"Many mediators and peacebuilders are interested in using information about actors and narratives on social media to inform programming. Our starting assumption is that users of this toolkit do not have the resources to either hire a specialist social media analysis firm or to pay for commercial social media analysis tools. Therefore, this toolkit is a practical how-to guide for mediators and peacebuilders who want to conduct their own social media analysis, offering an overview of what is possible, a practical guide to a handful of technology tools, and suggestions on analysis methods. The toolkit is also a why-to guide, offering ideas on what programming social media analysis can inform and when it is worth investing resources in this kind of analysis. The toolkit is structured in three sections:
Section 1 outlines what it is possible to do with social media data. It covers how to select the social media platforms on which to conduct analysis and explains what data it is possible to gather from each platform. It also offers three main use cases for social media analysis that can support the work of peacebuilders and mediators, explaining the kind of insights we can glean from social media data, and how they connect to relevant programming.
Section 2 outlines in detail how to work with Facebook and Twitter data. It includes how to come up with search parameters, how to decide whether to download data or view it in a search tool, how to access data from Facebook and Twitter, and how to organise data that has been collected. It also looks at analysis methods to find patterns in this data that can help peacebuilders and mediators understand what is the general narrative (netnography or narrative analysis), what people are talking about most and how (quantitative analysis), what is the tone and emotion of a narrative (sentiment analysis), and who is talking about what with whom (network analysis).
Section 3 offers case studies of social media analysis conducted to support peacebuilding or mediation programs. The case studies connect to the previous sections, illustrating how the methods and tools outlined are used in practice in our fields." (Introduction)