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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 Presentation
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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
?
?
What content is valued, and why?
?
What content is valued, and why?1. design implications
2. emerging norms and practice
DESIGN
Who Gives a Tweet?anonymous feedback from followers and strangers
(analysis of follower ratings only)
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)
DESIGN
wgat_user:
username:
RECRUITMENT
RECRUITMENT
RECRUITMENT
1,443 usersrated 43,738 tweetsfrom 21,014 Twitter accounts
entire dataset
RESULTS
36% Worth Reading39% Neutral
25% Not Worth Reading
41% Worth Readingaverage
user
What content is valued,and why?
What content is valued,and why?
1. categories
2. reasons why
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)
RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
RESULTS: CategoriesPredictor
Question to FollowersInformation SharingSelf-PromotionRandom ThoughtOpinion / ComplaintMe NowConversationPresence Maintenance
“gud morning twits”
20%liked
45%disliked
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
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
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
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
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
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
Not Worth Reading
RESULTS: Reasons
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
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
Worth Reading
RESULTS: Reasons
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
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
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
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
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
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
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
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
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
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
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.”
RECRUITMENT