Building Marketing Relationships on Twitter

2014 ◽  
pp. 1113-1127
Author(s):  
Brandi A. Watkins ◽  
Regina Lewis
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Relationship Building ◽  
Prospective Students ◽  
Orientation Analysis ◽  
Alumni Donors ◽  
Marketing Relationships ◽  
Communication Interaction ◽  
Original Message ◽  
Twitter Activity

The current study applies a relationship marketing approach to examine how universities use Twitter to communicate with their audiences. To explore social media strategies related to top-ranked universities' Twitter activity, Kotler's (1992) model of five levels of relationship building was refined and operationalized. A content analysis of 1375 tweets distributed by 22 universities was conducted to evaluate the level of relationship building that universities establish through social media in order to engage with current and prospective students, alumni, donors, and external audiences. The authors conclude that top-ranked universities are more likely to engage primarily in reactive relationship building, which can be characterized as the broadcast of an original message with opportunities for followers to initiate post-communication interaction. Results of the message orientation analysis reveal that the vast majority of tweets in the sample were used to give opinion, suggestion, or information.

Building Marketing Relationships on Twitter

2013 ◽  
Vol 3 (1) ◽  
pp. 32-46
Author(s):  
Brandi A. Watkins ◽  
Regina Lewis
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Relationship Building ◽  
Prospective Students ◽  
Alumni Donors ◽  
Marketing Relationships ◽  
Communication Interaction ◽  
Original Message ◽  
Twitter Activity ◽  
Marketing Approach

The current study applies a relationship marketing approach to examine how universities use Twitter to communicate with their audiences. To explore social media strategies related to top-ranked universities’ Twitter activity, Kotler’s (1992) model of five levels of relationship building was refined and operationalized. A content analysis of 1375 tweets distributed by 22 universities was conducted to evaluate the level of relationship building that universities establish through social media in order to engage with current and prospective students, alumni, donors, and external audiences. The authors conclude that top-ranked universities are more likely to engage primarily in reactive relationship building, which can be characterized as the broadcast of an original message with opportunities for followers to initiate post-communication interaction. Results of the message orientation analysis reveal that the vast majority of tweets in the sample were used to give opinion, suggestion, or information.

scholarly journals Infodemia and COVID-19: a text mining analysis

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
W De Caro
Keyword(s):  
Public Health ◽  
Social Media ◽  
Content Analysis ◽  
Text Mining ◽  
Real Time ◽  
Public Perception ◽  
Health Authorities ◽  
Health Agencies ◽  
Use Of Social Media ◽  
Twitter Activity

Abstract Introduction Covid-19 epidemic lead a huge use of social media to comment and spread information from the widest sources. Infodemia looks at excessive amount of information circulating, which makes it difficult to orientate communities on a given topic due to the difficulty of identifying reliable sources. Using text mining analysis it is possible to identify what drives public conversation and impact of Covid-19. Methods Public perceptions in emergencies is traditionally measured with surveys. However, to have a global sight of the pandemia, Twitter represents a powerful tool which gives real-time monitoring of public perception. The study aimed to: 1) monitor the use of the terms “Covid-19” or “Coronarivus” over time; and 2) to conduct a specific text and sentiment analysis. Results Between January 10 and May 8, 2020, over 600 million tweets were retrieved. Of those 600.000 tweets were randomly selected, coded, and analyzed. About 10% of cases were identified as misinformation. Public figures, experts in public health, and virologists represent the most popular sources in comparison to the official government and health agencies. There is a positive correlation between Twitter activity peaks and COVID-19 infection peaks. Text mining analysis was carried out, as well as a content analysis, also in order to identify changing emotions and sentiments during time. This analysis, particularly during the lockdown, clearly shows that participation on social media can potentially have an effect on building social capital and social support. Conclusions This study confirms that using social media to conduct infodemic studies is an important area of development in public health arena. COVID-19 tweets were primarily used to disseminate information from credible sources, but were also a source of opinions, emotion and experiences. Tweets can be used for real-time content analysis and knowledge translation research, allowing health authorities to respond to public concerns. Key messages Social media is crucial for health information. Infodemia as new way for study health.

