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

Review of Twitter as MediaReview of Twitter as MediaReview of Twitter as MediaReview of Twitter as Media

C S i l M di I it N R l ti ?C S i l M di I it N R l ti ?Can Social Media Ignite New Revolution?Can Social Media Ignite New Revolution?

Dylan Dylan KoKo ((고영혁고영혁))

C C lt t / R it / R i kCareer Consultant / Recruiter / Rainmaker And... Lifetime Researcher & Student

Twitter : @youthinkingTwitter : @youthinkingBLOG : http://youthink.meE-mail : [email protected] : +82 10-9055-3197Phone : +82 10-9055-3197

* Thanks for good research resources to @haewoon @DanZarrella

Who am I ?Who am I ?

Job : Career Consultant, Professional Recruiter, RainmakerJob : Career Consultant, Professional Recruiter, Rainmaker

• Human• Technology• MediaLik

• Electrical Engineering• Economics• Applied StatisticsStudy overMedia

• Contents• Communication• Research

Like Applied Statistics• Business Administration• Cognitive Science

Study overPast Life

• Consulting• Recruiting• Rainmaking• Information SharingActivity

• Psychology• Anthropology• Human Resource Mgmt.• Human Resource Dev

Want to Research &• Information Sharing

• Lecturing• Writing

y • Human Resource Dev.• Media Communication• UX Strategy & HCI more~

Study

Moto : Create Tipping Point of Value by Connecting PassionMoto : Create Tipping Point of Value by Connecting Passion

2고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan }

pp g y gpp g y g

What is Social Media ?What is Social Media ? DefinitionDefinition

Social

• Not one, at least more than two

Media

• Containing Message / Contents,• Interaction / Feedback• Individual vs. Group Problem

g g /• Birth Spread Die Rebirth• Not only Industrial Media (TV, Paper, Radio, ...), but also ALL possible fieldp

• Social media are media designed to be disseminated through social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media

Wikipedia(Eng ) Social media use web based technologies to transform and broadcast media

monologues into social media dialogues. (Eng.)

• 사람들이 자신의 생각과 의견, 경험, 관점 등을 서로 공유하고 참여하기 위해 사용하는 개방화된 온라인 툴과 미디어 플랫폼으로 가이드와이어 그룹의 창업자용하는 개방화된 온라인 툴과 미디어 플랫폼으로 가이드와이어 그룹의 창업자인 크리스 쉬플리가 처음 이 용어를 사용하였다. 소셜미디어는 그 자체가 일종의 유기체처럼 성장하기 때문에 소비와 생산의 일반적인 매커니즘이 동작하지않으며, 양방향성을 활용하여 사람들이 참여하고 정보를 공유하며 사용자들이만들어 나가는 미디어를 소셜미디어라 부른다

Wikipedia(Kor.)

만들어 나가는 미디어를 소셜미디어라 부른다.

‘Social’ is not confinement, but essence of Media‘Social’ is not confinement, but essence of Media

고영혁 (Dylan Ko) shares thoughts via { 직장인 로망 공작실 http://youthink.me | Twitter - @youthinking | Facebook – Ko.Dylan } 3

Social Media reveals it !Social Media reveals it !

What is Social Media ?What is Social Media ? InfographicsInfographics


What is Social Media ?What is Social Media ? Social NetworkingSocial Networking

• Social Networking is a subset of Social Media ?• Social Networking is a subset of Social Media ?

• What’s difference between networking and i di ?using media?

• Think about Facebook and Twitter


Overwhelming Social MediaOverwhelming Social Media BackgroundBackground

OpenOpen ShareShare

WEB 2.0 & CloudWEB 2.0 & Cloud

OpenOpen ShareShare

WEB 2.0 & CloudWEB 2.0 & Cloud

MobileMobile&& Shorten URLShorten URL&&SmartphoneSmartphone

Shorten URLShorten URL


Overwhelming Social MediaOverwhelming Social Media FacebookFacebook


Overwhelming Social MediaOverwhelming Social Media TwitterTwitter



•Real-time Twitter Stat.•May 13, 2010•2.5 Million Tweets/Hour•60 Million Tweets/Day/ y• It still grows !!


Overwhelming Social MediaOverwhelming Social Media FacebookFacebook vs. Twittervs. Twitter




There are too many just listeners to be networking serviceThere are too many just listeners to be networking service

Hot Issue in Korea : TwitterHot Issue in Korea : Twitter

•Celebrities Experiences•Journalists Experiences•Journalists Experiences•Covered by Major Mass Media Sources•Powered by iPhone

i d•Estimated Usage Status (Apr. 22 2010) Total User : 416,667 (two times to Mar.) Unique Visitor : 804,000 (From Mar. 22) by Oikolab & Nielsen Korea Clickby Oikolab & Nielsen Korea Click


Conditions to be Powerful MediaConditions to be Powerful Media

Meaning

A l h h h•As more people hear the same story, the story is perceived as a general fact

How Many

•Speed is concerned with volume because messages decays naturally

•People usually like ‘fresh live’ storiesHow Fast

•Accurate information is very essential. They do not want to hear false news, and don’t want to spread it

How Correct

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

spread it.

Traditional powerful mass media have these factors at least Traditional powerful mass media have these factors at least fi t t C t ? Th t i b t itfi t t C t ? Th t i b t it


first two. Correctness? There are many stories about it.first two. Correctness? There are many stories about it.

