Tag Archives: Twitter

Are Google and other tech companies actually advertising companies?

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A sociologist suggests tech companies are not really about technology but rather are about advertising:

Why do we call businesses like Google, Facebook and Twitter “tech” companies when most of what they do—and the source of most of their revenue—is advertising, sociologist Darwin Bondgraham asks in The Washington Spectator.

“With Google, and many other firms among the new breed of ‘tech’ companies, the computer has become more than a mere brochure,” writes Bondgraham. “The computer is an incredibly sophisticated and persuasive salesman. Brochures are inert documents a shopper flips through. The computer as salesman is an agent, watching us closely, collecting data about our wants, and subtly implanting desires in our consumer minds.”

“Google is the best case in point,” the sociologist continues. “Google has never been a ‘tech’ company, whatever tech is supposed to mean anyway. Google is an advertising company, and it makes most of its revenues from selling advertisements. Many of the fastest growing so-called tech companies are just like Google. The core of what they do, and how they make money, isn’t about the math and science of building things. Rather, these tech companies acquire, process, and sell information for the singular purpose of steering potential consumers toward a purchase.”

Google’s financial filings make this clear. As the company’s executives state in Part 1, Item 1 of their latest annual report to shareholders: “We generate revenue primarily by delivering relevant, cost-effective online advertising.”

Interesting argument. These companies did involve technological advancement – in Google’s case, a new algorithm for searching – but perhaps this technology is most effective for selling targeted advertisements. Instead of having to apply a scattershot approach through mass media outlets, advertisers can now easily find their target demographic. At the same time, there is still a long ways to go to truly make big money off this kind of advertising, especially for Facebook and Twitter. What is the best way to provide a good experience with users while enticing users to see and click on advertisements?

“The Strength of Weak Ties” means Twitter relationships are more helpful than those on Facebook

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Clive Thompson applies sociologist Mark Granovetter’s famous findings regarding weak ties to a comparison of relationships on Twitter and Facebook:

In 1973, sociologist Mark Granovetter gave a name to this powerful process: “The Strength of Weak Ties.” Granovetter had spent time researching the ways in which people found new jobs. After surveying hundreds of job finders, he discovered there were three main strategies: responding to job advertisements; direct application and coldcalling; or harnessing personal contacts…

But the second finding was even more intriguing: When people got these word-of-mouth jobs, they most often came via a weak tie. Almost 28 percent of the people heard of their job from someone they saw once a year or less. Another 55.6 percent heard of their job from someone they saw “more than once a year but less than twice a week.” Only a minority were told of the job by a “strong tie,” someone whom they saw at least twice a week. To put it another way, you’re far less likely to hear about a great job opening from a close friend. You’re much more likely to learn about it from a distant colleague…

For example, Facebook’s news feed analyzes which contacts you most pay attention to and highlights their updates in your “top stories” feed, so you’re liable to hear more and more often from the same small set of people. (Worse, as I’ve discovered, it seems to drop from view the people whom you almost never check in on — which means your weakest ties gradually vanish from sight.) As Pariser suggests, we can fight homophily with self-awareness—noticing our own built-in biases, cultivating contacts that broaden our world, and using tools that are less abstruse and covert than Facebook’s hidden algorithms.

If you escape homophily, there’s another danger to ambient awareness: It can become simply too interesting and engaging. A feed full of people broadcasting clever thoughts and intriguing things to read is, like those seventeenth-century coffee shops, a scene so alluring it’s impossible to tear yourself away. Like many others, I’ve blown hours doing nothing of value (to my bank account, anyway) while careening from one serendipitous encounter to another.

Put differently, Facebook can tend to reinforce existing relationships while making it more difficult to see what is happening with your weaker acquaintances. Other platforms, like Twitter, update their feeds differently and may allow users to see what is happening with their weak ties.

Of course, this all assumes that such online relationships are often instrumental, meant to help users acquire resources of one kind or another through a network.

