Caterina Fugazzola presented at MAXQDAYS 2025 on “Analyzing Social Media.” Fugazzola has been doing this session at MAXDAYS for years, apparently. Fugazzola is an ethnographer by training and at the University of Chicago. Some challenges of social media analysis noted are the speed and amount of data. Fugazzola warned that there is no single recipe for social media analysis, and flexibility of tools is important. Fugazzola demonstrated how you can get the data from YouTube using the URL of the video into MAXQDA. The import options allow the user to import transcripts, comments, and replies, for example. A video file can be uploaded, and Fugazzola used a Zoom screencast to upload. The transcript is available with timestamps. MAXQDA shows the transcript and thumbnails when a video is uploaded. MAXQDA can perform sentiment analysis with the Analyze Sentiment. Fugazzola then demonstrated how MAXQDA can import posts from Instagram. Images can be analyzed with annotations/codes. There are ways of organizing photos for quick coding too! The MAXQDA web collector widget can help capture social media items.
