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Twitter Analytics
A users 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

Siu th in my Vit Long www.vietlongplaza.com.vn

If youre on Twitter
Questions can be sent to @stephendann

Siu th in my Vit Long www.vietlongplaza.com.vn

Twitter.
Twitter matters because of what it is: at its heart, a platform that offers an exchange of ideas and information on an unprecedented scale.
Why Twitter Matters : Marketing : Idea Hub :: American Express OPEN Forum http://www.openforum.com/idea-hub/topics/marketing/article/why-twitter-matters-ann-handley Fri Oct 02 2009 21:16:49 GMT+1000 (AUS Eastern Standard Time)

Twitter in Plain English

For those who came in late

Twitter.com 140 character message Social network Web2.0 End of the world as we know it Best thing since sliced bread

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Twitter!
(What is it good for?)

health community (Berger 2009) public libraries (Cahill 2009, Cuddy 2009) political campaigns (Cetina 2009, Henneburg et al 2009) business (Dudley 2009; Power and Forte 2008) journalism (Ettama 2009) civil unrest and protests (Fahmi 2009) social activism (Galer-Unti 2009) live coverage of events (Gay et al 2009) eyewitness accounts (Lariscy et al 2009) government (Macintosh 2009) education (Parslow 2009).

Uses and usage

casual listening platform (Crawford 2009), creating the illusion of physicality (Hohl 2009) sense of connectedness and relationship (Henneburg et al 2009) venue for conversation (Steiner 2009)

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How to dissect a living medium?

Raw Counts

Tweetstats www.tweetstats.com

Text Analysis

Tweetstats www.tweetstats.com

Wordle wordle.com

Leximancer

Leximancer www.leximancer.com

Coded Content Analysis

Made up for this set of slides.

Same Data set

So many different ways to present the results

Coded Content Analysis

Social awareness streams

Three factors 1. the public (or personal-public) nature of the communication and conversation 2. the brevity of posted content 3. highly connected social space / articulated online contact networks. Naaman, Boase, and Lai (2010),

infolab.stanford.edu/~mor/research/naamanCSCW10.pdf

Prior Analysis

Analysis 1: Take the people out

Krishnamurthy et al (2008) users were classified by
follower/following counts,
Numbers and ratios

means and mechanisms of their engagement

Web (61.7%), mobile/text (7.5%), software (22.4%)

volume of use
Tweets per time period

Analysis 2: Content Category

Java et al 2007 1,348,543 tweets 76,177 users April 01, to May 30, 2007 Four meta-categories daily chatter conversations information / URL sharing news reporting

Analysis 3: Insider Coding

Jansen et al (2009) tweets with brand name expression of brand sentiment 13-week period
April 4, 2008 to July 3, 2008.

Sentiment Scale
No Sentiment Wretched Bad So-so Swell Great

650 reporting episodes

13 x 50 brands

149,472 tweets

Content Schema
Sentiment Information seeking Information providing Comment

Analysis 4: Pears Babble

Pear Analytics (2009) 2000 tweets 11am to 5pm 10 working days Six part classification news (3.6%), spam (3.75%), self-promotion (5.85%), pointless babble (40.55%) conversational (37.55%) pass-along value (8.70%).

Analysis 5: Wheres the party @?

Honeycutt and Herring (2009)
four one-hour samples four-hour intervals 6 a.m. to 6 p.m. Eastern Standard Time, on January 11, 2008 Sample of 200 tweets coded with grounded methodology 1) Addressivity: Directs a message to another person 2) Reference: Makes reference to another person, but does not direct a message to him or her. 3) Emoticon: Used as part of an emoticon. 4) Email: Used as part of an email address. 5) Locational 'at': Signals where an entity is located. 6) Non-locational 'at': Used to represent the preposition 'at' other than in the sense of location. 7) Other: Uses not fitting into any other category,

Analysis 6: Rigor and Bass

Naaman, Boase and Lai (2010) Sample of 400 tweets
more than one category was assigned to a single message. The Categories Information Sharing Self Promotion Opinions/Complaints Statements and Random Thoughts Me now Question to followers Presence Maintenance Anecdote (me) Anecdote (others)

Sampling frame
125,593 unique user IDs personal Twitter users 10 friends, 10 followers, 10 messages 911 users

N = 350 users

The consistent theme

People keep using Twitter for personal use. Discussions of self Pointless babble Conversational All criticisms of the use of twitter for pleasure and personal consumption

What Twitter looks like

and how are people using Twitter?

