Seminario para optar al grado de Ingeniero Comercial, Mención Administración / No autorizada por los autores para ser publicada a texto completo / El presente trabajo se replicó el estudio realizado por Ellison , Steinfield y Lampe (2007) sobre el uso de redes sociales y su influencia dentro del capital social. Este estudio original se centro en estudiar alumnos de la Universidad de Michigan, Estados Unidos, en su uso de Facebook y la influencia que tuvo en la mantención y creación del capital social de estos individuos. En este estudio se buscó testear las mismas hipótesis del trabajo original pero ahora adaptadas en la realidad social de Chile, utilizando una muestra de 546 alumnos de 1 a 5 año de la Facultad de Economía y Negocios de la Universidad de Chile. Para obtener respuestas más precisas en esta oportunidad se ampliaron las redes sociales investigadas, a Facebook ya analizada en el trabajo original, se le agregaron las redes sociales con mayor crecimiento durante el ultimo tiempo: Twitter y LinkedIn. Al testear, analizar, tabular y realizar regresiones a los resultados de la encuesta realizada, se tuvo resultados similares al trabajo original, inclusive en el caso de Facebook se vio mucho más potenciada. En las otras dos redes sociales también se cumplió la hipótesis generada, pero con una menor intensidad. Estos resultados terminan siendo consistentes con los encontrados en el trabajo original del cual se basa este informe. El estudio muestra que el uso de las redes sociales afecta positivamente a mantener y crear los distintos tipos de capital social (ya sea puente o vínculo), junto con los índices de felicidad tales como la satisfacción con la vida universitaria y el grado de autoestima.

Ingeniero Civil Industrial / Los contenidos disponibles en la Web están creciendo a velocidades que hacen que la tarea de analizarlos sea humanamente imposible. Una de las disciplinas que hace frente a este problema es la Minería de Opiniones, también conocida como el Análisis de Sentimientos, responsable de procesar texto automáticamente, con el fin de extraer y analizar las opiniones que contiene para generar información valiosa y accionable. El objetivo principal de este trabajo es crear una aplicación de Minería de Opiniones capaz de explotar tweets en español que mencionen a la empresa de retail Falabella. En primer lugar, se investigó el impacto que las redes sociales tienen en Chile. En segundo lugar, se elaboró un estado del arte que englobara los últimos avances en Minería de Opiniones y en Procesamiento del Lenguaje Natural. En tercer lugar, se creó un Web Crawler capaz de obtener los tweets que mencionanaran a la compañía. Posteriormente se implementó varios algoritmos de Procesamiento del Lenguaje Natural para pre-procesar los tweets previamente mencionados, e incorporar los datos resultantes al proceso de extracción de opiniones. Este proceso se desarrolló como un enfoque de Minería de Opiniones no supervisado basado en lexicones, dependiente de un analizador de dependencias encargado de detectar ciertas estructuras gramaticales que permitieran identificar fenómenos linguísticos comunes, tales como la negación, intensificación, y oraciones subordinadas adversativas. La identificación de dichos fenómenos permitió mejorar la calidad de la clasificación. Finalmente se creó una página Web para mostrar los resultados que luego fueron utilizados para realizar un análisis exploratorio de la compañía. Adicionalmente, los algoritmos fueron validados con el corpus TASS, obteniendo valores-F de un 61,88% negativo y 71,88% positivo. A pesar de que el rendimiento de los algoritmos no fue tan alto como una aplicación en producción lo requeriría, se consideró lo suficientemente bueno como para realizar el análisis exploratorio. Con éste fue posible confirmar la intuición de que las cuentas corporativas suelen publicar contenido positivo, las cuentas de noticias contenido neutral, y los usuarios comunes contenido irrelevante o quejas. Además fue posible probar que los usuarios más activos frecuentemente publican contenido totalmente irrelevante. Por otra parte, se logró replicar varios resultados obtenidos por instituciones nacionales reconocidas, entre los cuales destaca el hecho que el momento más controversial del año para Falabella fue cuando se intentó llevar a cabo el Cyber Monday, período en el cual el sentimiento generalizado en Twitter alcanzó los niveles más negativos. Dicho todo esto, la aplicación desarrollada demostró ser útil al momento de utilizar una gran cantidad de datos para extraer información que podría ser potencialmente útil para la firma de retail. Finalmente, el desarrollo de la aplicación permitió crear un artículo que contuviera parte considerable del transfondo teórico en el cual ésta se basó, además de beneficiar a otros estudiantes en el desarrollo de sus memorias.

