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Chapter 6, Part C, Web 2.0 and Social Media for Business, 3rd Edition


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Slides for Chapter 6, Part C of
Web 2.0 and Social Media for Business:
Business in a Connected World
3rd Edition, 2016
Dr. Roger McHaney, Dr. David Sachs

Published in: Education
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Chapter 6, Part C, Web 2.0 and Social Media for Business, 3rd Edition

  1. 1. Web 2.0 and Social Media Business in a Connected World © McHaney and Sachs 2016 Twitter
  2. 2. Searches use a variety of tools provided by Twitter and third-party organizations Example Results from Twitter’s Search Page Twitter Searches
  3. 3. Using Twitter’s Search Page
  4. 4. Uses Firefox or Chrome Create an Account Track and Organize Tweets Twitter’s TweetDeck
  5. 5. Twitter TweetDeck Example
  6. 6. Video Using Twitter’s TweetDeck Video on YouTube
  7. 7. Other Tweet Searches Tweets Are Public Twitter communication is public so Tweets are available to everyone. Default Search on Twitter Twitter’s default search only extends a couple of weeks back in time. Extending Search Capability A wide variety of third-party applications have emerged to provide additional search capabilities and interface with business intelligence tools. Trimming Competition is fierce and new search applications appear regularly.
  8. 8. Compiled by Jeong-Ah Lee, Kansas State University Examples of Other Tweet Searches
  9. 9. Backtweets Popular Tweet Search
  10. 10. Follow Me! Managing Followers Complex Networks Networks formed with Twitter can be extremely complex with large numbers of people who follow and stop following for a variety of reasons (called ‘unfollow’ in Twitter lingo). Follower Pools The pool of followers can be a latent resource bringing a wealth of knowledge and other benefits. Wise Twitter User A wise business Twitter user can find ways to become better acquainted with his or her follower base, to target new followers, and, to follow key players in strategically relevant areas.
  11. 11. A business should use a follower management tool. These tools enable a user to classify her or his followers, watch trends that might include people that become followers (or stop following), and, to find new connections. Tools that help with this include and FindUnfollow (a mobile app) Management Tools for Followers
  12. 12. Can help with discovering: New followers Recent unfollowers Users not following back Followers that the current account holder does not follow back Knowing this information can help provide a mechanism for ensuring that key followers do not slip away unnoticed, and so new followers can be contacted and better integrated if desired. Find Unfollowers Mobile App
  13. 13. Users tend to seek easy methods to build their follower base. According to (in July, 2016), celebrity singer Katy Perry has the most followers with teen idol, Justin Bieber, in second. Taylor Swift and Barack Obama are not too far behind. More Followers
  14. 14. Follower Tools Tools appeared that promise to quickly add followers to subscribers’ accounts. Many took the form of mass follow bots which attempted to automate the follower-acquisition process. Problem Tools Related to Twitter Less Reputable Services Less reputable services would create fake users and make these followers of subscriber accounts. Other tools appeared which would automatically follow back any follower. Hashtag Services Users began placing a #followback, #teamautofollow, or #teamfollowback hashtag in their message to indicate they would follow anyone who followed them. Little Customer Interaction Value Had the effect of creating large numbers of followers with little or no value----not potential customers or business partners.
  15. 15. Auto Follow Concepts The auto follow had previously enabled “an immediate and programmatic means of following another user back after they follow you.” Auto Follow Twitter Disabled Auto Follow Twitter removed it to stop large numbers of followers from being automatically generated. Twitter also removed the auto follow back functionality from its API and stopped third party applications from providing that service. Better Ways to Get Followers With the programmatic features gone, the primary ways of acquiring followers become: to follow other users (including your followers); to publicize a Twitter handle, and to write clever, timely tweets likely to be retweeted.
