This website uses its own and third-party cookies. Some of these cookies are used to develop analytical statistics of visits to the webpage, others to manage advertising or even others are necessary for the correct management of the site. If you continue to browse or click in accept we consider you accept the conditions for their use. You can get more information, or learn how to change the settings in our cookies policy?
Versión Española Versión Mexicana Ibercampus English Version Version française Versione italiana

26/10/2020  
    Ibercampus  | Editorial Board | Who we are | Ideology | Contact | Advertising rates | Subscription | RSS RSS
Policies
Inclusion policies
R&D
Employment
Economics
Culture
Green strategies
Health
Society and consumer
Sports
Debates
Interviews
Education
Grants & internships
Training
Trends
Enterprises & CSR
 Enterprises & CSR
ACNUR
AEGON
AIR LIQUIDE
ALCATEL-LUCENT
ALLIANZ
ARCELORMITTAL
ASIFIN
ASSICURAZIONI GENERALI
AXA
BANCO SANTANDER
BASF
BAYER
BBVA
BNP PARIBAS
CARREFOUR
DAIMLER AG
DEUTSCHE BANK
DEUTSCHE BÖRSE
DEUTSCHE TELEKOM
E.ON
ENEL
ENI
FORTIS
FRANCE TÉLÉCOM
GROUPE DANONE
IBERDROLA
INDITEX
ING GROUP
INTESA SANPAOLO
L'ORÉAL
LVMH
MUNICH RE
NOKIA
PHILIPS
RENAULT
REPSOL YPF
RWE
SAINT GOBAIN
SANOFI-AVENTIS
SAP AG
SCHNEIDER ELECTRIC
SIEMENS AG
SOCIÉTÉ GÉNÉRALE
SUEZ
TELECOM ITALIA
TELEFÓNICA
TOTAL S.A.
UNICREDIT
UNILEVER
VINCI
VIVENDI
VOLKSWAGEN

SOCIETY AND CONSUMER
Tweeting to gain popularity is an inefficient strategy

A study finds how twitter users can increase their influence

Visualisation of the spreading of messages on Twitter (retweets network in green) on the followers network (grey). Image adapted by A.J. Morales, R.M. Benito et al. - Social Networks

The imbalanced structure of Twitter, where some users have many followers and the large majority barely has several dozen followers, means that messages from the more influential have much more impact. Less popular users can compensate for this by increasing their activity and their tweets, but the outcome is costly and inefficient. This was confirmed by an analysis of the social network performed by researchers from the Technical University of Madrid.
Ibercampus 14/11/2014 Send to a friend
Comparte esta noticia en TwitterFacebookTwitterdel.icio.usYahooRSS
What can Twitter users do to increase their influence? To answer this question, a team of researchers at the Technical University of Madrid (UPM) has analysed thousands of conversations, applied a computational model and devised a measure that relates the effort spent to the influence gained by tweeters.

The results, published in the journal ‘Social Networks’, confirm that the actual structure of Twitter is the key to the influence. It is a heterogeneous network, or rather, one where there is a large number of users with very few followers (61 on median, according to O’Reilly), and a few –very few– with an enormous number of followers (up to 40-50 million).

With this type of distribution, network position or ‘topocracy’ comes before meritocracy: “Having a larger number of followers is much more important than the user’s ‘effort’ or activity in sending lots of messages,” Rosa M. Benito, head of the research team, tells SINC.

“However, if the underlying network were homogeneous (something which it is not), users would have approximately the same number of connections and their position on the network would not be important; their influence would depend directly on their activity,” establishes the researcher.

According to the study, on heterogeneous networks like Twitter the way in which users send messages does not matter, because there is always going to be a highly influential minority. Tweets that more popular people or institutions send are spread more and have greater impact, even though they send very few, which is also quite usual.

“The data shows that the emergence of a group of users who write fewer tweets but that are largely retweeted is due to the social network being heterogeneous,” Rosa M. Benito points out.

The researcher is not exactly encouraging for the majority of tweeters who wish to be more influential: “Ordinary users can gain the same number of retweets as popular users by increasing their activity abruptly. Then it is possible to increase their influence through activity, but it is costly and inefficient”.

Other issues Society and consumer
Sassy Science, the world´s first drag queen to popularise science
European Parliament approves more transparency and efficiency in its internal rules
Recalling happy memories during adolescence can reduce risk of depression
Happy older people live longer, say researchers
Bad behavior to significant other in tough times has more impact than positive gestures
300 participants join the European Validation Festival
European Youth Forum urges Member States to reach an agreement on working conditions
Europe discusses AI ethical and social impact with philosophical and non-confessional organisations
Commission proposes €1.26 billion to reinforce the European Solidarity Corps
A new study provides "strong evidence" that more time spent in education is a risk factor for myopia

Subscribe free to our newsletter
Vanity Fea
Economic consequences of the pandemic
José Ángel García Landa
Human Capital
Mobilizing commitment around change
Marta Santos Romero
We can all be leaders
VIDEOCOMMUTING A NEW ORGANIZATIONAL REALITY THAT POSITIVELY IMPACTS EMPLOYEES
Mar Souto Romero
Financial inclusion
Financial Education For All!
Carlos Trias
Brusselian Lights
European elections (I): which words are more used in the European political manifestos?
Raúl Muriel Carrasco
Humor and Political Communication
Comisión de Arbitraje, Quejas y Deontología (Spain) (3) You can´t be too careful
Felicísimo Valbuena
Want your own blog? Want to be read by universities?
Find out here
Books
"Tthe study of human behaviour was political from the beginning"
The EU "An Obituary"
Startup Cities "Why Only a Few Cities Dominate the Global Startup Scene"
Blockchain Revolution "How the Technology Behind Bitcoin and Cryptocurrency Is Changing the World "
Doughnut Economics "Seven Ways to Think Like a 21st-Century Economist "
The People vs Tech "How the Internet Is Killing Democracy"
Theses and dissertations
Legal Advise | Privacy Policy | Editorial Board | Who we are | Ideology | Contact | Advertising rates | RSS RSS