Media Watch follow up: Metrics of Kangaroo Island celebrity tweet followers
I’ve been derailed from doing research because of extensive work on Wikipedia and related projects, and working on the final stages of my dissertation. Last night though, I was watching Media Watch and they were discussing one of my favourite topics: Twitter. I don’t use Twitter like I used to, but I like to analyze it still. Media Matter mentioned that the South Australian tourist folks had contacted Australian celebrities and offered them $750 a tweet for an organic looking tweet about Kangaroo Island. Three Australian celebrities appear to have done this, including Matt Moran, Sophie Falkiner and Shannon Noll.
As some one who likes web metrics, I was curious as to what the South Australians got out of this purely from the celebrity Twitter follower audience point of view. Rather than spell out the methodology, it is available in my dissertation draft here for you to read. The long and short of it is I got a list of all the followers of each celebrity today, and the profile information for each of those followers. I’m basically going to provide the raw data with limited commentary to explain it so you can see what exactly $750 gets you. (This assumes that none of the followers re-tweet expanding audience web. That is a study for another day.)
At the time Twitter followers were found, Matt Moran had 20,407 followers, Falkiner had 3,519 followers, and Noll had 6,618 followers. For a while, when I saw bidding for paid organic tweeting or during the time when the Sponsored Tweet service was really popular, bids were based on the total number of followers… Here, it looks like a flat rate was pased where total numbers of followers was not considered. This may not actually matter much because the specific metrics may suggest Matt Moran’s followers, which are being valued because of flat rate at one sixth of Falkiner’s, may be less accessible.
What is accessible in this case? Accessible means how many people the celebrity follower follows themselves. If they follow too few, the person is unlikely to check Twitter regularly and thus won’t see the Kangaroo Island tweet. If they follow too many, the follower is unlikely to see it as other Twitter users push their message off the page. From my perspective, the ideal follower for receiving a Twitter message is one with between 200 and 400 people they follow. The ideal in return is the celebrity follower in turn would have more followers who follow them than they follow because it means wider potential audience for retweeted content. The table below gives an average idea of Twitter follower actions as they relate to Twitter.
Matt Moran’s followers are more likely to retweet content by a little bit. Falkiner’s followers appear to be worth not so much on some level because they follow too many people when compared to Noll and Moran.
For a the record to help understand the extremes, Moran’s followers who have 10,000+ friends include EdOBoyle, ConspiracyCase, shoplosgatos, CrimeConspiracy, gregnazvanov, telliottfilm, geoff_deweaver, BillionDollarID, miriambauman, Restaurant_com, KeithKeller, colinjustin, maxmarkson, LSRapp, StylehunterAust, Mamamia, frombecca, sunriseon7, Star_Chefs, Bridget_CooKs, 612brisbane, mumbrella, Zagat. Noll’s followers who have 10,000+ friends include McGrathFdn, telliottfilm, Nov212012, maxmarkson, ABCTV, KeithKeller, GuySebastian, sunriseon7, GHOSTPROTOCOLS, MckenzieComer. Falkiner’s followers who have 10,000+ friends include SevenRibbons, maxmarkson, fitcurrent, geoff_deweaver, mumbrella, Mamamia, romeokc15, HeritageAuction, vexnews, jacbowie, telliottfilm, NewYorkPost, ShopTilYouDrop. All told Moran has 20 followers with 10,000+ fans, Noll has 10 and Falkiner has 13. This suggests on a proportional basis that Moran’s followers have greater value and Falkiner’s not so much.
What is the potential for retweeting or commenting on Kangarro Island by these celebrity followers? I’ll look at the other extreme here by examining the low end of twitter usage. Matt Moran has 4,070 followers who have made 10 or fewer tweets, making up 19.9% of his total followers. As a random aside, from the friends data for these 4,070 followers, these followers average of 165 / mean of 76 friends each. In comparison, Falkiner has 710 followers who have made 10 or fewer tweets, representing 20.1% of all her followers. Falkiner’s non-tweeting followers have a lot of friends of their own, averaging 303 friends with a median of 170 friends. Noll has 1,938 or 29.2% followers with 10 or fewer tweets, with these followers having an average of 117 friends, median of 36 friends. Of them, Noll’s followers appear to have the least value from this perspective as a greater percentage do not tweet and they follow fewer people so are unlikely to check in often and extremely unlikely to retweet.
