SlideShare a Scribd company logo
1 of 19
Mapping Social TV Audiences: 
The Footprints of Leading Shows 
in the Australian Twittersphere 
Axel Bruns, Darryl Woodford, Tim Highfield, and Katie Prowd 
Social Media Research Group 
Queensland University of Technology 
Brisbane, Australia 
a.bruns / dp.woodford / t.highfield / k2.prowd @ qut.edu.au 
@snurb_dot_info / @dpwoodford / @timhighfield / @katieprowd 
http://socialmedia.qut.edu.au/
THE AUSTRALIAN TWITTERSPHERE 
• Twitter in Australia: 
– Strong take-up since 2009 
– Centred around 25-55 age range, urban, educated, affluent users (but gradually broadening) 
– Significant role in crisis communication, political communication, audience engagement, … 
• Mapping the Twittersphere: 
– Long-term project to identify all Australian Twitter accounts 
– First iteration: snowball crawl of follower/followee networks 
• Starting with key hashtag populations (#auspol, #spill, …) 
• Map of ~1m accounts in early 2012 
– Second iteration: full crawl of global Twitter ID numberspace through to Sep. 2013 
(~870m accounts) 
• Filtering by description, location, timezone fields 
• Focus on identifiably Australian cities, states, timezones and other markers 
• 2.8 million Australian accounts identified (by Sep. 2013) 
• Retrieval of their follower/followee lists
MAPPING TELEVISION FOOTPRINTS 
• Mapping the Twittersphere: 
– Filtered to include only accounts with (followers + followees) >= 1000 
• 140k accounts, 22.8m follower/followee connections within this group 
– Mapped using Gephi Force Atlas 2 algorithm (LinLog mode, scaling 0.0001, gravity 0.5) 
– Qualitative interpretation of network clusters based on high-degree nodes in each cluster 
• Determining television footprints: 
– Data gathered on selected hashtags / keywords for a range of key TV events 
– Data filtered for participating accounts included in the 140k most connected users 
– Data superimposed on underlying network map 
• Applications: 
– Audience engagement analytics beyond mere volumetrics 
– Better assessment of show reach: breadth, depth, thematic fit of audience engagement 
– Comparative benchmarking across shows
TELEVISION SHOWS SELECTED 
• Shows included: 
– 60 Minutes (Australian edition): news magazine, Nine Network – #60Mins, #ExtraMinutes, @60Mins 
– Q&A: political talkshow, Australian Broadcasting Corporation – #qanda, qanda 
– The Project: news talk panel, Network Ten – #theprojecttv, @theprojecttv, theprojecttv 
– Big Brother: reality TV, Nine Network – #BBAU, #BBAU9, @BBAU9, #bigbrotherau 
(all tracked between 3 Sep. and 7 Oct. 2014) 
– AFL Grand Final: Seven Network – #AFLGF, AFL, HAWvSYD, … 
(27 Sep. 2014, tweets tracked since 26 Sep. 2014) 
– NRL Grand Final: Nine Network – #NRLGF, NRL, … 
(5 Oct. 2014, tweets tracked since 3 Oct. 2014) 
– FFA Cup: FOXTEL – #FFACup, @FFACup, FFACup, … 
(major rounds 29 July to 16 Dec. 2014, tweets tracked since 29 July 2014) 
– Commonwealth Games: Network Ten – #Glasgow2014, #CWG2014, … 
(23 July to 3 Aug. 2014, tweets tracked since 30 June 2014) 
– Tour de France: SBS – #letour, #tdf, #sbstdf 
(5-27 July 2014, tweets tracked since 30 June 2014)
Education 
Agriculture 
Literature 
Adelaide / SA 
Food 
Wine 
Beer 
Leftists Hard Right 
Netizens 
Politics 
Journalists 
Marketing 
Mums PR 
Parenting 
Real Estate 
Investing 
Home Business 
Sole Traders 
Self-Help 
HR / Support 
NRL 
Followback 
Urban Media 
Utilities 
Advertising 
Business 
TV 
Fashion 
Beauty 
Arts 
Cinema 
News 
TalkbackCycling 
Music 
V8s 
UFC 
AFL 
Football 
Horse Racing 
Cricket 
NRU 
Celebrities 
Hillsong 
Perth 
Pop 
Media 
Teen Idols 
Cody Simpson 
THE AUSTRALIAN TWITTERSPHERE
60 MINUTES
Q&A
THE PROJECT
BIG BROTHER
AUDIENCE OVERLAP: POLITICS
AFL GRAND FINAL
NRL GRAND FINAL
FFA CUP
COMMONWEALTH GAMES
TOUR DE FRANCE
AUDIENCE OVERLAP: SPORTS
Conclusions 
• Some observations: 
– Distinct diverging footprints for shows 
despite shared themes 
– Persistent partisan audiences for some 
types of programming 
– Potential to assess shows based on: 
• Ability to reach core audiences 
• Ability to engage casual viewers 
– Opportunities to: 
• Identify lead users / influencers 
• Study engagement patterns per episode 
• Study engagement patterns over time 
– Next steps: 
• Develop methods and metrics to 
quantify engagement patterns 
• Include temporal dimension to track 
engagement spread over time 
deep 
AFLGF 
narrow broad 
shallow 
60Mins 
Q&A 
Project 
BBAU 
NRLGF 
FFACup 
CGames 
TdF 
(non-scientific illustration)
http://mappingonlinepublics.net/ 
@snurb_dot_info 
@dpwoodford 
@katieprowd 
@tsadkowsky 
@timhighfield 
@jeanburgess 
@socialmediaQUT – http://socialmedia.qut.edu.au/ 
This research is funded by the Australian Research Council through Future Fellowship and LIEF 
grants FT130100703 and LE140100148.

