Twitter Strategies Research Articles

Twitter's Strategy and Market Share Analysis

With the growth of the internet and smartphones, social media are having explosive growth in overall users. For already existing social media, like Twitter, Facebook, etc., appropriate strategic choices are indispensable for market expansion. In the case of Twitter, the relationship between its strategy and market share is vacant in academia. Therefore, the research topic of this paper is the relationship between Twitter's strategy and the amount of market share. The research method of this paper is as follows: Firstly, relevant literature is collected for systematic analysis, and secondly, the relationship between strategy implementation and market share change is analyzed through StatCounter's social media market share data. It was found that Twitter's strategy in deepening its features, i.e., real-time messaging and news, diversified communication, and interaction with celebrities was successful, but it did not get the desired results in expanding its own users' scope and providing new non-core features. Therefore, for existing social media, solidifying the existing target group is the first option in competition. For companies that want to run a social media business, identifying a specific market segment is the key to winning the fierce competition.

The role of social media on the evolution of companies: A Twitter analysis of Streaming Service Providers

In recent years, Social Networks and, in particular, Twitter have proved to be a fertile ground for those scholars and companies interested in exploring the effectiveness of brand marketing communications. This is even more true when it comes to TV Streaming Service Providers, such as Netflix or Amazon. For these types of companies, Twitter represents not only a valuable source of data for business intelligence, but also a connected and co-viewing platform and outage detection system. In this paper, we carry out our analysis by exploring and comparing, through disparate machine learning techniques and natural language processing solutions, the behavior of several Twitter accounts corresponding to different Streaming Service Providers by considering their possible stage in the Technology Adoption Life Cycle. Interestingly, such an analysis allows for the identification of the most suitable strategies that can be carried out on Twitter by Streaming Service Providers to improve the user involvement on the basis of their current stage. To the best of our knowledge, a complete analysis able to depict Twitter strategies of success for Streaming Service Providers does not exist in current literature yet.

Thai Commercial Banks on Twitter

Twitter is a social media (SM) platform that rapidly generates electronic word of mouth (e-WOM). Marketer-generated content (MGC) is controllable and could enhance the positive e-WOM. Hence, in this study, the author examined the characteristics of MGC and reactions from followers based on Thai banks' Twitter accounts. The author collected a total of 10,000 tweets from nine banks in Thailand—both high- and low-performing banks. The author conducted research with natural language processing (NLP) to uncover intents using an open application programming interface (API). The author used three data-mining techniques—association, clustering, and classification. The Twitter strategies of banks with high and low performances are quite similar. The sentiment is the intent type that dominates Thai banks' intent strategies. Several intents could be combined to draw e-WOM in terms of favorites (FAV) and retweets (RT). Six intent patterns (clusters) were extracted. Some of these clusters are classifiers for FAV and non-FAV tweets. This study guides the application of data mining in business research and suggests MGC strategies for marketers.

The Continuities of Twitter Strategies and Algorithmic Terror

The Continuities of Twitter Strategies and Algorithmic Terror

Using Twitter to promote #orthodontic research and clinical innovations: Practice and challenges

While Twitter has substantial benefits in real-time sharing and dissemination of information and facilitating discussions, currently there is a noticeable absence of its use in the orthodontic profession and peer-reviewed journals. This review aims to introduce the basics of using social media; provide a perspective and prospective vision on effective practices on the use of Twitter in sharing orthodontic discoveries and clinical innovations; and discuss the limitations and caveats of using such approaches in sharing and assimilating information. There has been increasing debate on the potential role of social media, specifically Twitter, in shaping the way scholars and clinicians access, discuss, and disseminate research and clinical innovations. Despite various caveats, such as misinformation, privacy concerns, and unprofessionalism, Twitter can be used to efficiently share discoveries and innovations and facilitate networking. Thus, the use of Twitter during professional orthodontic meetings can enhance their impact by enabling nonattendees to participate in the meeting virtually and in real time. Moreover, utilization of Twitter by peer-reviewed journals can aid in enhancing the dissemination of information. That, with the optimization of algorithms and strategies, can also maximize reach and impact. Future efforts are essential to develop standardized guidelines for the use of Twitter among orthodontic healthcare professionals and scholars to better manage scientific integrity, privacy, and ethical concerns. Professional orthodontic organizations, journals, and researchers should be aware of the potential benefits of Twitter strategies that could be applied to maximize the impact and dissemination of orthodontic discoveries to reach the largest possible audience that will facilitate collaboration and discussion, and advance the delivery of cutting-edge treatments.

