Evaluating Microblog Content: Who Gives a Tweet?

This study delves into the evaluation of microblog content value by analyzing feedback from followers and strangers on Twitter. The research explores the content that is valued and why, examining design implications, emerging norms, and practices in the online space. The study also discusses anticipated reciprocity in rating tweets and the overall user engagement with Twitter content.

• Microblog Content
• Twitter Analysis
• User Feedback
• Online Engagement
• Social Media Research

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1. WHO GIVES A TWEET? Evaluating Microblog Content Value Paul Andr @paulesque Carnegie Mellon & Uni. Southampton Michael Bernstein Kurt Luther MIT CSAIL Georgia Institute of Technology

7. ?

8. What content is valued, and why? ?

9. What content is valued, and why? ? 1. design implications 2. emerging norms and practice

10. Who Gives a Tweet? anonymous feedback from followers and strangers (analysis of follower ratings only) DESIGN DESIGN

11. Who Gives a Tweet? anonymous feedback from followers and strangers rate tweets (provide us data) anticipated reciprocity receive value in return (ratings from followers) DESIGN DESIGN

12. wgat_user: username: DESIGN DESIGN

13. RECRUITMENT RECRUITMENT

14. RECRUITMENT RECRUITMENT

15. RECRUITMENT RECRUITMENT

16. 1,443 users rated 43,738 tweets from 21,014 Twitter accounts

17. 36% Worth Reading entire dataset 39% Neutral 25% Not Worth Reading 41% Worth Reading average user RESULTS RESULTS

18. What content is valued, What content is valued, and why? and why?

19. What content is valued, What content is valued, and why? and why? 1. categories 2. reasons why

20. What content is valued, What content is valued, and why? and why? more Information Sharing (49% vs 22%) compared to random sample in Naaman (2010) Category labels 4,220 tweets less Me Now (10% vs 40%) Ground truth + CrowdFlower Cohen s Kappa: 0.62 + inclusion of organizations

21. RESULTS: Categories Predictor Question to Followers Information Sharing Self-Promotion Random Thought Opinion / Complaint Me Now Conversation Presence Maintenance

22. RESULTS: Categories Predictor Question to Followers Information Sharing Self-Promotion Random Thought Opinion / Complaint Me Now gud morning twits Conversation Presence Maintenance 20% liked 45% disliked

23. RESULTS: Categories Predictor Odds Ratio Question to Followers 2.83 Information Sharing 2.69 Self-Promotion 2.69 Random Thought 2.47 Opinion / Complaint 2.05 Me Now 1.89 gud morning twits Conversation 1.57 Presence Maintenance N/A 20% liked 45% disliked *p<.01 trend p=.05

24. RESULTS: Categories Predictor Odds Ratio Question to Followers 2.83 What'd they say?? @adam807 Dreamed I went to an @waitwait taping and they had to stop because a guest made @petersagal cry. Information Sharing 2.69 Self-Promotion 2.69 Random Thought 2.47 Opinion / Complaint 2.05 Me Now 1.89 Conversation 1.57 Presence Maintenance N/A 24% liked 34% disliked *p<.01 trend p=.05

25. RESULTS: Categories Predictor Odds Ratio Question to Followers 2.83 Information Sharing 2.69 Self-Promotion 2.69 Random Thought 2.47 tired and upset Opinion / Complaint 2.05 Me Now 1.89 Conversation 1.57 Presence Maintenance N/A 27% liked 25% disliked *p<.01 trend p=.05

26. RESULTS: Categories Predictor Odds Ratio Question to Followers 2.83* Information Sharing 2.69* Self-Promotion 2.69* Random Thought 2.47* Opinion / Complaint 2.05 Me Now 1.89 Conversation 1.57 Presence Maintenance N/A *p<.01 trend p=.05

27. RESULTS: Categories Predictor Odds Ratio Question to Followers 2.83* Information Sharing 2.69* Self-Promotion 2.69* Random Thought 2.47* Opinion / Complaint 2.05 Me Now 1.89 Conversation 1.57 Presence Maintenance N/A *p<.01 trend p=.05

28. RESULTS: Categories Predictor Odds Ratio Question to Followers 2.83* Information Sharing 2.69* Self-Promotion 2.69* Random Thought 2.47* Opinion / Complaint 2.05 Me Now 1.89 Conversation 1.57 Presence Maintenance N/A *p<.01 trend p=.05