More Related Content

What's hot

What's hot (20)

Twitter in Germany: A Big Data Perspective
Twitter in Germany: A Big Data PerspectiveTwitter in Germany: A Big Data Perspective
Twitter in Germany: A Big Data Perspective
 
Political Uses of Social Media
Political Uses of Social MediaPolitical Uses of Social Media
Political Uses of Social Media
 
New Approaches to Large-Scale Social Media Analytics: Investigating Twitter i...
New Approaches to Large-Scale Social Media Analytics: Investigating Twitter i...New Approaches to Large-Scale Social Media Analytics: Investigating Twitter i...
New Approaches to Large-Scale Social Media Analytics: Investigating Twitter i...
 
Social Media in Selected Australian Federal and State Election Campaigns, 201...
Social Media in Selected Australian Federal and State Election Campaigns, 201...Social Media in Selected Australian Federal and State Election Campaigns, 201...
Social Media in Selected Australian Federal and State Election Campaigns, 201...
 
One Day in the Life of a National Twittersphere
One Day in the Life of a National TwittersphereOne Day in the Life of a National Twittersphere
One Day in the Life of a National Twittersphere
 
Gatewatching Revisited: News Curation in the Social Media Age
Gatewatching Revisited: News Curation in the Social Media AgeGatewatching Revisited: News Curation in the Social Media Age
Gatewatching Revisited: News Curation in the Social Media Age
 
Analysing the Norwegian Twittersphere
Analysing the Norwegian TwittersphereAnalysing the Norwegian Twittersphere
Analysing the Norwegian Twittersphere
 
From Geographic Location to Network Location: The Potential of Big Social Data
From Geographic Location to Network Location: The Potential of Big Social DataFrom Geographic Location to Network Location: The Potential of Big Social Data
From Geographic Location to Network Location: The Potential of Big Social Data
 
The Use of Twitter Hashtags in the Formation of Ad Hoc Publics
The Use of Twitter Hashtags in the Formation of Ad Hoc PublicsThe Use of Twitter Hashtags in the Formation of Ad Hoc Publics
The Use of Twitter Hashtags in the Formation of Ad Hoc Publics
 
Social Media in Australian Federal Elections: Comparing the 2013 and 2016 Cam...
Social Media in Australian Federal Elections: Comparing the 2013 and 2016 Cam...Social Media in Australian Federal Elections: Comparing the 2013 and 2016 Cam...
Social Media in Australian Federal Elections: Comparing the 2013 and 2016 Cam...
 
Amplifying Impact: Developing Indicators of Public Value in Public Communicat...
Amplifying Impact: Developing Indicators of Public Value in Public Communicat...Amplifying Impact: Developing Indicators of Public Value in Public Communicat...
Amplifying Impact: Developing Indicators of Public Value in Public Communicat...
 
Mapping Movements: Social movement research and big data: critiques and alter...
Mapping Movements: Social movement research and big data: critiques and alter...Mapping Movements: Social movement research and big data: critiques and alter...
Mapping Movements: Social movement research and big data: critiques and alter...
 
