2.50
Hdl Handle:
http://hdl.handle.net/2436/620680
Title:
Monitoring Twitter strategies to discover resonating topics: The case of the UNDP
Authors:
Thelwall, Mike ( 0000-0001-6065-205X ) ; Cugelman, Brian
Abstract:
Many organizations use social media to attract supporters, disseminate information and advocate change. Services like Twitter can theoretically deliver messages to a huge audience that would be difficult to reach by other means. This article introduces a method to monitor an organization’s Twitter strategy and applies it to tweets from United Nations Development Programme (UNDP) accounts. The Resonating Topic Method uses automatic analyses with free software to detect successful themes within the organization’s tweets, categorizes the most successful tweets, and analyses a comparable organization to identify new successful strategies. In the case of UNDP tweets from November 2014 to March 2015, the results confirm the importance of official social media accounts as well as those of high profile individuals and general supporters. Official accounts seem to be more successful at encouraging action, which is a critical aspect of social media campaigning. An analysis of Oxfam found a successful social media approach that the UNDP had not adopted, showing the value of analyzing other organizations to find potential strategy gaps.
Citation:
Monitoring Twitter strategies to discover resonating topics: The case of the UNDP 2017, 26 (4):649 El Profesional de la Información
Publisher:
EPI - El Profesional de la información.
Journal:
El Profesional de la Información
Issue Date:
2-Aug-2017
URI:
http://hdl.handle.net/2436/620680
DOI:
10.3145/epi.2017.jul.09
Additional Links:
https://recyt.fecyt.es/index.php/EPI/article/view/epi.2017.jul.09; http://www.elprofesionaldelainformacion.com
Type:
Article
Language:
en
ISSN:
1386-6710
Appears in Collections:
Statistical Cybermetrics Research Group

Full metadata record

DC FieldValue Language
dc.contributor.authorThelwall, Mikeen
dc.contributor.authorCugelman, Brianen
dc.date.accessioned2017-09-21T14:07:51Z-
dc.date.available2017-09-21T14:07:51Z-
dc.date.issued2017-08-02-
dc.identifier.citationMonitoring Twitter strategies to discover resonating topics: The case of the UNDP 2017, 26 (4):649 El Profesional de la Informaciónen
dc.identifier.issn1386-6710en
dc.identifier.doi10.3145/epi.2017.jul.09-
dc.identifier.urihttp://hdl.handle.net/2436/620680-
dc.description.abstractMany organizations use social media to attract supporters, disseminate information and advocate change. Services like Twitter can theoretically deliver messages to a huge audience that would be difficult to reach by other means. This article introduces a method to monitor an organization’s Twitter strategy and applies it to tweets from United Nations Development Programme (UNDP) accounts. The Resonating Topic Method uses automatic analyses with free software to detect successful themes within the organization’s tweets, categorizes the most successful tweets, and analyses a comparable organization to identify new successful strategies. In the case of UNDP tweets from November 2014 to March 2015, the results confirm the importance of official social media accounts as well as those of high profile individuals and general supporters. Official accounts seem to be more successful at encouraging action, which is a critical aspect of social media campaigning. An analysis of Oxfam found a successful social media approach that the UNDP had not adopted, showing the value of analyzing other organizations to find potential strategy gaps.en
dc.language.isoenen
dc.publisherEPI - El Profesional de la información.en
dc.relation.urlhttps://recyt.fecyt.es/index.php/EPI/article/view/epi.2017.jul.09en
dc.relation.urlhttp://www.elprofesionaldelainformacion.comen
dc.rightsArchived with thanks to El Profesional de la Informaciónen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectTwitteren
dc.subjectUNDPen
dc.subjectSocial media analysisen
dc.titleMonitoring Twitter strategies to discover resonating topics: The case of the UNDPen
dc.typeArticleen
dc.identifier.journalEl Profesional de la Informaciónen
dc.date.accepted2017-07-
rioxxterms.funderInternalen
rioxxterms.identifier.projectUoW210917MTen
rioxxterms.versionVoRen
rioxxterms.licenseref.urihttps://creativecommons.org/CC BY-NC-ND 4.0en
rioxxterms.licenseref.startdate2017-09-21en
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