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A users guide to interpreting, reinterpreting and misinterpreting the social media service.
Dr Stephen Dann
School of Management Marketing & International Business, Australian National University @stephendann or stephen.dann@anu.edu.au
If youre on Twitter
Questions can be sent to @stephendann
Twitter.
Twitter matters because of what it is: at its heart, a platform that offers an exchange of ideas and information on an unprecedented scale.
Why Twitter Matters : Marketing : Idea Hub :: American Express OPEN Forum http://www.openforum.com/idea-hub/topics/marketing/article/why-twitter-matters-ann-handley Fri Oct 02 2009 21:16:49 GMT+1000 (AUS Eastern Standard Time)
Twitter!
(What is it good for?)
health community (Berger 2009) public libraries (Cahill 2009, Cuddy 2009) political campaigns (Cetina 2009, Henneburg et al 2009) business (Dudley 2009; Power and Forte 2008) journalism (Ettama 2009) civil unrest and protests (Fahmi 2009) social activism (Galer-Unti 2009) live coverage of events (Gay et al 2009) eyewitness accounts (Lariscy et al 2009) government (Macintosh 2009) education (Parslow 2009).
Raw Counts
Tweetstats www.tweetstats.com
Text Analysis
Tweetstats www.tweetstats.com
Wordle wordle.com
Leximancer
Leximancer www.leximancer.com
infolab.stanford.edu/~mor/research/naamanCSCW10.pdf
Prior Analysis
volume of use
Tweets per time period
Sentiment Scale
No Sentiment Wretched Bad So-so Swell Great
149,472 tweets
Content Schema
Sentiment Information seeking Information providing Comment
Sampling frame
125,593 unique user IDs personal Twitter users 10 friends, 10 followers, 10 messages 911 users
N = 350 users
Twitter www.twitter.com
Bhme, G (2006) Technical Gadgetry: Technological Development in the Aesthetic Economy, Thesis Eleven, 86 (1): 54-66
Method
Grounded Theory Broad categories based on / supported by six prior studies Sub categories developed from theory and data
Sample
Personal Twitter History @stephendann (274 Following / 355 Followers) 2841 messages Mar 13 2007 to Aug 18 2009 @darthvader (5,513 Following / 113,624 Followers) 484 messages Jan 09 2007 to Sep 27 2009
Sample
@stephendann 274 Following / 355 Followers
Supports Krishnamurthy et al (2008) 250 follower rule
2841 tweets
Start: Tue Mar 13 2007 11:53:01 End: Tue Aug 18 2009 07:29:30
Data was captured from the timeline using the Sujathan (2009) Twitter to pdf software.
Major Categories
Conversational
Uses an @statement to address another user
Status
An answer to What are you doing now?.
Pass along
Tweets of endorsement of content
News
Identifiable news content which is not UGC
Phatic
Content independent connected presence
Spam
Junk traffic, unsolicited automated posts, and other automated tweets generated without user consent
Results- @stephendann
news (13) 0% Informal (103) 4% phatic
Minor Categories
Conversational 1. Query 2. Referral 3. Action 4. Response Status 1. Personal 2. Temporal 3. Location 4. Mechanical 5. Physical 6. Work 7. Activity Pass along 1. RT 2. UGC 3. Endorsement News 1. Headlines 2. Sport 3. Event 4. Weather Phatic 1. Greeting 2. Fourth wall 3. Broadcast 4. Unclassifiable Spam
Results - @stephendann
Conversational
Query
Questions, question marks or polls
Referral
An @response which contains URLs or recommendation of other Twitter users.
Action
Activities involving other Twitter users
Response
Catch-all classification for conversation @tweets
Conversational
Category Action Pass-along Query Response N 77 66 480 850 % 3% 2% 17% 30% *waves at @USERNAME* @USERNAME Items under $1000 are exempt. http://is.gd/AV7K Invading Germany from France. Who's with me? @USERNAME Beware the polar bears. Exemplar
N 77 66 480 850
% 3% 2% 17% 30%
Word Count
958 1020 7032 13637
Words/ Sentence
14.74 18.89 10.13 17.05
Dictionary Words
67.75 54.31 75.33 73.84
Linguistic Inquiry Results Conjunctions, Inhibition, Inclusive Biological processes OtherP, Period Impersonal pronouns, Auxiliary verbs, Tentative, Discrepancy, QMark 3rd pers plural
Conversational
action 5% pass-along 4%
response 58%
query 33%
Status (1 of 2)
Personal
Positive or negative sentiment in the form of personal opinion or emotional status
Temporal
References to specific dates, times, statements of temporal nature (waiting) and temporal action (Time to )
Location
Geographic references and location statements, including statements of traveling, location change
Status (2 of 2)
Mechanical
Technology or mechanical systems
Physical
Sensory experiences of a physical nature
Work
Reference to work related activity
Activity
Direct statements that answer What are you doing now?
