Review of Twitter As Media

Review of Twitter as Media
C S
Can Social
i l Media
M di Ignite
I it New
N Revolution?
R l ti ?
Dylan Ko (고영혁)
고영혁)
Career Consultant
C C lt t / R
Recruiter
it / R
Rainmaker
i 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
Lik
Like • 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

pp g Point of Value by
y Connecting
g Passion
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
g Messageg / Contents
• Interaction / Feedback • Birth  Spread  Die  Rebirth
• Individual vs. Group Problem • Not only Industrial Media (TV, Paper,
Radio, ...), but also ALL p
possible field
• 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
web based technologies to transform and broadcast media
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
i media?
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 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
i d Usage Status (Apr. 22 2010)
 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
• As
A more people
l hhear the
h same story, the
h story
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

fi t ttwo. C
first Correctness?
t ? Th
There are many stories
t i about
b t it
it.
Twitter as Media One--way Connection
One
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:
S “What
“Wh t iis T
Twitter,
itt a Social
S i l Network
N t k or a News
N Media?”,
M di ?” Haewoon
H K k KAIST,
Kwak, KAIST WWW2010
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
• Sample
S l follow
f ll relation
l i structure
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
ld b
be more ReTweeted
R T 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. t
top
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
ffollowers
ll and
d gett ttoo many ReTweets.
R T t Ihhave to
t makek collecting
ll ti and
d analysis
l i SW platform
l tf
More accurate analysis about relationship between Topics, Message Speed, RT depth,
Link, Multimedia Link, and so on.
How Business Account’s twitting g action affect to consumers
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--Correction System
Self
• Open,
Open Share
Share, Feedback
• 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.
will So,
So It can be hardly
controlled in a purposed way
• (Maybe) Most important feature as a
Social Media
Media can Influence to Society
Society
M b 1
Member
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)
• Leader
L d  Followers
F ll (Strong)
(St ) • Leaders
L d  Followers
F ll (Weaker)
(W k )
• Started from Dissatisfaction • Start? Many reasons
• Closed Communication • Open
p Communication
• Unrevealed Preparation • Revealed Preparation
• So Fast after it is revealed • Slow and Fast
• Radical
R di l • Moderate
M d
• 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
g story~
y But it’s
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
ffunction
ti make
k ffastt spreading
di and
d persuasion
i tto
many people
• Prepare the Social Revolution. It has already Started !!
Thank you for listening~ Now, time to talk each other

with ease
ease. We need to communicate !!

Review of Twitter As Media - Can Social Media Ignite Revolution?

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* Thanks for good research resources to @haewoon @DanZarrella

Job : Career Consultant, Professional Recruiter, Rainmaker

• Human • Electrical Engineering

Moto : Create Tipping

• Social media are media designed to be disseminated through social

• 사람들이 자신의 생각과 의견, 경험, 관점 등을 서로 공유하고 참여하기 위해 사

‘Social’ is not confinement, but essence of Media

• Social Networking is a subset of Social Media ?

WEB 2.0 & Cloud

• Real-time Twitter Stat.

There are too many just listeners to be networking service

• Speed is concerned with volume because

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

Traditional powerful mass media have these factors at least

A and B are ‘Friends’

• Simple expanding structure at one glance

• ReTweet = Information Container

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

* Source: “The Science of ReTweets”, Dan

• More ReTweeted by tweeps, much more reproduce ReTweets 

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

• News and Instructional tweets are more ReTweetable

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

• Cell Phone enables communicaton

• Messages are fast spreading by

Traditional Social (New trend)

In fact, there is a native power structure in Twitter’s

Summary & Insight

• Social Media & Networking is Global Mega Trend

Thank you for listening~ Now, time to talk each other

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