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Twitter & Coeliac Disease,
Patterns & Sentiment	
  
The Digital Coeliac
	
  
—  Sam Martin
PhD Candidate
University of Wa...
Twitter & Coeliac Disease
•  Lots of discussion and questions re. self-managing Coeliac Disease
Coeliac Disease as an Issue on Twitter
•  Issue Mapping using the Digital Methods Initiative’s Issue Crawler platform
•  W...
Coeliac Disease as an Issue on Twitter
•  The final websites in the top 5 were, Twitter,
receiving the most in-links, and ...
Cross-fertiliastion: Twitter & Other Social Media
•  Coeliacs use multiple platforms to communicate (e.g. Twitter, Faceboo...
Cross-fertiliastion: Twitter & Other Social Media
Best practice for building websites/platforms that engage with Coeliacs:...
Social Media:
Under the Hood via Twitter
Facebook, Tumblr and Pinterest via Twitter
•  Joint use of these platforms shows ...
Social Media:
Under the Hood via Twitter
©Topsy.com	
  (Pro	
  Analy2cs),	
  September	
  2013	
  
Facebook, Tumblr and Pi...
Social Media:
Under the Hood via Twitter
Facebook, Tumblr and Pinterest via Twitter
•  Twitter = easier to chart varied se...
Twitter Mentions: Being Glutened
•  Analyse sentiment of associated words used with term ‘glutened’
•  Identify requests f...
Activism on Twitter: Being Glutened
“#coeliactivism”
•  “Coffee-Gate” and “Tea-Gate” 2012
•  Adverse reactions due to cros...
Twitter: Real Time Information on The Move
•  #GFEatUp was an event organised by
Coeliac twitter members, where
people tra...
Twitter Mentions & Foursquare:
Searching for Gluten Free
•  Patterns of Collection
•  Humans like to collect information, ...
Twitter Mentions:
Searching for Gluten Free
•  Co-word analysis of associated words used with terms ‘gluten free’ via Four...
Twitter Mentions:
Searching for Gluten Free
•  Co-word analysis of associated words used with terms ‘gluten free’ via Four...
Twitter Mentions:
Searching for Gluten Free
•  Co-word analysis of associated words used with terms ‘gluten free’ via Four...
Sentiment Analysis:
Different forms of Social Media
and Coeliac Mentions
Pinterest
•  A visual medium, scrapbook collectio...
Sentiment Analysis:
Different forms of Social Media
and Coeliac Mentions
Pinterest
•  A visual medium, scrapbook collectio...
Sentiment Analysis:
Different forms of Social Media
and Coeliac Mentions
Pinterest
•  A visual medium, scrapbook collectio...
Sentiment Analysis:
Different forms of Social Media
and Coeliac Mentions
Pinterest
•  A visual medium, scrapbook collectio...
Sentiment Analysis:
Different forms of Social Media
and Coeliac Mentions
Pinterest
•  Under the Hood
•  Sentiment = Mainly...
Sentiment Analysis:
Different forms of Social Media
and Coeliac Mentions
Tumblr
•  Written, visual and audio medium = more...
Sentiment Analysis:
Different forms of Social Media
and Coeliac Mentions
Tumblr
•  Written, visual and audio medium = more...
Project Going Forward:
The Digital Coeliac: Navigating the City and Managing Health via Twitter
•  Twitter, Facebook, Four...
Layered map will tell us what Coeliacs are saying about city venues
•  Decision-making
(planning, questions about where to...
Coeliac Tweets: Dynamic Heatmap	
  
Twitter Conversations: Heatmaps of London and New York
•  Which areas of the city are ...
Sam	
  Mar.n	
  
University	
  of	
  Warwick	
  
s.c.mar2n@warwick.ac.uk	
  
@intothedigital	
  
@digitalcoeliac	
  
TwiJe...
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The Digital Coeliac: Twitter and Coeliac Disease - Patterns and Sentiment

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A talk I gave at the AOESC 2013 (Association of European Coeliacs Conference) in Amsterdam, discussing my preliminary research on the Digital Coeliac : Twitter, Social Media, and Coeliac Disease - Patterns and Sentiment .

