Ad Hoc Innovation by Users of Social Networks: The Case of Twitter

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This document discusses how Twitter users have innovated features like retweets, hashtags, and URL shorteners to enhance communication on the platform. It also describes how third-party developers have built applications that integrate with Twitter's open API. However, the document notes that Twitter's recent changes like restricting API access and prioritizing its own URL shortener could undermine the user-led innovation ecosystem and independent development of Twitter tools.

Economy & Finance Technology Business

Ad Hoc Innovation by Users of Social Networks: The Case of Twitter Assoc. Prof. Axel Bruns Queensland University of Technology, Brisbane, Australia a.bruns@qut.edu.au – http://snurb.info/ – @snurb_dot_info

Twitter Fundamentals Core features: 140-character messages Flat network structure: either public or private, following public accounts is non-reciprocal and needs no approval Any user can be publicly addressed by name Public Twitter messages visible even to non-users Technological basis: Relatively open and powerful API Thriving ecosystem of third-party clients and applications

Twitter as User-Led Innovation Major user innovations on Twitter: @replies – mentions of user by name @snurb_dot_infoThanks for posting this paper! It looks great. Retweets – reposting of messages by other users: OK. This is getting silly. RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62f Hashtags – tagging messages as belonging to a topic: #socialnetworksAd hoc innovation by users of social networks: The case of Twitter http://t.co/4XC690A

Third-Party Innovation Helper Websites: URL shorteners: bit.ly, j.mp, t.co; also nyti.ms, tgr.ph, … Photo/audio/videosharing: twitpic, yfrog, twaud.io, … Client applications: Tweetdeck, Hootsuite, Yoono, …(also for multiplatform social media updates) Capture, tracking, visualisation: Twittermap, Ushahidi Maps yourTwapperkeeper, Streamgraphs, …

The Twitter Innovation Ecology Twitter and its API as a user toolkit: Tools and rules which define an innovation space: “Toolkits for users … can increase the volume of user innovation. They also can channel innovative effort into directions supported by toolkits.” (Eric von Hippel) ,[object Object]

Emergence of a cottage industry of commercial and non-commercial developer groups and solutions providers,[object Object]

Twitter and Third-Party Innovation Embedding of user-generated solutions: Functions to send and track @replies and retweets Functions to track hashtag feeds, trending topics lists Functions to support embedded links and images “Need-intensive tasks involved in developing a particular type of product or service are assigned to users, along with the tools needed to carry those tasks out. At the same time, solution-intensive tasks are assigned to manufacturers.” (Eric von Hippel)

Misunderstood User Innovations Flawed implementation of retweets: User-created manual retweet format allows for comments: RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62f OK. This is getting silly. RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62f Twitter ‘button’ retweets are verbatim only:

The Battle for the URL Shortener Market Twitter’s referrals ploy: All URLs now automatically shortened to t.co links(even bit.ly, youtu.be, nyti.ms…) ,[object Object]

Twitter able to provide link traffic analytics

Overall demonstration of Twitter’s influence on traffic

Undermines third-party URL shortener ecosystem

Removes potential for ‘vanity’ URL shorteners,[object Object]

Presented by Axel Bruns and Jean Burgess at the ATN-DAAD workshop The World According to Twitter, Brisbane, 27 June 2011. Part of an ongoing collaboration between the Mapping Online Publics project (http://mappingonlinepublics.net/) at the ARC Centre of Excellence for Creative Industries and Innovation, QUT, Australia (http://cci.edu.au/), and the Nachwuchsforschergruppe Wissenschaft und Internet, Universität Düsseldorf, Germany (http://nfgwin.uni-duesseldorf.de/).

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