Twitter Content Capture and Analysis: A Case Study of #AAPOR2010
Dean, E., Murphy, J. J., Furberg, R., Weaver, A. L., & Cook, S. (2011, May). Twitter Content Capture and Analysis: A Case Study of #AAPOR2010. Presented at AAPOR 2011, Phoenix, AZ.
Twitter is a popular micro-blogging tool that allows users to broadcast their thoughts via the internet in posts of 140 characters or less. Over 145 million registered Twitter users post over 90 million tweets per day. Twitter is used as a news source, a tool for social interaction and networking, and a marketing platform. Recent research has indicated Twitter may have predictive value in forecasting elections results and market performance.
Twitter has become a popular communication tool at academic and professional conferences and meetings. Attendees use Twitter to maintain real-time online conversations alongside live spoken remarks, obtain and distribute logistical information, advertise presentations and booths, facilitate in person meetings, extend debate about conference topics, and register assessments on the quality of the conference. At the 2010 annual meeting, AAPOR embraced and supported the use of Twitter by displaying a board updating the conference Twitter stream and by including a Twitter feature in the official conference iPhone app. The official #AAPOR2010 hashtag (a text tag included within each tweet to associate the tweet with the conference stream) was used 309 times by 80 different Twitter accounts between May 3, 2010 and May 16, 2010.
This paper will analyze the overall volume and nature of Twitter content associated with the AAPOR 2010 conference before, during, and after the event. Fluctuations in tweet volume will be analyzed by date, time and user profile. Tweet content will be coded and presented by topic, originality or redundancy, and interactivity. This presentation will enhance understanding of conference use of Twitter by AAPOR, demonstrate techniques for analyzing Twitter data, and provide recommendations for adding to the value of Twitter use by the AAPOR community. Preliminary analyses suggest Twitter may be a useful tool for evaluating conference quality, coordinating social logistics, and improving efficiency of planning by attendees.