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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 www.digiworldhanoi.vn
If you’re on Twitter Questions can be sent to @stephendann www.digiworldhanoi.vn
Twitter.  ,[object Object],[object Object],Twitter in Plain English www.digiworldhanoi.vn
For those who came in late ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.digiworldhanoi.vn
Twitter!  (What is it good for?) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Uses and usage ,[object Object],[object Object],[object Object],[object Object]
How to dissect a living medium? www.digiworldhanoi.vn
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],infolab.stanford.edu/~mor/research/naamanCSCW10.pdf
Prior Analysis
Analysis 1: Take the people out ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analysis 2: Content Category ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analysis 3: Insider Coding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analysis 4: Pear’s Babble ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analysis 5: Where’s the party @? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analysis 6: Rigor and Bass ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The consistent theme ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Twitter looks like… ,[object Object],Twitter – www.twitter.com
Recoding the Platform Let’s do it my way
Theory and Ideology ,[object Object],[object Object],[object Object],[object Object],Böhme, G (2006) Technical Gadgetry: Technological Development in the Aesthetic Economy, Thesis Eleven, 86 (1): 54-66
Method ,[object Object],[object Object],[object Object]
Sample ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Categories and Results
Major Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results- @stephendann phatic
Minor Categories ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results - @stephendann
Conversational  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
Conversational
Status (1 of 2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Status (2 of 2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
Status
Pass along ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
Pass Along
News ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
Phatic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
Phatic
Findings ,[object Object],[object Object],[object Object],[object Object],[object Object]
Implications ,[object Object],[object Object],[object Object],[object Object]
Future research The Public Timeline versus  the Classification Scheme
Questions [email_address]   Or @stephendann www.digiworldhanoi.vn
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],www.digiworldhanoi.vn

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Twitter analytics -digiworldhanoi.vn

  • 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 www.digiworldhanoi.vn
  • 2. If you’re on Twitter Questions can be sent to @stephendann www.digiworldhanoi.vn
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  • 7. How to dissect a living medium? www.digiworldhanoi.vn
  • 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
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  • 24. Recoding the Platform Let’s do it my way
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  • 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
  • 37.
  • 38.
  • 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
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  • 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
  • 44.
  • 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
  • 46.
  • 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
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  • 51. Future research The Public Timeline versus the Classification Scheme
  • 52. Questions [email_address] Or @stephendann www.digiworldhanoi.vn
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