The Use of Social Media during Live Events: Implications for Social Navigation on Websites

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Naureen Nizam, Carolyn Watters and Anatoliy Gruzd
Dalhousie University, Halifax, NS, Canada

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The Use of Social Media during Live Events: Implications for Social Navigation on Websites

  1. 1. The Use of Social Media during Live Events:Implications for Social Navigation on WebsitesNaureen Nizam, Carolyn Watters and Anatoliy GruzdDalhousie University, Halifax, NS, Canadanizam@cs.dal.cawww.naureennizam.comDATA COLLECTION• To improve navigation on websites using social media dataRESEARCH OBJECTIVESTUDY OBJECTIVE32%11% 11%21%7%7%FREQUENCYOFTOP10TWEETEDURLsRESULTS• To collect and analyze Twitter data during 4 live events• To find patterns in information sharing (URLs) related towebsitesLondonOlympics 2012 World Junior HockeyThe Big Bang Theory GoldenGlobe Awards• Total Tweets: 264,647• Software: Netlytic (http://netlytic.org)• “Types of Information on Tweeted URLs” and the “Depth of URL FromWebsite’s Home Page” were manually categorizedTYPESOFINFORMATIONONTWEETEDURLsDEPTHOFURLFROMWEBSITE’SHOMEPAGEORIGINOFTWEETSWITHURLsFINDINGS• People used social media (Twitter) to guide others towebsites related to an event (25-47% of all tweets).• There appears to be different patterns of linkingbehavior depending on the type of event.The study provides insight on the criteria of websitesthat may benefit from social media links:FUTURE WORKPrototype:• single application (social media panel) on websites• drives users to popular pages within a website,determined by activities in social mediahttp://www.london2012.com/ http://www.worldjunior2013.comhttp://www.goldenglobes.org/http://www.cbs.com/shows/big_bang_theory/Events LondonOlympics 2012World JuniorHockeyThe Big BangTheoryGolden GlobeAwards# of Tweets Collected 77142 49624 86302 51579# of Tweets containing aURL36279 (47%) 12455 (25%) 24945 (29%) 19109 (37%)# of Tweets containingofficial website URLs17257 (48%) 163 (1.3%) 1757 (6%) 80 (0.4%)PROTOTYPEDESIGN1. Websites related to events that are popular onsocial media sites, such as Twitter.2. Websites that are updated on a regular basis thatcontains content, such as articles, schedule/scores, photos and videos.3. Websites with popular pages requiring two ormore clicks from the home page.4. Websites with social media plug-ins allowingusers to tweet from within the website.0 Clicks 1-2 Clicks 3-4 Clicks 5+ ClicksLondon Olympics 2012 3.73% 17.63% 70.21% 8.42%World Junior Hockey 6.75% 93.25% 0.00% 0.00%The Big Bang Theory 0.06% 99.94% 0.00% 0.00%Golden Globe Awards 3.75% 83.75% 12.50% 0.00%0.00%20.00%40.00%60.00%80.00%100.00%120.00%PercentageofTweetsWEBSITECRITERIAWebsite Home Page Social Media PanelWebMobileWebTwitterfor BbTwitterforAndroidTwitterforiPhoneTwitterfor iPadHootSuiteTweetdeckOtherWorld Junior Hockey 26.38% 3.07% 9.20% 11.66% 33.74% 5.52% 0.61% 5.52% 4.29%The Big Bang Theory 29.65% 3.47% 4.67% 20.60% 31.08% 3.36% 0.23% 0.91% 6.03%Golden Globe Awards 30.00% 3.75% 7.50% 12.50% 8.75% 6.25% 11.25% 7.50% 12.50%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.00%PercentageofTweetsHomePageArticle Photo VideoSchedule/ScoreLondon Olympics 2012 3.73% 28.28% 9.00% 0.00% 58.98%World Junior Hockey 6.75% 93.25% 0.00% 0.00% 0.00%The Big Bang Theory 0.06% 0.17% 60.16% 39.61% 0.00%Golden Globe Awards 3.75% 13.75% 25.00% 18.75% 38.75%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.00%PercentageofTweetsNext Steps:• test prototype on 10 event websites with a user studyLondonOlympics 2012World JuniorHockeyThe Big BangTheoryGolden GlobeAwardsFrequency of top 10tweeted URLs66% 2% 30% 1%0%10%20%30%40%50%60%70%PercentageofTweets

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