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Twitter Presenting 2010

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The presentation version for BarCamp Canberra 2010 #bcc2010

The presentation version for BarCamp Canberra 2010 #bcc2010

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  • 1. Twitter metrics and measure Why (more than how to) analyse Twitter Dr Stephen Dann School of Management Marketing & International Business, Australian National University @stephendann or stephen.dann@anu.edu.au
  • 2. Why dissect a living medium?
  • 3. Metrics
    • What gets measured gets done
    • What gets done can be measured
    • What gets tweeted can be assembled into little diagrams with neat colour schemes
  • 4.  
  • 5. Why bother? “Okay, so if we’re going to do it, can it be done well?” “No?” “How about medium rare?”
  • 6. Coding the Streams
    • Krishnamurthy et al (2008)
    • users were classified by
      • follower/following counts,
        • Numbers and ratios
      • means and mechanisms of their engagement
        • Web (61.7%), mobile/text (7.5%), software (22.4%)
      • volume of use
        • Tweets per time period
    http://www.thegreenhead.com/2008/09/slice-solutions-pie-pan-divider-creates-perfect-slices.php
  • 7. Coding the Streams
    • Java et al 2007
    • 1,348,543 tweets
    • 76,177 users
    • April 01, to May 30, 2007
    • Four meta-categories
    • daily chatter
    • conversations
    • information / URL sharing
    • news reporting
    http://www.thegreenhead.com/2008/09/slice-solutions-pie-pan-divider-creates-perfect-slices.php
  • 8. Analysis 2: The Quickening
    • Jansen et al (2009)
    • tweets with brand name
    • expression of brand sentiment
    • 13-week period
      • April 4, 2008 to July 3, 2008.
    • 650 reporting episodes
      • 13 x 50 brands
    • 149,472 tweets
  • 9. Analysis 3: Oh, those guys
    • Pear Analytics (2009)
    • 2000 tweets
    • 11am to 5pm
    • 10 working days
    • Six part classification
    • news (3.6%),
    • spam (3.75%),
    • self-promotion (5.85%),
    • pointless babble (40.55%)
    • conversational (37.55%)
    • pass-along value (8.70%).
  • 10. Where’s the party @?
    • Honeycutt and Herring (2009)
    • four one-hour samples
    • four-hour intervals
    • 6 a.m. to 6 p.m. Eastern Standard Time, on January 11, 2008
    • Sample of 200 tweets coded with grounded methodology
    • 1) Addressivity: Directs a message to another person
    • 2) Reference: Makes reference to another person, but
    • does not direct a message to him or her.
    • 3) Emoticon: Used as part of an emoticon.
    • 4) Email: Used as part of an email address.
    • 5) Locational 'at': Signals where an entity is located.
    • 6) Non-locational 'at': Used to represent the preposition 'at' other than in the sense of location.
    • 7) Other: Uses not fitting into any other category,
  • 11. Categories
    • Naaman, Boase and Lai (2010)
    • Sample of 400 tweets
      • more than one category was assigned to a single message.
    • Sampling frame
      • 125,593 unique user IDs
      • ‘ personal’ Twitter users
      • 10 friends, 10 followers, 10 messages
      • 911 users
    • N = 350 users
    • The Categories
    • Information Sharing
    • Self Promotion
    • Opinions/Complaints
    • Statements and Random Thoughts
    • Me now
    • Question to followers
    • Presence Maintenance
    • Anecdote (me)
    • Anecdote (others)
  • 12. Tweet, Tweet, Retweet
    • danah boyd
    • Scott Golder
    • Gilad Lotan
    • Microsoft!
    • Conversational Aspects of Retweeting on Twitter
    • Process of RT
      • Preservation
      • Shrtn
      • Attribution / Authorship
    • Rationale
      • Amplify
      • Entertain
      • Comment
      • Visible listening
        • Agreement
        • Support
        • AOL/me too
        • Self gain
        • Self archive
  • 13. The consistent theme
    • People keep using Twitter for personal use.
    • Discussions of “self”
    • Pointless babble
    • Conversational
    • All criticisms of the use of twitter for pleasure and personal consumption
  • 14. What Twitter looks like…
    • … and how are people using Twitter?
    Twitter – www.twitter.com ‘ Sup?
  • 15. Recoding the Platform Let’s do it my way
  • 16. Theory and Ideology
    • Useful versus Enjoyable
    • Bohme (2006) outlines a propensity of society to classify technology of all forms into
      • “ useful and therefore valuable”
      • “ enjoyable, therefore irrelevant”.
    Böhme, G (2006) Technical Gadgetry: Technological Development in the Aesthetic Economy, Thesis Eleven, 86 (1): 54-66
  • 17. Why do it?
    • Twitter is not about the aggregate firehose
    • Twitter is how you use it.
    • Analysis: what (twitter history) as an indicator of how (use of the service)
  • 18. Method
    • Grounded Theory
    • Broad categories based on / supported by six prior studies
    • Sub categories developed from theory and data
    • Bunch of different boxes for sorting the letters
    • Personal Twitter History
    • @stephendann
      • 274 Following /
      • 355 Followers
      • 2841 messages
      • Mar 13 2007 to Aug 18 2009
    • Sujathan (2009) “ Twitter to pdf ” software.
  • 19. Categories and Results Doesn’t scale to the public sphere! Huzzah! NO MASS GENERALISATION POSSIBLE!
  • 20. 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
  • 21. 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
  • 22. Results - @stephendann
  • 23. Questions [email_address] Or @stephendann
  • 24. 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).
  • 25. Uses and usage
    • casual listening platform
      • Crawford 2009
    • creating the illusion of physicality
      • Hohl 2009
    • sense of connectedness and relationship
      • Henneburg et al 2009
    • venue for conversation
      • Steiner 2009
  • 26. References
    • Böhme, 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): 129–140
    • 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 Hawai’i 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):2169–2188, 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
  • 27. 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) 314–316
    • 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 6–10
    • Parslow, G, 2009, Commentary: Twitter for Educational Networking, BIOCHEMISTRY AND MOLECULAR BIOLOGY EDUCATION Vol. 37, No. 4, pp. 255–256, 2009
    • Pear Analytics (2009) Twitter Study – August 2009, http://www.pearanalytics.com/wp-content/uploads/2009/08/Twitter-Study-August-2009.pdf
    • Power, R and Forte, D 2008, War & Peace in Cyberspace: Don’t twitter away your organisation’s 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, GROUP’04, May 10–13, 2009, 243-252
  • 28.
    • This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/au/