tones to their comments. In this sense, Colombia leads the index of “positive” people, followed by Paraguay, Mexico, Chile, Ecuador and Venezuela.
The current data explosion – better known as the Big Data phenomenon and that generates 2.5 quintillion data per day in the world – is establishing new predictive, interaction and decision-making paradigms. A social sentiment analysis can help organizations identify influencers, opinion leaders, university leaders, as well as viable proposals, recognize the greatest demands of a community or improve the quality of their services, to name just a few possibilities.
According to IDC, 70% of Latin American companies admit that they have no talent to make decisions based on analytics. “Knowing the citizen and the consumer and their concerns and demands is key to improving and stimulating the development of companies in our region, as well as opening new spaces for conversation and innovation,” said Ricardo Villate, IDC Vice President for Latin America. “This IBM social sentiment study establishes a thermometer of current trends and is a precedent for what is possible to do in terms of Big Data and Analytics in the region.”
Big Data and analytics solutions from IBM enable companies and organizations in every industry to understand a new type of consumer who connects through mobile devices and who interacts in a different way with everything around them.
“If we consider that 84% of the posts on social networks are made through mobile devices, the 2.5 billion data that is generated daily, and that by 2025 it is expected that 75% of the workforce in the world will be Generation Y, also known as Millennials, we are facing a phenomenon that will radically change the way we work, decide and interact. Public and private companies have the challenge of rapidly transforming themselves by listening to and understanding clients who are increasingly informed, participatory and empowered of their opinions, ”said the project leader.
The analysis of social sentiment was carried out on the cloud platform of SoftLayer – an IBM company – and used IBM’s Cloudant as a cloud database, IBM InfoSphere Streams for Big Data processing and IBM Watson Content Analytics for semantic analysis. of the tweets.
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