Twitter english 2009

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  • SNS are ‘‘web-based services that allow individuals to (1) construct a public or semipublic profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.’’
  • Lifelog means personal record
  • Chi-Square Test (カイ二乗検定) n.s. (not significant 有意差なし)
  • Twitter english 2009

    1. 1. Is a blog or a How and why users using ? SNS? are Presented by ○ Kyoko Kato Graduate School of Communication Studies Tokyo Keizai University Yasuyuki Kawaura Faculty of Communication Studies Tokyo Keizai University 2009 年の社会心理学会大会での発表資 料です。 1
    2. 2. Twitter is…  A social networking and micro-blogging service.  Capable of sending and reading updates known as “tweets” from a computer or a mobile device.  “Tweets” are text-based posts of up to 140 characters in length. 2
    3. 3. Twitter Sample Page 3
    4. 4. Twitter’s growth 1 8000 1 7082 UU(000) 1 6000 1 4000 1 2000 1 3858 1 0000 8000 7038 6000 4000 4456 2000 200 0 U.S J a pa n J a n - 09 4456 200 239 Fe b - 09 7038 239 357 Ma r- 09 1 3858 357 521 Apr- 09 1 7082 521 (NetRatings, 2009) 4
    5. 5. Objectives • Highlight the differences between Twitter and a blog • Highlight the differences between Twitter and a SNS • Understand how and why people use Twitter • Demonstrate how people’s lives have changed using Twitter 5
    6. 6. The Differences SNS Users Bloggers  Self-presentation  Build and maintain contacts with friends and acquaintances  “Acquaintance-Site”  Self-presentation  Social interaction  Outlet to gather information  Consummatory activity  Personal exploration  Stress release  An outlet to share information  Communicate with readers Blog Readers  Gather information on topics and events  A new way of learning about people they may not know, know well, or see often 6
    7. 7. Methods An online survey From June 8 -11, 2009: Key Questions:  Frequency of twitter access and tweets  Number of follows and followers  Why do you use twitter? (open question)  How has your life changed after using Twitter? (open question) 7
    8. 8. Demographic of Respondents Total Number of Valid responses:   n= 197  Males (155), Females (42)  Unemployed/students (34)  Employed/self employed (163)  Teenagers (6)  Adults 20’s (55), 30s (78), 40s (49), and 50’s+ (9) 8
    9. 9. Why are you using Twitter? 1. Street Corner / Same environment:  “I am not lonely, I just want to stand on a busy street corner” (Female, 40s, employee).  “I’m working alone but I feel like I’m in the same big room with follows and followers” (Male, 40s, self employed). 2. News Source:  “Twitter is the fastest news source in the world” (Male, 30s, employee and others).  “Receiving important news tweets by followings, are easier than visiting news sites or blogs” (Male, 50s, employee and others). 9
    10. 10. Why are you using Twitter? 3. Weak tie:  “Compared to a SNS, having a weaker connection is more comfortable for me” (Male, 20s, employee; Female, 20s, student and others). 4. Life log:  “I use twitter as a lifelog.” (Male, 30s, employee) 10
    11. 11. After using Twitter, how has your daily life changed? 1. Decrease in the Frequency of:  “Decrease in the frequency of using other SNS’s” (Male, low 40s, employee).  “Decrease in the frequency of reading books” (Female, low 40s, employee).  “Dramatic decrease in the frequency of updating a blog” (Male, under 20, student; Male, 30s, employee). 2. Addiction:  “Twitter has become a part of my life” (Male, 30s, employee).  “Twitter has become an addiction” (Female, 40s, freelancer).  “I always use Twitter via my iPhone” (Male, 30s, employee; Female, 40s, freelancer). 11
    12. 12. After using Twitter, how has your daily life changed? 3. New Face to Face Relationships: “Twitter has increased my opportunity to meet new people” (Male, late 40s). “I am now more involved in meeting people through off-line meetings” (Male, late 20s, employee; Male, low 20s, student). 4. Word of Mouth: “It’s fun to try new restaurants recommended by Tweets” (Male, low 40s, employee). “Increase in the frequency of drinking Dororich (crème with clashed jelly) introduced by Tweets” (Male, under 20, student). 12
    13. 13. Result of Cluster Analysis Cluster Visit Tweet Following Followers n 1 High High 688 723 21 2 High High 156 149 34 3 High Low 171 163 42 4 Low Low 82 71 36 Ward method
    14. 14. Characteristics of Each Cluster Gender 1 2 3 4 Total Male 27 43 40 45 155 Female 3 16 11 12 42 30 59 51 57 197 1 22▲ 8▽ 30 2 33 26 59 3 27 24 51 4 21▽ 36▲ 57 Total 103 94 197 n.s. Age <35 35<= ▲ ( significantly-high, ▽ significantly-low, p<.05) Chi-Square Test.   Heavy users are young & light users are old. 14
    15. 15. Characteristics of each Cluster Cluster 1-Represents heavy users: • They read and tweet many times and many follows and followers and are young. Cluster 2-Also represents heavy users: • But they do not have many follows and followers. Cluster 3- Represents heavy readers of Twitter: • But they don’t spend a lot of time tweeting. Cluster 4- Represents light users: • They don’t read or tweet often and have few followers and follows. They tend to fall in an older age bracket. 15
    16. 16. Discussion  Twitter is a way to build and maintain relationships with friends and acquaintances who meet infrequently.  An increase in purchasing products and eating at restaurants recommended in “tweets” has been observed (WOM). 16
    17. 17. Discussion - continued  Seminars and events covered live on Twitter called “Tsuda-ru” are supported by participants. (using hash tag like #jssp50)  Since using Twitter, it has been observed that blog updates, visits to SNS’s and news portals have decreased in frequency.  Using Twitter increases the probability of connecting with new people, having off-line meetings and ultimately forming new interpersonal relationships. 17
    18. 18. Thank you! This is just the beginning of research about the communication of Twitter. It has become a new communication tool, seems to different from other social media. I plan to continue gathering more detailed research about Twitter communication and look forward to bringing it to you in the near future. Thank you very much for your interest and listening to me today. 18
    19. 19. References   1. 2. 3. 4. 5. 6. 7. boyd, d. (2006). Friends, friendsters, and top 8.   〈 http://firstmonday.org/ htbin/cgiwrap/ bin/ojs/index.php/fm/article/view/1418/1336 〉 Ellison, N., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook ‘‘friends.’’ Journal of Computer-Mediated Communication, 12 (4). 〈 http://   jcmc.indiana.edu/vol12/ issue4/ellison.html 〉 HubSpot(2008). State of the Twittersphere. 〈 http://cdnqa.hubteam.com/   State_of_the_ Twittersphere_by_HubSpot_Q4-2008.pdf 〉 加藤恭子 (2006). 友人ブログと他人ブログ 日本社会心理学会 47 回大会 〈 http://   db1.wdcjp.com/cgibin/jssp/wbpnew/master/detail00.php? submission_id=   2006E-0095 〉 加藤恭子・川浦康至 (2007). 人はなぜブログを読むのか コミュニケーシ ョン科学(東京経済大学コミュニケーション学部) , 26, 91-103. NetRatings (2009). 米国発のマイクロブログサービス「 Twitter 」の 利用者が日本でも順調に増加  〈 http://csp.netratings.co.jp/nnr/PDF/Newsrelease05272009 _J.pdf 〉 19 Pew Internet (2009). Twitter and status updating.

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