Analysis suggests fake Twitter followers common among Washington political leaders

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A new analysis of political leaders in Washington D.C. suggests many of them have a lot of fake or inactive Twitter followers:

Of the president’s 36.9 million Twitter followers, an astonishing 53 per cent – or 19.5 million – are fake accounts, according to a search engine at the Internet research vendor StatusPeople.com. Just 20 per cent of Obama’s Twitter buddies are real people who are active users.

Overall, the five most influential accounts linked to the Obama administration – the first lady has two – account for 23.4 million fake followers.

Biden’s nonexistent fans make up 46 per cent of his Twitter total, with 20 per cent being ‘real’ followers. The White House’s followers are 37 per cent fake and 25 per cent active; the first lady’s primary account is 36 per cent fake and 29 per cent active…

The difference between fake followers and ‘real’ ones is comprised of ‘inactive’ accounts, which may relate to real people but no longer send tweets with any regularity.

If this analysis can be trusted, this appears to be a bipartisan problem. But, it would be helpful to hear more about how inactive or fake users are determined: shouldn’t we expect that there are some people on social media platforms like Twitter and Facebook who have set up profiles but then don’t use them regularly? At least there is one infographic that helps provide more detail regarding this phenomena. Plus, you can use this app to analyze your own account.

And, once we have such numbers, we should then think through what it means: is it dishonest for politicians to have a lot of fake or inactive Twitter followers? Should the standards for having fully active followers be different for politicians as opposed to other public figures? Does having more followers really translate into a more positive public image or more votes?

UPDATE: This is not a problem just relegated to well-known figures. See this story from this morning on fines levied against companies that posted fake reviews:

The New York Attorney General has slapped 19 companies with a $350,000 fine after his office unearthed fake review writing for Google Local, Yelp, and others in a yogurt shop sting.

Eric Schneiderman revealed that a raft of search engine optimisation (SEO) companies created dummy accounts and paid writers from the Bangladesh and the Philippines $1 to $10 per review after his office set up a fake yoghurt shop in Brooklyn, New York and sought help to combat negative comments.

“Consumers rely on reviews from their peers to make daily purchasing decisions on anything from food and clothing to recreation and sightseeing,” said Schneiderman in a statement.

“This investigation into large-scale, intentional deceit across the Internet tells us that we should approach online reviews with caution.”

Plus, this is an online concern at sites like Amazon where reviews provide important information for potential buyers.

Mapping England’s emotional mood in real-time

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A group of researchers have developed a real-time map of England’s emotions based on Twitter:

The team, from Loughborough University, say it can scan up to 2,000 tweets a second and rate them for expressions of one of eight human emotions…

The team, from the university’s new Centre for Information Management, say the system can extract a direct expression of anger, disgust, fear, happiness, sadness, surprise, shame and confusion from each tweet.

The academics said that using the Emotive software to geographically evaluate any mass mood could help police to track potential criminal behaviour or threats to public safety.

It may be able to guide national policy on the best way to react to major incidents, they added.

There have been several projects like this in recent years. The algorithms to sort out all of the language must be intricate. But, I’m skeptical about two things. One is a sampling issue. Just how many people in England are using Twitter? In the United States, the figures about regular Twitter users are still quite low. You can map the moods of Twitter users but this doesn’t necessarily represent the larger population. The Twitter population probably trends younger. At the same time, responding to vocal responses on the web or on Twitter might be effective for public relations. A second issue is how exactly tracking moods could be used to help police. So police will be sent to places that show high concentrations of disgust or anger and pay less attention to places experiencing happiness? Or, such a system might alert police to trouble spots? I suspect it is more complicated than this yet I imagine such talk could make Twitter users nervous about how exactly their moods will be analyzed.

