Make Public Perception Data Work for You: Collecting and Analyzing Social Media Data | RTI Tech Talk Webinar
To effectively monitor and respond to emerging issues, government health agencies need real-time, real-world data to inform their surveillance, evaluation, regulatory, and communication efforts. Social media platforms generate vast amounts of rich data that reflect the behaviors and perceptions of consumers, organizations, and industries. But with a constant stream of information from a cluttered media environment, where do you start? What signals should you pay attention to?
The Collecting and Analyzing Social Media Data webinar provided an overview of the types of data and insights that can be gathered from social media platforms, including consumer perceptions and use of products that impact public health and response to policies and key events. In addition, the presenters discussed how innovative data science methods can be applied to social media data to gain better insights on public health audiences.
During the webinar, attendees learned about the unique benefits of social media monitoring, including:
- providing data that answers key research questions about your audiences,
- capturing real-time reactions to current events in public health,
- producing quicker insights than traditional data collection methods, and
- the ability to incorporate it into your existing surveillance process.
Meet the Presenters
Annice Kim, PhD, MPH, is a Senior Scientist and Director of the Health Media Impact and Digital Analytics Program at RTI International. Dr. Kim leads interdisciplinary research teams to design and evaluate the impact of digital and social media health education campaigns for federal, state, and local health agencies on topics ranging from tobacco to opioids. Her research has examined how passive exposure to digital ads is associated with online information-seeking behavior and how to mine social media data to determine characteristics of followers and their networks. She works closely with RTI’s Center for Data Science to develop new methods that can inform public health surveillance and regulatory policies in the digital age.
Robert Chew, MS, is a Senior Data Scientist and Program Manager in RTI International’s Center for Data Science. Mr. Chew leverages his expertise in machine learning, data visualization, software development, and computational social science to help federal agencies solve complex data problems. He has successfully integrated data science into projects across health care, criminal justice, public health, and the environment. Mr. Chew has created various open-source analytical software packages and applications and was named a 2018 Data Fellow by the National Consortium for Data Science.
Jamie Guillory, PhD, MS, MBA, is the Founder and Research Director of Prime Affect Research, a research consulting company that is focused on public health research. Dr. Guillory has been supporting RTI projects as a contractor since 2018. Her current research focuses on evaluating tobacco public education campaigns and using digital and social media data and computational modeling approaches to explore the marketplace, marketing, and use of emerging tobacco products. Before founding Prime Affect Research, Dr. Guillory was a Research Scientist in RTI’s Center for Health Analytics, Media, and Policy from 2015 to 2018.