29. Not Worth Reading RESULTS: Reasons

30. Not Worth Reading Old News Yes, I saw that first thing this morning. Since your followers read the NYT No Personal Touch too, reposting NYT URLs is tricky unless you add something. Conversations Twitter s fault; feels like listening in on a private conversation RESULTS: Reasons

31. Not Worth Reading Banal or Prosaic Tweets and so what? Just links are the worst thing in the world. Lack of Context Professional vs Personal Insight I unfollowed you for this tweet. I don t know you; I followed you b/c of you job. No Curiosity All the news I need is here. Not much of a tease. RESULTS: Reasons

32. Worth Reading RESULTS: Reasons

33. Worth Reading Valued Information interesting perspective on something I know nothing about. Appealing Description makes you want to know more. Conciseness few words to say much, very clear. personal, honest, and transparent. Human RESULTS: Reasons

34. IMPLICATIONS FOR PRACTICE IMPLICATIONS FOR PRACTICE Embed more context in tweets (be less cryptic) Add extra commentary, especially if RTing Use twitter-specific mechanisms (hashtags, @mentions, and DMs) appropriately Unique hashtag for questions is valued Conciseness, even with 140 chars, valued Happy sentiments valued; whining disliked

35. LIMITATION S Exploring different communities on Twitter Which results generalize FUTURE WORK Rate author, not tweet Users no longer followed Self-ratings Twitter as maintaining awareness and relationships

36. DISCUSSIO N Twitter s simplicity vs. Facebook s newsfeed complexity Presentation: Utilizing results: Technological intervention: design tools to learn, filter, re-present Social intervention: inform users of perceived value and reaction

37. Social media sites: new connection opportunities but also new questions of content value and accepted practice Design sites to elicit more subtle reactions Sample of 1,400 users and 43,000 ratings: 41% of feed worth reading Information Sharing liked / Me Now disliked Reasons: context, commentary, conciseness, Technological and social interventions CONCLUSIONS

38. Social media sites: new connection opportunities but also new questions of content value and accepted practice Design sites to elicit more subtle reactions Sample of 1,400 users and 43,000 ratings: 41% of feed worth reading Information Sharing liked / Me Now disliked Reasons: context, commentary, conciseness, Technological and social interventions Thanks for listening! with thanks to Ed Cutrell, Robert Kraut, m.c. schraefel, Ryen White, Sarita Yardi, HCII Social CONCLUSIONS CONCLUSIONS CONCLUSIONS Comp. group and anonymous reviewers Paul Andr CMU HCII Michael Bernstein MIT CSAIL Kurt Luther Georgia Tech GVU

39. RESULTS Categories Predictor Odds Ratio z value Question to Followers 2.83 2.94* Information Sharing 2.69 3.05* Self-Promotion 2.69 2.61* Random Thought 2.47 2.89* Opinion / Complaint 2.05 1.93 Me Now 1.89 1.94 Conversation 1.57 1.26 Presence Maintenance N/A N/A

40. RESULTS Categories Questions to Followers Questions to Followers Question to Followers Question to Followers Information Sharing Self-Promotion Random Thought Opinion / Complaint Me Now Conversation Presence Maintenance 47% chance of being Worth Reading This is a good use of Twitter. Gives one pause to think about the question posted.

41. RESULTS Categories Question to Followers Information Sharing Information Sharing Self-Promotion Random Thought Opinion / Complaint Me Now Conversation Presence Maintenance Information Sharing Information Sharing The headline arouses my curiosity. Wow. Didn t know that was happening. Thanks for informing me.

42. RESULTS Categories Question to Followers Information Sharing Self-Promotion Random Thought Opinion / Complaint Me Now Me Now Conversation Presence Maintenance Me Now Me Now 22% chance of being Worth Reading Sorry, but I don t care what people are eating. Too much personal info. He moans about this ALL THE TIME. Seriously.

43. RESULTS Categories Question to Followers Information Sharing Self-Promotion Random Thought Opinion / Complaint Me Now Me Now Conversation Presence Maintenance Me Now Me Now Foursquare updates don t need to be shared on Twitter unless there s a relevant update to be made. 4sq, ffs.

44. RECRUITMENT RECRUITMENT