Mapping wealth by locating iPhone, Android, and Blackberry owners

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Check out the maps of cell phone owners in Washington, D.C., New York, Chicago, and a number of other major American cities:

Among other things, cell phone brands say something about socio-economics – it takes a lot of money to buy a new iPhone 5 (and even more money to keep up with the latest models that come out faster than plan upgrades do). Consider, then, this map of Washington, D.C., which uses geolocated tweets, and the cell phone metadata attached to them, to illustrate who in town is using iPhones (red dots) and who’s using Androids (green dots)…

That picture comes from a new series of navigable maps visualizing some three billion global, geotagged tweets sent since September of 2011, developed by Gnip, MapBox and dataviz guru Eric Fischer. They’ve converted all of that data from the Twitter firehose (this is just a small fraction of all tweets, most of which have no geolocation data) into a series of maps illustrating worldwide patterns in language and device use, as well as between people who appear to be tourists and locals in any given city.

The locals and tourists map scales up a beautiful earlier project from Fischer. You could kill a few hours playing with all of these tools, built on the same dataset. But we particularly liked looking at the geography of smart phone devices. As in Washington, above, iPhones are often more prominent in upper-income parts of cities (and central business districts), while Androids appear to be the dominant device in lower-income areas.

It sounds like there could be some methodological issues here. The data doesn’t cover all Twitter users and then Twitter users are already a small subset of the US population. Nonetheless, these are interesting maps. I saw recently that over 50% of Americans now have smartphones – it jumped from 35% to 56% in several years. But, not all cell phones cost the same or aim for the same markets. iPhones aren’t just expensive. They also have a certain aesthetic and set of features that appeals to a certain set of Americans. Samsung had a set of recent commercials that played off the cool factor of iPhones, raising the idea of the phone as (expired?) status symbol. If you asked smartphone owners why they chose the phone they did, how many would admit that the status of the phone significantly factored into their decision?

More broadly, it would be interesting to think about what other common consumer goods could be mapped in ways that show clear patterns.

The quick rise and fall of “Pray for Boston” on social media

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One early response to the Boston bombings on social media, “Pray for Boston,” quickly increased and then quickly faded. Here is one reaction and possible explanation:

It was jarring. There was the weirdness of seeing so many references to the divine in spaces normally reserved for vacation photos and article links and quips about the news. It was tempting to think that all the social-media-fueled “prayers for Boston” somehow degraded the idea of prayer. As one Facebook commenter wrote on the Pray for Boston page: “Do you want me to DEFINE prayer? A solemn request for help or expression of thanks addressed to God or an object of worship. Prayer is solemn. Not a ‘like’ on facebook.”

It was also strange to see so many non-religious friends talking about prayer. The majority of my Facebook friends who wrote about praying aren’t especially observant. Maybe they go to church or synagogue on holidays, but not regularly—and they certainly don’t post about prayer under normal circumstances…

But I’m not sure that’s really what’s going on here. I don’t think the outpouring of post-Boston social-media prayer was fueled by a bunch of people who, in the face of tragedy, are suddenly eager to seek God. As Elizabeth Drescher writes in a well-done piece at Religion Dispatches, it didn’t take long for the “pray for Boston” meme to die; it was soon replaced by other, more practical sentiments. I noticed that, too. Here it is in graph form—check out how quickly the phrase “pray for Boston” surged on Twitter on Monday, and then how quickly it fell…

Drescher believes #PrayforBoston rose and fell so quickly because the prayers were never really about religion in the first place. They were more reflections of temporary anxiety and sadness than a lasting call to pursue belief:

I’ll throw out two related ideas:

1. Perhaps expressing prayer for victims of tragedy is an updated feature of civil religion in the United States. After tragic events, particularly deaths, it is common for politicians, media figures, and others to say something like “our thoughts and prayers are with the victims.” This is a shorthand for saying we care about the victims and are hoping for the best for them. Invoking prayer is a generic idea (such phrases are not explicitly about praying to “the Christian God” or Jesus) and works pretty well in a society where 80-90% still believe in God or a higher power. In other words, it is like saying “God bless America” at the end of major political speeches – it is a reference to religion but runs little risk of offending people and taps into some transcendent ideas about ourselves and the United States.

