Net 205 assignment 3 group 3

Introduction
Twitter is now one of the most influential Web 2.0 platforms that enables people to interact
with facets of the Digital Economy
With more than 330 million active users every month and an estimated US$12.5 billion net
worth in 2017 it holds more power than it is often given credit for.
With Twitter doubling their character count limit from 140 to 280 characters they have
opened the platform to a broader audience and have enabled new ways for people to
communicate in a networked, attention and sharing economy.
DeMers, J. (2017) How is Twitter still alive? Forbes. Retrieved from https://www.forbes.com/sites/jaysondemers/2017/03/09/4-reasons-twitter-will-die-and-5-reasons-it-
wont/#30c8735339d8.
Kwon, E. S., & Sung, Y. (2011). Follow Me! Global Marketers’ Twitter Use. Journal of Interactive Advertising, 12(1), 4-16. doi: 10.1080/15252019.2011.10722187.
Gurufocus. (n.d.) Twitter Market Cap. Retrieved from: https://www.gurufocus.com/term/mktcap/TWTR/Market-Cap-M/Twitter-Inc
Twitter. (2017). Twitter Brand Resources. Logo package. Retrieved from https://about.twitter.com/en_us/company/brand-resources.html.

Twitter within the Digital Economy
● Twitter can be seen as an incredibly effective and profitable member of the Digital
Economy.
● Twitter directly employs 2,500 people, and is valued at $16 billion
● Twitter can be a one sided conversation - businesses can provide information without
having to engage directly with each follower
● Twitter helps to find new customers, support existing customers and create stronger
relationships
● 65.8% of US companies with 100+ employees use Twitter for marketing, with 80% of
Twitter users mentioning a brand in their Tweets
Brandwatch. (2017). 44 incredible and interesting brand statistics. Retrieved from https://www.brandwatch.com/blog/44-twitter-stats/.
Curran, K., O’Hara, K., & O’Brien, S. (2011). The role of Twitter in the world of business. International Journal of Business Data Communications and Networking, 7, 1-
5. DOI: 10.4018/jbdcn.2011070101.
Prodromou, T. (2013). Ultimate guide to twitter for business : generate quality leads using only 140 characters, instantly connect with 300 million customers in 10
minutes, discover 10 twitter tools that can be applied now. Retrieved from https://ebookcentral.proquest.com
Statisticbrain. (2017). Twitter statistics. Retrieved from https://www.statisticbrain.com/twitter-statistics/.
Twitter. (2017). Twitter Brand Resources. Logo package. Retrieved from https://about.twitter.com/en_us/company/brand-resources.html

Twitter Report
@Twitter_Report

Twitter and the Network Economy
Hashtags, Retweets and Replies
● Hashtags allow entry into conversations of mutual interest
● Retweets are a method of propagating information and endorsement
● Replies are entry into a direct yet public conversation
● Hashtags, retweets and replies allow the exchange of information and the building of
connections between users and brands
boyd, D., Golder., S & Lota, G. (2010). Tweet, Tweet, Retweet: Conversation Aspects of Retweeting on Twitter. HICSS ‘1o Proceedings of the 2010 43rd Hawaii International Conference on System Sciences
1 -4. doi: 10.1109/HICSS.2010.412.
Fekete, L. (2006). The Ethics of Economic Interactions in the Network Economy. Information, Communication & Society, 9(6), 737–760. http://doi.org/10.1080/13691180601064089.
Kwon, E-S., & Sung., Y. (2011). Follow Me! Global Marketers’ Twitter Use. Journal of Interactive Advertising 12(1), 4-16. doi: 10.1080/15252019.2011.10722187.
Noriega, M. (2014). Why we retweet. The Daily Dot. Retrieved from https://www.dailydot.com/debug/why-we-retweet/.
Solis, B. (2009). Twitter Economics. Social Media Today. Retrieved from https://www.socialmediatoday.com/news/twitter-economics/484069/.

