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There is a growing need for, often non-technical, organisations to analyse valuable information stored within often separate social networking systems (SNSs). Open architectures provide programmatic access to most SNSs permitting the creation of applications which may leverage information, for example statistics regarding the impact of marketing campaigns or new product or service announcements. This type of information is necessary for the development of sound evidence based social media strategies. Software products are available which provide this type of information, though for organisations to be able to tailor these to their specific needs, solutions are often very expensive. One solution would be for organisations to have the facility to build their own systems. This paper describes a research programme that will investigate developing, amending or extending a modelling notation, capable of being used by non-technical people for the development of systems to extract and analyse social networking data.

A Modelling Based Notation for the Automated Extraction and Analysis of Social Networking Data