Status
Category activity broadcast N 35 140 % 1% 5% Word Count 533 2119 Words/ Sentence 14.41 11.21 >6 letters 23.26 22.84 Dictionary Words 76.17 71.21 Linguistic Inquiry Results see, Ingestion,Achievement Friends, Quote
location
mechanical personal
69
106 221
2%
4% 8%
1115
1985 4121
12.67
13.88 19.35
22.96
22.02 19.05
78.12
70.43 80.71
Articles, space
Sadness Total function words, Common verbs, Past / Present tense, Adverbs, Cognitive processes, Perceptual processes, feel, body, health Prepositions Work
37 170 196 35
1% 6% 7% 1%
broadcast
location mechanical personal physical temporal work
140
69 106 221 37 170 196
5%
2% 4% 8% 1% 6% 7%
Diplomacy is the art of saying "Nice doggy" until you find a big enough rock. Captaincy is the timely provision of large enough rocks.
Standing in a lecture theatre talking about Marketing Management. Well... I'm in trouble. Used 3829.060MB (62.322%) of your 6GB. You have 22 days remaining I liked Modest Mouse after they became famous. It's freezing out there this morning Waiting for my 2pm performance review to start. Firing off e-mail after e-mail to clear my to do list (knowing that's a great way to regenerate to do list items doesn't stop me or help me)
Status
activty 4%
work 20%
broadcast 14%
location 7%
temporal 17%
mechanical 11%
physical 4%
personal 23%
Pass along
RT
Any statement reproducing another Twitter status using the via @ or RT protocol
UGC
Links to content created by the user
Endorsement
Links to web content not created by the sender
Pass Along
Category Pass along endorsement RT Ugc 108 48 122 4% 2% 4% I'm looking myself up on Publish or Perish (http://rurl.org/iw4) to find a reference to a paper that cited me because I want to cite them L4D Survivors in Rockband2 singing L7 Pretend We're Dead. http://is.gd/BsVE (HT to @LesbianGamers ). It's seriously amazing. http://twitpic.com/2o1c1 - Bus Slogan Generator Time - http://is.gd/hU2Q N % Exemplar
Category endorsement
N 108
% 4%
RT Ugc
48 122
2% 4%
893 1679
16.85 39.98
24.75 20.61
54.31 52.89
Pass Along
ugc 44%
endorsement 39%
RT 17%
News
Headlines
Coverage of breaking news and personal eye-witness accounts of news events
Sport
Identifiable results of sporting events
Event
Any tweet which represents the live discussion of an identified or identifiable event
Weather
Report of weather conditions without commentary
News
Category News Event Sport Headlines 13 0% Between NASA's satellite and autoanalysis of imagery, and Google Map data, scientific proof where there's smoke, there's fires #bcc2 N % Exemplar
Category
Word Count
Words/ Sentence
>6 letters
Dictionary Words
News Event 13 0% 192 10.67 22.92 65.62 Negative emotion, Anger Certainty Perceptual processes
Phatic
Greeting
Statements of greetings to the broader Twitter community
Fourth wall
Textual equivalent of comments made directly to camera in television or cinema
Broadcast
Textual soliloquy, monologue and undirected statements of opinion
Unclassifiable
Unclassifiable strings of text
Phatic
Category Phatic Action Fourth wall Greeting Unclassifiable 30 49 17 7 1% 2% 1% 0% *wanders through his twitter follower list, blocking all of the automated/spam follower accounts* Note to self: Just because you're carrying tiny vials of hypercaffeine is no reason to start calculating remote delivery systems for them. Good morning Twitterverse. How's the world outside? AAAAAAAAAAAAAAARGH N % Exemplar
N 30 49
% 1% 2%
Linguistic Inquiry Results Anxiety, hear, motion Negations, Quantifiers, Social processes, Humans, Affective processes, Causation, Exclusive Future tense, Positive emotion Relativity, time NIL