  16. 16. Leslie Walker suggests: 1) Start following. Find others with shared interests and hope that they return the favor and follow back. 2) Create a complete and compelling Twitter profile. This will put others at ease and help them identify reasons for wanting to follow. 3) Follow those who have followed your account. Many users appreciate the engagement and will remain as a follower longer. 4) Tweet regularly. This will keep an audience engaged and provide more notice. 5) Ensure that tweet content is relevant, timely and contains recognizable hashtags. Again, good content makes a world of difference in Twitter. Good Ways to Get Legitimate Followers
  17. 17. Follow Friday Tradition Tradition on Twitter which can result in more followers. Hashtag The idea is to send tweets on Fridays with the hashtag #ff or #followfriday. Getting Good Introductions Tweets are meant to help followers identify new people that they in turn may wish to follow. Friendly Gesture of Welcome Being mentioned in a #ff tweet is considered a friendly gesture.
  18. 18. To create a #ff tweet, a list of Twitter handles is inserted into the message followed by the hashtag. Sometimes a short message is also inserted. The recipients of that tweet, trusting its source, may choose to follow the list of names provided. Examples of #FF Example 2: Welcome newbies @mchaney @edutech @susanb #ff Example 1: @mchaney @edutech @susanb #ff
  19. 19. In situations where important, mission critical information can be learned by mining tweets, a business might want to use more sophisticated search tools. Business analysis of Twitter is truly in its early stages and the available tools have not yet fully matured. However, advances are being made. Twitter Analytics
  20. 20. Twitter Analytics Limitations and Potential Time and Number Searches limited by time and number of Tweets accessible at any given time. Disorganization Vast unorganized volume of Tweets has been generated since 2006. Library of Congress In April 2010, Twitter donated public Tweet archive to U.S. Library of Congress. Every public Tweet will be preserved and eventually made available to public Grass Roots History Historic donation removes social responsibility from Twitter and enables rich, grass-roots level history, generated as people lived through events
  21. 21. Mission critical information may be discovered by mining Tweets. Business needs sophisticated search tools. Mission Critical Twitter Use
  22. 22.  Ability to understand more about Tweets.  Tweet Volume, Top Tweeters, Number of ReTweets, Top Words, Top URLs and the source of Tweets are all summarized  Discovering social chatter source  Allows businesses to understand more about clients, potential markets, and competitors  Information regarding business opportunities, quality management efforts, and general improvement is provided Services Provided by TweetArchivist
  23. 23. • Some organizations that need to analyze older (this may mean only a few months!) Twitter content and cannot wait for the Library of Congress • Twitter’s full data feed, called its Firehose, provides all Tweets being sent through Twitter • Gnip currently provides access to Twitter’s data streams and dozens of other social media feeds • Gnip is an authorized reseller of Twitter data. • Gnip extracts the subset relating to a particular firm, its products, and other interests Some Businesses Can’t Wait
  24. 24. Gnip: High End Twitter Services
  25. 25. Businesses use Twitter for a variety of purposes: from marketing to customer service to product development. Twitter can be powerful for new companies and can result in the quick dissemination of information. Twitter Business Suggestions
  26. 26. From: Jill Duffy; Using Twitter Be sure to define the business purpose for using Twitter. Be sure to assign the correct tweeters (knowledgeable, good listeners and trustworthy). Develop a voice. Follow the right people. Have a business-appropriate sense of humor.
  27. 27. Best Practices From Twitter’s Website
  28. 28. Twitter Changed Mobile Communication Twitter transformed the way people communicate using their mobile devices and the Internet. Chapter 6 Summary New Way to Reach Stakeholders Users construct and send Tweets to a group of followers. Business Intelligence Source Material These short messages can be collected by third party software and content analyzed to provide business intelligence. Twitter also provides services for data mining its tweet streams. As a result, a support industry has grown up around Twitter to provide data analytics, follower management support, strategies for increasing the impact of tweets and many other functions. Here to Stay (For Now!) Love it or hate it, Twitter is one of the most important changes to impact business in recent years.
  29. 29. Contact: Roger McHaney, Kansas State University,