The Use of Twitter by Medical Journals: Systematic Review of the Literature.

BackgroundMedical journals use Twitter to engage and disseminate their research articles and implement a range of strategies to maximize reach and impact.ObjectiveThis study aims to systematically review the literature to synthesize and describe the different Twitter strategies used by medical journals and their effectiveness on journal impact and readership metrics.MethodsA systematic search of the literature before February 2020 in four electronic databases (PubMed, Web of Science, Scopus, and ScienceDirect) was conducted. Articles were reviewed using the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-analyses) guidelines.ResultsThe search identified 44 original research studies that evaluated Twitter strategies implemented by medical journals and analyzed the relationship between Twitter metrics and alternative and citation-based metrics. The key findings suggest that promoting publications on Twitter improves citation-based and alternative metrics for academic medical journals. Moreover, implementing different Twitter strategies maximizes the amount of attention that publications and journals receive. The four key Twitter strategies implemented by many medical journals are tweeting the title and link of the article, infographics, podcasts, and hosting monthly internet-based journal clubs. Each strategy was successful in promoting the publications. However, different metrics were used to measure success.ConclusionsFour key Twitter strategies are implemented by medical journals: tweeting the title and link of the article, infographics, podcasts, and hosting monthly internet-based journal clubs. In this review, each strategy was successful in promoting publications but used different metrics to measure success. Thus, it is difficult to conclude which strategy is most effective. In addition, the four strategies have different costs and effects on dissemination and readership. We recommend that journals and researchers incorporate a combination of Twitter strategies to maximize research impact and capture audiences with a variety of learning methods.

Comparative analysis of the broadcaster’s Twitter strategies of the highest-rated British and Spanish TV series

The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.

Let’s Get Ready to Tweet! An Analysis of Twitter Use by 2018 Senate Candidates

To what extent did the 2018 Senate candidates adapt their Twitter strategy to match electoral realities during the campaign? Previous literature on the political use of social media suggests that Twitter is a gauge of “word of mouth” popularity and can be seen as an indirect proxy for votes. As such, Senate candidates have an incentive to be strategic in their use of social media during the election season. Relying on the framework set forth by Gainous and Wagner (2014), we categorized senatorial candidates’ tweets using an Artificial Neural Network and analyzed them over time to see if political party, presidential vote margin, incumbency and Senate race competitiveness predict the types of tweets that candidates were likely to send. Senate candidate tweets were also examined to determine under what conditions candidates opted to attack, stay quiet about, or align themselves with President Trump. We found that incumbents tended to talk about policy more and attack less, while challengers attacked their opponents to level the playing field. Democratic candidates followed a conventional strategy of tweeting about Trump where it made strategic sense, and using social media in competitive races to attack their opponents and to encourage supporters to get involved. Republicans followed a base-mobilization strategy consisting of aligning themselves with Trump and attacking their opponents when they were underdogs.

Different Twitter strategies of the main Spanish political leaders in the 2019 general elections of April (28A)

El objetivo de este trabajo es explorar el uso que hicieron de Twitter los cuatro principales líderes políticos españoles durante la campaña de las elecciones generales españolas desarrollada entre el 12 y el 26 de abril del 2019. Se analizó su timeline, tanto cuantitativo (de su participación), como cualitativo (categorizando el tono, la orientación o la temática abordada). El corpus de este estudio está compuesto por un total de más de 700 contenidos cuyos resultados evidencian: 1) la existencia de una estrategia de comunicación política en Twitter; 2) la interacción y dinamización del diálogo con diferentes estrategias e intensidad; 3) la autopromoción a través del propio texto, material audiovisual y enlaces compartidos con el ánimo de potenciar, principalmente, actividades propias de campaña; 4) un alto porcentaje de mensajes que no se corresponden con las preocupaciones de su público objetivo, aunque con diferencias existentes entre los candidatos. Queda demostrada la existencia de un uso estratégico de Twitter en el que aún existe un amplio margen para explotar el potencial interactivo y cuyo contexto electoral ha girado en torno a un monólogo promocional más próximo a sus agendas temáticas que a los temas de interés de su electorado.

