User behavior in online social media is not static, it evolves
through the years. In Twitter, we have witnessed a maturation of its platform and its users due to endogenous and exogenous reasons. While the research using Twitter data has expanded rapidly, little work has studied the change/evolution in the Twitter ecosystem itself. In this pa-
per, we use a taxonomy of the types of tweets posted by around 4M users during 10 weeks in 2011 and 2013. We classify users according to their tweeting behavior, and nd 5 clusters for which we can associate a different dominant tweeting type. Furthermore, we observe the evolution of
users across groups between 2011 and 2013 and interesting insights such as the decrease in conversations and increase in URLs sharing. Our findings suggest that mature users evolve to adopt Twitter as a news media rather than a social network.
Who are my Audiences? Evolution of Target Audiences in Microblogs
1. Who are my Audiences?
Evolution of Target
Audiences in Microblogs
Ruth García-Gavilanes
Andreas Kaltembrunner1, Diego Sáez-Trumper2
Ricardo Baeza-Yates2, Pablo Aragón1, David Laniado1
Universitat Pompeu Fabra,
Barcelona Media1,
Yahoo Labs2
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4. Contributions
• Propose a taxonomy to categorize tweets by
language independent features
• Characterize users by the way they tweet
• Analyze the evolution of imagined audiences
over time
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5. 8M
Users who
tweeted at least
once during 10
weeks in 2011
(April-July)
DATA
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6. 8M
4.3M
2011 Users who tweeted
at least once
during 10 weeks
(April-July)
2011 and 2013
DATA
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7. Active in 2011 2013
2011 2013
Users 1,315,313 1,125,968
English
Tweets
406,719,999 256,330,241
8M
4.3M
1.3M
770K
1.1M
2011
2013
2011 2013
Min 1 and max 22 tweet per
working day.
DATA
Inactive 1 tweet per day
Hyperactive 22 per day
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530K 570K
8. Language Independent
Approach
Tweets
Re-tweets (RT) Original tweets (OT)
With links Without links With links Without links
Mentions No
Mentions
Mentions No
Mentions
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9. Language Independent
Approach
No
With links Without links
Mentions
Tweets
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With links
Original tweets (OT)
Without links
Mentions
Re-tweets (RT)
No
Mentions
Mentions
% % % % % % 2011
% % % % % % 2013
10. Clusters
100%
75%
50%
25%
0%
100%
75%
50%
25%
0%
100%
75%
50%
25%
0%
100%
75%
50%
25%
0%
100%
75%
50%
25%
0%
Type of tweet
OT with links and mentions
OT with links and no mentions
OT with mentions and no links
OT without links or mentions
RT with links
RT without links
Endogenous Conversationalists Generalists
Echoers Link Feeders
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11. Endogenous
• Social network: self-contained
original posts
(no mentions or links) and
conversations
100%
75%
50%
25%
0%
Endogenous
Type of tweet
OT with links and mentions
OT with links and no mentions
OT with mentions and no links
OT without links or mentions
RT with links
RT without links
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12. Conversationalists
• Social network: emphasis
on interacting with other
users more than sharing
self-contained ideas.
Type of tweet
OT with links and mentions
OT with links and no mentions
OT with mentions and no links
OT without links or mentions
RT with links
RT without links
Conversationalists
100%
75%
50%
25%
0%
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13. Generalists
• Without a distinctive type:
links slightly higher.
Type of tweet
OT with links and mentions
OT with links and no mentions
OT with mentions and no links
OT without links or mentions
RT with links
RT without links
100%
75%
50%
25%
0%
Generalists
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14. Echoers
• News media: Forwarding
other people's self-contained
tweets.
Type of tweet
OT with links and mentions
OT with links and no mentions
OT with mentions and no links
OT without links or mentions
RT with links
RT without links
Echoers
100%
75%
50%
25%
0%
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15. Link Feeders
• Mostly tweet messages
containing external links
and no mentions.
Type of tweet
OT with links and mentions
OT with links and no mentions
OT with mentions and no links
OT without links or mentions
RT with links
RT without links
Link Feeders
100%
75%
50%
25%
0%
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18. CONCLUSIONS
• Tendency to become “inactive” or same type of
behavior over years with exception of echoers.
• Decrease of conversationalists over time.
• More Link Feeders and Generalists.
• What is Twitter, a Social Network or a
News Media? [Kwak et al., 2010] :
• Mature users tend to use Twitter more as news
media.
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21. Future Work
• Look closely at the behavior of the inactive and
hyperactive users
• Lexical variation in conversations, tweets
• Language vs. behavior
• Change in behavior vs. change in popularity
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22. K-Means
k = 5
●
●
●
●
●
●
●
●
●
●
● ● ●
● ●
2 4 6 8 10 12 14
1e+05 2e+05 3e+05 4e+05
Number of Clusters
Within groups sum of squares
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