Can Twitter Ignite New Revolution

Review of Twitter as Media
Can Social M di I it N
C S i l Media Ignite New Revolution?
R l ti ?

Dylan Ko (고영혁)
고영혁)
Career Consultant / R
C C lt t Recruiter / R i
it Rainmaker
k
And... Lifetime Researcher & Student

Twitter : @youthinking
BLOG : http://youthink.me
E-mail : uthinking@gmail.com
Phone : +82 10-9055-3197

* Thanks for good research resources to @haewoon @DanZarrella

Who am I ?

Job : Career Consultant, Professional Recruiter, Rainmaker

• Human • Electrical Engineering
• Technology • Economics
• Media Study over • Applied Statistics
Like
Lik • Contents • Business Administration
Past Life
• Communication • Cognitive Science
• Research

• Consulting • Psychology
• Recruiting Want to • Anthropology
• Rainmaking • Human Resource Mgmt.
Activity
y • Information Sharing Research & • Human Resource Dev.
Dev
• Lecturing Study • Media Communication
• Writing • UX Strategy & HCI more~

Moto : Create Tipping Point of Value by Connecting Passion
pp g y g

고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 2

What is Social Media ? Definition

Social Media
• Not one,, at least more than two • Containing Message / Contents
g g
• Interaction / Feedback • Birth  Spread  Die  Rebirth
• Individual vs. Group Problem • Not only Industrial Media (TV, Paper,
Radio, ...), but also ALL possible field
p

• Social media are media designed to be disseminated through social
Wikipedia interaction, using highly accessible and scalable publishing techniques.
(Eng.)
(Eng ) Social media use web-based technologies to transform and broadcast media
web based
monologues into social media dialogues.

• 사람들이 자신의 생각과 의견, 경험, 관점 등을 서로 공유하고 참여하기 위해 사
용하는 개방화된 온라인 툴과 미디어 플랫폼으로 가이드와이어 그룹의 창업자
Wikipedia 인 크리스 쉬플리가 처음 이 용어를 사용하였다. 소셜미디어는 그 자체가 일종
(Kor.) 의 유기체처럼 성장하기 때문에 소비와 생산의 일반적인 매커니즘이 동작하지
않으며, 양방향성을 활용하여 사람들이 참여하고 정보를 공유하며 사용자들이
만들어 나가는 미디어를 소셜미디어라 부른다
부른다.

‘Social’ is not confinement, but essence of Media
Social Media reveals it !

What is Social Media ? Infographics


What is Social Media ? Social Networking

• Social Networking is a subset of Social Media ?
• What’s difference between networking and
using media?
i di ?
• Think about Facebook and Twitter


Overwhelming Social Media Background

Open Share

WEB 2.0 & Cloud

Mobile
& Shorten URL
Smartphone


Overwhelming Social Media Facebook


Overwhelming Social Media Twitter



• Real-time Twitter Stat.
• May 13, 2010
• 2.5 Million Tweets/Hour
• 60 Million Tweets/Day
/ y
• It still grows !!


Overwhelming Social Media Facebook vs. Twitter



There are too many just listeners to be networking service

Hot Issue in Korea : Twitter

• Celebrities Experiences
• Journalists Experiences
• Covered by Major Mass Media Sources
• Powered by iPhone
• Estimated Usage Status (Apr. 22 2010)
i d
 Total User : 416,667 (two times to Mar.)
 Unique Visitor : 804,000 (From Mar. 22)
 by Oikolab & Nielsen Korea Click


Conditions to be Powerful Media
Meaning

How Many
• A more people h the same story, the story
As l hear h h
is perceived as a general fact

• Speed is concerned with volume because
How Fast messages decays naturally
• People usually like ‘fresh live’ stories
• Accurate information is very essential. They do
How Correct not want to hear false news, and don’t want to
spread it.
it

These make ‘persuasive message’. It means ‘Power’

Traditional powerful mass media have these factors at least
first two. C
fi t t Correctness? Th
t ? There are many stories about it
t i b t it.


Twitter as Media One-
One-way Connection

A and B are ‘Friends’

A B
One can see what the
other writes and says.

Twitter : A ‘Follows’ B

A B
A hears B. B cannot
hear A if he doesn’t
follow A * Source: “What i T itt a Social Network or a News Media?”, H
S “Wh t is Twitter, S i l N t k N M di ?” Haewoon K k KAIST WWW2010
Kwak, KAIST,


Cumulative Personal Casting
Twitter as Media = Broad Casting

• Simple expanding structure at one glance
• It looks like cumulative followers are the
target of a message
• But, more complex and powerful
• Don’t forget that Twitter is a semi real-
time media
1
N 1
•SSample f ll
l follow relation structure
l i
N
N
• Color : Dimension of the message spreading
1
2 • Count : Numbers of potential exposure to
2 S 2
the message
3
1
• Personal ‘ReTweet and Follow structure’
2 N creates ‘Broad Casting’
g
1
1
• Power of Nested Follow
N
1
Supplement weakness of real-time
1
1 Empowerment to the message
1 N