Fashion brands’ use of emojis on Twitter: An exploratory study

The aim of this study is to explore the use of emojis by fashion brands on their Twitter accounts. We conducted a content analysis on tweets created by the top ten fashion brands for the month of December 2016. These top fashion brands consisted of five mass fashion brands (Nike, Adidas, Victoria’s Secret, Zara and H&M) and five luxury brands (Chanel, Dior, Gucci, Louis Vuitton and Prada). After training, two coders analysed predetermined categories from a coding scheme in each brand’s tweet, including (1) the presence of an emoji in the tweet, (2) the type of emoji used, (3) the content and context of the tweet, (4) the number of replies, (5) the number and content of the replies that contained emojis, (6) the number of retweets and (7) the number of likes given to the tweet. The use of emojis by fashion brands was minimal and tended to be limited to simple objects as opposed to conveying emotion or brand personality. None of the luxury brands in our sample used emojis in their tweets. In examining the effectiveness of emojis on Twitter, we found that the use of emojis was positively related to the number of replies, retweets and likes. The use of emojis did not differ significantly based on the types of messages. This study contributes knowledge to the development and implementation of effective Twitter strategies for fashion brands.

Owning your message: Congressional candidates’ interactivity and issue ownership in mixed-gender campaigns

ABSTRACTWhen candidates lose, they must decide which campaign strategies to keep and which to abandon if they run again. Republicans Mia Love and Scott Brown had to make this decision after losing in 2012 and running again in 2014. This study examines Love, Brown, and their Democratic opponents to assess how they changed and potentially optimized their Twitter strategies in back-to-back mixed-gender elections. Results revealed two patterns. First, textual and visual interactivity were prevalent campaign strategies. Second, effective campaign strategies incorporated issue emphases that aligned with the candidate’s party- and/or gender-based political ownership, while simultaneously complimenting the nation’s economic conditions.

Rethink Your Twitter Strategy

Nonprofit Communications ReportVolume 17, Issue 4 p. 4-4 Social Media Strategy Rethink Your Twitter Strategy Megan Venzin, Megan VenzinSearch for more papers by this author Megan Venzin, Megan VenzinSearch for more papers by this author First published: 12 March 2019 https://doi.org/10.1002/npcr.31162Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat No abstract is available for this article. Volume17, Issue4April 2019Pages 4-4 RelatedInformation

Lessons Learned From Web- and Social Media-Based Educational Initiatives by Pulmonary, Critical Care, and Sleep Societies

Lessons Learned From Web- and Social Media-Based Educational Initiatives by Pulmonary, Critical Care, and Sleep Societies

Connecting with audiences in new markets: Netflix´s Twitter strategy in Spain

ABSTRACTThe streaming platform Netflix began to offer on-demand content in Spain in 2015. This study offers an analysis of the Twitter strategy the company implemented during its initial year in this market. We conclude that the Twitter strategy employed by Netflix during this period differed substantially from those pursued by traditional television. Netflix makes extensive use of original messages and social media conventions such as hashtags, emoticons and gifs. Analysis indicates that the brand’s Twitter followers in Spain are more likely to like and retweet messages than post replies.

TV news and social audience in Europe (EU5): On-screen and Twitter Strategies

Social networks have altered how viewers watch television and consume information. This new context has obliged broadcasters to adapt their practices to reach viewers in all platforms. In this article, we focus on how the evening news programmes from the general-interest DTT channels in the five main European markets (France, Germany, Italy, Spain, and the United Kingdom) appeal to their social audience. This concept, although ambiguous, refers to the activity of viewers on social networks in relation to the contents broadcast by the television industry in its multiple forms. We analyse both the screen strategies and their activity on their official Twitter accounts. Although the evening news is the anchor of the prime time and one of the main assets to instil the channels with prestige and influence, the conclusions point to a certain neglect of the social audience from the industry in these key programmes. But mostly, our research reveals how the specificities of the format and the nature of the content distinguish the evening news from other live TV shows.

Monitoring Twitter strategies to discover resonating topics: The case of the UNDP

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.

Twitter as arena for the authentic outsider: exploring the social media campaigns of Trump and Clinton in the 2016 US presidential election

In the 2016 US presidential election campaign, social media platforms were increasingly used as direct sources of news, bypassing the editorial media. With the candidates’ millions of followers, Twitter has become a platform for mass communication and the candidate’s main online information channel. Likewise, social media has provided a platform for debating and critiquing the mainstream media by the campaigns and their networks. This article discusses the Twitter strategies of the democratic candidate Hillary Clinton and republican candidate Donald Trump during their US 2016 presidential election campaigns. While the Clinton campaign’s strategy confirms theories regarding the professionalisation of election campaigns, the Trump campaign’s more amateurish yet authentic style in social media points towards de-professionalisation and even amateurism as a counter-trend in political communication.

Twitter Strategies for Web-Based Surveying: Descriptive Analysis From the International Concussion Study.

