SociAL Sensor Analytics: Measuring phenomenology at scale

The objective of this paper is to present a system for interrogating immense social media streams through analytical methodologies that characterize topics and events critical to tactical and strategic planning. First, we propose a conceptual framework for interpreting social media as a sensor network. Time-series models and topic clustering algorithms are used to implement this concept into a functioning analytical system. Next, we address two scientific challenges: 1) to understand, quantify, and baseline phenomenology of social media at scale, and 2) to develop analytical methodologies to detect and investigate events of interest. This paper then documents computational methods and reports experimental findings that address these challenges. Ultimately, the ability to process billions of social media posts per week over a period of years enables the identification of patterns and predictors of tactical and strategic concerns at an unprecedented rate through SociAL Sensor Analytics (SALSA).