2. It is relatively rare to see sustained expressions of religious faith on social media. While most Americans still have some sort of religious or spiritual belief, social media tends to frown on such expressions. Perhaps this is related to the idea of Moral Therapeutic Deism as found and defined by sociologist Christian Smith – what may work religiously for you is fine as long as you don’t impose your values on me and “force” me to see this on my Facebook or Twitter feed may simply be too much. At the same time, just the fact that this social media meme even started at all indicates some kind of religious background of the users.

Pew reminds us that Twitter users are not representative of the US population

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In looking at this story, I was led to a recent Pew study that compared the political leanings of Twitter to the political opinions of the general US population. One takeaway: the two populations are not the same.

The lack of consistent correspondence between Twitter reaction and public opinion is partly a reflection of the fact that those who get news on Twitter – and particularly those who tweet news – are very different demographically from the public.

The overall reach of Twitter is modest. In the Pew Research Center’s 2012 biennial news consumption survey, just 13% of adults said they ever use Twitter or read Twitter messages; only 3% said they regularly or sometimes tweet or retweet news or news headlines on Twitter.

Twitter users are not representative of the public. Most notably, Twitter users are considerably younger than the general public and more likely to be Democrats or lean toward the Democratic Party. In the 2012 news consumption survey, half (50%) of adults who said they posted news on Twitter were younger than 30, compared with 23% of all adults. And 57% of those who posted news on Twitter were either Democrats or leaned Democratic, compared with 46% of the general public. (Another recent Pew Research Center survey provides even more detail on who uses Twitter and other social media.)

In another respect, the Twitter audience also is broader than the sample of a traditional national survey. People under the age of 18 can participate in Twitter conversations, while national surveys are limited to adults 18 and older. Similarly, Twitter conversations also may include those living outside the United States.

Perhaps most important, the Twitter users who choose to share their views on events vary with the topics in the news. Those who tweeted about the California same-sex marriage ruling were likely not the same group as those who tweeted about Obama’s inaugural or Romney’s selection of Paul Ryan.

This leads to me to three thoughts:

1. What does this mean for the archiving of Twitter being undertaken by the Library of Congress? While it is still an interesting data source, Twitter provides a very small slice of U.S. opinion.

2. This is emblematic of larger issues with relying on new technologies to do research: who uses newer technologies is not the same as the U.S. population. This can be corrected for, as a recent article titled “A More Perfect Poll” suggests, and technologies can eventually filter throughout the whole U.S. population. In the meantime, researchers need to be careful about what they conclude.

3. So…what do we do about a comparison of a non-representative sample to a population? Pew seems to admit this:

While this provides an interesting look into how communities of interest respond to different circumstances, it does not reliably correlate with the overall reaction of adults nationwide.

This is an odd way to conclude a statistical report.

How the Library of Congress will archive and make available all tweets

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The Library of Congress announced a few years ago they will archive all tweets. Here is how they plan to store the data and make it available:

Osterberg says the costs associated with the project, in terms of developing the infrastructure to house the tweets, is in the low tens of thousands of dollars. The tweets were offered as a free gift from Twitter, and are being transferred to the Library through a separate company, Gnip, at no cost. Each day tweets are automatically pulled in from Gnip, organized chronologically and scanned to ensure they’re not corrupted. Then the data are stored on two separate tapes which are housed in different parts of the Library for security reasons.

The Library has mostly figured out how to make the archive organized, but usability remains a challenge. A simple query of just the 2006-2010 tweets currently takes about 24 hours. Increasing search speeds to a reasonable level would require purchasing hundreds of servers, which the Library says is financially unfeasible right now. There’s no timetable for when the tweets might become accessible to researchers…

While you can’t yet make a trip to Washington D.C. and have casual perusal of all the world’s tweets, the technology to do exactly that is readily available—for a cost. Gnip, the organization feeding the tweets to the Library, is a social media data company that has exclusive access to the Twitter “firehose,” the never-ending, comprehensive stream of all of our tweets. Companies such as IBM pay for Gnip’s services, which also include access to posts from other social networks like Facebook and Tumblr. The company also works with academics and public policy experts, the type of people likely to make use of a free, government-sponsored Twitter archive when it comes to fruition…

All the researchers agree that Twitter is a powerful tool for sociological study. Soon, if the Library of Congress can make its database fully functional, it’ll also be an easily accessible one. And one day, long after we’ve all sent our final snarky tweet, our messages will live on.