BackgroundSocial media provides researchers with an efficient means to reach and engage with a large and diverse audience. Twitter allows for the virtual social interaction among a network of users that enables researchers to recruit and administer surveys using snowball sampling. Although using Twitter to administer surveys for research is not new, strategies to improve response rates are yet to be reported.ObjectiveTo compare the potential and actual reach of 2 Twitter accounts that administered a Web-based concussion survey to rugby players and trainers using 2 distinct Twitter-targeting strategies. Furthermore, the study sought to determine the likelihood of receiving a retweet based on the time of the day and day of the week of posting.MethodsA survey based on previous concussion research was exported to a Web-based survey website Survey Monkey. The survey comprised 2 questionnaires, one for players, and one for those involved in the game (eg, coaches and athletic trainers). The Web-based survey was administered using 2 existing Twitter accounts, with each account executing a distinct targeting strategy. A list of potential Twitter accounts to target was drawn up, together with a list of predesigned tweets. The list of accounts to target was divided into ‘High-Profile’ and ‘Low-Profile’, based on each accounts’ position to attract publicity with a high social interaction potential. The potential reach (number of followers of the targeted account), and actual reach (number of retweets received by each post) between the 2 strategies were compared. The number of retweets received by each account was further analyzed to understand when the most likely time of day, and day of the week, a retweet would be received.ResultsThe number of retweets received by a Twitter account decreased by 72% when using the ‘high-profile strategy’ compared with the ‘low-profile strategy’ (incidence rate ratio (IRR); 0.28, 95% confidence interval (CI) 0.21-0.37, P<.001). When taking into account strategy and day of the week, the IRR for the number of retweets received during the hours of 12 AM to 5:59 AM (IRR 2.98, 95% CI 1.88-4.71, P>.001) and 6 PM to 11:59 PM (IRR 1.48, 95% CI 1.05-2.09, P>.05) were significantly increased relative to 6 AM to 11:59 AM. However, posting tweets during the hours of 12 PM to 5:59 PM, decreased the IRR for retweets by 40% (IRR 0.60, 95% CI 0.46-0.79, P<.001) compared with 6 AM to 11:59 AM. Posting on a Monday (IRR 3.57, 95% CI 2.50-5.09, P<.001) or Wednesday (IRR 1.50, 95% CI 1.11-1.11, P<.01) significantly increased the IRR compared with posting on a Thursday.ConclusionsSurveys are a useful tool to measure the knowledge, attitudes, and behaviors of a given population. Strategies to improve Twitter engagement include targeting low-profile accounts, posting tweets in the morning (12 AM-11:59 AM) or late evenings (6 PM-11:59 PM), and posting on Mondays and Wednesdays.

Strategy of robotic surgeons to exert public influence through Twitter.

Twitter is gaining growing popularity as a communication platform and potential tool to influence the public in medical matters. The aim here is to examine whether and how robotic surgeons use Twitter more influentially than other urologists. Robotic surgeons and other urologists that tweeted at the European urology congress were compared by assessing Twitter Follower/Following Ratio, Retweet Rank and Percentile and their Twitter strategies. Robotic surgeons had a significantly higher Twitter Follower/Following Ratio (2.1, 1.4-2.4) and Retweet Rank percentile (92.1%, 90.5-93%) than other urologists (1.2, 0.8-2.1 and 88.9%, 87.3-91.7%, respectively). Robotic surgeons used original tweet content and links more often than other urologists (69.4% vs 53.8%, and 19.8% vs 12.5%, respectively). Robotic surgeons had a higher public influence on Twitter than other urologists and posted original tweets and links in tweets and profiles more frequently. This strategy might optimize Twitter use by healthcare professionals in the future. Copyright © 2016 John Wiley & Sons, Ltd.

#SocialJournalism: Local News Media on Twitter

A content analysis of 4,507 tweets from 60 local news organizations in the United States was conducted to examine Twitter strategies used by the local news industry. Results indicate that local news organizations in the United States mainly used Twitter as an additional platform for news dissemination. While local TV stations and newspapers differed significantly in their use of tweet structures, content, and strategies, both followed the similar practices of their traditional media portals. In addition, the number of followers and total tweets of a news organization’s Twitter account, use of photos, hashtags, usernames, and tweet content predicted audience engagement with the site. Overall, local news organizations in the United States did not appear to use Twitter to cross-promote and/or supplement their traditional business practices. This research calls for more systematic, multi-dimensional social media management in local newsrooms.