Business Intelligence from Twitter

Social media platforms are becoming ever valuable to businesses today. These platforms provide additional means for increased outreach and marketing, public relations, and customer relationship management. With so many platforms—and so many active users on each platform— comes difficulty in aggregating and understanding the rich data they provide.

Twitter is perhaps the most fluid and responsive of the popular social media platforms. For example, when Osama Bin Laden was killed in 2011, the news of his death traveled faster through Twitter than through any other network. It is vital that companies tap into the power of the Twitter platform and become aware of the conversations surrounding their business.

This VBA program gathers recent tweets surrounding a given company (any keyword, username, or hashtag) and evaluates the tweets for certain characteristics. It parses the tweets' language to try to determine the mood of the tweets, and provides aggregate data regarding the generalized current reputation of the company on Twitter. It also displays the top three tweets for the given search, as well as any tweets that were flagged to be positive or negative (in terms of mood). This program can be a part of the marketing or public relations managers’ toolkits.

Full writeup: http://files.gove.net/shares/files/14w/mswensen/Writeup.pdf

VBA program: http://files.gove.net/shares/files/14w/mswensen/Twitter.xlsm