Twitter www.twitter.com

Recoding the Platform

Lets do it my way

Theory and Ideology

Useful versus Enjoyable
Bohme (2006) outlines a propensity of society to classify technology of all forms into
useful and therefore valuable enjoyable, therefore irrelevant.

Bhme, G (2006) Technical Gadgetry: Technological Development in the Aesthetic Economy, Thesis Eleven, 86 (1): 54-66

Method
Grounded Theory Broad categories based on / supported by six prior studies Sub categories developed from theory and data

Sample
Personal Twitter History @stephendann (274 Following / 355 Followers) 2841 messages Mar 13 2007 to Aug 18 2009 @darthvader (5,513 Following / 113,624 Followers) 484 messages Jan 09 2007 to Sep 27 2009

Sample
@stephendann 274 Following / 355 Followers
Supports Krishnamurthy et al (2008) 250 follower rule

2841 tweets
Start: Tue Mar 13 2007 11:53:01 End: Tue Aug 18 2009 07:29:30

Data was captured from the timeline using the Sujathan (2009) Twitter to pdf software.

Categories and Results

Major Categories
Conversational
Uses an @statement to address another user

Status
An answer to What are you doing now?.

Pass along
Tweets of endorsement of content

News
Identifiable news content which is not UGC

Phatic
Content independent connected presence

Spam
Junk traffic, unsolicited automated posts, and other automated tweets generated without user consent

pass_along (278) 10%

Results- @stephendann
news (13) 0% Informal (103) 4% phatic

status (974) 34%

Conversational (1473) 52%

Minor Categories
Conversational 1. Query 2. Referral 3. Action 4. Response Status 1. Personal 2. Temporal 3. Location 4. Mechanical 5. Physical 6. Work 7. Activity Pass along 1. RT 2. UGC 3. Endorsement News 1. Headlines 2. Sport 3. Event 4. Weather Phatic 1. Greeting 2. Fourth wall 3. Broadcast 4. Unclassifiable Spam

Results - @stephendann

Conversational
Query
Questions, question marks or polls

Referral
An @response which contains URLs or recommendation of other Twitter users.

Action
Activities involving other Twitter users

Response
Catch-all classification for conversation @tweets

Conversational
Category Action Pass-along Query Response N 77 66 480 850 % 3% 2% 17% 30% *waves at @USERNAME* @USERNAME Items under $1000 are exempt. http://is.gd/AV7K Invading Germany from France. Who's with me? @USERNAME Beware the polar bears. Exemplar

Category Action Pass-along Query

N 77 66 480

% 3% 2% 17%

Word Count 958 1020 7032

Words/ Sentence 14.74 18.89 10.13

>6 letters 23.80 21.86 21.22

Dictionary Words 67.75 54.31 75.33

Linguistic Inquiry Results Conjunctions, Inhibition, Inclusive Biological processes OtherP, Period Impersonal pronouns, Auxiliary verbs, Tentative, Discrepancy, QMark

Response

850

30%

13637

17.05

21.97

73.84

3rd pers plural

Conversational
action 5% pass-along 4%

response 58%

query 33%

Status (1 of 2)
Personal
Positive or negative sentiment in the form of personal opinion or emotional status

Temporal
References to specific dates, times, statements of temporal nature (waiting) and temporal action (Time to )

Location
Geographic references and location statements, including statements of traveling, location change

Status (2 of 2)
Mechanical
Technology or mechanical systems

Physical
Sensory experiences of a physical nature

Work
Reference to work related activity

Activity
Direct statements that answer What are you doing now?

