Largest Social Media Network Research Articles

A customisable pipeline for the semi-automated discovery of online activists and social campaigns on Twitter

Substantial research is available on detecting influencers on social media platforms. In contrast, comparatively few studies exists on the role of online activists, defined informally as users who actively participate in socially-minded online campaigns. Automatically discovering activists who can potentially be approached by organisations that promote social campaigns is important, but not easy, as they are typically active only locally, and, unlike influencers, they are not central to large social media networks. We make the hypothesis that such interesting users can be found on Twitter within temporally and spatially localised contexts. We define these as small but topical fragments of the network, containing interactions about social events or campaigns with a significant online footprint. To explore this hypothesis, we have designed an iterative discovery pipeline consisting of two alternating phases of user discovery and context discovery. Multiple iterations of the pipeline result in a growing dataset of user profiles for activists, as well as growing set of online social contexts. This mode of exploration differs significantly from prior techniques that focus on influencers, and presents unique challenges because of the weak online signal available to detect activists. The paper describes the design and implementation of the pipeline as a customisable software framework, where user-defined operational definitions of online activism can be explored. We present an empirical evaluation on two extensive case studies, one concerning healthcare-related campaigns in the UK during 2018, the other related to online activism in Italy during the COVID-19 pandemic.

Grappling With the COVID-19 Health Crisis: Content Analysis of Communication Strategies and Their Effects on Public Engagement on Social Media.

BackgroundThe coronavirus disease (COVID-19) has posed an unprecedented challenge to governments worldwide. Effective government communication of COVID-19 information with the public is of crucial importance.ObjectiveWe investigate how the most-read state-owned newspaper in China, People’s Daily, used an online social networking site, Sina Weibo, to communicate about COVID-19 and whether this could engage the public. The objective of this study is to develop an integrated framework to examine the content, message style, and interactive features of COVID-19–related posts and determine their effects on public engagement in the largest social media network in China.MethodsContent analysis was employed to scrutinize 608 COVID-19 posts, and coding was performed on three main dimensions: content, message style, and interactive features. The content dimension was coded into six subdimensions: action, new evidence, reassurance, disease prevention, health care services, and uncertainty, and the style dimension was coded into the subdimensions of narrative and nonnarrative. As for interactive features, they were coded into links to external sources, use of hashtags, use of questions to solicit feedback, and use of multimedia. Public engagement was measured in the form of the number of shares, comments, and likes on the People’s Daily’s Sina Weibo account from January 20, 2020, to March 11, 2020, to reveal the association between different levels of public engagement and communication strategies. A one-way analysis of variance followed by a post-hoc Tukey test and negative binomial regression analysis were employed to generate the results.ResultsWe found that although the content frames of action, new evidence, and reassurance delivered in a nonnarrative style were predominant in COVID-19 communication by the government, posts related to new evidence and a nonnarrative style were strong negative predictors of the number of shares. In terms of generating a high number of shares, it was found that disease prevention posts delivered in a narrative style were able to achieve this purpose. Additionally, an interaction effect was found between content and style. The use of a narrative style in disease prevention posts had a significant positive effect on generating comments and likes by the Chinese public, while links to external sources fostered sharing.ConclusionsThese results have implications for governments, health organizations, medical professionals, the media, and researchers on their epidemic communication to engage the public. Selecting suitable communication strategies may foster active liking and sharing of posts on social media, which in turn, might raise the public’s awareness of COVID-19 and motivate them to take preventive measures. The sharing of COVID-19 posts is particularly important because this action can reach out to a large audience, potentially helping to contain the spread of the virus.