TWITTER ANALYSIS 1

Twitter Analysis

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Introduction

Jack Dorsey, Evan Williams, Biz Stone, and Noah Glass founded Twitter in March

2006. In July of that year, the site went live for the first time. It's a San Francisco-based firm

whose purpose is to "empower everyone to create and share ideas and information

instantaneously and without restrictions." Twitter's popularity expanded quickly after it was

launched to the public, and it today has 320 million users. Twitter employs approximately

four thousand people and has over thirty-five offices across the world.

This social networking site supports over 35 languages, and 80% of Twitter users use

their mobile devices to access the service. Twitter may be accessed by the web, SMS, or a

mobile device. A 'tweet' is a one-hundred-and-forty-character message that may be

transmitted via a variety of devices. Strengths: Twitter does a great job of marketing through

the use of 'hash tags,' which work so effectively because they may become a hot hash tag and

reach a massive number of people. Hash tags are similar to hyperlinks in that they may be

clicked to bring up a list of additional tweets with the same hash tag. This makes people more

aware of the hash tag's objective, and it has been proven time and time again to be the most

successful marketing tactic available.

As Aaron Delwiche explains in his article "What Is Participatory Culture," digital

technology aided the emergence of participatory culture. With the advent of convergence

media, the roles of producers and consumers transformed. Both parties are media players in

the current day, with varied degrees of influence in sharing and creating via the Internet.

Virtual knowledge banks like Wikipedia and social media sites have helped to create this

global base of collective intelligence in recent years, contributing to an ever-growing

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participatory culture in which people have grown more attached to technology and less

interested in actual human interaction.

Twitter, which was founded in 2006 by Jack Dorsey and now has over 500 million

users, is one of these big internet powers. Twitter is known as the "SMS of the Internet" and

is one of the most popular websites on the internet. Tweets are utilized for real-time

emergency communication for breaking news, whether the issue is politics, sports, music, or

television, because they are live feeds. This was also noted in the Missouri Group's "The

Nature of News," which gave an example of how citizen journalists who tweeted about it and

released cell phone film of the incident provided the most popular coverage during an Iranian

demonstration (Agarwal et al, 2021).

This demonstrated the move away from traditional journalism and media in terms of

news authority. Twitter was able to gain this authority as a result of its high ranking and

popularity on the internet, which allowed it to wield so much power in the eyes of the public.

Many users, including celebrities, tweeted during TV broadcasts and significant events like

the Super Bowl and award presentations, transforming viewers from observers to participants

thanks to Twitter's interactive and social features.

Charlene Simmons' depiction of the "increasing level of concentration among

prominent Web domains (Simmons, 113)" is exemplified by Twitter. Twitter not only

worked with Nielson in December 2012 to develop social TV ratings, but it also purchased

Bluefin Labs in 2013, a data miner that examined which companies were most talked on

social media and provided Twitter a significant share of the TV advertising market. This

demonstrated that businesses are interested in what people are talking about on social media,

giving consumers more relative influence.

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In terms of subjectivity, everyone on Twitter has the right to their own thoughts to

some extent and contributes to a participatory culture of collective ideas, but they have to

have some amount of status in order to be heard. Their popularity is measured by the number

of followers they have, the number of Retweets their tweets receive, and whether or not they

become Trending Topics. Twitter has been dubbed the "new TV Guide" by Advertising Age

as a result of its merger with Nielsen and Bluefin, as well as its massive user base.

Although users are allowed to post whatever they like in 160 characters or fewer,

there are some guidelines and rules that must be followed. If a user's tweets were offensive or

considered spam, for example, they could be flagged and thus blocked by others or suspended

by Twitter, or if they were celebrities, they could be exposed and criticized by other media

sources, as in the case of Chris Brown, who is known for speaking his mind too frequently

and vulgarly. Because of Twitter's importance and impact in social media, French television

has outlawed cross-promotion of programs through the platform.

People have been quoted as stating, "I'm more excited by what occurs on Twitter than

what occurs on the broadcast itself," according to a Sky News article. This shows that

individuals were more interested in what other people were tweeting about in regard to what

they were viewing than the material itself. As one of the earliest social media sites, Twitter

demonstrated a move to web 2.0 by including some of the 5 C's. Instead of contacting each

person individually, users used Twitter to communicate their views and ideas with everyone

who followed them (Burnup et al, 2015). Because users could reply to and remark on these

posts, it was the beginning of more user-generated websites.

Web 2.0, in Tim O'Reilly's viewpoint, is the progression of websites from formal,

ordered, and structured to a more user-generated style, resulting from the creation of social

media sites. Collaboration, discussion, creativity, curation, and choice are the five C's, and all
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social media sites have at least one of these features. Early versions of Twitter relied heavily

on dialogue and creation as a foundation for the social media site to become one of the first

Web 2.0 sites. In the 5 C's, the phrase conversation refers to the ability to publish, remark,

and review, all of which were available in early versions of Twitter. The other 5 C's were

mostly employed by Twitter in the beginning, since users could design their profiles and how

they wanted to be shown, as well as publish and comment on whatever they wanted.

The way Twitter adjusted their onboarding process when people joined has radically

transformed how people utilize the social networking platform. When you join up for Twitter,

they now provide you choices such as selecting your interests, recommending who you

should follow, recommending individuals you may know to follow, and assisting you in

quickly creating your full profile so you know exactly what you're doing from the start. This

differs from typical social networking sites and web 2.0 in that you are no longer using the

site to publish and chat with others, but rather to follow the news and what particular

individuals have to say.

Conclusion

Twitter can be said to be ahead of the technology curve, rather than being left behind

like Myspace. The Long Tail idea is also used to Twitter's new onboarding approach, as it

encourages you to follow various organizations and people based on your interests. Twitter

developer group is pushing and marketing these accounts in order to increase their profit

margins, and these accounts are paying them to do so. Despite being founded on the ideals of

web 2.0 and the 5 C's, Twitter has drifted away from those notions, continually upgrading in

order to get more and more popularity. This social networking site supports over 35

languages, and 80% of Twitter users use their mobile devices to access the service. Twitter

may be accessed by the web, SMS, or a mobile device.

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References

Agarwal, A., Xie, B., Vovsha, I., Rambow, O., & Passonneau, R. J. (2011, June). Sentiment

analysis of twitter data. In Proceedings of the workshop on language in social media

(LSM 2011) (pp. 30-38).

Burnap, P., Rana, O. F., Avis, N., Williams, M., Housley, W., Edwards, A., ... & Sloan, L.

(2015). Detecting tension in online communities with computational Twitter

analysis. Technological Forecasting and Social Change, 95, 96-108.