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Truth about “hot topics” :

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Truth about “hot topics” :

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  1. IS SOCIAL MEDIA TRUTH OR FICTION? SHOULD YOU TRUST SOCIAL MEDIA DATA?IPRRC 2013Katie Delahaye PainePublisherThe Measurement StandardNews Group International kdpaine@kdpaine.comwww.themeasurementstandard.comhttp:/kdpaine.blogs.comFellow and Board Member: Society for New Communications ResearchIPR Measurement Commission

  2. www.themeasurementstandard.com Truth about “hot topics” : Just because there is heat, doesn’t mean there’s a fire. The cause of the fire is very likely arson If you want engagement, go where there is authentic conversation

  3. OBJECTIVE:Determine the true nature of social media in a controversy • Test the following hypotheses: • H1: A small number of individuals create a disproportionate amount of content. • H2: Low volume posters represent the majority of all posts • H3: High volume posters trend negative • H4: Low volume posters trend neutral • Define personas for each segmented group that represent ‘typical’ sources for each of the categories of activity level

  4. METHODOLOGY Collected data between October 2010-October 2011 Subjects: HFCS, GMO, Vaccinations 284,853 posts by 172,509 individual authors Authors classified by frequency of posts 7500 posts analyzed for tonality and persona

  5. That buzz you heard? Chances are it’s MANUFACTURED 61% of identifiable Very High Volume posters may be “suspicious,” i.e. content farms, trolls, and apparent bots. 44% originated with Facebook accounts that are opened and closed just to generate buzz A small number of posters create a disproportionate amount of content.

  6. www.themeasurementstandard.com That engagement you saw? Probably not what you think Low volume posters represent the majority of all posts but are not very engaged in the topic. Moderate Volume Posters are more engaged Moderate Volume Posters tended to get involved in a particular discussion on a specific forum or site, i.e. Final Gear or Body Building. Many relevant conversations are taking place on Reddit and other smaller networks.

  7. www.themeasurementstandard.com HARD TO KNOW WHO’S WHISPERING, WHO’S SHOUTING 58% of authors have a privacy setting that prevented access to demographic data Most posts focused on topic, with no personal information 10% of data is public So what is the divider?

  8. www.themeasurementstandard.com POSTS WERE ON TOPIC, NOT PERSONAL

  9. www.themeasurementstandard.com MOST PEOPLE POST ONE COMMENT, THEN MOVE ON

  10. www.themeasurementstandard.com HIGH-VOLUME POSTERS OFTEN HAVE AN AGENDA • Typically male • Either an affiliate marketer paid to post key words or to generate Pay Per Click content or associated with advocacy sites. Little personal information sharing. • Example: affiliate marketer Ron Rudolph, posting under multiple handles, responsible for 848 posts. • Private companies were responsible for more than 300 posts. • Example: Natural Vitality, and organic pizza chain, @flipplinpizza

  11. www.themeasurementstandard.com FACEBOOK, TWITTER ATTRACT FREQUENT COMMENTERS & SPAMMERS Very-High and High-volume posters on Facebook and Twitter often frequent commenters and spammers Medium-volume posters more likely in MSM and Forums

  12. TWITTER IS NOT ALL THAT MATTERS • Highest volume was in blogs and forums • Twitter represented just 30% of the conversation • Facebook was most likely to see bots and spam

  13. www.themeasurementstandard.com MSM & BLOGS WERE SOURCE OF MOST NEGATIVE CONVERSATIONS • Comments on Wordpress and Blogspot Blogs were the most negative • Comments on MSM were another source of negative comments • Twitter was most positive

  14. www.themeasurementstandard.com SUMMARY • A small number of posters create a disproportionate amount of content. • 61% or identifiable Very High Volume posters were considered “suspicious.” * • Popular Hashtags attract content spam (i.e. #corn, fat, obesity, opinion, pop, organic.) • Low volume posters represent the majority of all posts but are not very engaged in the topic. • Moderate Volume Posters Tended to get involved in a particular discussion on a specific forum or site, i.e. Final Gear or Body Building. • Many relevant conversations are taking place on Reddit and other smaller networks. * Suspicious accounts included those from content farms, trolls, and apparent bots. 44% originated with Facebook accounts that have been closed since March 2011.

  15. www.themeasurementstandard.com CONCLUSION

  16. www.themeasurementstandard.com Thank You! • For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.com • For a copy of this presentation email me at kdpaine@kdpaine.com • Follow me on Twitter: KDPaine • Friend me on Facebook: Katie Paine • Or call me at 1-603-682-0735

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