Status
Category activity broadcast location mechanical personal N 35 140 69 106 221 % 1% 5% 2% 4% 8% Word Count 533 2119 1115 1985 4121 Words/ Sentence 14.41 11.21 12.67 13.88 19.35 >6 letters 23.26 22.84 22.96 22.02 19.05 Dictionary Words 76.17 71.21 78.12 70.43 80.71 Linguistic Inquiry Results see, Ingestion,Achievement Friends, Quote Articles, space Sadness Total function words, Common verbs, Past / Present tense, Adverbs, Cognitive processes, Perceptual processes, feel, body, health Prepositions Work

physical temporal work activity broadcast location mechanical personal physical temporal work

37 170 196 35 140 69 106 221 37 170 196

1% 6% 7% 1% 5% 2% 4% 8% 1% 6% 7%

658 3160 3881

16.87 14.11 16.59

23.10 19.84 23.96

81.91 79.05 80.19

Playing with the internet in the name of science Diplomacy is the art of saying "Nice doggy" until you find a big enough rock. Captaincy is the timely provision of large enough rocks. Standing in a lecture theatre talking about Marketing Management. Well... I'm in trouble. Used 3829.060MB (62.322%) of your 6GB. You have 22 days remaining I liked Modest Mouse after they became famous. It's freezing out there this morning Waiting for my 2pm performance review to start. 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)

Status
activty 4%

work 20%

broadcast 14%

location 7%

temporal 17%

mechanical 11%

physical 4%

personal 23%

Pass along
RT
Any statement reproducing another Twitter status using the via @ or RT protocol

UGC
Links to content created by the user

Endorsement
Links to web content not created by the sender

Pass Along
Category Pass along endorsement RT Ugc 108 48 122 4% 2% 4% 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 L4D Survivors in Rockband2 singing L7 Pretend We're Dead. http://is.gd/BsVE (HT to @LesbianGamers ). It's seriously amazing. http://twitpic.com/2o1c1 - Bus Slogan Generator Time - http://is.gd/hU2Q N % Exemplar

Category endorsement

N 108

% 4%

Word Count 1777

Words/ Sentence 30.12

>6 letters 21.05

Dictionary Words 55.71

Linguistic Inquiry Results Parenth, Dash

RT
Ugc

48
122

2%
4%

893
1679

16.85
39.98

24.75
20.61

54.31
52.89

SemiC
Numbers, leisure

Pass Along

ugc 44%

endorsement 39%

RT 17%

News
Headlines
Coverage of breaking news and personal eye-witness accounts of news events

Sport
Identifiable results of sporting events

Event
Any tweet which represents the live discussion of an identified or identifiable event

Weather
Report of weather conditions without commentary

News
Category News Event Sport Headlines 13 0% Between NASA's satellite and autoanalysis of imagery, and Google Map data, scientific proof where there's smoke, there's fires #bcc2 N % Exemplar

Category

Word Count

Words/ Sentence

>6 letters

Dictionary Words

Linguistic Inquiry Results

News Event 13 0% 192 10.67 22.92 65.62 Negative emotion, Anger Certainty Perceptual processes

Phatic
Greeting
Statements of greetings to the broader Twitter community

Fourth wall
Textual equivalent of comments made directly to camera in television or cinema

Broadcast
Textual soliloquy, monologue and undirected statements of opinion

Unclassifiable
Unclassifiable strings of text

Phatic
Category Phatic Action Fourth wall Greeting Unclassifiable 30 49 17 7 1% 2% 1% 0% *wanders through his twitter follower list, blocking all of the automated/spam follower accounts* Note to self: Just because you're carrying tiny vials of hypercaffeine is no reason to start calculating remote delivery systems for them. Good morning Twitterverse. How's the world outside? AAAAAAAAAAAAAAARGH N % Exemplar

Category Action Fourthwall

N 30 49

% 1% 2%

Word Count 456 836

Words/ Sentence 22.80 12.29

>6 letters 26.75 20.69

Dictionary Words 75.22 76.44

Linguistic Inquiry Results Anxiety, hear, motion Negations, Quantifiers, Social processes, Humans, Affective processes, Causation, Exclusive Future tense, Positive emotion Relativity, time