Mobile Connectivity
In 2014, 85% of twitter users were accessing through a mobile device
Immediate feedback positively affects continued twitter use
Social presence is stronger among mobile users when compared to non-mobile users
.
@TwitterIR. (2017). Q3 2017 Letter to Shareholders. Retrieved from http://files.shareholder.com/downloads/AMDA-2F526X/5882245950x0x961121/3D6E4631-9478-453F-A813-
8DAB496307A1/Q3_17_Shareholder_Letter.pdf
Han, S., Jinyoung, M., & Lee, H. (2014). Antecedents of social presence and gratification of social connection needs in SNS: A study of Twitter users and their mobile and non-mobile usage. International
Journal of Information Management, 35(4), 459-471.
Kreijns, K., Kirschner, P. A., & Jochems, W. (2003). Identifying the pitfalls for social interaction in computer-supported collaborative learning environments: A review of the research. Computers in
Human Behavior, 19(3), 335–353.

Ethics of Economic Interactions
● Twitter provides a perfect platform for User created content and targeted marketing
Determining ownership of content and protecting owners’ rights is quite complex.
Opportunistic behaviour can lead to trading of personal data.
Tweets were considered too short to be protected under copyright at 140 characters.
Fekete, L. (2006). The Ethics of Economic Interactions in the Network Economy. Information, Communication & Society, 9(6), 737–760. http://doi.org/10.1080/13691180601064089.
Dundas Lawyers. (2011). Who Owns Your Tweets? Retrieved from https://www.dundaslawyers.com.au/who-owns-your-tweets/.

Followers
● 24% of male and 21% of female internet users use Twitter
Twitter is a very public platform, affecting the Follower/Followee relationship
Twitter followers can even be bought
Aslam, S. (2018). Twitter by the Numbers: Stats, Demographics & Fun Facts. Omnicore Agency. Retrieved from https://www.omnicoreagency.com/twitter-statistics/.
Coen, S., Heinze, H., Chambers, D., Fairclough, C., James, P., & Jones, R. (2016). Six ways Twitter has changed the world. The Conversation. Retrieved from https://theconversation.com/six-ways-twitter-
has-changed-the-world-56234.
Dugan, L. (2012). “The Underground Twitter Economy: Buying And Selling Followers [INFOGRAPHIC]”. Adweek, Retrieved from http://www.adweek.com/digital/buying-twitter-followers-infographic/.
Kelly, K. (1997, September). New Rules for the New Economy: Twelve Dependable Principles for Thriving in a Turbulent World. Wired, 5(9). Retrieved from
http://www.wired.com/wired/archive/5.09/newrules_pr.html.

Twitter
Report@Twitter_Repo
rt

Twitter and the Attention Economy
Attention as a Commodity
“By the Attention Economy, then, I mean a system that revolves primarily around paying,
receiving, and seeking what is most intrinsically limited and not replaceable by anything else,
namely the attention of other human beings.” (Goldhaber, 2006).
● Twitter attention can be measured through likes, followers or retweets
● The ability to measure attention means it is subject to monetary value
● Participating in attentional assemblages is a collaborative social production
Crogan, P., & Kinsley, S. (2012). Paying attention: Toward a critique of the attention economy. Culture Machine, 13, 1–29. Retrieved from http://www.culturemachine.net/index.php/cm/issue/view/24
Goldhaber, M. (2006) The value of openness in an attention economy’. First Monday, 11(6). Retrieved from http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/1334/1254

Seeking attention has changed from an embarrassing and shameful practice, to the current
accepted standard, particularly in an online context.
With more attention and engagement an account gains the more “value” it holds.
● Tweet = grab users attention
● Retweets = organically increase audience capacity
● Large audience = the public trust the account is of significant “value”
Goldhaber, M.H. (1997). The Attention Economy and the Net. First Monday 2(4). Retrieved from http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/519/440.
Marwick, M. (2015). Instafame: Luxury Selfies in the Attention Economy. Public Culture, 1 (75), 137–160. doi: https://doi-org.dbgw.lis.curtin.edu.au/10.1215/08992363-2798379.

