2017 #SMSociety Theme: Social Media for Social Good or Evil

Our online behaviour is far from virtual–it extends our offline lives. Much social media research has identified the positive opportunities of using social media; for example, how people use social media to form support groups online, participate in political uprising, raise money for charities, extend teaching and learning outside the classroom, etc. However, mirroring offline experiences, we have also seen social media being used to spread propaganda and misinformation, recruit terrorists, live stream criminal activities, reinforce echo chambers by politicians, and perpetuate hate and oppression (such as racist, sexist, homophobic, and anti-Semitic behaviour).

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Saturday, July 29 • 11:01 - 12:30
How Celebrities Feed Tweeples With Personal And Promotional Tweets [WIP]

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Authors: Sanchari Das, Javon Goard and Dakota Murray

Abstract: In contemporary United States culture, celebrities compete for attention and publicize their work through social media tools. Twitter is a popular platform that celebrities use to print a wide range of content, however little is known about the potency of these different types of content to draw audience attention and participation. In this paper, we outline a scheme for classifying content created by celebrity users on Twitter and analyze the audience engagement to these diverse types of tweets. We find that different types of content produce different levels of audience engagement and that celebrity’s everyday usage of Twitter (selfies, photos of travels, humor, etc.) produces the most engagement, followed by self-endorsement and commentary about society. But these patterns vary slightly between celebrities, and audiences are not identical in their response to the content. We likewise find that there is some other source of unexplained variation, likely resulting from Twitter’s recommendation algorithms.

Saturday July 29, 2017 11:01 - 12:30 EDT
TRS 1-073 - 7th Flr Ted Rogers School of Management, Ryerson University 55 Dundas Street West, Toronto, ON M5G 2C4