Helms, Remko and Werder, Karl (2013). Who Reads Corporate Tweets? Network Analysis of Follower Communities. In: Hyperconnected world: anything, anywhere, anytime : 19th Americas Conference on Information Systems, (AMCIS-2013); Chicago, Illinois, USA, 15 - 17 August 2013, pp. 3998-4008. Red Hook, NY: Curran. ISBN 9781629933948

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Abstract

Social networking sites became very popular since the introduction of Six Degrees in 1997 and companies started to utilize them to build online communities. This research aims to further understand online communities by analyzing the network structure and composition of Twitter follower networks. An explorative analysis is conducted on the Twitter follower network of Europe’s twenty-five largest product software vendors, which includes 95,895 unique followers. A proprietary tool was built for data collection and social network analysis was used to analyze the data. Structural analysis shows that the networks have small-world characteristics and have high reciprocity in terms of following relationships. Analyzing the composition of the networks shows that a) they have a small internal audience and large external audience, b) Twitter is used for monitoring competitors by some, and c) the companies have very distinct and unique follower communities. Especially the uniqueness of the communities demonstrates the value of such communities to companies.

Item Type: Book Section, Proceedings Item or annotation in a legal commentary
Creators:
CreatorsEmailORCID
Helms, RemkoUNSPECIFIEDUNSPECIFIED
Werder, KarlUNSPECIFIEDUNSPECIFIED
URN: urn:nbn:de:hbz:38-99058
Publisher: Curran
ISBN: 9781629933948
Subjects: Library and information sciences
Social sciences
Technology (Applied sciences)
Faculty: Faculty of Management, Economy and Social Sciences
Divisions: Faculty of Management, Economy and Social Sciences > Cologne Institute for Information Systems (CIIS)
Faculty of Management, Economy and Social Sciences > Department of Information Systems and Systems Development
Language: English
Date: August 2013
Event Type: Conference
Place of Publication: Red Hook, NY
Refereed: Yes
Page Range: pp. 3998-4008
Title of Book: Hyperconnected world: anything, anywhere, anytime : 19th Americas Conference on Information Systems, (AMCIS-2013); Chicago, Illinois, USA, 15 - 17 August 2013
URI: http://kups.ub.uni-koeln.de/id/eprint/9905

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