scholarly journals A comprehensive analysis of #Enuresis conversation on Twitter

2020 ◽  
Vol 14 (7) ◽  
Author(s):  
Justin Yu ◽  
Adithya Balasubramanian ◽  
Jonathan A. Gerber ◽  
Abhishek Seth
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Standard Deviation ◽  
Qualitative Analysis ◽  
Geographic Location ◽  
Comprehensive Analysis ◽  
Average Standard Deviation ◽  
Twitter Analytics ◽  
Twitter Activity ◽  
The U.S

Introduction: We sought to perform a quantitative and qualitative analysis of online Twitter discussion of enuresis using the hashtag #Enuresis. Methods: Symplur, a fee-based Twitter analytics service, was employed to aggregate and analyze Twitter activity, users, and content for #Enuresis, the official Twitter hashtag for enuresis, between June 2016 and November 2018. Twitter activity was analyzed using average tweets and new users per month. Users were classified based on geographic location, occupation, and organizational affiliation. Content analysis was performed by retrieving information about Twitter engagement metrics, including retweets, links, media, mentions, replies, and frequently used words and hashtags. Results: A total of 3133 tweets and 1555 users utilizing #Enuresis were identified between June 28, 2016 and November 28, 2018. The average ± standard deviation [SD] number of tweets using #Enuresis per month were not significantly different from 2016 through 2018 (p=0.292). The number of users increased from six to 1555 during the study period, but there was no statistically significant increase in number of new users per month (p=0.346). Physicians comprised 14% of the top 100 influencers followed by medical device organizations (13%). Popular hashtags in #Enuresis tweets were #Bedwetting, #PisEnLaCama, #schoolnurses, #helpingkids, #ninos, and #salud. Hyperlinks used in #Enuresis tweets included advocacy, academic, commercial, and other social media websites. Conclusions: Our analysis of #Enuresis demonstrates that the online Twitter discussion regarding enuresis is growing. These results indicate that enuresis has a global appeal and has especially gained traction in European countries, as well as in the U.S.

Sosyal medyada Suriye’li sığınmacılara yönelik algı: bir sözlük değerlendirmesi

2017 ◽  
Vol 4 (2) ◽  
pp. 185-200 ◽  
Author(s):  
Servet Kardeş ◽  
Çağla Banko ◽  
Berrin Akman
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Content Analysis ◽  
Syrian Refugees ◽  
Analysis Method ◽  
Social Media Platform ◽  
Content Analysis Method ◽  
Negative News ◽  
Media Platform ◽  
Made In

Bu araştırmada sığınmacılara yönelik paylaşımların yapıldığı sosyal medyada yer alan sözlüklerden birinde sığınmacılara yönelik algıya bakılmıştır. Yöntem olarak nitel desende olan bu çalışmada, bir sosyal medya sitesinde yer alan paylaşımlar içerik analizi yoluyla derinlemesine incelenip yorumlanmıştır. Araştırmanın sonucunda sosyal medya kullanıcılarının sığınmacıları büyük bir güvensizlik ortamı ve huzursuzluk yaratan bireyler olarak gördükleri saptanmış, sığınmacılarla yaşanan deneyimlerin ve medyadaki haberlerin bu düşüncelerin oluşmasında etkisinin olduğu belirlenmiştir. Bunun yanında sosyal medya kullanıcılarının devletin sığınmacılar konusunda yanlış politika izlediğini düşündükleri ve sığınmacılar için etkili bir planlama yapılmadığını ifade ettikleri görülmüştür. Çalışmanın sonuçları doğrultusunda medyada sığınmacılar hakkında çıkan haberlerde olumsuz ve şiddet temalı haberlerin azaltılması, Suriyeli sığınmacıların durumu, sahip oldukları haklar ve topluma yansımaları hakkında doğru ve bilgilendirici kamu spotları hazırlanması ayrıca sığınmacıların topluma entegre olma sürecinin her basamağında daha planlı ve etkili bir yol izlenmesi önerilebilir.ABSTRACT IN ENGLISHPerceptions about Syrian refugees on social media: an evaluation of a social media platformIn this research, posts which are about Syrian refugees were published in a social media platform, called as “sözlük” were investigated. The research is a qualitative research. The posts in this platform are analyzed with content analysis method. According to results of analyses, social media users see Syrian refugees as people who create an insecure and a restless environment. The experiences people had with them and news have an effect on this view. In addition, social media users think that government made inappropriate policies and ineffective plans about Syrian refugees. It is suggested negative news about Syrian refugees should be decreased and government should make safer policies. In addition, adaptation of refugees to society should be made in more planned and effective way.

