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dc.contributor.authorThelwall, Mike
dc.contributor.authorCugelman, Brian
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.
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.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.typeJournal article
dc.identifier.journalEl Profesional de la Informaciónen
dc.date.accepted2017-07-21
rioxxterms.funderUniversity of Wolverhamptonen
rioxxterms.identifier.projectUoW210917MTen
rioxxterms.versionVoRen
rioxxterms.licenseref.urihttps://creativecommons.org/CC BY-NC-ND 4.0en
rioxxterms.licenseref.startdate2017-09-21en
dc.source.volume26
dc.source.issue4
dc.source.beginpage649
dc.source.endpage661
refterms.dateFCD2019-02-21T09:51:08Z
refterms.versionFCDVoR
refterms.dateFOA2017-09-21T00:00:00Z
html.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.


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