Social Media in Australia: A ‘Big Data’ Perspective on Twitter
Social Media in Australia: A ‘Big Data’ Perspective on TwitterSocial Media in Australia: A ‘Big Data’ Perspective on Twitter
Social Media in Australia: A ‘Big Data’ Perspective on Twitter
 
Information Contagion through Social Media: Towards a Realistic Model of the ...
Information Contagion through Social Media: Towards a Realistic Model of the ...Information Contagion through Social Media: Towards a Realistic Model of the ...
Information Contagion through Social Media: Towards a Realistic Model of the ...
 
Layers of Communication: Forms of Talk on Twitter
Layers of Communication: Forms of Talk on TwitterLayers of Communication: Forms of Talk on Twitter
Layers of Communication: Forms of Talk on Twitter
 
News Sharing on Twitter: A Nationally Comparative Study
News Sharing on Twitter: A Nationally Comparative StudyNews Sharing on Twitter: A Nationally Comparative Study
News Sharing on Twitter: A Nationally Comparative Study
 
Mapping Online Publics: New Methods for Twitter Research
Mapping Online Publics: New Methods for Twitter ResearchMapping Online Publics: New Methods for Twitter Research
Mapping Online Publics: New Methods for Twitter Research
 
Mapping Online Publics (Part 1)
Mapping Online Publics (Part 1)Mapping Online Publics (Part 1)
Mapping Online Publics (Part 1)
 
Journalism-as-a-Service: Amplifying Public Intellectual Contributions through...
Journalism-as-a-Service: Amplifying Public Intellectual Contributions through...Journalism-as-a-Service: Amplifying Public Intellectual Contributions through...
Journalism-as-a-Service: Amplifying Public Intellectual Contributions through...
 
Dynamics of a Scandal: The Centrelink Robodebt Affair on Twitter
Dynamics of a Scandal: The Centrelink Robodebt Affair on TwitterDynamics of a Scandal: The Centrelink Robodebt Affair on Twitter
Dynamics of a Scandal: The Centrelink Robodebt Affair on Twitter
 

Similar to Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian Twittersphere

Similar to Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian Twittersphere (20)

The Emergence of Trending Topics: The Dissemination of Breaking Stories on T...
The Emergence of Trending Topics: The Dissemination of Breaking Stories on T...The Emergence of Trending Topics: The Dissemination of Breaking Stories on T...
The Emergence of Trending Topics: The Dissemination of Breaking Stories on T...
 
Social Media Analytics Research at the QUT Digital Media Research Centre
Social Media Analytics Research at the QUT Digital Media Research CentreSocial Media Analytics Research at the QUT Digital Media Research Centre
Social Media Analytics Research at the QUT Digital Media Research Centre
 
Social media news audiences and the quantified journalist
Social media news audiences and the quantified journalistSocial media news audiences and the quantified journalist
Social media news audiences and the quantified journalist
 
Political Networks on Twitter: Tweeting the Queensland State Election
Political Networks on Twitter: Tweeting the Queensland State ElectionPolitical Networks on Twitter: Tweeting the Queensland State Election
Political Networks on Twitter: Tweeting the Queensland State Election
 
A Multi-Institutional Approach to ‘Big Social Data’: The TrISMA Project
A Multi-Institutional Approach to ‘Big Social Data’: The TrISMA ProjectA Multi-Institutional Approach to ‘Big Social Data’: The TrISMA Project
A Multi-Institutional Approach to ‘Big Social Data’: The TrISMA Project
 
Social Media Issue Publics in Australia
Social Media Issue Publics in AustraliaSocial Media Issue Publics in Australia
Social Media Issue Publics in Australia
 
Mapping the Australian Twittersphere
Mapping the Australian TwittersphereMapping the Australian Twittersphere
Mapping the Australian Twittersphere
 
#ausvotes Mark Two: Twitter in the 2013 Australian Federal Election
#ausvotes Mark Two: Twitter in the 2013 Australian Federal Election#ausvotes Mark Two: Twitter in the 2013 Australian Federal Election
#ausvotes Mark Two: Twitter in the 2013 Australian Federal Election
 
Archiving the Immediate: How and Why Archives Should Approach Social Media
Archiving the Immediate: How and Why Archives Should Approach Social MediaArchiving the Immediate: How and Why Archives Should Approach Social Media
Archiving the Immediate: How and Why Archives Should Approach Social Media
 
Mapping Online Publics: Understanding How Australians Use Social Media
Mapping Online Publics: Understanding How Australians Use Social MediaMapping Online Publics: Understanding How Australians Use Social Media
Mapping Online Publics: Understanding How Australians Use Social Media
 