Comparing Representation of Depression on Reddit and Twitter Social Media Platforms (Preprint)

2020 ◽  
Author(s):  
Ethan Kaji ◽  
Maggie Bushman
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Content Analysis ◽  
Relative Frequency ◽  
Social Activity ◽  
Social Media Platforms ◽  
Dsm Iv ◽  
Twitter Users

BACKGROUND Adolescents with depression often turn to social media to express their feelings, for support, and for educational purposes. Little is known about how Reddit, a forum-based platform, compares to Twitter, a newsfeed platform, when it comes to content surrounding depression. OBJECTIVE The purpose of this study is to identify differences between Reddit and Twitter concerning how depression is discussed and represented online. METHODS A content analysis of Reddit posts and Twitter posts, using r/depression and #depression, identified signs of depression using the DSM-IV criteria. Other youth-related topics, including School, Family, and Social Activity, and the presence of medical or promotional content were also coded for. Relative frequency of each code was then compared between platforms as well as the average DSM-IV score for each platform. RESULTS A total of 102 posts were included in this study, with 53 Reddit posts and 49 Twitter posts. Findings suggest that Reddit has more content with signs of depression with 92% than Twitter with 24%. 28.3% of Reddit posts included medical content compared to Twitter with 18.4%. 53.1% of Twitter posts had promotional content while Reddit posts didn’t contain promotional content. CONCLUSIONS Users with depression seem more willing to discuss their mental health on the subreddit r/depression than on Twitter. Twitter users also use #depression with a wider variety of topics, not all of which actually involve a case of depression.

Twitter Users’ Displays of Affect in the Global Warming Debate

2021 ◽  
pp. 004728162110078
Author(s):  
Shanna Cameron ◽  
Alexandra Russell ◽  
Luke Brake ◽  
Katherine Fredlund ◽  
Angela Morris
Keyword(s):  
Climate Change ◽  
Social Media ◽  
Global Warming ◽  
Content Analysis ◽  
Technical Communication ◽  
Research Team ◽  
Future Research ◽  
Climate Change Research ◽  
Quantitative Content ◽  
Twitter Users

This article engages with recent discussions in the field of technical communication that call for climate change research that moves beyond the believer/denier dichotomy. For this study, our research team coded 900 tweets about climate change and global warming for different emotions in order to understand how Twitter users rely on affect rhetorically. Our findings use quantitative content analysis to challenge current assumptions about writing and affect on social media, and our results indicate a number of arenas for future research on affect, global warming, and rhetoric.

scholarly journals Examining Perceived and Projected Destination Image: A Social Media Content Analysis

2021 ◽  
Vol 13 (6) ◽  
pp. 3354
Author(s):  
Wei Sun ◽  
Shoulian Tang ◽  
Fang Liu
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Destination Image ◽  
Media Content ◽  
Media Content Analysis ◽  
Poor Understanding ◽  
Practical Implications