Mechanism of ReTweet
Twitter as Media 1) Contents

• ReTweet = Information Container
• Shortened URL = Bridge to Information Source
• News is best for ReTweet

* Source: “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010
“The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot


Twitter as Media 1) Contents

1. you
2. twitter • What kind of contents
3. please would b more R T
ld be ReTweeted ?
t d
4. retweet “Please”
5. post Not Emotional
6.
6 blog
7. social
Social Behavior
8. free
9. media
10. Help
11. please retweet
12. great
13. social media
14. 10
15. follow
16. how to
17.
17 top
t
18. blog post
19. check out
20. new blog post

* Source: “The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot


Twitter as Media 2) Readability

• Strategy to be ReTweeted
 Creative
 Simple
 Concise

* Source: “The Science of ReTweets”, Dan
Zarrella, DanZarrella.com, HubSpot


Twitter as Media 3) Depth of ReTweet

T1

Length = 3
S T1
Height = 1
96% RT is 1 height(depth)  Polarization

T1



Twitter as Media 4) Amplified Reproducing, Timing

• More ReTweeted by tweeps, much more reproduce ReTweets 
Polarization  Empowerment
p
• ReTweet is matter of timing !! It’s pattern reflects the some characters
of ReTweeting

* Source: “The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot


Twitter as Media 5) Etc.

• News and Instructional tweets are more ReTweetable
• A ReTweet brings a few hundred additional readers

“The Science of ReTweets”, Dan Zarrella, DanZarrella.com, HubSpot


Twitter as Media 6) Little Analysis about My Tweets



* Getting rid of my followers’ fluctuation effect, we can more precise results

• (Simple) Implication
Help & SOS is much more superior in RT counts, spread speed, persistence than others
• Restriction and Next Step
Too small sample: Total 125 tweets, under 20 tweets per each category. Just for my Tweet
Twitter does not support Korean search fully. It needs crawling.
Tremendous time consuming even when I have about 400 followers. Now, I have 3600
followers and get t
f ll d t too many R TReTweets. I h
t have to make collecting and analysis SW platform
t k ll ti d l i l tf
More accurate analysis about relationship between Topics, Message Speed, RT depth,
Link, Multimedia Link, and so on.
How Business Account’s twitting action affect to consumers
g
Analysis about Cultural comparison of Tweeting Pattern


Twitter as Media Anywhere, Anytime  Fastest

• Cell Phone enables communicaton
anywhere at anytime
• No Desk Editing Process
• This means not only more Rapidity,
but also ‘less’ Distortion

* These images are quoted in “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010


Twitter as Media Fast Spreading

• Messages are fast spreading by
ReTweet
• Time Interval for jumping next
listener is dramatically increase
at some point



Twitter as Media Self-
Self-Correction System

• Open Share Feedback
Open, Share,
• Twitter has automatic self-correction
system
• This system also owes ReTweet
• It works quickly and quite accurately
• It improves the quality of original contents
• Group of free will. So, It can be hardly
will So
controlled in a purposed way
• (Maybe) Most important feature as a
Social Media


Media can Influence to Society

Society
Member
M b 1

Thought
Society
Member 2
S
Fact M Refined O
Fact
E (
(Distorted)
) C
D Information Society
I
Member 3
& Thought
Evaluation Thought
I
A Mainstream E
Society
T
Member 4 Y
Fact

Society
Member 5

Similar Actions

Meaning of Revolution Traditional Vs. Social(New)

Traditional Social (New trend)

• L d  F ll
Leader Followers (Strong)
(St ) • L d  F ll
Leaders Followers (Weaker)
(W k )
• Started from Dissatisfaction • Start? Many reasons
• Closed Communication • Open Communication
p
• Unrevealed Preparation • Revealed Preparation
• So Fast after it is revealed • Slow and Fast
• R di l
Radical •M d
Moderate
• Often, for small groups’ profit • More often, for real majorities

In fact, there is a native power structure in Twitter’s
Twitter s
follower relationship and messaging system

Time to Know and Use the Change

Summary & Insight

• Social Media & Networking is Global Mega Trend
• Facebook and Twitter are the top leaders of social
media (Facebook is another long story~ But it’s
( g y
really powerful !!)
• Korea no longer has any Barriers. Watch iPhone and
Twitter
• Twitter’s Mechanism proves it is Powerful Media
• Follow relationship of Twitter and its ReTweet
function make f t spreading and persuasion t
f ti k fast di d i to
many people
• Prepare the Social Revolution. It has already Started !!

Thank you for listening~ Now, time to talk each other
with ease We need to communicate !!
ease.


Can Twitter Ignite New Revolution

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