Social Media: Una Mina de Oro

Social Media

Social Media Intelligence

Minería de Opiniones en Redes Sociales

Las redes sociales contienen gran cantidad de información de gran valor. Si aprendemos a “escarbar” de forma adecuada pueden convertirse en una próspera mina que nos proporcione diferentes metales preciosos, como por ejemplo las opiniones de los consumidores.

Las opiniones juegan un papel crucial en la toma de decisiones. Normalmente, cuando elegimos un producto o servicio lo hacemos influenciados por las opiniones de los demás. Estamos acostumbrados a usar la experiencia de otras personas para tomar mejores decisiones de compra.

Antes de la existencia de las redes sociales en Internet la principal fuente de información para obtener estas opiniones eran las redes sociales tradicionales, es decir, nuestros familiares, amigos y conocidos (además de las típicas revistas, programas o páginas Web especializadas). Con el auge de las redes sociales en Internet aparece una nueva oportunidad para conocer las opiniones y tendencias de diferentes segmentos de población.

¿Qué es la minería de opiniones?

Existen diversos términos relacionados con la extracción de conocimiento de forma inteligente de las redes sociales: “Opinion Mining”, “Sentiment Analysis”, “Concept-Level Opinion Analysis”, “Social Mining”, etc. La idea básica subyacente a todos estos enfoques es el uso de técnicas de Inteligencia Artificial para obtener de forma automática conocimiento útil acerca de las opiniones, preferencias y tendencias de los usuarios de las redes sociales.

Estas técnicas de minería suponen una excelente oportunidad para capturar la opinión y las sensaciones del público general acerca de:

– Eventos sociales.
– Movimientos o partidos políticos.
– Estrategias comerciales de empresas.
– Imagen de marca.
– Productos y servicios.
– Personalidades relevantes.
– Etc.

La extracción automática de este tipo de conocimiento supone un reto tecnológico, pero también una valiosa oportunidad para multitud de negocios, que pueden disponer de una herramienta de marketing e incluso de previsión de la demanda.

La minería de opiniones y tendencias a partir del lenguaje natural es una tarea excepcionalmente compleja. Es necesario un gran conocimiento de las reglas semánticas de un idioma, así como de la sintaxis, el léxico y la gran variabilidad existente en los mensajes informales. Esta característica hace que las herramientas existentes no tengan todavía el rendimiento deseado ni puedan aplicarse indistintamente a diferentes idiomas.

Actualmente se utilizan diversas técnicas de procesamiento del lenguaje natural combinadas con enfoques más simples, como por ejemplo el “Keyword Spotting” (buscar palabras clave), “Lexical Affinity” (detectar variantes de las palabras de interés) y “Sentic Computing” (usar ontologías afectivas a nivel de concepto).

Ejemplos de herramientas de inteligencia en Social Media (algunas con capacidades de análisis de tendencias y minería de opiniones):

MeltWater Buzz
SocialBro
Twitter Sentiment Analysis Tool
TweetFeel
Social Mention
Tweet Beep
Trendistic
Icerocket
Google Blogs
BuzzMetrics

Investigación Científica sobre Minería de Opiniones

Como he comentado anteriormente, el análisis automático de la semántica del lenguaje natural informal es un reto tecnológico enorme. El estado del arte en Inteligencia Artificial no permite desarrollar un software que sea capaz de comprender el lenguaje natural tal y como lo hace cualquier humano. Pero eso no quiere decir, que no se puedan ya poner en práctica enfoques menos ambiciosos con resultados sorprendentes.

Aunque la investigación científica en procesamiento del lenguaje natural es ya una disciplina clásica, han proliferado en los últimos años un buen número de foros, conferencias y grupos de trabajo específicos centrados en la extracción de información semántica de las redes sociales.

También existen proyectos internacionales de gran entidad con financiación pública, como es el caso de FUPOL (“Modelado de la Política Futura”), un proyecto del Séptimo Programa Marco de la Unión Europea dotado con 9,1 Millones de euros. El objetivo de este proyecto es proporcionar a los políticos información útil sobre las opiniones expresadas a gran escala en Internet, facilitando así la comprensión de las necesidades de los ciudadanos y descubriendo el mejor camino para la mejora de las políticas sociales.

Estas son algunas de las iniciativas que se han puesto en marcha últimamente en el mundo académico:

– 1st International Workshop on Mining Social Media (MSM2009).
– Workshop on Sentiment and Subjectivity in Text at COLING – ACL 2006 (Actas del Workshop).
– Sentiment Analysis: Emotion, Metaphor, Ontology and Terminology (EMOT-08)-
– 1st Workshop on Opinion Mining and Sentiment Analysis (Womsa09).
– 1st International CIKM Workshop on Topic-Sentiment Analysis for Mass Opinion Measurement (TSA2009).
– Workshop on Computational Approaches to Analysis and Generation of Emotion in Text (NAACL2010).
– Workshops on Computational Approaches to Subjectivity and Sentiment Analysis (WASSA2012).
– Sentiment Elicitation from Natural Text for Information Retrieval and Extraction (SENTIRE2011).

En resumen, el paradigma de la extracción automática de opiniones y tendencias de las redes sociales está en pleno auge y puede proporcionarnos grandes oportunidades en ámbitos tan variados como la política o el márketing.


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