Seth A. Kline

Date of Award

3-21-2019

Document Type

Thesis

Degree Name

Master of Science in Cost Analysis

Department

Department of Systems Engineering and Management

First Advisor

Jonathan D. Ritschel, PhD

Abstract

Social media has grown to become a rich source for opinions, authored by individuals who volunteer them, unedited and in real-time. Armed with this information, an organization like the Air Force can understand the perceptions of consumers and learn to better serve the American taxpayer. To accomplish this goal, this research takes a qualitative approach, utilizing social media analytics in combination with various Text Mining methodologies (word frequency, word relationships, sentiment analysis, topic modeling) to provide insight on Air Force related content shared on Twitter. To provide a well-rounded analysis of the overall perception of the Air Force enterprise, the methods mentioned are conducted on Tweets related to the Air Force’s five core missions: Space/Cyberspace, Nuclear Deterrence, Air Superiority, Advancements in Technology, and Intelligence, Surveillance, Reconnaissance. This research also identifies the key players that publish the most engaged Tweets related to the Air Force. By understanding the types of users who possess the most influence (Regular Users, Bloggers, Celebrities, Military Leaders, Politicians, Professional Organizations), Air Force leaders are better equipped to react to content and protect the Air Force brand.

AFIT Designator

AFIT-ENV-MS-19-M-183

DTIC Accession Number

AD1077472

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