A user’s guide to interpreting, reinterpreting and misinterpreting data and analytics from everyone's favourite social media service - Twitter

1. Twitter Analytics A user’s guide to interpreting, reinterpreting and misinterpreting the social media service. Dr Stephen Dann School of Management Marketing & International Business, Australian National University @stephendann or stephen.dann@anu.edu.au

2. If you’re on Twitter Questions can be sent to @stephendann

7. How to dissect a living medium?

8. Raw Counts Tweetstats – www.tweetstats.com

9. Text Analysis Tweetstats – www.tweetstats.com Wordle – wordle.com

10. Leximancer Leximancer – www.leximancer.com

11. Coded Content Analysis Made up for this set of slides.

12. Same Data set… So many different ways to present the results

13. Coded Content Analysis

15. Prior Analysis

24. Recoding the Platform Let’s do it my way

29. Categories and Results

31. Results- @stephendann phatic

33. Results - @stephendann

35. Conversational @USERNAME Beware the polar bears. 30% 850 Response Invading Germany from France. Who's with me? 17% 480 Query @USERNAME Items under $1000 are exempt. http://is.gd/AV7K 2% 66 Pass-along *waves at @USERNAME* 3% 77 Action Exemplar % N Category 3rd pers plural 73.84 21.97 17.05 13637 30% 850 Response Impersonal pronouns, Auxiliary verbs, Tentative, Discrepancy, QMark 75.33 21.22 10.13 7032 17% 480 Query OtherP, Period 54.31 21.86 18.89 1020 2% 66 Pass-along Conjunctions, Inhibition, Inclusive Biological processes 67.75 23.80 14.74 958 3% 77 Action Linguistic Inquiry Results Dictionary Words >6 letters Words/ Sentence Word Count % N Category

36. Conversational

39. Status Firing off e-mail after e-mail to clear my to do list (knowing that's a great way to regenerate to do list items doesn't stop me or help me) 7% 196 work Waiting for my 2pm performance review to start. 6% 170 temporal It's freezing out there this morning 1% 37 physical I liked Modest Mouse after they became famous. 8% 221 personal Well... I'm in trouble. Used 3829.060MB (62.322%) of your 6GB. You have 22 days remaining 4% 106 mechanical Standing in a lecture theatre talking about Marketing Management. 2% 69 location Diplomacy is the art of saying "Nice doggy" until you find a big enough rock. Captaincy is the timely provision of large enough rocks. 5% 140 broadcast Playing with the internet in the name of science 1% 35 activity Work 80.19 23.96 16.59 3881 7% 196 work Prepositions 79.05 19.84 14.11 3160 6% 170 temporal Perceptual processes, feel, body, health 81.91 23.10 16.87 658 1% 37 physical Total function words, Common verbs, Past / Present tense, Adverbs, Cognitive processes, 80.71 19.05 19.35 4121 8% 221 personal Sadness 70.43 22.02 13.88 1985 4% 106 mechanical Articles, space 78.12 22.96 12.67 1115 2% 69 location Friends, Quote 71.21 22.84 11.21 2119 5% 140 broadcast see, Ingestion,Achievement 76.17 23.26 14.41 533 1% 35 activity Linguistic Inquiry Results Dictionary Words >6 letters Words/ Sentence Word Count % N Category

40. Status

42. Pass Along http://twitpic.com/2o1c1 - Bus Slogan Generator Time - http://is.gd/hU2Q 4% 122 Ugc L4D Survivors in Rockband2 singing L7 Pretend We're Dead. http://is.gd/BsVE (HT to @LesbianGamers ). It's seriously amazing. 2% 48 RT I'm looking myself up on Publish or Perish (http://rurl.org/iw4) to find a reference to a paper that cited me because I want to cite them 4% 108 endorsement Pass along Exemplar % N Category Numbers, leisure 52.89 20.61 39.98 1679 4% 122 Ugc SemiC 54.31 24.75 16.85 893 2% 48 RT Parenth, Dash 55.71 21.05 30.12 1777 4% 108 endorsement Linguistic Inquiry Results Dictionary Words >6 letters Words/ Sentence Word Count % N Category

43. Pass Along

45. News - - - Headlines - - - Sport Between NASA's satellite and autoanalysis of imagery, and Google Map data, scientific proof where there's smoke, there's fires #bcc2 0% 13 Event News Exemplar % N Category Negative emotion, Anger Certainty Perceptual processes 65.62 22.92 10.67 192 0% 13 Event News Linguistic Inquiry Results Dictionary Words >6 letters Words/ Sentence Word Count % N Category

47. Phatic AAAAAAAAAAAAAAARGH 0% 7 Unclassifiable Good morning Twitterverse. How's the world outside? 1% 17 Greeting Note to self: Just because you're carrying tiny vials of hypercaffeine is no reason to start calculating remote delivery systems for them. 2% 49 Fourth wall *wanders through his twitter follower list, blocking all of the automated/spam follower accounts* 1% 30 Action Phatic Exemplar % N Category NIL 33.33 33.33 3.00 6 0% 7 Unclassifiable Future tense, Positive emotion Relativity, time 78.37 29.33 7.70 208 1% 17 Greeting Negations, Quantifiers, Social processes, Humans, Affective processes, Causation, Exclusive 76.44 20.69 12.29 836 2% 49 Fourthwall Anxiety, hear, motion 75.22 26.75 22.80 456 1% 30 Action Linguistic Inquiry Results Dictionary Words >6 letters Words/ Sentence Word Count % N Category

48. Phatic

51. Future research The Public Timeline versus the Classification Scheme

52. Questions [email_address] Or @stephendann