Automatic Crowdsourcing-Based Classification of Marketing Messaging on Twitter

Abstract

As the volume of social media communications grow, many different stakeholders have sought to apply tools and methods for automatic identification of sentiment and topic in social network communications. In the domain of social media marketing it would be useful to automatically classify social media messaging into the classic framework of informative, persuasive and transformative advertising. In this paper we develop and present the construction and evaluation of supervised machine-learning classifiers for these concepts, drawing upon established procedures from the domains of sentiment analysis and crowd sourced text classification. We demonstrate that a reasonably effective classifier can be created to identify the informative nature of Tweets based on crowd sourced training data, we also present results for identifying persuasive and transformative content. We finish by summarizing our findings regarding applying these methods and by discussing recommendations for future work in the area of classifying the marketing content of Tweets.