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We demonstrate the power of data mining techniques for the analysis ofcollective social dynamics within British Tweets during the Olympic Games 2012.The classification accuracy of online activities related to the successes ofBritish athletes significantly improved when emotional components of tweetswere taken into account, but employing emotional variables for activityprediction decreased the classifiers' quality. The approach could be easilyadopted for any prediction or classification study with a set ofproblem-specific variables.

The role of emotional variables in the classification and prediction of collective social dynamics