The use of Web 2.0 technologies in the field of learning is on the rise, yet there have been a limited number of studies of the impact of Web 2.0 technologies on learning. By their nature, Web 2.0 technologies increase the interactivity between users. Interactivity is considered to be a key to success in traditional classrooms. The purpose of this thesis is to determine whether the interactivity of Web 2.0 technologies has an impact on the learning experience of students. The thesis investigated the use of Web Polls to provide interactivity inside the classroom and the use of Twitter to provide interactivity outside the classroom. Four studies were conducted, two involving Web Polls and two involving Twitter. Mixtures of methods such as qualitative and quantitative approaches were employed in the studies in order to triangulate the data, and the data from participants were collected via questionnaires and interviews. The primary purpose of employing triangulation techniques is to have more explanation and more understanding of the student behaviour from different points of view. The responses to the four studies revealed that the use of interactivity of Web 2.0 technologies were more positive than neutral about the learning experience of students. Across these field studies, the interactivity inside the classroom had a greater effect on the learning experience of students. Overall, the research revealed that the perception of using interactivity of Web 2.0 technologies inside and outside the classroom was more positive than neutral about the credibility of the instructor, the engagement, the communication by students, and the motivation of students, and results in a positive attitude to the use of Web 2.0 for learning. The thesis suggests that the adoption of interactivity of Web 2.0 technologies has the potential to support learning in higher education.

Master of Science / Department of Computing and Information Sciences / Doina Caragea / Social media affects our daily lives. It is one of the first sources for finding breaking news. In particular, Twitter is one of the popular social media platforms, with around 330 million monthly users. From local events such as Fake Patty's Day to across the world happenings - Twitter gets there first. During a disaster, tweets can be used to post warnings, status of available medical and food supply, emergency personnel, and updates. Users were practically tweeting about the Hurricane Sandy, despite lack of network during the storm. Analysis of these tweets can help monitor the disaster, plan and manage the crisis, and aid in research. In this research, we use the publicly available tweets posted during several disasters and identify the relevant tweets. As the languages in the datasets are different, Bing translation API has been used to detect and translate the tweets. The translations are then, used as training datasets for supervised machine learning algorithms. Supervised learning is the process of learning from a labeled training dataset. This learned classifier can then be used to predict the correct output for any valid input. When trained to more observations, the algorithm improves its predictive performance.

L’accessibilité, la popularité et la fonctionnalité des médias sociaux s’immiscent peu à peu dans les formes de communication politique. Lors des élections générales au Québec en 2014, le service de microblogage Twitter a servi d’espace aux débats et au partage d’information tant pour les citoyens que les politiciens. En validant le concept de la sphère publique d’Habermas dans un contexte numérique, cette thèse vise à cerner les potentialités cyberdémocratiques de Twitter. Nous nous intéressons aux manières avec lesquelles 26 candidats québécois ont fait usage de Twitter pendant la période officielle de la campagne, soit entre le 5 mars et le 7 avril 2014. Près de 13 000 messages numériques publiés par 26 candidats québécois ont été analysés afin d’en dégager les modalités d’usage. Ceux-ci ont été quantifiés de façon à déterminer si leur utilisation s’inscrit dans une optique de marketing politique ou de sphère publique numérique. À la lumière de nos résultats, force est de constater que Twitter a été majoritairement utilisé dans une optique de marketing politique par une majorité des candidats associés aux Parti Québécois, Parti Libéral du Québec et la Coalition Avenir Québec. Seuls les membres de Québec Solidaire se sont démarqués par un usage foncièrement cyberdémocratique.