● Brands, e-commerce stores, and small businesses are using Twitter to help connect
with users and build relationships.
● Tweets provide followers or other users with a sense of immediacy on a product that is
being discussed.
● Tweets that are re-tweeted or liked reach a wider audience than the initial posting, a
product or service being posted about gains from Twitters attention economy.
Jansen, B. J., Zhang, M., Sobel, K. & Chowdury, A. (2009), Twitter power: Tweets as electronic word of mouth. J. Am. Soc. Inf. Sci., 60, 2169–2188. doi:10.1002/asi.21149
Kortelainen, T., & Katvala, M. (2012). Everything is plentiful—Except attention. Attention data of scientific journals on social web tools. Journal of Informetrics, (6)4, 661-668, DOI:10.1016/j.joi.2012.06.004
Kwon, E. S., & Sung, Y. (2011). Follow Me! Global Marketers’ Twitter Use. Journal of Interactive Advertising, 12(1), 4-16. doi: 10.1080/15252019.2011.10722187.
Oxford Dictionary. (n.d.) Immediacy Definition. Retrieved from: https://en.oxforddictionaries.com/definition/immediacy.

Twitter
Report
@Twitter_Re
port

Twitter and the Sharing Economy
Twitter and social enterprise
● Social enterprise blends the goals of traditional enterprise (profit) and social goals to
create a social economy with a blended bottom line.
Most real world sharing is done with family, friends and those in close networks. Twitter
allows companies to connect with those that share the same social values, without
being in their real life network.
It also allows for sharing companies to receive feedback and monitor the response to
their product in real time
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67, 1595-1600. Doi: http://dx.doi.org/10.1016/j.jbusres.2013.10.001
Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 23, 3-10. DOI: http://dx.doi.org/10.1016/j.eist.2017.01.003
Roh, T., H. (2016). The sharing economy: business cases of social enterprises using collaborative networks. Procedia Computer Science, 91, 502-511. Doi: 10.1016/j.procs.2016.07.129
Shor, J. B., & Fitzmaurice, C. J. (2015). Collaborating and connecting: The emergence of the sharing economy. In L. A. Reisch & J. Thøgersen (Eds.), Handbook of Research on Sustainable Consumption (pp.
410-425). Retrieved from: https://ebookcentral.proquest.com

Twitter and the Media
● Twitter itself is only possible because of the sharing economy
● 330 million monthly active users produce content for the site for free
● Twitter is used by media outlets as an immediate way to share content
● By increasing character limit, organisations are able to have a more in depth
conversation rather than glancing blows
● Allows for greater understanding of issues in a world of ‘fake news’
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595–1600. http://doi.org/10.1016/j.jbusres.2013.10.001
Bradshaw, P. & Rohumaa, L. (2011). The online journalism handbook: Skills to survive and thrive in the digital age. New York: NY: Routledge.
Schmidt, J-H. (2014). Twitter and the rise of personal publics. In K. Weller, A. Bruns, J. Burgess, M. Mahrt, & C. Puschmann (Eds.), Twitter and society (pp. 3-14). New York, NY: Peter Lang.

Unfortunately, because Twitter is open to anyone, the platform is used as a way of sending
abuse other users. In a major step forward, Twitter has outlined new ways to curb the
harassment and bullying. This includes:
● Change to abuse policy coincides with increase in character count limit
● 41% of internet users have personally experienced harassment
● Two thirds of internet users have witnessed online abuse
● New hardline on sharing nude photographs, banner images, usernames
● Twitter has also added increased reporting features and will inform users about what
rules have been breached
Duggan, M. (2017). Online Harassment 2017. Pew Research Centre. Retrieved from http://www.pewinternet.org/2017/07/11/online-harassment-2017/.
Noble, T. (2006). Core components of a school-wide safe schools curriculum. In H. McGrath and T. Noble (Eds.) Bullying solutions: Evidence-based approaches to bullying in Australian schools (pp. 67-
83). Sydney: Pearson Longman.
Twitter. (2017). A calendar of our safety work. Retrieved from https://blog.twitter.com/official/en_us/topics/company/2017/safetycalendar.html.