And what will people of the future think when they read all these tweets?

While this could be a really interesting data source (notwithstanding all of the sample selection issues), I find it odd there is no timetable for when it might be more easily searchable. What is the point of collecting all of this information if it can’t be put to use?

San Francisco leads US cities in terms of official tourism Twitter accounts

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While New York, Los Angeles, and Chicago may lead in terms of population and prestige, San Francisco is the leader in a more modern category: official tourism Twitter account followers.

What’s your favorite city to follow on Twitter? If you chose San Francisco (@onlyinsf), you’re one of the 99,000-plus followers that made it No. 1 among the 10 most popular U.S. cities on Twitter.

New York City (@nycgo) and Las Vegas (@vegas) come in second and third while Los Angeles (@discoverLA) takes eighth place. Cities were ranked by the number of people following their official tourism Twitter accounts, not city government or other Twitter feeds.

The rest of the top 10 cities:

4. Miami (@miamiandbeaches)
5. Philadelphia (@visitphilly)
6. Chicago (@choosechicago)
7. Portland, Ore. (@travelportland)
9. Columbia, S.C. (@columbiasc)
10. Louisville, Ky. (@justaddbourbon)

The report from Skift, a newish New York company that produces travel information and news, looked at how tourism agencies use social media. During a two-week period, it found that Portland and Philadelphia were most responsive to answering questions via Twitter, and that New York City, Las Vegas and Portland had the quickest average response times to their tweets.

Does Louisville get a prize for having the most clever Twitter handle of the top 10? I want to know several things about these Twitter accounts:

1. How does the number of Twitter followers translate into tourism dollars? Tourism is big business for all of these cities so they have an interest in having engaging Twitter accounts.

2. Are most of these followers looking for special deals? Do they tend to follow the city when they already have a trip planned?

3. This doesn’t necessarily line up with one recent measure of the leading American cities for tourists. According to 2009 data listed by Forbes, here are the top tourist cities:

Orlando, Fla.: 48 million visitors
New York City: 47 million visitors
Chicago, Ill.: 45,580,000 visitors
Anaheim/Orange County, Calif.: 42,700,000 visitors
Miami, Fla: 38,100,000 visitors
Las Vegas, Nev.: 36,351,469 visitors
Atlanta, Ga.: 35,400,000 visitors
Houston, Texas: 31,060,000 visitors
Philadelphia, Pa.: 30,320,000 visitors
San Diego, California: 29,600,000 visitors

This data plus the Twitter data could be interpreted in a few ways. One way to view it is that some cities don’t need much of a Twitter following. For example, I assume Orlando and Anaheim get so many visitors due to the Disney presence. Thus, these visitors care a lot less about the cities (are there many people looking to get to downtown Orlando or Anaheim?).

4. Any chance these Twitter accounts take advantage of fake followers to improve their image? Boosterism may know few bounds…

Confessions of researchers: #overlyhonestmethods

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Here is a collection of 17 post under the Twitter hashtag #overlyhonestmethods. My favorite: “We assume 50 Ivy League kids represent the general population, b/c ‘real people’ can be sketchy or expensive.” This doesn’t surprise me considering the number of undergraduates used in psychology studies…

I wonder how many researchers could tell similar stories about research methods. These admissions don’t necessarily invalidate any of the findings but rather hint at the very human dimension present in conducting research studies.

(Disclaimer: of course it is difficult to know how many of these research method confessions are true.)