In the few years since the advent of ‘Big Data’ research, social media analytics has begun to accumulate studies drawing on social media as a resource and tool for research work. Yet, there has been relatively little attention paid to the development of methodologies for handling this kind of data. The few works that exist in this area often reflect upon the implications of ‘grand’ social science methodological concepts for new social media research. By contrast, we advance an abductively oriented (...) methodological suite designed to explore the construction of phenomena played out through social media. To do this, we use a software tool – Chorus – to illustrate a visual analytic approach to data. Informed by visual analytic principles, we posit a two-by-two methodological model of social media analytics, combining two data collection strategies with two analytic modes. We go on to demonstrate each of these four approaches ‘in action’, to help clarify how and why they might be used to address various research questions. (shrink)

Increasingly, social media platforms are understood by researchers to be valuable sites of politically-relevant discussions. However, analyses of social media data are typically undertaken by focusing on ‘snapshots’ of issues using query-keyword search strategies. This paper develops an alternative, less issue-based, mode of analysing Twitter data. It provides a framework for working qualitatively with longitudinally-oriented Twitter data, and uses an empirical case to consider the value and the challenges of doing so. Exploring how Twitter users place “everyday” talk around the (...) socio-political issue of UK welfare provision, we draw on digital ethnography and narrative analysis techniques to analyse 25 user-timelines and identify three distinctions in users’ practices: users’ engagements with welfare as TV entertainment or as a socio-political concern; the degree of sustained engagement with said issues, and; the degree to which users’ tweeting practices around welfare were congruent with or in contrast to their other tweets. With this analytic orientation, we demonstrate how a longitudinal analysis of user-timelines provides rich resources that facilitate a more nuanced understanding of user engagement in everyday socio-political discussions online. (shrink)

This commentary elaborates on the ideas and projects outlined in this special issue, from a specifically sociological perspective. Much recent work in sociology proposes ‘methods mashups’ of ethnography and digital data/computational tools in different and diverse ways. However, typically, these have taken the form of applying the principles of ethnography to new domains and data types, as if ethnography itself is stable and immutable; that it has a universal set of methodological principles that unify ethnographic practice. Returning to anthropology is, (...) therefore, a useful way to extend our methodological thinking to consider what ethnography is and how it operates, and from there think more clearly about how it may be effectively combined with digital data/computational tools in an emerging ‘Computational Anthropology’. (shrink)