Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian Twittersphere Axel Bruns, Darryl Woodford, Tim Highfield, and Katie Prowd Social Media Research Group Queensland University of Technology Brisbane, Australia a.bruns / dp.woodford / t.highfield / k2.prowd @ qut.edu.au @snurb_dot_info / @dpwoodford / @timhighfield / @katieprowd http://socialmedia.qut.edu.au/
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Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian Twittersphere
Paper by Axel Bruns, Darryl Woodford, Tim Highfield, and Katie Prowd, presented at the Association of Internet Researchers conference, Daegu, Korea, 22-25 Oct. 2014.
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Mapping Social TV Audiences: The Footprints of Leading Shows in the Australian TwittersphereAxel Bruns, Darryl Woodford, Tim Highfield, and Katie Prowd
• Twitter in Australia:– Strong take-up since 2009– Centred around 25-55 age range, urban, educated, affluent users (but gradually broadening)– Significant role in crisis communication, political communication, audience engagement, …
• Mapping the Twittersphere:– Long-term project to identify all Australian Twitter accounts– First iteration: snowball crawl of follower/followee networks
• Starting with key hashtag populations (#auspol, #spill, …)• Map of ~1m accounts in early 2012
– Second iteration: full crawl of global Twitter ID numberspace through to Sep. 2013 (~870m accounts)
• Filtering by description, location, timezone fields• Focus on identifiably Australian cities, states, timezones and other markers• 2.8 million Australian accounts identified (by Sep. 2013)• Retrieval of their follower/followee lists
MAPPING TELEVISION FOOTPRINTS
• Mapping the Twittersphere:– Filtered to include only accounts with (followers + followees) >= 1000
• 140k accounts, 22.8m follower/followee connections within this group
– Mapped using Gephi Force Atlas 2 algorithm (LinLog mode, scaling 0.0001, gravity 0.5)– Qualitative interpretation of network clusters based on high-degree nodes in each cluster
• Determining television footprints:– Data gathered on selected hashtags / keywords for a range of key TV events– Data filtered for participating accounts included in the 140k most connected users– Data superimposed on underlying network map
• Applications:– Audience engagement analytics beyond mere volumetrics– Better assessment of show reach: breadth, depth, thematic fit of audience engagement– Comparative benchmarking across shows
TELEVISION SHOWS SELECTED
• Shows included:– 60 Minutes (Australian edition): news magazine, Nine Network – #60Mins, #ExtraMinutes, @60Mins– Q&A: political talkshow, Australian Broadcasting Corporation – #qanda, qanda– The Project: news talk panel, Network Ten – #theprojecttv, @theprojecttv, theprojecttv– Big Brother: reality TV, Nine Network – #BBAU, #BBAU9, @BBAU9, #bigbrotherau