1) The document discusses how hashtags on social media, particularly Twitter, are used to group messages and topics. By including a hashtag, users can connect their tweets to others on the same topic. 2) It also examines how influential individuals and popular hashtags spread ideas through social networks on these platforms. A case study is presented on the #NekNominate hashtag and how it was used to both spread a dangerous challenge but also draw attention to promoting positive change. 3) Predicting which hashtags will become widely popular is important for businesses and organizations to understand how to effectively engage users. A campaign example is given for the #milk4kids hashtag that was very successful at raising awareness and funds

1. Topicality and Impact
in Social Media
Diverse Messages, Focused
Messengers
By: Catherine Booth

2. Background
O “We have a limited understanding of the
factors that make people influential and
certain topics popular in Social Media.”
(Weng, 2015)
O Hash tags on Twitter have become one of
the most well known ways to tie together
whatever word/phrase/brand.etc you
choose on Social Media.

3. Background
O By simply putting the hash tag (#) symbol,
you have created a world where everyone
who uses the same hash tag as you can
go explore one another's tweets, knowing
and seeing that your hash tag ideas were
the same.
O Some choose to randomly put together
fifteen words that are of no importance
into a hash tag? Why

4. Background
O Others choose to use the hash tag for a
specific reason such as branding and
creating a place for everyone interested in
the brand to explore by using that hash
tag
O Is there a reason for every hash tag, or
only some?

5. Concept 1 (Social Media)
O Social Media has gone from something
that barely existed, let alone was anything
people spent their time on for fun, to
something that has completely enveloped
constant time and attention from billions of
people.
O Getting on phones and computers almost
by habit just to get on Social Media for the
heck of it has taken over.

6. Concept 1 (Social Media)
O Hash tag popularity has been examined
from various perspectives, including their
innate attractiveness, user behavior, and
the role of influential along with their
adoption patterns.
O The social network topology is
determined by how people are connected.

7. Concept 1 (Social Media)
O Each individual is represented as a node
and each following relationship is an edge
linking a pair of users.
O Hash tags spread among people through
these social connections and can be
mapped into a semantic space, in which
each node is a tag and similar ones are
coupled forming clusters.

8. Concept 1 (Social Media)
O Sites have been created to match you
with your own common interests and just
for a second, you become a picture others
can choose to interact with.

9. Concept 2 (Hash Tag)
O In 2014, the destructive effect of the
#NekNominate challenge of social media
platforms like Facebook and Twitter
caused a sensation.
O The game involved filming someone
finishing a whole bottle of hard liquor in
one sitting, and sharing it on social media
with the hash tag #NekNominate, and it
challenged others to do the same

10. Concept 2 (Hash tag)
O It soon became outlandishly popular and
reached millions.
O Lindeque responded to the challenge by
filming the event and posting the video
clip on the social media platform YouTube.

11. Concept 2 (Hash Tag)
O After the placement of the video and
through the creation of the hash tag
#ChangeOneThing on Twitter, the number
of Lindeque’s followers on the Twitter
platform not only increased dramatically,
but an initially destructive challenge was
imbued with new content through the use
of the hash tag #ChangeOneThing.

12. Concept 2 (Hash Tag)
O The important contribution of the hash tag
as indicated is facilitated through the
function of labeling a specific theme and
aligning it with other posts seeking parallel
voices
O That is how it all started.

13. Concept 2 (Hash tag)
O By simply putting a hash tag in front of an
important message, it became a way to
connect with other posts seeking the
same message, and it has been that way
ever since and will be for years to come

14. Concept 3 (Twitter hash tag
popularity)
O “Because of Twitter’s popularity and the
viral nature of information dissemination
on Twitter, Predicting which Twitter topics
will become popular in the future becomes
a task of considerable economic
importance.”(Ma, Sun, and Cong, 2013)

15. Concept 3 (Twitter hash tag
popularity)
O Many Twitter topics are annotated by hash
tags.
O Twitter is a popular micro blogging service
that allows users to post short messages
called “tweets.”

16. Concept 3 (Twitter hash tag
popularity)
O Twitter also provides social networking
features that allow users to follow other
users, to re-tweet (or report) their received
tweets, and to reply to user’s tweets.
O Hash tags are widely used in Twitter to
define shared context for specific events,
topics, or memes.

17. Concept 3 (Twitter hash tag
popularity)
O Newly created hash tags are frequently
used to annotate emerging topics or
events.
O The popularity of a hash tag is defined as
the number of users who post at least one
tweet containing the hash tag within the
given time period.

18. Concept 3 (Twitter hash tag
popularity)
O Twitter is now one of the most popular
platforms for discussing current events
from web users.
O After visiting the Nodexl Graph Gallery, I
wanted to experiment what happened if I
typed in a hash tag that was actually for a
certain reason.

19. Concept 3 (Twitter hash tag
popularity)
O I used #milk4kids to do the research.
O I wanted to use this hash tag, as it is
something we have focused a lot of attention
on in class.
O Perfect example to use because their
campaign is so successful, and the way they
went about spreading awareness for the
campaign worked nicely.

20. Concept 3 (Twitter hash tag
popularity)
O The hash tag itself reached so many on
Twitter that the campaign raised almost
2,000 dollars in one day at a grocery
store.
O Like all brands, the best way to gain
awareness and interest for it is Social
Media.

21. Concept 3 (Twitter hash tag
popularity)
O By looking at their Twitter page, I can see
all of the awareness it gained and how
successful it was.
O Kiss FM radio used their Twitter page to
tweet “Stop by Bakers grocery in #Omaha
tomorrow to help raise milk for
#milk4kids,” and then used the hash tag.

23. Concept 3 (Twitter hash tag
popularity)
O By tweeting something as simple as that,
the radio station is spreading awareness
of the event to their 1,500 followers.

24. Wrap-up
O “The purpose of the hash tag was incented as
a label for groups and topics in IRC chat.”
(Mitchell)
O By adding the # sign before a string of text,
users made that string east to find in a search.
O But the hash tag went mainstream thanks to
Twitter.

25. Wrap-up
O Twitter had realized what an ingenious
trick its users ad invented, so it began to
turn hash tags into links.
When a Twitter user clicks on a hash tag,
it goes to the stream of tweets containing
the hash tag
O Hash tags that became popular quickly
would shoot to the top.

26. What do you all think?
O 1. Do general subjects on Twitter tend to
be more popular than specific ones?
O 2. Do general Twitter hash tags such as
#lol tent to be more or less popular than
novel ones such as #instantlyinlove?