The concept of social media is top of mind for Canadians today. Decision makers, such as the Canadian government, try to identify ways in which they can benefit from tools such as Twitter. This thesis is an investigative analysis that studies how the Canadian government currently uses social media networks. Based on the conceptual framework of Rogers’ diffusion of innovations (2003) and Qualman’s socialnomics theory (2013), the study aims to define how members of the Parliamentary Press Gallery use the Government of Canada tweets. Through a series of interviews with members of the press and government communications executives, a themed analysis was conducted to demonstrate how Twitter is being used and if a dialogue exists between federal institutions and reporters. The research unveiled that the Government of Canada uses social media as a one-to-many broadcasting channel, not actively engaging in online dialogue with members of the press. Conversely, journalists use Twitter as a wire service to obtain instant information, and to gain insight from the consumers. However, they are not interested in conversing with the public service on social media as they want to protect the exclusivity of their story, and they criticize the anonymity of the government corporate accounts as having an impact on its credibility.

The purpose of this diploma thesis is to analyze the different possibilities of using social networks in marketing, and to compare the situation in the Czech Republic with the rest of the world. In the theoretical section, the term social network is clearly defined and the historical development of social networks and their popularity in the world and in the Czech Republic are discussed. Later, the thesis focuses on individual components of marketing strategy and marketing mix and their implementation on social networks. The key part of the thesis centers on the discussion of different marketing tools, which are used on the most popular social networks today and provides practical examples of their use. The final chapter is a detailed analysis of the marketing strategy and communication campaigns within the most successful companies on social networks in order to identify the reasons for their success. These conclusions are then compared with marketing activities on social networks in the Czech Republic. Finally, the thesis compares the way in which international firms that operate in the Czech Republic are using social networks for marketing abroad and in our country.

The purpose of this diploma thesis is to analyze marketing through social networks. The first chapter is focused on Internet, marketing and communication mix. In the second chapter there are discussed social networks and their history. Moreover, this chapter also characterizes generations X, Y and Z. The key part of the thesis aimed to analyze each of social networks such as Facebook, Twitter, LinkedIn and Google+. Main attention is given to provide a detail view of social media tools and possibilities that companies can use for marketing.

This thesis is an analysis of the internal and extrenal communication of a small IT company business communication s.r.o. with emphasis on social media. The theoretical part of this paper deals with the use of social networks by individuals and companies in the Czech Republic and abroad. The practical part introduces the reader into the company business communication and its business practise, analyses its current internal and external communication, especially via social networks, and identifies the problems the company is facing in this area. The result of this thesis is a proposition of changes designed to lead to a better use of social media by this company.

Characteristically, propagation of news on the Internet is a rather complex scenario. Its comprehensive understanding requires a consideration of diverse facets such as audience, problem domain, channel and type of news being propagated. My dissertation focuses on the understanding of propagation of a specific type of news- news articles, on a particular subset of the Internet, the social media. While a number of studies have looked into the phenomenon of propagation in social media, fewer of these have examined the propagation of content, specifically news articles, published by news provider websites. My dissertation presents a set of network theory based methodologies to extract and analyze various implicit propagation networks formed as a result of news article sharing on Twitter. These methodologies cover aspects related to users' article sharing behavior, influence of the news provider's social media accounts, role of followers and similarities between propagation networks of news providers. Furthermore, it also includes useful inferences derived about the news article propagation phenomenon by using a population sized data sampled from Twitter over a nine-month period. It expands on the inferences from my published works and the challenges identified in the area of news article consumption and distribution on the Internet. My dissertation intends to provide important guidelines for researchers and organizations studying social media related phenomena to derive insights about customer behavior. From the perspective of online news consumption and distribution, my study has important implications for the audience's preference of news content delivery. It also facilitates news providers to gauge their performance on social media and for news editors to help develop editorial policies tailored for an online consumer base. Finally, my dissertation presents an extensive set of network based models and methodologies that can enrich the applied network science discipline.