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How Companies Engage Customers 
Around Accessibility 
on Social Media 
Erin Brady 
University of Rochester 
Jeffrey P. Big...
Why did we do this research? 
• We believe the internet, and specifically social 
media, is a power platform to accomplish...
Related Work 
• Webmasters may support accessibility, but not 
know how to find or fix problems 
• Twitter can be a useful...
Summary 
• Examination of online corporate accessibility 
• Twitter use patterns of 6 accessibility teams 
▫ Tweets from t...
Limitations 
• Corporations ≠ people 
• Not a proportional representation 
▫ Sample is small 
F. Morstatter, J. Pfeffer, H...
Corporate Accessibility 
• Sample: Alexa Top 50 Companies 
• Examined static & interactive accessibility markers 
• Method...
Static Markers 
• Accessibility policies 
▫ 8 individual, with 3 other related companies 
• Webpages or Blogs 
▫ 12 had we...
Static Markers 
• Accessibility policies 
▫ 8 individual, with 3 other related companies 
• Webpages or Blogs 
▫ 12 had we...
Interactive Markers 
• Customer service: 
▫ 48% of the companies had some customer service 
▫ 7 had specific venues for ac...
Why Twitter? 
• Twitter is seen as a platform that brings people, 
organizations, celebrities together 
• Public by defaul...
Platform Specifics 
• 140 character tweets 
• One-way follow relationships 
• Three types of tweets: 
▫ Public tweets, bro...
Platform Specifics 
• 140 character tweets 
• One-way follow relationships 
• Three types of tweets: 
▫ Public tweets, bro...
Six Corporate Teams 
Twitter 
@a11yteam 
Facebook 
@fbaccess 
Microsoft 
@msftenable 
Google 
@googleaccess 
Paypal 
@payp...
Behavioral Analysis 
• Activity 
• Use of platform features (links, hashtags) 
• Engagement with other users 
• Dialogic f...
Content Analysis 
• Promotional tweets 
▫ Draw awareness to the accessibility team 
• Questions and criticisms 
▫ Asked fo...
Content Analysis 
• Promotional tweets 
▫ Draw awareness to the accessibility team 
• Questions and criticisms 
▫ Asked fo...
Accessibility Teams 
• 184 tweets in April 2014 
• 4/6 teams were active (3+ tweets/week) 
▫ 1 team never tweeted at all 
...
Dialogic Prompt
Accessibility Teams 
• Performed on a sample of 108 tweets 
• Majority were promotional (66%) 
• Responses (29%) were most...
Accessibility Teams 
• Actively engaged in the platform. 
• Accounts may be perceived more as promotional 
than personal 
...
Users and Accessibility Teams 
• 121 tweets sent during April 2014 
• Less public messages: 
▫ average ratio of 1.2x publi...
Users and Accessibility Teams 
• Many were promotional (52%) 
▫ sharing interesting accessible products, articles 
Here's ...
Conversations 
• 60 interactions (10 most recent for each team) 
• Almost all initiated by user (54/60) 
• Personal (2 or ...
Discussion 
• The platform affords interactions, but they are 
not happening frequently 
• Corporations can get benefits f...
Discussion 
• Twitter provides a valuable mechanism for 
collecting user feedback and gauging opinions 
• However, this fe...
Thanks for listening! 
Erin Brady 
brady@cs.rochester.edu 
@erinleebrady 
Jeffrey P. Bigham 
jbigham@cmu.edu 
@jeffbigham
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
How Companies Engage Customers Around Accessibility on Social Media
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How Companies Engage Customers Around Accessibility on Social Media

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Presentation for my ASSETS 2014 talk. Full paper here:
http://www.cs.rochester.edu/hci/pubs/pdfs/companies-consumers.pdf

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How Companies Engage Customers Around Accessibility on Social Media

