We demonstrate the power of data mining techniques for the analysis of collective social dynamics within British Tweets during the Olympic Games 2012. The classification accuracy of online activities related to the successes of British athletes significantly improved when emotional components of tweets were taken into account, but employing emotional variables for activity prediction decreased the classifiers' quality. The approach could be easily adopted for any prediction or classification study with a set of problem-specific variables.
We perform a statistical analysis of emotionally annotated comments in two large online datasets, examining chains of consecutive posts in the discussions. Using comparisons with randomised data we show that there is a high level of correlation for the emotional content of messages.
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