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ONLINE COMMUNITIES
“The rapid growth of social media and social networking sites has
fostered new types of communication and information exchange among
members of different types of social groups. People use online social
networks to connect to others with similar social, economic and
political interests, forming various virtual communities in cyberspace”
(Cao, Lu, Dong, Tang & Li, 2013, p. 1,671).
HOW ONLINE COMMUNITIES FORM
 Members share a collective identity of who they are
A group of people with a common purpose in an online setting
o Ex. “Sport- based virtual communities add to the specificities of the online
communities the singularities of the sport itself. Sport, and specifically football
in Europe, condenses a vast number of socially significant traits such as
national belonging, fan identity, or community engagement” (Lopez-
Gonzalez, Guerrero-Sole and Larrea, 2014, p. 85-86).
Communication and Compassion strengthen communities
Social Capital: encourages collaboration and cooperation between members of a
group
o Sum of resources, mutual benefit, enable productive outcomes
Sharing of valid and timely information
WHY JOIN ONLINE COMMUNITIES
Share information, interests, cultural norms, etc.
Become involved based on expectations of the community:
o Personal interests
o Community topics
o Goals and activities
MAINTAINING ONLINE COMMUNITIES
“Information Quality” and “Information Quantity”
o Relevant content long-term
o Consistent Focus
“Two extremes of topic relevance in communities lead to the strongest
communities”
o Broad communities covering a wide variety of topics
o Communities very specific to one topic
LEAVING GROUPS
Topic Consistency Cues
o “Low expectations of fit lead to lower expectations of net benefits, with more
individuals choosing to leave, resulting in a smaller community” (Butler,
Bateman, Gray and Diamant, 2014, p. 715)
Negative relationship between perceived topic consistency and strength of
community
ENTERTAINMENT VIEWING AND ONLINE
COMMUNITIES
Television and social media activity
o Individuals watch TV while engaging on second device
o Communities used to gage perception of programming
Concept of social television
Real-time feedback given to users and researchers
o Perception can be influenced by other users’ perceptions
o Broadcaster controlling discussion
ENGAGEMENT
Twitter is spreading information faster than broadcasting media
o “The social audience breaks down the time barrier and demands a
continuous presence that goes beyond the broadcast time slot,” state
Quintas-Froufe and Gonalez-Neira.
Call for continuous updates
o 80 percent of individuals that own mobile devices use them while watching
television
Celebrity and other influencer interaction spurs and maintains engagement
Websites
o Ideal for distribution of opinions
o Helps promote propagation
• More brand control over delivery
Social Networking
o Brining people together from different parts of the world
RESEARCH QUESTIONS
RQ1: What words are important in the House of Cards online community and
which are important in the Frozen Four online community?
RQ2: What variations can be found in online community conversations?
RQ3: Who are the key influencers in the House of Cards online community and
the Frozen Four online community?
RQ1 RESULTS (NODEXL)
Most prevalent House of Cards hashtags representing over 18,000 tweets over
a nine hour period on March, 2, 2015:
o “houseofcards,” “houseofcardsseason3” & “benice”
o Group 2: “hoyasaxa”
o Group 3 & 4: “quemarvilla” & “parenlawea”
Most prevalent House of Cards words in tweets:
o “house,” “cards” & “season”
Most common hashtags covering tweets on April 12, 2015 from 2 p.m. to 3
p.m.:
o “frozenfour,” “providence” & “providencehockey”
o All groups had similar common hashtags, although some seemed to support
different teams
Top words from Frozen Four NodeXL chart:
o “frozenfour,” “providence” & “friars”
RQ2 RESULTS (NODEXL)
Most used terms are the show or event names themselves
o Groups share these terms with some variations
House of Cards
o Groups clustered around real-world communities or aspects of the show
o Non-English-speaking groups
o Political aspect: “Pussyriot” & “Russia”
o Contextual: “Binge Watching” & “Netflix”
Frozen Four
o Groups formed by fans of different teams
RQ3 (NODEXL)
Key influencers pulled from House of Cards NodeXL chart:
o “realtimehack” – miscellaneous news articles
o “thelolworld” – comedy pictures and videos
o “paijwar” – personal account
Key influencers pulled from Frozen Four NodeXL chart:
o “hashtags1isi” – account generating links and hashtags to create traffic
o “mariayess” – personal account
o “ShawnBre3zy” – personal account
INTERPRETATIONS
Word prevalence patterns
o Spanish speaking
Similar Interests and Backgrounds
o Facets of “House of Cards” Audience
• Political and celebrity focus
o Frozen Four teams
Related to literature
o Television and social media
• Groups engaging in common event over Twitter
• Sharing of common interests
LIMITATIONS
Statistical data on community resilience
o Research further the relationship between resilience of communities and
keywords and topics
NodeXL charts gave limited information on the true nature of the communities
Limited time frame
FUTURE RESEARCH
Broader time analysis
o Better insight into long-term engagement
Celebrities or Key Influencers community roles
Further research on top Tweeters
o Why were they top?
o Limited time frame for analysis?