The celebrity twitter follower data includes geographic data for their followers. For the moment, let us assume the ideal celebrity twitter follower for the Kangaroo Island message is some one with between 150 and 450 followers, who has made 100+ tweets and lives in Australia but not in South Australia. How many followers for each of these celebrity meet these conditions? Moran has 2,456 such followers or . Noll has 795 such followers, which ironically includes Matt Moran. Falkiner has 419. Statistically, this is 12% of all followers for these celebrities, thus confirming that Falkiner was overpaid proportionally per follower compared to Moran. (This might turn out to be bullshit, if it could be proven that Falkiner’s followers were more likely to mention Kangaroo Island, but that is an analysis for others.)
Looking only at our ideal followers at the moment, what is the overlap between follower bases? If you pay for Moran and Noll, are you getting access to the same user base? The answer is not really. Moran and Noll only have 95 followers in our ideal category in common. Moran and Falkiner also only have 95 ideal followers in common, which is almost 25% of all Falkiner’s followers so she is again a bit more over valued than Moran and Noll. Noll and Falkiner have only 22 users in common in comparison, but they also have a much smaller follower bases to start with.
Setting aside the ideal follower now, it is time to look at general geography of the three celebrities’ followers by city. Where exactly do these celebrity Twitter followers come from? This would be important because if you have too many international followers, they are unlikely to have seen the Kangaroo Island commercial on television for the commercial to be relevant to their own experiences. If they have too many domestic followers from South Australia, the message will not be useful because South Australians should have already heard about Kangaroo Island. The tourism people should be chasing the Australian domestic audience. The numbers will show the targeting of the domestic market appears to be reasonably accurate as the followers are in the location they should be aiming for.
|Sydney, New South Wales, Australia||605||Melbourne, Victoria, Australia||527||Sydney, New South Wales, Australia||2778|
|Melbourne, Victoria, Australia||337||Sydney, New South Wales, Australia||486||Melbourne, Victoria, Australia||1495|
|Brisbane, Queensland, Australia||143||Brisbane, Queensland, Australia||164||Brisbane, Queensland, Australia||993|
|Adelaide, South Australia, Australia||76||Adelaide, South Australia, Australia||120||Adelaide, South Australia, Australia||363|
|Gold Coast, Queensland, Australia||47||Perth, Western Australia, Australia||109||Perth, Western Australia, Australia||255|
|Perth, Western Australia, Australia||40||Gold Coast, Queensland, Australia||62||Canberra, Australian Capital Territory, Australia||175|
|Canberra, Australian Capital Territory, Australia||39||Canberra, Australian Capital Territory, Australia||50||London, England, United Kingdom||150|
|Newcastle, New South Wales, Australia||40||Gold Coast, Queensland, Australia||148|
|Geelong, Victoria, Australia||17||Newcastle, New South Wales, Australia||104|
|Newcastle, New South Wales, Australia||14||Geelong, Victoria, Australia||32|
|NoumÃ©a, , New Caledonia||8||NoumÃ©a, , New Caledonia||23||Hobart, Tasmania, Australia||57|
|Wollongong, New South Wales, Australia||8||Wollongong, New South Wales, Australia||21||Geelong, Victoria, Australia||51|
|Gosford, New South Wales, Australia||7||Gosford, New South Wales, Australia||21||Singapore, , Singapore||49|
|Los Angeles, California, United States||7||Sunshine Coast, Queensland, Australia||18||Sunshine Coast, Queensland, Australia||45|
|Sunshine Coast, Queensland, Australia||7||Townsville, Queensland, Australia||18||Mumbai, , India||43|
|New York City, New York, United States||6||Wagga Wagga, New South Wales, Australia||13||Wollongong, New South Wales, Australia||37|