Using Twitter as a Postgraduate Researcher
Using Twitter as a Postgraduate ResearcherUsing Twitter as a Postgraduate Researcher
Using Twitter as a Postgraduate Researcher
 
Social media strategy june 2015
Social media strategy june 2015Social media strategy june 2015
Social media strategy june 2015
 
Union Gas Social Media Strategy
Union Gas Social Media Strategy Union Gas Social Media Strategy
Union Gas Social Media Strategy
 
Twitter and the 2013 Australian Election
Twitter and the 2013 Australian ElectionTwitter and the 2013 Australian Election
Twitter and the 2013 Australian Election
 
Social Media Skills CV
Social Media Skills CVSocial Media Skills CV
Social Media Skills CV
 
Buzzmetrics Overview
Buzzmetrics OverviewBuzzmetrics Overview
Buzzmetrics Overview
 
U3 a1 pp
U3 a1 ppU3 a1 pp
U3 a1 pp
 
Sfb social media bridgewater 5th march
Sfb   social media bridgewater 5th marchSfb   social media bridgewater 5th march
Sfb social media bridgewater 5th march
 
Superfast Business Social Media event, Bridgwater 5th March
Superfast Business Social Media event, Bridgwater 5th MarchSuperfast Business Social Media event, Bridgwater 5th March
Superfast Business Social Media event, Bridgwater 5th March
 
Social Media in Australia: The Case of Twitter
Social Media in Australia: The Case of TwitterSocial Media in Australia: The Case of Twitter
Social Media in Australia: The Case of Twitter
 

More from Axel Bruns

More from Axel Bruns (20)

AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
 
Dynamics of Destructive Polarisation in Mainstream and Social Media: The Case...
Dynamics of Destructive Polarisation in Mainstream and Social Media: The Case...Dynamics of Destructive Polarisation in Mainstream and Social Media: The Case...
Dynamics of Destructive Polarisation in Mainstream and Social Media: The Case...
 
Identifying the Symptoms of Destructive Polarisation
Identifying the Symptoms of Destructive PolarisationIdentifying the Symptoms of Destructive Polarisation
Identifying the Symptoms of Destructive Polarisation
 
Voices on the Voice Referendum: A Computational Analysis of News and Audience...
Voices on the Voice Referendum: A Computational Analysis of News and Audience...Voices on the Voice Referendum: A Computational Analysis of News and Audience...
Voices on the Voice Referendum: A Computational Analysis of News and Audience...
 
What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...
What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...
What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...
 
What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...
What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...
What Is Lost When Twitter Is Lost? Reflections on the Impending Death of a Pl...
 
Types of Polarisation and Their Operationalisation in Digital and Social Medi...
Types of Polarisation and Their Operationalisation in Digital and Social Medi...Types of Polarisation and Their Operationalisation in Digital and Social Medi...
Types of Polarisation and Their Operationalisation in Digital and Social Medi...
 
News Sharing and Partisanship: Tracking News Outlet Repertoires on Twitter ov...
News Sharing and Partisanship: Tracking News Outlet Repertoires on Twitter ov...News Sharing and Partisanship: Tracking News Outlet Repertoires on Twitter ov...
News Sharing and Partisanship: Tracking News Outlet Repertoires on Twitter ov...
 
Determining the Drivers and Dynamics of Partisanship and Polarisation in Onli...
Determining the Drivers and Dynamics of Partisanship and Polarisation in Onli...Determining the Drivers and Dynamics of Partisanship and Polarisation in Onli...
Determining the Drivers and Dynamics of Partisanship and Polarisation in Onli...
 
Towards a New Empiricism: Polarisation across Four Dimensions
Towards a New Empiricism: Polarisation across Four DimensionsTowards a New Empiricism: Polarisation across Four Dimensions
Towards a New Empiricism: Polarisation across Four Dimensions
 
The Anatomy of Virality: How COVID-19 Conspiracy Theories Spread across Socia...
The Anatomy of Virality: How COVID-19 Conspiracy Theories Spread across Socia...The Anatomy of Virality: How COVID-19 Conspiracy Theories Spread across Socia...
The Anatomy of Virality: How COVID-19 Conspiracy Theories Spread across Socia...
 
A Platform Policy Implementation Audit of Actions against Russia’s State-Cont...
A Platform Policy Implementation Audit of Actions against Russia’s State-Cont...A Platform Policy Implementation Audit of Actions against Russia’s State-Cont...
A Platform Policy Implementation Audit of Actions against Russia’s State-Cont...
 