Conclusion
Twitter is a prime example of how a new method of internet communication transpired into a
form of online commerce
The platform continues to develop to keep up with changes in internet culture
Twitter gives every user a global reach
It allows people to connect on a personal, brand and global level

But overall, Twitter as an online commerce has transformed the non-monetary value of
these three economies into a valuable asset and is worth over US$12.5 billion.
Conclusion

References
@TwitterIR. (2017). Q3 2017 Letter to Shareholders. Retrieved from http://files.shareholder.com/downloads/AMDA-
2F526X/5882245950x0x961121/3D6E4631-9478-453F-A813-8DAB496307A1/Q3_17_Shareholder_Letter.pdf
Aslam, Salman. (2018). Twitter by the Numbers: Stats, Demographics & Fun Facts. Omnicore Agency. Retrieved from
https://www.omnicoreagency.com/twitter-statistics/.
Brandwatch. (2017). 44 incredible and interesting brand statistics. Retrieved from https://www.brandwatch.com/blog/44-twitter-stats/.
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research, 67(8), 1595–1600.
http://doi.org/10.1016/j.jbusres.2013.10.001
boyd, D., Golder., S & Lota, G. (2010). Tweet, Tweet, Retweet: Conversation Aspects of Retweeting on Twitter. HICSS ‘1o Proceedings of the 2010
43rd Hawaii International Conference on System Sciences 1 -4. doi: 10.1109/HICSS.2010.412.
Bradshaw, P. & Rohumaa, L. (2011). The online journalism handbook: Skills to survive and thrive in the digital age. New York: NY: Routledge.
Coen, S., Heinze, H., Chambers, D., Fairclough, C., James, P., & Jones, R. (2016). Six ways Twitter has changed the world. The Conversation.
Retrieved from https://theconversation.com/six-ways-twitter-has-changed-the-world-56234.
Crogan, P., & Kinsley, S. (2012). Paying attention: Toward a critique of the attention economy. Culture Machine, 13, 1–29. Retrieved from
http://www.culturemachine.net/index.php/cm/issue/view/24
Curran, K., O’Hara, K., & O’Brien, S. (2011). The role of Twitter in the world of business. International Journal of Business Data Communications and
Networking, 7, 1-5. DOI: 10.4018/jbdcn.2011070101.
Dugan, Lauren. (2012). “The Underground Twitter Economy: Buying And Selling Followers [INFOGRAPHIC]”. Adweek, Retrieved from
http://www.adweek.com/digital/buying-twitter-followers-infographic/.
Duggan, M. (2017). Online Harassment 2017. Pew Research Centre. Retrieved from http://www.pewinternet.org/2017/07/11/online-harassment-
2017/.
Dundas Lawyers. (2011). Who Owns Your Tweets? Retrieved from https://www.dundaslawyers.com.au/who-owns-your-tweets/.