Greeting Unclassifiable
17 7
1% 0%
208 6
7.70 3.00
29.33 33.33
78.37 33.33
Phatic
Findings
Non commercial Twitter classification Replicable across multiple accounts
Implications
Twitter Consumption analysis Consumer framework Not always a business framework
Future research
The Public Timeline versus the Classification Scheme
Questions
stephen@stephendann.net Or @stephendann
References
Bhme, G (2006) Technical Gadgetry: Technological Development in the Aesthetic Economy, Thesis Eleven, 86 (1): 54-66 Cetina, K K 2009, What is a Pipe? bama and the Sociological Imagination, Theory, Culture & Society 2009 26(5): 129140 Crawford, K (2009)'Following you: Disciplines of listening in social media',Continuum,23:4,525 535 Dudley, E 2009, Editorial: Lines of Communication, Journal of Librarianship and Information Science 2009; 41; 131-134 Ettama, J 2009 New media and new mechanisms of public accountability, Journalism 2009; 10; 319-321 Fahmi, W S 2009, Bloggers' street movement and the right to the city. (Re)claiming Cairo's real and virtual "spaces of freedom", Environment and Urbanization 2009; 21; 89-107 Galer-Unti, R 2009, Guerilla Advocacy: Using Aggressive Marketing Techniques for Health Policy Change, Health Promotion Practice, 10; 325-327 Gay, P Plait, P, Raddick, J, Cain, F and Lakdawalla, E (2009) "Live Casting: Bringing Astronomy to the Masses in Real Time", CAP Journal, June 26-29 Henneburg, S. Scammell, M and O'Shaughnessy, N (2009) Political marketing management and theories of democracy, Marketing Theory 2009; 9; 165-188 Honeycutt, C and Herring, S C (2009) Beyond Microblogging: Conversation and Collaboration via Twitter, (2009). Proceedings of the Forty-Second Hawaii International Conference on System Sciences (HICSS-42). Los Alamitos, CA: IEEE Press. 1-10, http://ella.slis.indiana.edu/~herring/honeycutt.herring.2009.pdf
Jansen, B, Zhang, M, Sobel, K and Chowdury, A (2009) Twitter power: Tweets as electronic word of mouth, Journal of the American Society for Information Science and Technology, 60(11):21692188, 2009 http://ist.psu.edu/faculty_pages/jjansen/academic/jansen_twitter_electronic_word_of_mouth.pdf
Java, A, Song, X, Finin, T and Tseng, B (2007) Why We Twitter: Understanding Microblogging Usage and Communities, Joint 9th WEBKDD and 1st SNA-KDD Workshop 07 , August 12, 2007, p 56-65
References
Krishnamurthy, B, Gill, P and Arlitt, M (2008) A Few Chirps About Twitter, WOSN'08, August 18, 2008, 19-24
Lariscy, R Avery, E J, Sweetser, K and Howes, P 2009 An examination of the role of online social media in journalists source mix, Public Relations Review 35 (2009) 314316
Macintosh, A 2009, The emergence of digital governance, Significance, December, 176-178 Naaman, M, Boase, J and Lai, C-H (2010) Is it Really About Me? Message Content in Social Awareness Streams, CSCW 2010, February 610
Parslow, G, 2009, Commentary: Twitter for Educational Networking, BIOCHEMISTRY AND MOLECULAR BIOLOGY EDUCATION Vol. 37, No. 4, pp. 255256, 2009
Pear Analytics (2009) Twitter Study August 2009, http://www.pearanalytics.com/wpcontent/uploads/2009/08/Twitter-Study-August-2009.pdf Power, R and Forte, D 2008, War & Peace in Cyberspace: Dont twitter away your organisations secrets, Computer Fraud and Security, August, 18-20 Zhao, D and Rosson, M B, How and Why People Twitter: The Role that Micro-blogging Plays in Informal Communication at Work, GROUP04, May 1013, 2009, 243-252
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