Networks of Agonism and Antagonism: Polarised Discourses about COP26 (and COP...
Networks of Agonism and Antagonism: Polarised Discourses about COP26 (and COP...Networks of Agonism and Antagonism: Polarised Discourses about COP26 (and COP...
Networks of Agonism and Antagonism: Polarised Discourses about COP26 (and COP...
 
The Filter in Our (?) Heads: Digital Media and Polarisation
The Filter in Our (?) Heads: Digital Media and PolarisationThe Filter in Our (?) Heads: Digital Media and Polarisation
The Filter in Our (?) Heads: Digital Media and Polarisation
 
Gatewatching 5: Weaponising Newssharing: ‘Fake News’ and Other Malinformation
Gatewatching 5: Weaponising Newssharing: ‘Fake News’ and Other MalinformationGatewatching 5: Weaponising Newssharing: ‘Fake News’ and Other Malinformation
Gatewatching 5: Weaponising Newssharing: ‘Fake News’ and Other Malinformation
 
Gatewatching 10: New(s) Publics in the Public Sphere
Gatewatching 10: New(s) Publics in the Public SphereGatewatching 10: New(s) Publics in the Public Sphere
Gatewatching 10: New(s) Publics in the Public Sphere
 
Gatewatching 4: Random Acts of Gatewatching: Everyday Newssharing Practices
Gatewatching 4: Random Acts of Gatewatching: Everyday Newssharing PracticesGatewatching 4: Random Acts of Gatewatching: Everyday Newssharing Practices
Gatewatching 4: Random Acts of Gatewatching: Everyday Newssharing Practices
 
Gatewatching 11: Echo Chambers? Filter Bubbles? Reviewing the Evidence
Gatewatching 11: Echo Chambers? Filter Bubbles? Reviewing the EvidenceGatewatching 11: Echo Chambers? Filter Bubbles? Reviewing the Evidence
Gatewatching 11: Echo Chambers? Filter Bubbles? Reviewing the Evidence
 
Gatewatching 1: Introduction: What’s So Different about Journalism Today?
Gatewatching 1: Introduction: What’s So Different about Journalism Today?Gatewatching 1: Introduction: What’s So Different about Journalism Today?
Gatewatching 1: Introduction: What’s So Different about Journalism Today?
 
Gatewatching 8: Hybrid News Coverage: Liveblogs
Gatewatching 8: Hybrid News Coverage: LiveblogsGatewatching 8: Hybrid News Coverage: Liveblogs
Gatewatching 8: Hybrid News Coverage: Liveblogs
 

Recently uploaded

This is a test presentation to see if this works
This is a test presentation to see if this worksThis is a test presentation to see if this works
This is a test presentation to see if this works
jonnygharris
 

Recently uploaded (7)

MalluProgrammers. Careeradvice.Webinarppt.pdf
MalluProgrammers. Careeradvice.Webinarppt.pdfMalluProgrammers. Careeradvice.Webinarppt.pdf
MalluProgrammers. Careeradvice.Webinarppt.pdf
 
Maximize Your Pinterest Reach....................
Maximize Your Pinterest Reach....................Maximize Your Pinterest Reach....................
Maximize Your Pinterest Reach....................
 
The Colossal Studio Events Packages.pdf
The Colossal Studio  Events Packages.pdfThe Colossal Studio  Events Packages.pdf
The Colossal Studio Events Packages.pdf
 
GRACE ANDREWS the future of podcasting.pdf
GRACE ANDREWS the future of podcasting.pdfGRACE ANDREWS the future of podcasting.pdf
GRACE ANDREWS the future of podcasting.pdf
 
This is a test presentation to see if this works
This is a test presentation to see if this worksThis is a test presentation to see if this works
This is a test presentation to see if this works
 
Unlock Facebook Success with Sociocosmos
Unlock Facebook Success with SociocosmosUnlock Facebook Success with Sociocosmos
Unlock Facebook Success with Sociocosmos
 
Social Media Marketing Company Coimbatore
Social Media Marketing Company CoimbatoreSocial Media Marketing Company Coimbatore
Social Media Marketing Company Coimbatore
 

Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian Twittersphere

  • 1. Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian Twittersphere Axel Bruns, Darryl Woodford, Tim Highfield, and Katie Prowd Social Media Research Group Queensland University of Technology Brisbane, Australia a.bruns / dp.woodford / t.highfield / k2.prowd @ qut.edu.au @snurb_dot_info / @dpwoodford / @timhighfield / @katieprowd http://socialmedia.qut.edu.au/
  • 2. THE AUSTRALIAN TWITTERSPHERE • Twitter in Australia: – Strong take-up since 2009 – Centred around 25-55 age range, urban, educated, affluent users (but gradually broadening) – Significant role in crisis communication, political communication, audience engagement, … • Mapping the Twittersphere: – Long-term project to identify all Australian Twitter accounts – First iteration: snowball crawl of follower/followee networks • Starting with key hashtag populations (#auspol, #spill, …) • Map of ~1m accounts in early 2012 – Second iteration: full crawl of global Twitter ID numberspace through to Sep. 2013 (~870m accounts) • Filtering by description, location, timezone fields • Focus on identifiably Australian cities, states, timezones and other markers • 2.8 million Australian accounts identified (by Sep. 2013) • Retrieval of their follower/followee lists
  • 3. MAPPING TELEVISION FOOTPRINTS • Mapping the Twittersphere: – Filtered to include only accounts with (followers + followees) >= 1000 • 140k accounts, 22.8m follower/followee connections within this group – Mapped using Gephi Force Atlas 2 algorithm (LinLog mode, scaling 0.0001, gravity 0.5) – Qualitative interpretation of network clusters based on high-degree nodes in each cluster • Determining television footprints: – Data gathered on selected hashtags / keywords for a range of key TV events – Data filtered for participating accounts included in the 140k most connected users – Data superimposed on underlying network map • Applications: – Audience engagement analytics beyond mere volumetrics – Better assessment of show reach: breadth, depth, thematic fit of audience engagement – Comparative benchmarking across shows
  • 4. TELEVISION SHOWS SELECTED • Shows included: – 60 Minutes (Australian edition): news magazine, Nine Network – #60Mins, #ExtraMinutes, @60Mins – Q&A: political talkshow, Australian Broadcasting Corporation – #qanda, qanda – The Project: news talk panel, Network Ten – #theprojecttv, @theprojecttv, theprojecttv – Big Brother: reality TV, Nine Network – #BBAU, #BBAU9, @BBAU9, #bigbrotherau (all tracked between 3 Sep. and 7 Oct. 2014) – AFL Grand Final: Seven Network – #AFLGF, AFL, HAWvSYD, … (27 Sep. 2014, tweets tracked since 26 Sep. 2014) – NRL Grand Final: Nine Network – #NRLGF, NRL, … (5 Oct. 2014, tweets tracked since 3 Oct. 2014) – FFA Cup: FOXTEL – #FFACup, @FFACup, FFACup, … (major rounds 29 July to 16 Dec. 2014, tweets tracked since 29 July 2014) – Commonwealth Games: Network Ten – #Glasgow2014, #CWG2014, … (23 July to 3 Aug. 2014, tweets tracked since 30 June 2014) – Tour de France: SBS – #letour, #tdf, #sbstdf (5-27 July 2014, tweets tracked since 30 June 2014)
  • 5. Education Agriculture Literature Adelaide / SA Food Wine Beer Leftists Hard Right Netizens Politics Journalists Marketing Mums PR Parenting Real Estate Investing Home Business Sole Traders Self-Help HR / Support NRL Followback Urban Media Utilities Advertising Business TV Fashion Beauty Arts Cinema News TalkbackCycling Music V8s UFC AFL Football Horse Racing Cricket NRU Celebrities Hillsong Perth Pop Media Teen Idols Cody Simpson THE AUSTRALIAN TWITTERSPHERE
  • 6.
  • 8. Q&A
  • 18. Conclusions • Some observations: – Distinct diverging footprints for shows despite shared themes – Persistent partisan audiences for some types of programming – Potential to assess shows based on: • Ability to reach core audiences • Ability to engage casual viewers – Opportunities to: • Identify lead users / influencers • Study engagement patterns per episode • Study engagement patterns over time – Next steps: • Develop methods and metrics to quantify engagement patterns • Include temporal dimension to track engagement spread over time deep AFLGF narrow broad shallow 60Mins Q&A Project BBAU NRLGF FFACup CGames TdF (non-scientific illustration)
  • 19. http://mappingonlinepublics.net/ @snurb_dot_info @dpwoodford @katieprowd @tsadkowsky @timhighfield @jeanburgess @socialmediaQUT – http://socialmedia.qut.edu.au/ This research is funded by the Australian Research Council through Future Fellowship and LIEF grants FT130100703 and LE140100148.