Published in: Social Media, Technology, Business
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The Digital Coeliac: Twitter and Coeliac Disease - Patterns and Sentiment

  1. 1. Twitter & Coeliac Disease, Patterns & Sentiment   The Digital Coeliac   —  Sam Martin PhD Candidate University of Warwick @digitalcoeliac DigitalCoeliac.com
  2. 2. Twitter & Coeliac Disease •  Lots of discussion and questions re. self-managing Coeliac Disease
  3. 3. Coeliac Disease as an Issue on Twitter •  Issue Mapping using the Digital Methods Initiative’s Issue Crawler platform •  Who are the top five actors/websites discussing Coeliac Disease in the UK web sphere? •  Scrape the top 100 results in Google for the term “Coeliac” (UK specific spelling), and visualise results as a co-link analysis map.
  4. 4. Coeliac Disease as an Issue on Twitter •  The final websites in the top 5 were, Twitter, receiving the most in-links, and Facebook second, followed by a series of allergen information websites: •  twitter.com – 37,329 •  facebook.com – 27,615 •  foodsmatter.com – 25,360 •  skinsmatter.com – 9,209 •  coeliacsmatter.com – 7,286
  5. 5. Cross-fertiliastion: Twitter & Other Social Media •  Coeliacs use multiple platforms to communicate (e.g. Twitter, Facebook, Pinterest, WordPress and Tumblr) •  Different mediums and various restrictions mean communication and the expression of sentiment is different via each platform •  Efficient management either via their main platform or other services •  E.g. If they find something on Pinterest.com, they can use services like “If This, Then That” (IFTTT.COM) to immediately post to Twitter, Facebook, and other social media platforms •  This cross-fertilisation of social media allows us to study how Coeliacs use other networks via Twitter
  6. 6. Cross-fertiliastion: Twitter & Other Social Media Best practice for building websites/platforms that engage with Coeliacs: •  Give them the ability to share information from your site across social networks that they are already engaged in
  7. 7. Social Media: Under the Hood via Twitter Facebook, Tumblr and Pinterest via Twitter •  Joint use of these platforms shows steady rise in Coeliacs’ use of social media ©Topsy.com  (Pro  Analy2cs),  September  2013  
  8. 8. Social Media: Under the Hood via Twitter ©Topsy.com  (Pro  Analy2cs),  September  2013   Facebook, Tumblr and Pinterest via Twitter •  Twitter = easier to chart varied sentiment of Coeliacs around key terms: “gluten free”, “coeliac” and “celiac”
  9. 9. Social Media: Under the Hood via Twitter Facebook, Tumblr and Pinterest via Twitter •  Twitter = easier to chart varied sentiment of Coeliacs around key terms: “gluten free”, “coeliac” and “celiac” ©Topsy.com  (Pro  Analy2cs),  September  2013  
  10. 10. Twitter Mentions: Being Glutened •  Analyse sentiment of associated words used with term ‘glutened’ •  Identify requests for help, sharing of commons knowledge & activism
  11. 11. Activism on Twitter: Being Glutened “#coeliactivism” •  “Coffee-Gate” and “Tea-Gate” 2012 •  Adverse reactions due to cross-contamination = Coeliacs turn into investigative journalists •  They often name and shame manufacturers, or hold them to public account on Twitter with probing questions/alerts to cross-contamination •  New publications about Coeliac Disease are never taken at face value, but questioned and investigated (The rise of the ‘Expert Patient’ paradigm. Nettleton & Burrows, 2006) Coffee-­‐Gate:  Ques.oning  published  ar.cles   Tea-­‐Gate:     X-­‐Contamina.on  &     Inves.ga.ve  Journalism  
  12. 12. Twitter: Real Time Information on The Move •  #GFEatUp was an event organised by Coeliac twitter members, where people travelled to key gluten free restaurant and cafes in London, to socialise and share stories about their gluten free experiences. •  Shows social networks like Twitter can act as an instant source of support and knowledge, where Coeliac users on the move can get context-specific information via their mobile phones within minutes, and at a much faster rate than searching for this information via the web-browser on their phone. •  Thus, far from being isolating, the use of the web to find and share information while on the move also leads to people creating wider social networks offline.
