Chapter7c McHaney 2ndedition


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Chapter7c McHaney 2ndedition

  1. 1. Chapter 7: Connecting with Twitter: Part C Web 2.0 and Social Media for Business 2nd Edition Roger McHaney, Kansas State University
  2. 2. Twitter Searches Searches use a variety of tools provided by Twitter and third-party organizations Example Results from Twitter’s Search Page
  3. 3. Using Twitter’s Search Page
  4. 4. Twitter’s TweetDeck Uses Firefox or Chrome Create an Account Track and Organize Tweets
  5. 5. TweetDeck Example
  6. 6. Twitter’s TweetDeck Video Video
  7. 7. Other Tweet Searches 7 Twitter communication is public so Tweets are available to everyone Twitter’s default search only extends a couple of weeks A wide variety of third-party applications have emerged to provide additional search capabilities and interface with business intelligence tools Competition is fierce and new applications appear regularly
  8. 8. Examples of Other Tweet Searches 8 Compiled by Jeong-Ah Lee, Kansas State University
  9. 9. More Tweet Searches 9
  10. 10. 10
  11. 11. 11
  12. 12. Managing Followers 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). The pool of followers can be a latent resource bringing a wealth of knowledge and other benefits. 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. Follow Me!
  13. 13. Management Tools for Twitter Followers 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, find new connections. Tools that help with this include and FindUnfollow (a mobile app)
  14. 14. FindUnfollow 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.
  15. 15. More Followers Users tend to seek easy methods to build their follower base. According to (in September, 2013), celebrity teen idol Justin Bieber has the most followers, with Katy Perry, Lady Gaga, and Barack Obama not too far behind.
  16. 16. Problem 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. Less reputable services would create fake users and make these followers of subscriber accounts. Other tools appeared which would automatically follow back any follower. Users began placing a #followback, #teamautofollow, or #teamfollowback hashtag in their message to indicate they would follow anyone who followed them. Had the effect of creating large numbers of followers with little or no value----not potential customers or business partners.
  17. 17. Auto Follow The auto follow had previously enabled “an immediate and programmatic means of following another user back after they follow you.” 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. 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.
  18. 18. Good Ways to Find Followers 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 that 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.
  19. 19. Follow Friday Tradition on Twitter which can result in more followers. The idea is to send tweets on Fridays with the hashtag #ff or #followfriday. Tweets are meant to help followers identify new people that they in turn may wish to follow. Being mentioned in a #ff tweet is considered a friendly gesture.
  20. 20. Example #FF 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. Example 1: @mchaney @edutech @susanb #ff Example 2: Welcome newbies @mchaney @edutech @susanb #ff
  21. 21. Twitter Analytics 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.
  22. 22. Twitter Analytics Limitations Searches limited by time and number of Tweets accessible at any given time Vast unorganized volume of Tweets have been generated since 2006 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 Historic donation removes social responsibility from Twitter and enables rich, grass-roots level history, generated as people lived through events
  23. 23. Mission Critical Twitter Use Mission critical information may be discovered by mining Tweets. Business needs sophisticated search tools.
  24. 24. What is Provided by TweetArchivist? • 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
  25. 25. Some Businesses Can’t Wait • 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
  26. 26. Gnip
  27. 27. Business Suggestions 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.
  28. 28. From Jill Duffy: Follow Dr. McHaney at: @mchaney
  29. 29. End of Chapter 7 Part C Web 2.0 and Social Media for Business 2nd Edition
  30. 30. Slide Media from: 4416 S. Technology Dr Sioux Falls, SD 57106 Slides Prepared by Professor Roger McHaney Kansas State University Twitter: @mchaney Blog: Email :