Twitter Campaign Turns London Eye Into Olympic-Sized Mood Ring | Slate.com

23 Jul

Will Oliver/AFP/Getty Images

From slate.com

If you want to know how people are feeling about the 2012 Olympic Games, just watch that giant Ferris wheel that looms over the River Thames in London. Once a night, the London Eye will light up in a pattern that reflects the prevailing sentiment about the games among Twitter users that day. Positive tweets will turn the thing yellow, negative ones purple.

If it sounds like an epic MIT student prank crossed with a bizarre corporate social media campaign, that’s because that’s pretty much what it is. EDF Energy, a major UK energy company and sponsor of the London Eye, hired a team of MIT engineers to develop an algorithm that scans Olympics-related tweets and assigns them points based on the intensity of positive or negative sentiment expressed therein. If the tweets are, say, 75 percent positive, the London Eye will turn 75 percent yellow.

How does it know what tweets are positive? According to the Telegraph, the algorithm checks the tweets against a library of some 2,750 words and phrases, including emoticons and non-standard English expressions like “omg” and, uh, “totes amazeballs.” Punctuation marks and intensifiers like “very” get factored in as well.

Read more: http://www.slate.com/blogs/five_ring_circus/2012/07/23/london_eye_twitter_a_social_media_campaign_has_transformed_the_english_landmark_into_an_olympic_sized_mood_ring_.html

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: