East Los High: Network Structures for Building a Better Twitter Community
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The document discusses strategies for enhancing the Twitter community for the show 'East Los High', emphasizing the importance of user engagement, quality information dissemination, and building sustainable interactions. It analyzes Twitter network structures and user behavior, highlighting that many followers are passive, and suggests converting them into active participants through targeted strategies. Key recommendations include promoting top fans as ambassadors and leveraging influential advisors and media organizations for greater reach.
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![The Value of Understanding Network Structures
[Divided]
Polarized Crowds
[Unified]
Tight Crowd
[Fragmented]
Brand Clusters
[Clustered]
Community Clusters
[In-Hub & Spoke]
Broadcast Network
[Out-Hub & Spoke]
Support Network
(Gruzd & Haythornthwaite, 2013; Smith et al., 2014; Welser et al., 2007) 4](https://image.slidesharecdn.com/elhsmsv309252014final-141007124119-conversion-gate01/85/East-Los-High-Network-Structures-for-Building-a-Better-Twitter-Community-4-320.jpg)
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East Los High: Network Structures for Building a Better Twitter Community
- 1. Network Structures For A Better Twitter Community Hua (Helen) Wang, Ph.D. Weiai (Wayne) Xu, M.A. Gregory D. Saxton, Ph.D. University at Buffalo, SUNY 2014 Social Media & Society International Conference (September 27-28, Toronto)
- 2. Social Media for Health Promotion and Social Change Rapid adoption by organizations Benefits Information dissemination at no/low cost Increased accessibility and reach Opportunities for social interactions and support Challenges Information quality control User engagement and retention Building a strong and sustainable community an account doesnt guarantee social engagement Is key to goal achievement (Korda & Itani, 2013; Moorhead et al., 2013) 2
- 3. A Hulu Exclusive Series http://www.eastloshigh.com Promoting sexual health 3
- 4. The Value of Understanding Network Structures [Divided] Polarized Crowds [Unified] Tight Crowd [Fragmented] Brand Clusters [Clustered] Community Clusters [In-Hub & Spoke] Broadcast Network [Out-Hub & Spoke] Support Network (Gruzd & Haythornthwaite, 2013; Smith et al., 2014; Welser et al., 2007) 4
- 5. Hashtag network (1004 edges) Mention network (774 edges) 136 54 58 RT network (356 edges) 631 179 65 405 ELH Twitter networks 5
- 6. Hashtag network (1004 edges) @EastLosHighShow & 2,136 followers Tweets, RTs, mentions (replies) #ELH #ELHaddict(s) #EastLosHigh May 1, 2013 ~ January 31, 2014 @EastLosHighShow Follower A Follower B ELH Twitter networks 6
- 7. Peeling the Onion 1,724 or 80.7% were isolates: This means they are following ELH but didnt tweet, RT, or mention ELH 7
- 8. Peeling the Onion 85 (4.0%) had 0 out-degree: This means they were RT/mentioned, but not vice versa 8
- 9. Peeling the Onion 316 (14.8%) had 1 to 11 out-degrees: This means they did tweet, RT, or mention ELH sporadically Top ELH fans on Twitter: @hecdavidelh @shoshanamb @valerie_mia @vayaconfashion @lena_thang @cicily3192 @mercy2much4you @shadeacrobat @nitzy15 @myjunior760 9
- 10. Peeling the Onion Only 9 (0.4%) had out-degrees and in-degrees above 11: This means they are the core ELH discussion group on Twitter Twitter user Out-degree In-degree @eastloshighshow 147 227 @gabriel_iswitit 62 112 @tracy_perez 32 29 @aliciasixtos 28 53 @hecdavidjr 20 44 @inoemigonzalez 18 22 @themsdaniv 15 22 @janinelarina 14 26 @iamjorgediaz 11 32 10
- 11. ELH Twitter List (N=125) 14 19 92 Cast members Advisors Youth media/Influencer s All cast members are following and actively interacting with ELH. Only 7 (37%) advisors are following ELH; 1 used ELH hashtags, 1 mentioned ELH, and 1 retweeted ELH. Only 12 (13%) influencers are following ELH; 4 used ELH hashtags, 4 mentioned ELH, and 3 retweeted ELH. 11
- 12. ELH Twitter List (N=125) 14 19 92 Cast members Advisors Youth media/Influencer s Examples of listed influential advisors who are not following ELH back: @PPact (104,000 followers) @getschooled (46100 followers) @WahtToExpect (25,000 followers) @BedSider (20,300 followers) @loveisrespect (14,900 followers) @NDVH (12,200 followers) 12
- 13. ELH Twitter List (N=125) 14 19 92 Cast members Advisors Youth media/Influencer s Examples of listed influential youth media/influencers who are not following ELH back: @Latina (80,004 followers) @ChelseaKrost (54,300 followers) @dreamhampton (53,900 followers) @urbanjibaro (26,848 followers) @DJEddieOne (27,238 followers) @yalsa (23,646 followers) @julito77 (12,963 followers) @Maria_Hinojosa (11,689 followers) 13
- 14. Strategies for Building a Better Twitter Community 1. ELH maintains the enthusiastic hub of core members but also mindfully engages the fans to join their conversations. Particularly, the top fans can be promoted to become the shows ambassadors. 2. ELH immediately activates the salient latent ties and encourage their listed advisors and connected media organizations (especially those with high number of followers) to follow back and help promote the show. 3. ELH converts the isolated followers from passive lurkers to active participants in discussions about the show, the cast, and the social and health issues, perhaps with some meaningful incentives. 14
- 15. Acknowledgement University at Buffalo, SUNY Dr. Hua (Helen) Wang Dr. Gregory D. Saxton Weiai (Wayne) Xu Georges Khalil Kristin Maki Dana Himoff Susan Kum Mike Reinti The University of Taxes at El Paso Dr. Arvind Singhal Carliene Quist Anu Sachdev Gabe Lira Claudia Boyd Dr. Lucia Dura
- 16. References Gruzd, A., & Haythornthwaite, C. (2013). Enabling community through social media. Journal of Internet Medical Research, 15(10), e248. doi:10.2196/jmir.2796 Korda, H., & Itani, Z. (2013). Harnessing social media for health promotion and behavior change. Health Promotion Practice, 14, 15-23. DOI: 10.1177/1524839911405850 Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357-365. doi:10.1016/j.bushor.2009.03.002 Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A new dimension of health care: Systematic review of the uses, benefits, and limitations of social media for health communication. Journal of Internet Medical Research, 15(4), e85. doi: 10.2196/jmir.1933 Smith, M., Rainie, L., Shneiderman, B., & Himelboim, I. (2014, February 20). Mapping Twitter Topic Networks: From Polarized Crowds to Community Clusters, Pew Internet & American Life Project. Welser, H. T., Gleave, E., Fisher, D. & Smith, M. (2007). Visualizing the Signatures of Social Roles in Online Discussion Groups. The Journal of Social Structure. 8(2).
- 17. Thank you! Comments? Questions? Helen Wang: hwang23@buffalo.edu Wayne Xu: weiaixu@buffalo.edu Gregory Saxton: gdsaxton@buffalo.edu