mapping the south african twittersphere
Post on 19-Sep-2014
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This deck briefly outlines the work we did mapping the South African Twittersphere for the 2012 SAMRA conference, including some analyses we did based on the structure of the network. Specifically, we identified people with the potential for influence based on their betweeness centrality and Authority (HITS). In addition, we also used a modularity algorithm to identify 5 clearly distinct communities within the graph. The results are for interest-sake only and should be interpreted within the limitations of the data."TRANSCRIPT
Mapping the South African Political Twittersphere
Relevance?
Who are the popular and/or influential individuals in my network?
Who is influencing whom within a specific topic of interest to me?
What is the nature of their influence i.e. how are they influencing people?
What sub-communities exist within my online community?
What topics are people talking about?
What are people saying about my brand, political party, charity, music, etc.?
What do these sub-communities believe and how do they relate to my brand/ organisation/etc?
Who is sharing my content online?
What are the emerging topics and trends?
Are they saying mostly positive or negative things?
How far is word of my brand or negative publicity being spread?
How is my messaging being shared online?
The South African Political Twittersphere
A paradigm shift…
Market researchers misunderstand social media research…
Source: Barber, Michael, 2011
Participants not respondents(CASRO)
“Private gardens” vs. public spaces
Advocating an environment where traditional research can’t compete with 3rd party developers
Two types of data
Actual tweets
Twitter user data
Number of tweets collected:@helenzille = 28,500@PresidencyZA = 3,500@SAPresident = 2,900
Time period: Sept 2011 – March 2012
Twee
ts d
ata
sum
mar
y
2.5 million
64,357
58,349
37,695
20,460
12,753
4,479
3Distance = 0
Distance <= 1
Distance <= 2
Distance <= 3
Distance <= 4
Cleaned
Collected
Targetnodes
Time period: April 2012
Source nodes
Twitter user data summary
1.02.03.0 Ego
HelenZille
SAPresident
PresidencyZA
1.01.52.0
1.01.52.0
2.0 1.5 1.0
Topic modellingHashtagsStructural networkBetweeness centralityAuthority (HITS)Community detectionInfluence networks
Type
s of
ana
lyse
s
Image sources: Knowledge Matters. http://www.durantlaw.info/category/miscellaneous/strategy Gutiérrez-Pérez, JA, et al. 2011. Application of graph-spectral methods in the vulnerability assessment of water supply networks
Actual tweets
Two types of data
@SAPresident + @PresidencyZA
@helenzille
Two types of data
Twitter user data
The South African political Twittersphere
Structural network by follower count
Top 10 by follower count
Structural network by betweeness centrality
Top 10 by betweeness centrality
Structural network by Authority
Top 10 by Authority
News media
Proudly SA& DA
Sportsmen & celebrities
Technology
Blackinfluentials
Community detectionLouvain
Community detectionLouvain
Helen Zille 157,642
Bryan Habana 100,141
John Smit84,529
Albie Morkel94,593
Mark Boucher84,564
Cricket South Africa 61,536
Trevor Immelman53,777
South African Rugby 60,280
Steve Hofmeyr39,351
94.7 Highveld Radio 37,554
Top 10 sportsmen & celebritiesFollower count
Rob van Vuuren16,610
Arno Carstens11,562
Cape Talk 56711,685
Alex van Tonder10,065
Sam Wilson6,756
Karen Zoid14,410
Lead SA18,786
Jeannie D38,858
Creative Cape Town 6,259