Twitter as MediaTwitter as Media OneOne--way Connectionway Connection

A and B are ‘Friends’A and B are ‘Friends’

AA BB

One can One can see what the see what the other writes and says.other writes and says.

Twitter : A ‘Follows’ BTwitter : A ‘Follows’ B

AA BB

* S “Wh t i T itt S i l N t k N M di ?” H K k KAIST WWW2010

A hears B. B cannot A hears B. B cannot hear A if he doesn’t hear A if he doesn’t follow Afollow A


* Source: “What is Twitter, a Social Network or a News Media?”, Haewoon Kwak, KAIST, WWW2010follow Afollow A

Twitter as MediaTwitter as MediaCumulative Personal Casting Cumulative Personal Casting

= Broad Casting= Broad Casting

•Simple expanding structure at one glance• It looks like cumulative followers are the target of a messagetarget of a message

•But, more complex and powerful•Don’t forget that Twitter is a semi real-

11

11NNS l f ll l i

time media

NN

11

22NN

11

•Sample follow relation structure•Color : Dimension of the message spreading•Count : Numbers of potential exposure to

SS33 22

NN11

22

22 the message •Personal ‘ReTweet and Follow structure’ creates ‘Broad Casting’

1111

11 11

NN

g•Power of Nested FollowSupplement weakness of real-timeEmpowerment to the message


11NN11

Empowerment to the message

Twitter as MediaTwitter as MediaMechanism of Mechanism of ReTweetReTweet

1) Contents1) Contents

• ReTweet = Information Container• Shortened URL = Bridge to Information Source• News is best for ReTweetNews 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


1) Contents1) Contents

• What kind of contents ld b R T t d ?

1. you2. twitter

would be more ReTweeted ?“Please”Not Emotional

3. please4. retweet5. post6 blog Social Behavior6. blog7. social8. free9. media10. Help11. please retweet12. great13. social media14. 1015. follow16. how to17 t17. top18. blog post19. check out20. new blog post


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


2) Readability2) Readability

• Strategy to be ReTweeted Creative Simple Concise




3) Depth of 3) Depth of ReTweetReTweet

T1T1

96% RT is 1 height(depth) PolarizationSS T1T1 Length = 3Height = 1

T1T1




4) Amplified Reproducing, Timing4) Amplified Reproducing, Timing

• More ReTweeted by tweeps, much more reproduce ReTweets Polarization Empowermentp

• ReTweet is matter of timing !! It’s pattern reflects the some characters of ReTweeting




5) Etc.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


6) Little Analysis about My Tweets6) Little Analysis about My Tweets




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

• (Simple) ImplicationHelp & SOS is much more superior in RT counts, spread speed, persistence than others

• Restriction and Next StepToo 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 f ll d t t R T t I h t k ll ti d l i SW l tffollowers and get too many ReTweets. I have to make collecting and analysis SW platform

More accurate analysis about relationship between Topics, Message Speed, RT depth, Link, Multimedia Link, and so on.

How Business Account’s twitting action affect to consumers


g

Analysis about Cultural comparison of Tweeting Pattern

Twitter as MediaTwitter as Media Anywhere, Anytime Anywhere, Anytime FastestFastest

• Cell Phone enables communicatonanywhere 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 MediaTwitter as Media Fast SpreadingFast Spreading

• Messages are fast spreading by ReTweet

• Time Interval for jumping next listener is dramatically increaselistener is dramatically increase at some point



Twitter as MediaTwitter as Media SelfSelf--Correction SystemCorrection System

• Open Share Feedback• Open, Share, Feedback• Twitter has automatic self-correction system

• This system also owes ReTweetThis system also owes ReTweet• It works quickly and quite accurately• It improves the quality of original contents• Group of free will So It can be hardly• Group of free will. So, It can be hardly controlled in a purposed way

• (Maybe) Most important feature as a Social Media


Media can Influence to SocietyMedia can Influence to Society

Society Society M b 1M b 1

Thought

Member 1Member 1

SocietySociety SS

MMEE

Fact FactRefined(Distorted)

Society Society Member 2Member 2

SSOOCCEE

DDIIAAEvaluation Thought

( )Information& ThoughtMainstream

Society Society Member 3Member 3 II

EE

Fact


TTYY



Similar Actions

Meaning of RevolutionMeaning of Revolution Traditional Vs. Social(New)Traditional Vs. Social(New)

Traditional

L d F ll (St )

Social (New trend)

L d F ll (W k )•Leader Followers (Strong)

•Started from Dissatisfaction

•Closed Communication

•Leaders Followers (Weaker)

•Start? Many reasons

•Open Communication

•Unrevealed Preparation

•So Fast after it is revealed

R di l

p

•Revealed Preparation

•Slow and Fast

M d•Radical

•Often, for small groups’ profit

•Moderate

•More often, for real majorities

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


In fact, there is a native power structure in Twitter s In fact, there is a native power structure in Twitter s follower relationship and messaging systemfollower relationship and messaging system

Time to Know and Use the ChangeTime 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 story~ But it’s ( g yreally powerful !!)

•Korea no longer has any Barriers. Watch iPhone and TwitterTwitter

•Twitter’s Mechanism proves it is Powerful Media

•Follow relationship of Twitter and its ReTweetf ti k f t di d i tfunction make fast spreading and persuasion to many people

•Prepare the Social Revolution. It has already Started !!

Thank you for listening~ Now, time to talk each other Thank you for listening~ Now, time to talk each other with ease We need to communicate !!with ease We need to communicate !!


with ease. We need to communicate !!with ease. We need to communicate !!

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

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