The Power of Suggestion on Twitter

Liz Pullen @nwjerseyliz Social Media Camp NYC June 2009

http://Twitter.com

Goal of Research Project

To gain information about trends in social network use on Twitter by analyzing data, specifically, changes in Follower numbers over time.

Why study Most Followed Users?

Not because they are inherently more important than regular users but because of data on them is more plentiful.

Sources of data on Most Followed Twitter accounts (Top 1000)

Twitter

Twitter Counter

Twitterholic

WeFollow

UNHCR Refugee News (@Refugees) SU

Soraya Durabi (@SorayaD) SU

CDC Emergency (@CDCEmergency) SU

Matthew Perry (@LangfordPerry)

NFL (@NFL) SU

Kevin Nealon (@Kevin_Nealon) SU

Fantastico (@ShowDavida) SU

John Green (@RealJohnGreen) SU

Adam Wilson (@UWBCI) SU

MC Thumbtack (@ABigVictory) SU

SU =Twitter Suggested User

Facts about Suggested Users List

Developed to help new users find people on the Twitter network to follow.

Available to Twitterers who use Twitter.com.

Initiated in early February, new people added weekly, process accelerated in early April.

Began with ~20 Suggested Users, over the duration of the study the list consisted of 228 accounts.

Recommendations based on preferences of Twitter staff members.

Default setting when you create a new Twitter account

I’m new here. Who should I follow?

Impact of being added as a Suggested User

Justin Timberlake (@JTimberlake)

Good Health (@GoodHealth) SU

Life (@Life) SU

Counting Crows (@CountingCrows) SU

ExecTweets (@ExecTweets) SU

Wyclef Jean (@Wyclef) SU

White House (@WhiteHouse) SU

Joel Stein (@TheJoelStein) SU

iTunes Movie Trailers(@iTunesTrailers) SU

Roc4Life (@Roc4Life) SU

Cory Booker (@CoryBooker) SU

Jack Gray (@JackGrayCNN) SU

Rania Al Abdulah (@QueenRania) SU

Moby (@TheLittleIdiot) SU

Kareem Abdul-Jabbar (@KAJ33) SU

Roger Erik Tinch (@CineVegas) SU

Bill Simmons (@SportsGuy33) SU

Next to Normal (@N2NBroadway) SU

Michael Ausiello (@EWAusielloFiles) SU

John Calipari (@UKCoachCalipari) SU

The Best @s (@BestAt) SU

Rob Riggle (@RobRiggle) SU

Dwight Howard (@DwightHoward) SU

Ethan Suplee (@EthanSuplee) SU

Sarah Brown (@SarahBrown10) SU

John Calipari (@UKCoachCalipari) SU

Dr. Sanjay Gupta (@SanjayGuptaCNN) SU

Bill Simmons (@SportsGuy33) SU

Moby (@TheLittleIdiot) SU

Cory Booker (@CoryBooker) SU

Which users who are not on

Twitter’s Suggested Users

list experienced the

strongest, organic growth?

Russell Simmons (@UncleRush)

Lauren Conrad (@LaurenConrad)

Paris Hilton (@BabyGirlParis)

Timbaland (@Timbaland)

Brody Jenner (@BrodyJenner)

Steve Buscemi (@Steve_Buscemi) [Faux account]

Terrence J (@TerrenceJ106)

Trey Songz (@SongzYuuup)

Lauren London (@MsLaurenLondon)

Pink (@Pink)

Ben Stiller (@Ben_Stiller) [Faux account]

Joy Behar (@JoyVBehar)

Emily Osment (@EmilyOsment)

Drizzy Drake (@DrakkarNoir)

Alyssa Milano (@Alyssa_Milano)

Pink (@Pink)

Katie Price/Jordan (@MissKatiePrice)

Mark Cuban (@MCuban)

Stephanie Pratt (@StephaniePratt)

Rev. Run (@RevRunWisdom)

Jordin Sparks (@TheRealJordin)

David Archuleta (@DavidArchie)

Justin Timberlake (@Jtimberlake)

Billy Ray Cyrus (@BillyRayCyrus)

Jordin Sparks (@TheRealJordin)

106 & Park (@106AndPark)

Stephen Colbert (@StephenTColbert) [Faux account]

Kristen Stewart (@KristenStewart9)

Rev. Run (@RevRunWisdom)

The Suggested Users accounts

might be growing fast over one or

two weeks but is account growth for

these users sustained?

Composition of Twitter Top 500 (4/26/09-5/24/09)

During the four weeks of study, all

of the 228 Suggested Users who had

been on the list at least two weeks

were on the Top 500 list of Most

Followed people on Twitter.

Composition of Twitter Top 100 (4/26/09-5/24/09)

Which accounts comprise the 6% of

Top 100 Most Followed Users who

don’t benefit from placement on

Twitter’s Suggested Users list?

@StephenFry

@NotTinaFey

@TaylorSwift13

@MileyCyrus

@PerezHilton

@BarackObama

What can we learn about social

network recommendations from the

Suggested Users list on Twitter?

Recommendations have the greatest impact when:

They come from a trusted or authoritative source.

Users are new to a social network and are seeking to connect with others.

Choices are eclectic, representing a variety of fields rather than a narrow focus (i.e. only tech or media).

They are a mix of well-known and unfamiliar names.

They are readily available.

Other observations

Suggested User list has created some controversy because

1) of the enormous growth in Follower numbers that comes with being selected.

2) the list is subjective.

Celebrity helps but length of time on the list is more influential in determining growth in Follower numbers.

People trust the recommendations because they aren’t based on paid placement.

If promoting network growth among

new users and sustainability are the

goals, is Twitter’s Suggested User

list a success or failure?

What is Twitter?

“ Twitter isn’t a social network, it is an information network,” Biz Stone. (The View, 4/09)

"We don't consider Twitter to be a social network. We don't consider it to be a micro-blog," Jack Dorsey said. "It's a new way to communicate. (LA Times, 5/27/09)

Different Goals for Different Platforms

If Twitter is…

Information Network Build an Audience/Broadcast

Micro-blog Build a Readership/Feedback

Social Network Build Relationships/ Conversation

Different Strategies for Sustainability

If Twitter is…

Information Network Develop reputable source of relevant information.

Micro-blog Have engaging writers who readily respond to readers’ comments.

Social Network Find ways for users to find each other and make connections.

Suggested User List: A Success or Failure?

If Twitter is…

Information Network A success depending on the quality and regularity of posting by Suggested Users.

Micro-blog It varies according to responsiveness of Suggested User to followers (@replies).

Social Network A failure as very few lasting and reciprocal connections are created.

People are seeking personal contact.

People are seeking acknowledgment.

Assessment

Communication that goes in one direction is broadcasting, not conversation.

If users are just seeking news alerts and celebrity updates, there are other sources for this information on the Internet.

If no connections are formed between users, it is easy for users to leave & choose another medium for information.

Assessment

Twitter might not be branding itself as a social network but that is how many people use it (i.e. #fixreplies complaints).

Without fostering ways to connect new & existing users, it is easy for newcomers to be unaware of the potential value that comes with participation on Twitter and for them to quit or become inactive.

Assessment

Harvard Study (6/1/09) notes “specifically, the top 10% of prolific Twitter users accounted for over 90% of tweets. On a typical online social network, the top 10% of users account for 30% of all production.”

If the primary value of Twitter for businesses is its search feature for your brand, then you want to hear from the widest possible selection of users as possible. For them to participate, they have to be integrated into the network.

Questions for Future Work