Online Program

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Saturday, May 19
Data Visualization
Visualizing Complex Data
Sat, May 19, 8:30 AM - 10:00 AM
Grand Ballroom F
 

Insights into Reshoring from Big Data Visualization of Social Media Posts (304618)

Presentation

*Megan Eileen Moore, North Carolina State University  
Lori Fay Rothenberg, North Carolina State University 

Keywords: Data Visualization, Reshoring, Made in the USA, American manufacturing, Onshoring

Data visualization is a powerful tool for conveying information in an easy to understand format. One potential application of data visualization is in the topic of reshoring, which is the act of reintroducing domestic manufacturing. Reshoring, American manufacturing, and Made in the USA are hot topics in academia, industry, and popular press. These topics are relevant in 2018, as location decisions of where to manufacture affect the supply chain, total costs of production, and consumer perceptions. Big data are being produced on social media can be analyzed using data visualization in order to lead the way in a more thoughtful discussion about the reshoring phenomenon. The purpose of this study was to apply data visualization techniques to social media posts and responses on the topic of reshoring to describe the discussions occurring between individuals, companies, and government officials. IBM Watson Analytics for Social MediaTM was used to collect the social media posts, and IBM Watson AnalyticsTM as well as IBM Watson Analytics for Social MediaTM were used to analyze the big data produced by social media posts. The search parameters were set to include terms used in the popular press as well as those used in the academic literature. The data were analyzed using context and content. The context data are visualized using time, source type, and geographic analyses, and the content data are visualized by activity in social media, theme, sentiment, and author engagement analyses.

Among the key findings were (1) discussions about U.S. reshoring activities are taking place in 140 countries and (2) the term ‘reshoring’ is rarely used in social media posts. In 2018, the ubiquitous discussion about reshoring related topics makes it approachable to most audiences. This study offers an example of the application of big data visualization to answer questions that are being considered in industry and academia.