Tweet Me: Using Social Media to Mobilize People and Customers
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Prof. Libby Hemphill IIT Lewis College of Human Sciences @libbyh Prof. Edward Lee IIT Chicago-Kent College of Law @edleeprof Using social media to mobilize people, whether for a product campaign or a political protest, is no easy task. This presentation will highlight some of the challenges organizers and entities face when trying to mobilize and sustain a campaign through social media. It is based on our empirical analysis of the ongoing efforts of political activists to engage the public about the NSA surveillance controversy by use of Twitter.
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Tweet Me: Using Social Media to Mobilize People and Customers
- 1. CHICAGO TWEET ME: Using Social Media to Mobilize People #SMWTweetMe September 24, 2014 #SMWCHICAGO
- 2. CHICAGO Speakers Prof. Libby Hemphill IIT Lewis College of Human Sciences @libbyh Prof. Edward Lee IIT Chicago-Kent College of Law @edleeprof
- 3. SOCIAL MEDIA IN POLITICAL PROTESTS
- 5. “But weak ties [on social media] seldom lead to high-risk activism.” “[W]e seem to have forgotten what activism is.”
- 8. Arab Spring: Egypt, Tunisia (400K Tweets) * Lotan et al. (2011) One person can influence
- 10. SOPA Protest (1.5M Tweets) Tweet the decision makers President Obama Rep. Lamar Smith (R-TX) Rep. Darrell Issa (R-CA) * Benenson (2012) Analyzing 80K tweets
- 16. DID THE PROTESTS REALLY FAIL? our study
- 17. Day We Fight Back February 11, 2014
- 18. Reset the Net June 5, 2014
- 19. Our Study 118 days around protest periods 3.9+ million tweets Interviews with protest organizers
- 20. Takeaways Social media protests… • create high volume activity spikes • involve many and diverse users • reach huge audiences • generate attention
- 21. DAY WE FIGHT BACK: #STOPTHENSA 1st Protest: February 11, 2014
- 22. SPIKES
- 25. USERS
- 27. tweeters with greatest reach
- 28. AUDIENCES
- 30. ATTENTION
- 31. most retweeted: Feb 11
- 32. most retweeted: Feb 11
- 33. most retweeted: after protest
- 34. most retweeted: after protest
- 35. most retweeted: after protest
- 37. #RESETTHENET 2nd Protest: June 5, 2014
- 38. SPIKES
- 41. USERS
- 43. tweeters with greatest reach
- 44. AUDIENCES
- 46. ATTENTION
- 47. most retweeted: June 5
- 48. most retweeted: June 5 @YourAnonNews: #ResetTheNet privacy pack infographic. Share this across the web to keep your friends safe http://t.co/b4KAoO80 Uw
- 49. most retweeted: after protest
- 50. most retweeted: after protest @RachelMajor2000: Fastest free #VPN service I ever used: http://t.co/MiD10z YuvO #privacy #nsa #[censored] #Dubai #proxy #webproxy #ublock
- 52. CHRONOLOGY OF A SUCCESSFUL CAMPAIGN
- 53. start with your base • Email list • Followers • Friends
- 55. broadly seek allies + influencers
- 56. carefully select hashtags National Security Agency No Strings Attached [censored]
- 57. use images + videos
- 58. be funny
- 59. make it easy to participate
- 60. react and interact in realtime
- 61. challenges • sustaining or reviving activity over time – event hashtags die off • motivating participants – political protests leverage principle • overcoming aversion to commercial campaigns – authenticity
- 62. our future work Develop set of criteria for measuring success of social media campaigns
- 63. our future work compare organized campaigns with spontaneous topics
- 64. our future work compare nonprofit campaigns with commercial campaigns
- 65. acknowledgements • THANK YOU DiscoverText Data Grants for historical data from #ResetTheNet
- 66. THANK YOU Prof. Libby Hemphill IIT Lewis College of Human Sciences @libbyh Prof. Edward Lee IIT Chicago-Kent College of Law @edleeprof CHICAGO
- 68. resources • Thuderclap: https://www.thunderclap.it/ • Optimizely: https://www.optimizely.com/ • TwitterGoggles: https://github.com/pmaconi/TwitterGoggles • DiscoverText: https://discovertext.com/
- 69. most retweeted: Feb 11
- 70. most retweeted: Feb 11
Hinweis der Redaktion
- Title
- TOTAL: 2,072,870 tweets Average: 35,133 Standard deviation: 13,400 Protest day 2.8x as many tweets Protest day * N: 98,515 * original tweets N: 48,374 (49%) * RTs N: 50,141 (51%)
- TPMUInc: 177 * account deleted FreeEdSnowden: 149 4yourfreedom: 134 SteveNixonIP: 126 Ladacyn: 121 GalouGentil: 120 Steve Nixon and Galou Gentil are individual activists.
- Twitter: 28,829,035 (29M) NY Times: 10,917,246 (11M) Google: 8,012,343 (8M) Time: 5,422,289 (5.4M) Mashable: 3,794,461 (3.8M) TechCrunch: 3,299,049 (3.3M)
- 1188 retweets on the day of
- 525 retweets on the day of
- 4519 retweets during those 2 months
- 2396 retweets during those 2 months
- 1847 retweets during those 2 months
- TOTAL: 2,072,870 tweets Average: 35,133 Standard deviation: 13,400 Protest day 2.8x as many tweets Protest day * N: 98,515 * original tweets N: 48,374 (49%) * RTs N: 50,141 (51%)
- TOTAL: 1,916,122 tweets Average: 31,412 Standard deviation: 12,251 Protest day 2.5x as many tweets Protest day * N: 78,307 * original tweets N: 44,430 (57%) * RTs N: 33,877 (43%)
- OpManning: 167 Luarfr: 155 Twsgy: 112 DanielLeucking: 107 FightfortheFtr: 96 FreeEdSnowden: 96
- FightfortheFtr: 35,150 OpManning: 13,757 ThoDenk: 6,704 KRFront: 5,736 AnnFinster: 4,287 RockDocinLV: 3,129
- @YourAnonNews 469 retweets on the day of @FightfortheFtr 442 retweets on the day of
- 13,599 retweets during June/July
- 5387 retweets during June/July, account now suspended 4564 retweets during June/July
- TOTAL: 1,916,122 tweets Average: 31,412 Standard deviation: 12,251 Protest day 2.5x as many tweets Protest day * N: 78,307 * original tweets N: 44,430 (57%) * RTs N: 33,877 (43%)
- Protest organizers reached out to Twitter after seeing @policy tweet. @Twitter tweet reached 840x as many followers (28M vs 34K).
- Title
- 385 retweets on the day of
- 291 retweets on the day of