  13. 13. Twitter Mentions & Foursquare: Searching for Gluten Free •  Patterns of Collection •  Humans like to collect information, from places to eat, and great recipes to health information
  14. 14. Twitter Mentions: Searching for Gluten Free •  Co-word analysis of associated words used with terms ‘gluten free’ via Foursquare platform •  Patterns = place, food type, sentiment
  15. 15. Twitter Mentions: Searching for Gluten Free •  Co-word analysis of associated words used with terms ‘gluten free’ via Foursquare platform •  Patterns = place name, food type, sentiment, location
  16. 16. Twitter Mentions: Searching for Gluten Free •  Co-word analysis of associated words used with terms ‘gluten free’ via Foursquare platform •  Patterns = place name, food type, sentiment, location, BRAND
  17. 17. Sentiment Analysis: Different forms of Social Media and Coeliac Mentions Pinterest •  A visual medium, scrapbook collections with links to more data/information •  Search term: ‘coeliac’ = recipes ©  Pinterest.com,  September  2013  
  18. 18. Sentiment Analysis: Different forms of Social Media and Coeliac Mentions Pinterest •  A visual medium, scrapbook collections with links to more data/information •  Search term: ‘coeliac’ = lifestyle tips ©  Pinterest.com,  September  2013  
  19. 19. Sentiment Analysis: Different forms of Social Media and Coeliac Mentions Pinterest •  A visual medium, scrapbook collections with links to more data/information •  Search term: ‘coeliac’ = health articles ©  Pinterest.com,  September  2013  
  20. 20. Sentiment Analysis: Different forms of Social Media and Coeliac Mentions Pinterest •  A visual medium, scrapbook collections with links to more data/information •  Overall activity = steady increase in use via Twitter ©  Topsy.com,  Pro-­‐Analy2cs  Trial  
  21. 21. Sentiment Analysis: Different forms of Social Media and Coeliac Mentions Pinterest •  Under the Hood •  Sentiment = Mainly positive •  Why? = Standard descriptions of recipe/article names contain little negative sentiment ©  Topsy.com,  Pro-­‐Analy2cs  Trial  
  22. 22. Sentiment Analysis: Different forms of Social Media and Coeliac Mentions Tumblr •  Written, visual and audio medium = more room for self expression ©  Tumblr.com,  Pro-­‐Analy2cs  Trial  
  23. 23. Sentiment Analysis: Different forms of Social Media and Coeliac Mentions Tumblr •  Written, visual and audio medium = more room for self expression •  Sentiment = More varied sentiment expressed ©  Topsy.com,  Pro-­‐Analy2cs  Trial  
  24. 24. Project Going Forward: The Digital Coeliac: Navigating the City and Managing Health via Twitter •  Twitter, Facebook, Foursquare and other social media discussions •  Study how venues change when filtered with the lens of coeliac disease •  Map public annotation of these venues (hints, tips, categorisation)
  25. 25. Layered map will tell us what Coeliacs are saying about city venues •  Decision-making (planning, questions about where to eat: “where can I find?”, “can someone recommend?”, “help”, “tell me”) •  Risk-aversion (discussion about avoidance of being glutened through having cross-contaminated food) •  Recommendation/sentiment (comment re. food/service quality. Adjectives: “perfect”, “awful”) •  Knowledge identifier (mention of new or closed venue)
  26. 26. Coeliac Tweets: Dynamic Heatmap   Twitter Conversations: Heatmaps of London and New York •  Which areas of the city are most associated with self-management of Coeliac Disease? •  How do Coeliacs discuss these venues? •  Different colours will show: •  Which venues/areas of the city elicit most questions re. eating out •  Which venues/areas have positive vs negative coeliac sentiment •  Which areas are used for ‘gluten free meet-ups’
  27. 27. Sam  Mar.n   University  of  Warwick   s.c.mar2n@warwick.ac.uk   @intothedigital   @digitalcoeliac   TwiJerabused.com   DigitalCoeliac.com  

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