Greeting

17

1%

208

7.70

29.33

78.37

Unclassifiable

0%

3.00

33.33

33.33

NIL

Phatic

action fourthwall phatic unclassifiable

Findings
Non commercial Twitter classification Replicable across multiple accounts

Heavy duty lifting Manual coding Qualitative research

Implications
Twitter Consumption analysis Consumer framework Not always a business framework

Future research
The Public Timeline versus the Classification Scheme

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Questions
stephen@stephendann.net Or @stephendann

References
Bhme, G (2006) Technical Gadgetry: Technological Development in the Aesthetic Economy, Thesis Eleven, 86 (1): 54-66 Cetina, K K 2009, What is a Pipe? bama and the Sociological Imagination, Theory, Culture & Society 2009 26(5): 129140 Crawford, K (2009)'Following you: Disciplines of listening in social media',Continuum,23:4,525 535 Dudley, E 2009, Editorial: Lines of Communication, Journal of Librarianship and Information Science 2009; 41; 131-134 Ettama, J 2009 New media and new mechanisms of public accountability, Journalism 2009; 10; 319-321 Fahmi, W S 2009, Bloggers' street movement and the right to the city. (Re)claiming Cairo's real and virtual "spaces of freedom", Environment and Urbanization 2009; 21; 89-107 Galer-Unti, R 2009, Guerilla Advocacy: Using Aggressive Marketing Techniques for Health Policy Change, Health Promotion Practice, 10; 325-327 Gay, P Plait, P, Raddick, J, Cain, F and Lakdawalla, E (2009) "Live Casting: Bringing Astronomy to the Masses in Real Time", CAP Journal, June 26-29 Henneburg, S. Scammell, M and O'Shaughnessy, N (2009) Political marketing management and theories of democracy, Marketing Theory 2009; 9; 165-188 Honeycutt, C and Herring, S C (2009) Beyond Microblogging: Conversation and Collaboration via Twitter, (2009). Proceedings of the Forty-Second Hawaii International Conference on System Sciences (HICSS-42). Los Alamitos, CA: IEEE Press. 1-10, http://ella.slis.indiana.edu/~herring/honeycutt.herring.2009.pdf

Jansen, B, Zhang, M, Sobel, K and Chowdury, A (2009) Twitter power: Tweets as electronic word of mouth, Journal of the American Society for Information Science and Technology, 60(11):21692188, 2009 http://ist.psu.edu/faculty_pages/jjansen/academic/jansen_twitter_electronic_word_of_mouth.pdf
Java, A, Song, X, Finin, T and Tseng, B (2007) Why We Twitter: Understanding Microblogging Usage and Communities, Joint 9th WEBKDD and 1st SNA-KDD Workshop 07 , August 12, 2007, p 56-65

References
Krishnamurthy, B, Gill, P and Arlitt, M (2008) A Few Chirps About Twitter, WOSN'08, August 18, 2008, 19-24

Lariscy, R Avery, E J, Sweetser, K and Howes, P 2009 An examination of the role of online social media in journalists source mix, Public Relations Review 35 (2009) 314316
Macintosh, A 2009, The emergence of digital governance, Significance, December, 176-178 Naaman, M, Boase, J and Lai, C-H (2010) Is it Really About Me? Message Content in Social Awareness Streams, CSCW 2010, February 610

Parslow, G, 2009, Commentary: Twitter for Educational Networking, BIOCHEMISTRY AND MOLECULAR BIOLOGY EDUCATION Vol. 37, No. 4, pp. 255256, 2009
Pear Analytics (2009) Twitter Study August 2009, http://www.pearanalytics.com/wpcontent/uploads/2009/08/Twitter-Study-August-2009.pdf Power, R and Forte, D 2008, War & Peace in Cyberspace: Dont twitter away your organisations secrets, Computer Fraud and Security, August, 18-20 Zhao, D and Rosson, M B, How and Why People Twitter: The Role that Micro-blogging Plays in Informal Communication at Work, GROUP04, May 1013, 2009, 243-252

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