w ho g ives a t weet ? evaluating microblog content value
DESCRIPTION
W HO G IVES A T WEET ? Evaluating Microblog Content Value. Carnegie Mellon & Uni. Southampton MIT CSAIL Georgia Institute of Technology. Paul André @ paulesque Michael Bernstein Kurt Luther. ?. What content is valued, and why?. ?. What content is valued, and why?. - PowerPoint PPT PresentationTRANSCRIPT
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WHO GIVES A TWEET?Evaluating Microblog Content Value
Paul André@paulesque
Michael
BernsteinKurt Luther
Carnegie Mellon & Uni. Southampton
MIT CSAILGeorgia Institute of Technology
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?
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?
What content is valued, and why?
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?
What content is valued, and why?1. design implications
2. emerging norms and practice
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DESIGN
Who Gives a Tweet?anonymous feedback from followers and strangers
(analysis of follower ratings only)
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DESIGN
anticipated reciprocity
Who Gives a Tweet?anonymous feedback from followers and strangers
rate tweets(provide us data)
receive value in return(ratings from followers)
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DESIGN
wgat_user:
username:
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RECRUITMENT
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RECRUITMENT
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RECRUITMENT
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1,443 usersrated 43,738 tweetsfrom 21,014 Twitter accounts
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entire dataset
RESULTS
36% Worth Reading39% Neutral
25% Not Worth Reading
41% Worth Readingaverage
user
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What content is valued,and why?
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What content is valued,and why?
1. categories
2. reasons why
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What content is valued,and why?
4,220 tweetsGround truth + CrowdFlowerCohen’s Kappa: 0.62
Category labelsmore Information Sharing (49% vs 22%)
less Me Now (10% vs 40%)
+ inclusion of organizations
compared to random sample in Naaman
(2010)
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RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
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RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
“gud morning twits”
20%liked
45%disliked
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RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
Odds Ratio2.832.692.692.472.051.891.57N/A
“gud morning twits”
20%liked
45%disliked
*p<.01˘trend p=.05
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Odds Ratio2.832.692.692.472.051.891.57N/A
RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
“What'd they say?? @adam807 Dreamed I went to an @waitwait taping and they had to stop because a guest made @petersagal cry.”24%
liked34%
disliked*p<.01
˘trend p=.05
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Odds Ratio2.832.692.692.472.051.89˘1.57N/A
RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
“tired and upset”
27%liked
25%disliked
*p<.01˘trend p=.05
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Odds Ratio2.83*2.69*2.69*2.47*2.05˘1.89˘1.57N/A
RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance *p<.01
˘trend p=.05
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Odds Ratio2.83*2.69*2.69*2.47*2.05˘1.89˘1.57N/A
RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance *p<.01
˘trend p=.05
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Odds Ratio2.83*2.69*2.69*2.47*2.05˘1.89˘1.57N/A
RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance *p<.01
˘trend p=.05
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Not Worth Reading
RESULTS: Reasons
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Not Worth Reading
Old News “Yes, I saw that first thing this morning.”“Since your followers read the NYT too, reposting NYT URLs is tricky unless you add something.”
No Personal Touch
Conversations “Twitter’s fault; feels like listening in on a private conversation”
RESULTS: Reasons
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Not Worth Reading
Banal or ProsaicTweets
“…and so what?”
“Just links are the worst thing in the world.”
Lack of ContextProfessional 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
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Worth Reading
RESULTS: Reasons
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Worth Reading
Valued Information
“interesting perspective on something I know nothing about.”
“makes you want to know more.”Appealing DescriptionConciseness “few words to say much, very
clear.”Human “personal, honest, and
transparent.”
RESULTS: Reasons
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Embed more context in tweets (be less cryptic)Add extra commentary, especially if RTingUse twitter-specific mechanisms (hashtags, @mentions, and DMs) appropriatelyUnique hashtag for questions is valuedConciseness, even with 140 chars, valuedHappy sentiments valued; whining disliked
IMPLICATIONS FOR PRACTICE
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Exploring different communities on Twitter
Which results generalize
Rate author, not tweetUsers no longer followed
Self-ratingsTwitter as maintaining
awareness and relationships
LIMITATIONS
FUTURE WORK
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DISCUSSION
Utilizing results:
Twitter’s simplicity vs. Facebook’s newsfeed complexity
Presentation:
Technological intervention:design tools to learn, filter, re-presentSocial intervention:inform users of perceived value and reaction
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Social media sites: but also new questions of
content value and accepted practice
new connection opportunities
Design sites to elicit more subtle reactionsSample of 1,400 users and 43,000 ratings:
CONCLUSIONS
41% of feed worth readingInformation Sharing liked / Me Now dislikedReasons: context, commentary, conciseness, …Technological and social interventions
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Social media sites: but also new questions of
content value and accepted practice
new connection opportunities
Design sites to elicit more subtle reactionsSample of 1,400 users and 43,000 ratings:
41% of feed worth readingInformation Sharing liked / Me Now dislikedReasons: context, commentary, conciseness, …Technological and social interventionsCONCLUSIONSCONCLUSIONSCONCLUSIONSThanks for listening!
with thanks to Ed Cutrell, Robert Kraut, m.c. schraefel, Ryen White, Sarita Yardi, HCII Social Comp. group and anonymous reviewers
Paul André – CMU HCIIMichael Bernstein – MIT CSAILKurt Luther – Georgia Tech GVU
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RESULTSCategoriesPredictor Odds
Ratioz 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 1.26Presence Maintenance N/A N/A
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RESULTSCategoriesQuestion to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
47% chance of being Worth Reading“This is a good use of Twitter.”
“Gives one pause to think about the question posted.”
Questions to Followers
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RESULTSCategoriesQuestion to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
“The headline arouses my curiosity.”
“Wow. Didn’t know that was happening. Thanks for informing me.”
Information Sharing
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RESULTSCategoriesQuestion to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
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.”
Me Now
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RESULTSCategoriesQuestion to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
Me Now “Foursquare updates don’t need to be
shared on Twitter unless there’s a
relevant update to be made.”
“4sq, ffs.”
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RECRUITMENT