Social Media Analytics, Strategies and Governance

A cohesive volume, where each chapter addresses a challenging problem and presents a range of innovative approaches and discussion. The prolificacy and accessibility of technology and digital communication platforms is not only empowering a new form of communication between people and communities, but changing the way individuals, communities and society collectively think, act, and behave. Social media, as an open-source tool, has lowered the barrier for the consumption of digital and technologically based information. Many of these platforms are free to use by the user, thus enhancing its accessibility.

Social media has spread rapidly on the global stage, driving consumers' attention and influence, both consciously and subconsciously. Whilst this type of platform may have been initially designed as a tool for open communication and expression, it is also being utilised as a digital tool, with widescale use cases. The intelligence explosion, information overload and disinformation plays a significant part regarding individual, group and country perceptions. The complex nature of this data explosion created an increasing demand and use of artificial intelligence (AI) and machine learning (ML), to help provide 'big insights' to 'big data'. AI and ML enable the analysis and dissemination of vast amounts of data, however the ungoverned pace at which AI and autonomous systems have been deployed, has created unforeseen problems. Many algorithms and AI systems have been trained on limited or unverified datasets, creating inbuilt and unseen biases. Where these algorithmic tools have been deployed in high impact systems, there are documented occurrences of disastrous decision making and outcomes that have negatively impacted people and communities. Little to no work had been conducted in its vulnerability and ability to exploit AI itself. So, AI and autonomous systems, whilst being a force for societal good, could have the potential to create and exacerbate societies greatest challenges.