|Bondi, New South Wales, Australia||6||Bendigo, Victoria, Australia||13||Jakarta, , Indonesia||33|
|Bondi Beach, New South Wales, Australia||5||Hobart, Tasmania, Australia||12||Auckland, Auckland, New Zealand||29|
|Townsville, Queensland, Australia||5||Penrith, New South Wales, Australia||11||New York City, New York, United States||28|
|Cronulla, New South Wales, Australia||5||London, England, United Kingdom||11||Cape Town, , South Africa||28|
|Darwin, Northern Territory, Australia||5||Toowoomba, Queensland, Australia||10||Townsville, Queensland, Australia||27|
|Wagga Wagga, New South Wales, Australia||5||Bundaberg, Queensland, Australia||9||Glasgow, Scotland, United Kingdom||27|
|Toowoomba, Queensland, Australia||5||Launceston, Tasmania, Australia||8||Bangalore, , India||27|
|Hobart, Tasmania, Australia||5||Wamberal, New South Wales, Australia||7||Darwin, Northern Territory, Australia||26|
|Surry Hills, New South Wales, Australia||5||Wodonga, Victoria, Australia||7||Hong Kong, , China||24|
|Warrnambool, Victoria, Australia||4||Cairns, Queensland, Australia||7||Gosford, New South Wales, Australia||21|
|Rockhampton, Queensland, Australia||4||Hervey Bay, Queensland, Australia||7||Surry Hills, New South Wales, Australia||20|
|Bundaberg, Queensland, Australia||3||Darwin, Northern Territory, Australia||6||Manchester, Victoria, Australia||19|
|Mackay, Queensland, Australia||3||Tamworth, New South Wales, Australia||6||Delhi, , India||18|
|Torquay, Victoria, Australia||3||Ballarat, Victoria, Australia||6||Cairns, Queensland, Australia||18|
|Blue Mountains, New South Wales, Australia||3||New York City, New York, United States||6||Toowoomba, Queensland, Australia||18|
|Singapore, , Singapore||3||Bathurst, New South Wales, Australia||6||Ballarat, Victoria, Australia||17|
|London, England, United Kingdom||3||Noosa, Queensland, Australia||6||Bristol, England, United Kingdom||16|
|Penrith, New South Wales, Australia||2||Los Angeles, California, United States||5||NoumÃ©a, , New Caledonia||16|
|Gympie, Queensland, Australia||2||Coffs Harbour, New South Wales, Australia||5||Los Angeles, California, United States||16|
|Somerville, Victoria, Australia||2||Mandurah, Western Australia, Australia||5||Launceston, Tasmania, Australia||16|
|Lock, South Australia, Australia||2||Chicago, Illinois, United States||5||Bondi Beach, New South Wales, Australia||16|
|Tamworth, New South Wales, Australia||2||Pakenham, Victoria, Australia||4||Byron Bay, New South Wales, Australia||14|
|Coogee, New South Wales, Australia||2||Swan Hill, Victoria, Australia||4||Dublin, South Australia, Australia||14|
|Hornsby, New South Wales, Australia||2||Ipswich, Queensland, Australia||4||St Kilda, Victoria, Australia||14|
|Launceston, Tasmania, Australia||2||Traralgon, Victoria, Australia||4||Abu Dhabi, , United Arab Emirates||14|
|Maroochydore, Queensland, Australia||2||Cronulla, New South Wales, Australia||4||Amsterdam, , Netherlands||14|
|Bendigo, Victoria, Australia||2||Belfast, Northern Ireland, United Kingdom||4||Johannesburg, , South Africa||13|
|Mildura, Victoria, Australia||2||Mildura, Victoria, Australia||4||Penrith, New South Wales, Australia||13|
|Fremantle, Western Australia, Australia||2||Warrnambool, Victoria, Australia||4||Rockhampton, Queensland, Australia||12|
|Mandurah, Western Australia, Australia||2||Echuca, Victoria, Australia||3||Chennai, , India||12|
|Cairns, Queensland, Australia||2||Yarrawonga, Victoria, Australia||3||Mclaren Vale, South Australia, Australia||12|
|Balmain, New South Wales, Australia||2||Port Macquarie, New South Wales, Australia||3||Wellington, Wellington, New Zealand||12|
|Maitland, New South Wales, Australia||2||Wangaratta, Victoria, Australia||3||Bendigo, Victoria, Australia||12|
|Albury, New South Wales, Australia||2||Morayfield, Queensland, Australia||3||Edinburgh, South Australia, Australia||11|
If you have any additional questions about the Twitter audience or would like to find out about who Tweeted, please let me know and I can endeavor to get that data.