research-article

Tweet if you will: the real question is, who do you influence?

Authors:

Johanna Schacht,

Margeret Hall,

Martin ChorleyAuthors Info & Claims

WebSci '15: Proceedings of the ACM Web Science Conference

Article No.: 55, Pages 1 - 3

https://doi.org/10.1145/2786451.2786923

Published: 28 June 2015 Publication History

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Abstract

Large numbers of today's businesses use social media in advertising. There is a belief in a great opportunity, even if return on investment is difficult to quantify. To fill this gap we consider a cross-media-platform-analysis across Facebook, Twitter and Foursquare. Rationale for and against different characteristics within social media advertisement are addressed. The paper finds correlation from posts and tweets to Foursquare check-ins. Results show that posts or tweets containing pictures have higher return on investment than posts or tweets without, and that when the text of a post or tweet raises curiosity or attracts individuals or groups Foursquare check-ins increase.

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Dörflinger, T., & Tutor, S. 2011. Social Media Measurement. Diploma thesis at University of Applied Sciences FH Joanneum Graz, Journalism and Corporate Communication.

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Hoffman, D. L., & Fodor, M. 2010. Can you measure the ROI of your social media marketing?. Sloan Management Review, 52(1).

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Järvinen, J., Töllmen, A., & Karjaluoto, H. 2015. Web Analytics and Social Media Monitoring in Industrial Marketing. In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same... (pp. 477--486). Springer International Publishing.

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Joseph, J. V. 2006. Understanding Advertising Adstock Transformations. Available at SSRN 924128.

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Park, J.Y., Lee, K.-W., Kim, S.Y., Chung, C.-W. 2013. Ads by whom? Ads about what? Proceedings of the first ACM conference on Online Social Networks - COSN '13. pp. 155--164. ACM Press, New York, New York, USA

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Hatami ZHall MThorne N(2021)Identifying Early Opinion Leaders on COVID-19 on TwitterHCI International 2021 - Late Breaking Papers: Design and User Experience10.1007/978-3-030-90238-4_20(280-297)Online publication date: 20-Nov-2021
https://doi.org/10.1007/978-3-030-90238-4_20
Ligon GHall MBraun C(2018)Digital Participation Roles of the Global Jihad: Social Media’s Role in Bringing Together Vulnerable Individuals and VEO ContentHCI in Business, Government, and Organizations10.1007/978-3-319-91716-0_39(485-495)Online publication date: 5-Jun-2018
https://doi.org/10.1007/978-3-319-91716-0_39
Hall MMazarakis APeters IChorley MCaton SMai JStrohmaier MKaye JDruin ALampe CMorris DHourcade J(2016)Following User PathwaysProceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems10.1145/2851581.2856500(3400-3407)Online publication date: 7-May-2016
https://dl.acm.org/doi/10.1145/2851581.2856500

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Information

Published In

WebSci '15: Proceedings of the ACM Web Science Conference

June 2015

366 pages

ISBN:9781450336727

DOI:10.1145/2786451

Conference Chair:
David De Roure,
Program Chairs:
Pete Burnap,
Susan Halford

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 28 June 2015

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WebSci '15: ACM Web Science Conference

June 28 - July 1, 2015

Oxford, United Kingdom

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Overall Acceptance Rate 245 of 933 submissions, 26%

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Cited By

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Hatami ZHall MThorne N(2021)Identifying Early Opinion Leaders on COVID-19 on TwitterHCI International 2021 - Late Breaking Papers: Design and User Experience10.1007/978-3-030-90238-4_20(280-297)Online publication date: 20-Nov-2021
https://doi.org/10.1007/978-3-030-90238-4_20
Ligon GHall MBraun C(2018)Digital Participation Roles of the Global Jihad: Social Media’s Role in Bringing Together Vulnerable Individuals and VEO ContentHCI in Business, Government, and Organizations10.1007/978-3-319-91716-0_39(485-495)Online publication date: 5-Jun-2018
https://doi.org/10.1007/978-3-319-91716-0_39
Hall MMazarakis APeters IChorley MCaton SMai JStrohmaier MKaye JDruin ALampe CMorris DHourcade J(2016)Following User PathwaysProceedings of the 2016 CHI Conference Extended Abstracts on Human Factors in Computing Systems10.1145/2851581.2856500(3400-3407)Online publication date: 7-May-2016
https://dl.acm.org/doi/10.1145/2851581.2856500

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