ParkView is a website that allows national park staff to have an easy, single-point of access to social media data related to their parks. It builds a cohesive picture of visitors' experience to better evaluate park programs and services.
Developed in collaboration with Chiefs of Interpretation from nine national parks, ParkView comprises a data warehouse, a set of analytical algorithms, and front-end dashboards. The extract-transfer-load process imports data from multiple social media sites including Facebook, TripAdvisor, and Twitter. Custom-built and open-source analytical algorithms extract additional value from the unstructured review text by searching for specific mentions of park places and determining general visitor sentiment scores. The dashboards summarize the data into a cohesive overview of social media activity about a park.