Social Media Issue Publics in Australia
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Transcript of Social Media Issue Publics in Australia
Social Media Issue Publics in AustraliaAxel Bruns
ARC Centre of Excellence for Creative Industries and Innovation
Queensland University of Technology
@snurb_dot_info
http://mappingonlinepublics.net/
SOCIAL MEDIA RESEARCH AT QUT
• ARC Centre of Excellence for Creative Industries & Innovation (national, based at QUT)
– Project: Media Ecologies & Methodological Innovation
• New methods to understand the changing media environment
• Role of social media, especially Twitter
http://mappingonlinepublics.net/
– Project: Social Media in Times of Crisis
• Focus on crisis communication
• Partnerships with Queensland Department of Community Safety, Eidos Institute
http://cci.edu.au/floodsreport.pdf
CRISIS COMMUNICATION
KEY CHALLENGES IN CRISIS COMMUNICATION
• Information dissemination:– Crisis communication strategies of emergency services /
emergency media organisations– Evaluating effectiveness and resonance– Maintaining public visibility of social media accounts outside of
acute crisis situations
• Information discovery:– (Early) detection of crisis events in social media feeds– Identification and evaluation of crisis-relevant information– Correlation of crowdsourced information with other crisis data
THE QUEENSLAND FLOODS COMMUNITY
• Self-organisation:– Rapid establishment of #qldfloods hashtag– Ad hoc development of community structures– Highlighting of leading accounts, vigilant against disruption– Suspension of petty squabbles (e.g. state politics)
• Innovation and rapid prototyping:– Adjunct hashtags (#Mythbuster, #bakedrelief)– Sharing and gathering of online resources– Additional tools (Google Maps, Ushahidi Maps)– Emergency services rapidly adopting social media tools
(despite lack of established strategies)
‘Go where they are’ rather than ‘build it and they will come’
See CCI Report: #qldfloods and @QPSMedia: Crisis Communication on Twitter in the 2011 South East Queensland Floods (http://cci.edu.au/floodsreport.pdf)
#QLDFLOODS 2011: MOST VISIBLE USERS
#QLDFLOOD(S) 2013: MOST VISIBLE USERS
#EQNZ: VISIBILITY OF LEADING ACCOUNTS IN EACH EVENT
JUST THE FACTS: SELECTIVE RETWEETING
CRISIS EVENT COMPARISON
● #qldfloods 2011
● #qldfloods 2013
● #eqnz 2011
● #eqnz 2013
INFORMATION DISCOVERY
KEY CHALLENGES
• Identification:– Unforeseen events: need to track more than keywords (‘big data’)– Potential to identify emerging events from overall activity patterns
• Evaluation:– Real? Hoax? Metaphor (“the bank has collapsed”)?– May need semantic analysis, user profiling, independent verification
• Incorporation:– Correlation and integration with standard emergency data sources– Timeframes: how long until crowdsourced information expires?
10 Jan 2011 11 Jan 2011 12 Jan 2011 13 Jan 2011 14 Jan 2011 15 Jan 2011
#QLDFLOODS FROM TOOWOOMBA TO BRISBANE
#EQNZ: KEY THEMES
#EQNZ: MENTIONS OF THE CTV BUILDING
Graph: Avijit Paul(@cdtavijit); see Paul & Bruns (2013)
SOCIAL MEDIA AND CRISIS COMMUNICATION
• Social media research:– Develop better tools and metrics for evaluating social media communication– In-depth analysis of communication patterns reveals how social media are used– Real-time analytics: highlight key current issues, identify weak signals of crisis– Monitor and improve effectiveness of social media communication strategies by
emergency services
• Social media uses:– Inform, share, amplify, support, reassure, organise– Need to track and work with user community: follow their conventions
(e.g. #eqnz hashtag)– Two-way communication where feasible – more than broadcast messages– Provide community with tools to self-organise for resilience
SOCIAL MEDIA AND / IN SOCIETY
UNDERSTANDING TWITTER PUBLICS
• #hashtags:– Useful coordinating mechanism for core discussion– Relatively easy to capture and analyse– Fails to capture non-hashtagged tweets about the topic– Good case studies, but very little comparative work to date
• National / global Twittersphere maps– Crucial contextual baseline for #hashtag case studies– Slow and laborious data gathering process, never complete– Very long-term perspective, beyond most funded projects– Indispensable for study of Twitter as a public space
TWITTER AND SOCIETY
• Richard Rogers:– From “studying the Internet” to “studying society
with the Internet”– Social media as a global / national / local sensor
network– Social media issue publics as indicators of
current concerns, topics, trends
• Needs:– More comprehensive theories of social media
communication– More flexible and powerful research methods,
beyond the Twitter hashtag– More interdisciplinary research teams and
approaches– Better research infrastructure for accessing,
processing, analysing, visualising ‘big data’
• Katrin Weller, Axel Bruns, Jean Burgess, Merja Mahrt, and Cornelius Puschmann, eds. Twitter and Society. New York: Peter Lang, 2014. @twitsocbook
THE AUSTRALIAN TWITTERSPHERE?
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = outdegree, size = indegree
THEMATIC CLUSTERS
PerthMarketing / PR
DesignWeb
Creative
FarmingAgriculture
HardlineConservatives
ConservativesJournalists
ALPProgressives
Greens
News
OpinionNews
NGOsSocial Policy
ITTech
Social MediaTechPR
Advertising
Real EstateProperty
JobsHR
Business
BusinessProperty
Parenting
Mums CraftArts
FoodWine
Beer
Adelaide
SocialICTs
CreativeDesign
FashionBeauty
UtilitiesServices
Net Culture
BooksLiteraturePublishing
Film
TheatreArts
RadioTV Music
DanceHip Hop
Triple J
TalkbackBreakfast TVCelebritiesCycling
Union
NRL
Football
CricketAFL
SwimmingV8s
Evangelicals
Teachinge-Learning
Schools
ChristiansHillsong
Teens
Jonas Bros.Beliebers
Australian Bands
@KRuddMP
@JuliaGillard
#HASHTAG PARTICIPATION
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) size = indegree
#QLDFLOODS
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #qldfloods tweets, size = indegree
#EQNZ
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #eqnz tweets, size = indegree
#AUSPOL
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #auspol tweets, size = indegree
#AUSVOTES (2010)
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = #ausvotes tweets, size = indegree
THEAUSTRALIAN.COM.AU URLS
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree
ABC.NET.AU URLS
Follower/followee network:~120,000 Australian Twitter users(of ~950,000 known accounts by early 2012) colour = tweets with URLs, size = indegree
@abcnews
HOW GILLARD’S MISOGYNY SPEECH WENT VIRAL
15 mins. elapsed
30 mins. elapsed
Journalists
1 hour elapsed
Feminists
2 hours elapsed
3 hours elapsed
4 hours elapsed
5 hours elapsed
complete network (75 hours elapsed)
LONGITUDINAL STUDIES
AUSTRALIAN POLITICIANS ON TWITTER
(data to June 2013)
@TONYABBOTTMHR’S FAKE FOLLOWERS
(11/12 Aug. 2013)
BIG BIG DATA: THE FIRST MILLION TWITTER IDS
Twitter IDs 1-1,000,000 (48,000 accounts still in existence)
(see http://mappingonlinepublics.net/2013/04/08/the-first-million-ids-on-twitter/)
NEW ACCOUNT CREATION AROUND CRISES
http://mappingonlinepublics.net/@snurb_dot_info
@jeanburgess
@dpwoodford
@timhighfield
@lena_sauter
@_StephenH
@quods
@socialmediaQUT – http://socialmedia.qut.edu.au/