The Foodie (David)5,219
Top 10 sportsmen & celebritiesBetweeness centrality
Yaseen Theba77,191
Mail & Guardian57,320
South African Presidency 53,413
Redi Tlhabi45,866
Mandy Wiener31,296
SA Breaking News38,487
BBC Africa49,425
City Press36,376
allAfrica.com32,788
Evita Bezuidenhout30,139
Top 10 news mediaFollower count
Mandy Wiener31,296
Sam Mkokeli3,033
Ferial Haffajee29,530
Mail & Guardian57,320
Robyn Clark1,598
Sipho Hlongwane9,093
US South African Embassy 17,803
Verashni Pillay8,304
The Big Issue4,363
Stephen Grootes19,708
Top 10 news mediaBetweeness centrality
Aki Anastasiou28,063
Jaco van Wyk20,087
Simon Dingle15,386
Dave Duarte9,563
Toby Shapshak9,073
Finance248,184
Matthew Buckland7,033
Pieter Uys6,654
Duncan McLeod6,194
Top 10 technologyFollower count
Mxit7,651
Matthew Buckland7,033
Dave Duarte9,563
Aki Anastasiou28,063
Raoul de Jongh4,133
Toby Shapshak9,073
Saul Kropman2,530
Mike Sharman4,680
Uno de Waal2,469
Pete Flynn1,008
Cathryn Reece2,302
Top 10 technologyBetweeness centrality
Bonang Matheba231,696
Julius Malema (unconfirmed) 192,482
Dineo Ranaka142,745
Jacob Zuma136,403
Black Coffee97,302
David Kau83,169
Terry Pheto64,117
Pabi Moloi66,841
Claire Mawisa54,562
Kuli Roberts57,352
Top 10 black influentialsFollower count
Khaya Dlanga46,101
Simphiwe Dana33,986
TimesLIVE52,706
Julius Malema (unconfirmed) 192,482
Xolisa Dyeshana4,747
Jason Von Berg4,445
David Kau83,169
Zama Ndlovu6,718
Bonang Matheba231,696
Mvelase Peppetta 2,804
Top 10 black influentialsBetweeness centrality
Lindiwe Mazibuko30,460
SA The Good News12,483
Brand South Africa8,549
SouthAfrica.info8,575
City of Cape Town7,725
Ryan Coetzee3,528
Mmusi Maimane4,917
Tim Harris2,792
DA Youth3,239
Andrew Boraine2,214
Top 10 proudly SA & DAFollower count
Lindiwe Mazibuko30,460
Ryan Coetzee3,528
Climate Smart Cape Town 867
Tim Harris2,792
Mmusi Maimane4,917
Solly Malatsi853
Gareth van Onselen 2,085
Mbali Ntuli1,903
Cape Town Green Map 1,408
Phumzile Van Damme 1,588
Top 10 proudly SA & DABetweeness centrality
Influence is contextual
Actual tweets
Two types of data
#ANCYL#ANCYL #malema #ANCYLmarch | 143 tweets
#POIB#POIB #POSIB #stopthesecrecybill #secrecybill #BlackTuesday | 654 tweets
Interesting:@PatriciaDeLille:• High presence (mentions)• Low influence (interactions)
@hopeleighm @PresidencyZA
@SAPresident
@helenzille and members of the Democratic Alliance
CON
CLU
SIO
NS
Participants, not respondents
Paradigm shift
MR = computer science
3rd party disruptive innovation
Complex systemsA new kind of research
Public data
Influence and dynamics
Representative what!?
Thank you@socialphysicist
Appendices
Helen Zille Rob van Vuuren John Smit Arno Carstens Cape Talk 567
Bryan Habana Alex van Tonder Sam Wilson Karen Zoid Vanessa Raphaely
Top 10 sportsmen & celebritiesAuthority
Mail & Guardian Ferial Haffajee South African Presidency Mandy Wiener Stephen Grootes
Evita Bezuidenhout Redi Tlhabi Zapiro Max du Preez Philip de Wet
Top 10 news mediaAuthority
Aki Anastasiou Matthew Buckland Toby Shapshak Dave Duarte Simon Dingle
Duncan McLeod Memeburn Cherryflava Media Pieter Uys Mike Sharman
Top 10 technologyAuthority
Jacob Zuma TimesLIVE Khaya Dlanga Julius Malema (unconfirmed) Leanne Manas
Riaad Moosa Zakes Mda David Kau Simphiwe Dana Pabi Moloi
Top 10 black influentialsAuthority
Lindiwe Mazibuko Ryan Coetzee SA The Good News City of Cape Town Mmusi Maimane
Tim Harris David Maynier Gareth van Onselen Andrew Boraine Gareth Morgan
Top 10 proudly SA & DAAuthority
Topic modelling