Mapping Online Publics: Understanding How Australians Use Social Media

  • 1,815 views
Uploaded on

Paper presented at the National Public Sector Digital Media Officers Forum, Melbourne, 21 June 2011.

Paper presented at the National Public Sector Digital Media Officers Forum, Melbourne, 21 June 2011.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,815
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
30
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Mapping Online Publics: Understanding How Australians Use Social Media
    • Assoc. Prof. Axel Bruns ARC Centre of Excellence for Creative Industries and Innovation Queensland University of Technology Brisbane, Australia
    • [email_address] / @snurb_dot_info
    • http://mappingonlinepublics.net/
    Image by campoalto
  • 2. Social Media in Australia
    • Significant usage:
      • Facebook , Twitter , blogs – and many others
      • Social media as part of everyday media use – complementing mainstream media
    • Notable differences:
      • e.g. Facebook : built around personal networks; semi-private; discussion threads
      • e.g. Twitter : open, flat network; public #hashtag conversations; update stream
    • ‘ Ambient’ uses ( Hermida 2010 ):
      • Always on in the background – substantial role during major events
      • Rapid, ad hoc development of new conventions as required
    • Issues and challenges:
      • Significant user influx and churn – very fluid field
      • Proprietary platforms – precarious environment for users and researchers
  • 3. Twitter and Beyond
    • #hashtag studies:
      • Selected #hashtags captured from the Twitter API using yourTwapperkeeper
      • Data processing using custom-made tools – keyword and network analysis
      • Statistic and network visualisations – including dynamic visualisations
    • Broader research:
      • #hashtags are limited – much additional activity outside #hashtags
      • But how much – need to establish reliable baseline figures on social media usage
      • How do #hashtags emerge, how do users encounter and choose them?
      • How much does Twitter use during crises differ from everyday usage?
    • Mapping Online Publics:
      • ARC Discovery project, 2010-12: Assoc. Prof. Axel Bruns and Dr. Jean Burgess, QUT
      • Methodology and outcomes: http://mappingonlinepublics.net/
      • Further projects on social media and crisis communication under development
  • 4. Twitter and the Queensland Floods: #qldfloods tweets
    • 10 June 2011 11 June 2011 12 June 2011 13 June 2011 14 June 2011 15 June 2011
  • 5. Local Focus: #qldfloods from Toowoomba to Brisbane
    • Toowoomba vs. Lockyer/Grantham vs. Ipswich vs. Brisbane slide
    10 June 2011 11 June 2011 12 June 2011 13 June 2011 14 June 2011 15 June 2011
  • 6. Twitter and the Queensland Floods: #qldfloods posters retweet feeds mainstream media Qld Police
  • 7. Twitter and the Queensland Floods: #qldfloods @replies mainstream media authorities
  • 8. Twitter and the Christchurch Earthquake: #eqnz @replies mainstream media authorities utilities
  • 9. Key Accounts over Time
  • 10. @QPSmedia as Central #qldfloods Information Source
  • 11. #qldfloods Network Map – Most Active Accounts Only (Degree >= 15 / Node size: indegree / node colour: outdegree)
  • 12. Twitter and the Queensland Floods
    • First lessons:
      • #qldfloods as coordinating tool – one central hashtag
        • Go where the users are – and help establish hashtag
        • Plus inventive additions – e.g. @QPSmedia #Mythbuster tweets
      • Most activity by individuals – but key official accounts cut through
        • Enable easy retweeting and sharing of messages
        • Respond and engage – value voluntary contributions from ‘average’ users
      • Mainstream media are important in social media environments, too
        • Twitter as an amplifier of key messages
      • Twitter vs. Facebook – which works when?
  • 13. Twitter Events in Perspective: Comparing the Main 24h
  • 14. Beyond Crises
    • Where to from here? Further applications:
      • Identifying overall Twitter participation patterns – key themes, key users
      • How does information travel across the Twittersphere?
      • How can we ensure and enhance the distribution of important messages?
    • What is the structure of the Twitter community?
      • Mapping online publics: network structure, clusters, interconnections, themes
      • Identifying key participants: opinion leaders, information hubs, connectors
      • Change over time: fluidity of network structures, response to stimuli
    • How does Twitter sit in the wider media ecology?
      • Use of materials from elsewhere: distribution of attention through links
      • Interconnections between Twitter and other media: tweets about TV, newspapers, ...
  • 15. http://mappingonlinepublics.net/
    • @snurb_dot_info
    • @jeanburgess
    Image by campoalto