  1. 1. How Companies Engage Customers Around Accessibility on Social Media Erin Brady University of Rochester Jeffrey P. Bigham Carnegie Mellon University
  2. 2. Why did we do this research? • We believe the internet, and specifically social media, is a power platform to accomplish things • Users and corporations can connect in new ways • Initial exploration into how these connections are currently taking place and can evolve
  3. 3. Related Work • Webmasters may support accessibility, but not know how to find or fix problems • Twitter can be a useful way for organizations or brands to gauge customer sentiments
  4. 4. Summary • Examination of online corporate accessibility • Twitter use patterns of 6 accessibility teams ▫ Tweets from the team ▫ Tweets to the team ▫ Interactions with Twitter users
  5. 5. Limitations • Corporations ≠ people • Not a proportional representation ▫ Sample is small F. Morstatter, J. Pfeffer, H. Liu, and K. M. Carley. Is the sample good enough? comparing data from twitter’s streaming api with twitter’s firehose. Proceedings of ICWSM, 2013.
  6. 6. Corporate Accessibility • Sample: Alexa Top 50 Companies • Examined static & interactive accessibility markers • Methodology: ▫ Standard search engine for each companies’ name & a combination of accessibility-specific search terms ▫ Manually browsed each site, searched the help pages ▫ Search on social media platforms
  7. 7. Static Markers • Accessibility policies ▫ 8 individual, with 3 other related companies • Webpages or Blogs ▫ 12 had webpages ▫ 2 had accessibility-specific blogs
  8. 8. Static Markers • Accessibility policies ▫ 8 individual, with 3 other related companies • Webpages or Blogs ▫ 12 had webpages ▫ 2 had accessibility-specific blogs or posts
  9. 9. Interactive Markers • Customer service: ▫ 48% of the companies had some customer service ▫ 7 had specific venues for accessibility feedback • Contact information: ▫ 4 had a specific email address for accessibility ▫ 5 had specific phone numbers/TTY contact • Social network sites: ▫ 6 teams had Twitter accounts ▫ 3 on Facebook
  10. 10. Why Twitter? • Twitter is seen as a platform that brings people, organizations, celebrities together • Public by default • Short, text-based interactions
  11. 11. Platform Specifics • 140 character tweets • One-way follow relationships • Three types of tweets: ▫ Public tweets, broadcasted to all followers ▫ @-messages (sent to a specific user) ▫ Private messages (not analyzed) • #Hashtags to group similar content • Retweets shares content to your followers
  12. 12. Platform Specifics • 140 character tweets • One-way follow relationships • Three types of tweets: ▫ Public tweets, broadcasted to all followers ▫ @-messages (sent to a specific user) ▫ Private messages (not analyzed) • #Hashtags to group similar content • Retweets to share content to your followers
  13. 13. Six Corporate Teams Twitter @a11yteam Facebook @fbaccess Microsoft @msftenable Google @googleaccess Paypal @paypalinclusive Wordpress @wpaccessibility
  14. 14. Behavioral Analysis • Activity • Use of platform features (links, hashtags) • Engagement with other users • Dialogic features Lovejoy et al. Kent et al. K. Lovejoy, R. D. Waters, and G. D. Saxton. Engaging stakeholders through twitter: How nonprofit organizations are getting more out of 140 characters or less. Public Relations Review, 38(2):313–318, 2012. M. L. Kent and M. Taylor. Building dialogic relationships through the world wide web. Public relations review, 24(3):321–334, 1998.
  15. 15. Content Analysis • Promotional tweets ▫ Draw awareness to the accessibility team • Questions and criticisms ▫ Asked for more details about accessibility efforts ▫ Criticized a perceived lack of accessibility in products • Responses ▫ Addressing questions or criticisms addressed • Conversational tweets ▫ Structural features of the Twitter platform ▫ Tweets with little informational content
  16. 16. Content Analysis • Promotional tweets ▫ Draw awareness to the accessibility team • Questions and criticisms ▫ Asked for more details about accessibility efforts ▫ Criticized a perceived lack of accessibility in products • Responses and answers ▫ Addressing questions or criticisms addressed • Conversational tweets ▫ Structural features of the Twitter platform ▫ Tweets with little informational content
  17. 17. Accessibility Teams • 184 tweets in April 2014 • 4/6 teams were active (3+ tweets/week) ▫ 1 team never tweeted at all • Most were public messages • All used platform features (links and hashtags) • Engagement: ▫ Average 4881 followers, 85 users followed ▫ Retweet and mention behaviors varied greatly • Dialogic prompts were rare
  18. 18. Dialogic Prompt
  19. 19. Accessibility Teams • Performed on a sample of 108 tweets • Majority were promotional (66%) • Responses (29%) were mostly simple how-tos
  20. 20. Accessibility Teams • Actively engaged in the platform. • Accounts may be perceived more as promotional than personal • Hyperlinks and hashtags in public messages indicate a desire to reach out and connect • Low follow counts, but actively retweeting and mentioning • Are using platform to help users
  21. 21. Users and Accessibility Teams • 121 tweets sent during April 2014 • Less public messages: ▫ average ratio of 1.2x public tweets to @-messages • Limited hashtags, more hyperlinks
  22. 22. Users and Accessibility Teams • Many were promotional (52%) ▫ sharing interesting accessible products, articles Here's a new online build tool for accessibility fixes http://accessifywiki.appspot.com/site/build.html?q|Fix:Google_search … Powered by Closure Compiler, thanks Google! @googleaccess • Questions and criticisms (15%) So, what’s the gist of Windows 8.1 update 1 on phones? Does it have a screen reader or not? CC @MSFTEnable Really disappointed with Google. They removed custom user styles from Chrome and removed inverted rendering in Android KitKat. @googleaccess
  23. 23. Conversations • 60 interactions (10 most recent for each team) • Almost all initiated by user (54/60) • Personal (2 or 3 participants) • Short (average 3.47 messages exchanged) • Tweets mostly questions (80%), responses (68%) • Most (54/60) remained coherent
  24. 24. Discussion • The platform affords interactions, but they are not happening frequently • Corporations can get benefits from participating, interacting with users • Can leverage as a way to learn about issues • Use this analysis to find & route other questions
  25. 25. Discussion • Twitter provides a valuable mechanism for collecting user feedback and gauging opinions • However, this feedback needs to be paid attention to (and directed to the right people) to be useful
  26. 26. Thanks for listening! Erin Brady brady@cs.rochester.edu @erinleebrady Jeffrey P. Bigham jbigham@cmu.edu @jeffbigham

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