Community Strength
o Keywords
o Group expectations
o Level of engagement
o Topic consistency

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Alex Jensen_The Formation of Online Communities_Social Media Metrics

  • 1.
  • 2. ONLINE COMMUNITIES “The rapid growth of social media and social networking sites has fostered new types of communication and information exchange among members of different types of social groups. People use online social networks to connect to others with similar social, economic and political interests, forming various virtual communities in cyberspace” (Cao, Lu, Dong, Tang & Li, 2013, p. 1,671).
  • 3. HOW ONLINE COMMUNITIES FORM  Members share a collective identity of who they are A group of people with a common purpose in an online setting o Ex. “Sport- based virtual communities add to the specificities of the online communities the singularities of the sport itself. Sport, and specifically football in Europe, condenses a vast number of socially significant traits such as national belonging, fan identity, or community engagement” (Lopez- Gonzalez, Guerrero-Sole and Larrea, 2014, p. 85-86). Communication and Compassion strengthen communities Social Capital: encourages collaboration and cooperation between members of a group o Sum of resources, mutual benefit, enable productive outcomes Sharing of valid and timely information
  • 4. WHY JOIN ONLINE COMMUNITIES Share information, interests, cultural norms, etc. Become involved based on expectations of the community: o Personal interests o Community topics o Goals and activities
  • 5. MAINTAINING ONLINE COMMUNITIES “Information Quality” and “Information Quantity” o Relevant content long-term o Consistent Focus “Two extremes of topic relevance in communities lead to the strongest communities” o Broad communities covering a wide variety of topics o Communities very specific to one topic
  • 6. LEAVING GROUPS Topic Consistency Cues o “Low expectations of fit lead to lower expectations of net benefits, with more individuals choosing to leave, resulting in a smaller community” (Butler, Bateman, Gray and Diamant, 2014, p. 715) Negative relationship between perceived topic consistency and strength of community
  • 7. ENTERTAINMENT VIEWING AND ONLINE COMMUNITIES Television and social media activity o Individuals watch TV while engaging on second device o Communities used to gage perception of programming Concept of social television Real-time feedback given to users and researchers o Perception can be influenced by other users’ perceptions o Broadcaster controlling discussion
  • 8. ENGAGEMENT Twitter is spreading information faster than broadcasting media o “The social audience breaks down the time barrier and demands a continuous presence that goes beyond the broadcast time slot,” state Quintas-Froufe and Gonalez-Neira. Call for continuous updates o 80 percent of individuals that own mobile devices use them while watching television Celebrity and other influencer interaction spurs and maintains engagement Websites o Ideal for distribution of opinions o Helps promote propagation • More brand control over delivery Social Networking o Brining people together from different parts of the world
  • 9. RESEARCH QUESTIONS RQ1: What words are important in the House of Cards online community and which are important in the Frozen Four online community? RQ2: What variations can be found in online community conversations? RQ3: Who are the key influencers in the House of Cards online community and the Frozen Four online community?
  • 10. RQ1 RESULTS (NODEXL) Most prevalent House of Cards hashtags representing over 18,000 tweets over a nine hour period on March, 2, 2015: o “houseofcards,” “houseofcardsseason3” & “benice” o Group 2: “hoyasaxa” o Group 3 & 4: “quemarvilla” & “parenlawea” Most prevalent House of Cards words in tweets: o “house,” “cards” & “season” Most common hashtags covering tweets on April 12, 2015 from 2 p.m. to 3 p.m.: o “frozenfour,” “providence” & “providencehockey” o All groups had similar common hashtags, although some seemed to support different teams Top words from Frozen Four NodeXL chart: o “frozenfour,” “providence” & “friars”
  • 11. RQ2 RESULTS (NODEXL) Most used terms are the show or event names themselves o Groups share these terms with some variations House of Cards o Groups clustered around real-world communities or aspects of the show o Non-English-speaking groups o Political aspect: “Pussyriot” & “Russia” o Contextual: “Binge Watching” & “Netflix” Frozen Four o Groups formed by fans of different teams
  • 12. RQ3 (NODEXL) Key influencers pulled from House of Cards NodeXL chart: o “realtimehack” – miscellaneous news articles o “thelolworld” – comedy pictures and videos o “paijwar” – personal account Key influencers pulled from Frozen Four NodeXL chart: o “hashtags1isi” – account generating links and hashtags to create traffic o “mariayess” – personal account o “ShawnBre3zy” – personal account
  • 13. INTERPRETATIONS Word prevalence patterns o Spanish speaking Similar Interests and Backgrounds o Facets of “House of Cards” Audience • Political and celebrity focus o Frozen Four teams Related to literature o Television and social media • Groups engaging in common event over Twitter • Sharing of common interests
  • 14. LIMITATIONS Statistical data on community resilience o Research further the relationship between resilience of communities and keywords and topics NodeXL charts gave limited information on the true nature of the communities Limited time frame
  • 15. FUTURE RESEARCH Broader time analysis o Better insight into long-term engagement Celebrities or Key Influencers community roles Further research on top Tweeters o Why were they top? o Limited time frame for analysis? Community Strength o Keywords o Group expectations o Level of engagement o Topic consistency