Fekete, L. (2006). The Ethics of Economic Interactions in the Network Economy. Information, Communication & Society, 9(6), 737–760.
http://doi.org/10.1080/13691180601064089.
Fekete, L. (2006). The Ethics of Economic Interactions in the Network Economy. Information, Communication & Society, 9(6), 737–760.
http://doi.org/10.1080/13691180601064089.
Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 23, 3-10. DOI:
http://dx.doi.org/10.1016/j.eist.2017.01.003
Godelnik, R. (2017). Millennials and the sharing economy: Lessons from a ‘buy nothing new, share everything month’ project. Environmental
Innovation and Societal Transitions, 23, 40-52. DOI: http://dx.doi.org/10.1016/j.eist.2017.02.002
Goldhaber, M. (2006) The value of openness in an attention economy’. First Monday, 11(6). Retrieved from
http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/view/1334/1254
Goldhaber, M.H. (1997). The Attention Economy and the Net. First Monday 2(4). Retrieved from
http://firstmonday.org/htbin/cgiwrap/bin/ojs/index.php/fm/article/viewArticle/519/440 .
Gregory, A., & Halff, G. (2017). Understanding public relations in the ‘sharing economy’. Public Relations Review, 43, 4-13. DOI:
http://dx.doi.org/10.1016/j.pubrev.2016.10.008
Han, S., Jinyoung, M., & Lee, H. (2014). Antecedents of social presence and gratification of social connection needs in SNS: A study of Twitter users
and their mobile and non-mobile usage. International Journal of Information Management, 35(4), 459-471.
Jansen, B. J., Zhang, M., Sobel, K. & Chowdury, A. (2009), Twitter power: Tweets as electronic word of mouth. J. Am. Soc. Inf. Sci., 60, 2169–2188.
doi:10.1002/asi.21149
Kelly, K. (1997, September). New Rules for the New Economy: Twelve Dependable Principles for Thriving in a Turbulent World. Wired, 5(9).
Retrieved from http://www.wired.com/wired/archive/5.09/newrules_pr.html.
Kortelainen, T., & Katvala, M. (2012). Everything is plentiful—Except attention. Attention data of scientific journals on social web tools. Journal of
Informetrics, (6)4, 661-668, DOI:10.1016/j.joi.2012.06.004
References

Kreijns, K., Kirschner, P. A., & Jochems, W. (2003). Identifying the pitfalls for social interaction in computer-supported collaborative learning
environments: A review of the research. Computers in Human Behavior, 19(3), 335–353.
Kwon, E. S., & Sung, Y. (2011). Follow Me! Global Marketers’ Twitter Use. Journal of Interactive Advertising, 12(1), 4-16. doi:
10.1080/15252019.2011.10722187.
Marwick, M. (2015). Instafame: Luxury Selfies in the Attention Economy. Public Culture, 1 (75), 137–160. doi: https://doi-
org.dbgw.lis.curtin.edu.au/10.1215/08992363-2798379.
Murphy, L. (2018). Net205 Group 3 Report Diagram.
Noble, T. (2006). Core components of a school-wide safe schools curriculum. In H. McGrath and T. Noble (Eds.) Bullying solutions: Evidence-based
approaches to bullying in Australian schools (pp. 67-83). Sydney: Pearson Longman.
Noriega, M. (2014). Why we retweet. The Daily Dot. Retrieved from https://www.dailydot.com/debug/why-we-retweet/.
Oxford Dictionary. (n.d.) Immediacy Definition. Retrieved from: https://en.oxforddictionaries.com/definition/immediacy.
Prodromou, T. (2013). Ultimate guide to twitter for business : generate quality leads using only 140 characters, instantly connect with 300 million
customers in 10 minutes, discover 10 twitter tools that can be applied now. Retrieved from https://ebookcentral.proquest.com.
Schmidt, J-H. (2014). Twitter and the rise of personal publics. In K. Weller, A. Bruns, J. Burgess, M. Mahrt, & C. Puschmann (Eds.), Twitter and
society (pp. 3-14). New York, NY: Peter Lang.
Shor, J. B., & Fitzmaurice, C. J. (2015). Collaborating and connecting: The emergence of the sharing economy. In L. A. Reisch & J. Thøgersen (Eds.),
Handbook of Research on Sustainable Consumption (pp. 410-425). Retrieved from: https://ebookcentral.proquest.com
Solis, B. (2009). Twitter Economics. Social Media Today. Retrieved from https://www.socialmediatoday.com/news/twitter-economics/484069/.
Statisticbrain. (2017). Twitter statistics. Retrieved from https://www.statisticbrain.com/twitter-statistics/.
Twitter. (2017). Twitter Brand Resources. Logo package. Available from https://about.twitter.com/en_us/company/brand-resources.html.
References

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