Destination image has been extensively studied in tourism and marketing, but the questions surrounding the discrepancy between the projected (perceptions from the National Tourism Organizations) and perceived destination image (perceptions from tourists) as well as how the discrepancy may influence sustainable experience remain unclear. Poor understanding of the discrepancy may cause tourist confusion and misuse of resources. The aim of this study is to empirically investigate if the perceived (by tourists) and projected (by NTOs) destination image are significantly different in both cognitive and affective aspects. Through a comprehensive social media content analysis of the NTO-generated and tourist-generated-contents (TGC), the current study identifies numerous gaps between the projected and perceived destination image, which offers some important theoretical and practical implications on destination management and marketing.

scholarly journals “At Least until the Second Wave Comes…”: A Twitter Analysis of the NHS and COVID-19 between March and June 2020

2021 ◽  
Vol 18 (8) ◽  
pp. 3943
Author(s):  
Kathy McKay ◽  
Sarah Wayland ◽  
David Ferguson ◽  
Jane Petty ◽  
Eilis Kennedy
Keyword(s):  
Health Care ◽  
Social Media ◽  
Content Analysis ◽  
Well Being ◽  
Profound Impact ◽  
Time Period ◽  
Twitter Analysis ◽  
The Uk ◽  
Media Narratives ◽  
Second Wave

In the UK, tweets around COVID-19 and health care have primarily focused on the NHS. Recent research has identified that the psychological well-being of NHS staff has been adversely impacted as a result of the COVID-19 pandemic. The aim of this study was to investigate narratives relating to the NHS and COVID-19 during the first lockdown (26 March–4 July 2020). A total of 123,880 tweets were collated and downloaded bound to the time period of the first lockdown in order to analyse the real-time discourse around COVID-19 and the NHS. Content analysis was undertaken and tweets were coded to positive and negative sentiments. Five main themes were identified: (1) the dichotomies of ‘clap for carers’; (2) problems with PPE and testing; (3) peaks of anger; (4) issues around hero worship; and (5) hints of a normality. Further research exploring and documenting social media narratives around COVID-19 and the NHS, in this and subsequent lockdowns, should help in tailoring suitable support for staff in the future and acknowledging the profound impact that the pandemic has had.

scholarly journals EXPRESS: “Get a £10 Free Bet Every Week!” – Gambling Advertising on Twitter: Volume, Content, Followers, Engagement and Regulatory Compliance

2021 ◽  
pp. 074391562199967
Author(s):  
Raffaello Rossi ◽  
Agnes Nairn ◽  
Josh Smith ◽  
Christopher Inskip
Keyword(s):  
Social Media ◽  
Big Data ◽  
Content Analysis ◽  
Volume Content ◽  
Data Analytics ◽  
Big Data Analytics ◽  
Regulatory Compliance ◽  
The Internet ◽  
Policy Recommendations ◽  
Policy Makers

The internet raises substantial challenges for policy makers in regulating gambling harm. The proliferation of gambling advertising on Twitter is one such challenge. However, the sheer scale renders it extremely hard to investigate using conventional techniques. In this paper the authors present three UK Twitter gambling advertising studies using both Big Data analytics and manual content analysis to explore the volume and content of gambling adverts, the age and engagement of followers, and compliance with UK advertising regulations. They analyse 890k organic adverts from 417 accounts along with data on 620k followers and 457k engagements (replies and retweets). They find that around 41,000 UK children follow Twitter gambling accounts, and that two-thirds of gambling advertising Tweets fail to fully comply with regulations. Adverts for eSports gambling are markedly different from those for traditional gambling (e.g. on soccer, casinos and lotteries) and appear to have strong appeal for children, with 28% of engagements with eSports gambling ads from under 16s. The authors make six policy recommendations: spotlight eSports gambling advertising; create new social-media-specific regulations; revise regulation on content appealing to children; use technology to block under-18s from seeing gambling ads; require ad-labelling of organic gambling Tweets; and deploy better enforcement.

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