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Twitter Weekly Updates for 2012-05-20

Posted by on Sunday, 20 May, 2012

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Twitter Weekly Updates for 2012-05-13

Posted by on Sunday, 13 May, 2012

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Twitter Weekly Updates for 2012-05-06

Posted by on Sunday, 6 May, 2012

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Twitter Weekly Updates for 2012-04-29

Posted by on Sunday, 29 April, 2012

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Media Watch follow up: Metrics of Kangaroo Island celebrity tweet followers

Posted by on Wednesday, 25 April, 2012

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.

User Math retweeted followers statuses friends listed
sophiefalker mean 0 860.5 1167.3 678.3 12.2
sophiefalker median 0 63 132 398 0
sophiefalker mode 0 5 0 2001 0
NOLLSIE mean 0.005 605.7 1193.4 400.9 7.5
NOLLSIE median 0 25 63 177 0
NOLLSIE mode 0 0 0 1 0
chefmattmoran mean 0.009 565.5 1107.9 500.2 10.1
chefmattmoran median 0 51 120 252 0
chefmattmoran mode 0 2 0 2001 0

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.

 

City sophiefalker City NOLLSIE City chefmattmoran
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
Nouméa, , New Caledonia 8 Nouméa, , 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 Nouméa, , 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.

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Twitter Weekly Updates for 2012-04-22

Posted by on Sunday, 22 April, 2012

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Twitter Weekly Updates for 2012-04-15

Posted by on Sunday, 15 April, 2012
  • Going to head back to Australia in a few hours via SFO and SYD. See you on the otherside of the pacific! http://t.co/FBYSpSbD #
  • Back in Australia! (@ T1 International Terminal (Sydney Airport SYD) w/ 3 others) [pic]: http://t.co/e9Y3UwfA #
  • Back! Ride here! (@ Canberra Airport (CBR) w/ 3 others) http://t.co/MerMtTmj #

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Twitter Weekly Updates for 2012-04-08

Posted by on Sunday, 8 April, 2012

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Twitter Weekly Updates for 2012-04-01

Posted by on Sunday, 1 April, 2012

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Twitter Weekly Updates for 2012-03-25

Posted by on Sunday, 25 March, 2012
  • I just ousted Tegan P. as the mayor of Hawker Softball Park on @foursquare! http://t.co/pqXTbv7y #
  • Watching act women warm up again Japan. (@ Hawker Softball Park) [pic]: http://t.co/wiVSLDoz #
  • My interview with two Australian softball national team players is published on Wikinews! :D http://t.co/NmX0YooJ #
  • ACT women lose to second ranked in world Japanese 1-0 in Canberra: http://t.co/EAafrb5M #
  • Game starts at 5:45pm. (@ Hawker Softball Park) [pic]: http://t.co/JAogCsst #
  • Japan beats ACT side in softball: http://t.co/vRIhHc0P #
  • If you're in Canberra tonight, the Australian women take on the Japanese women in softball at Hawker Softball Centre at 5:30 and 7:30. #
  • Forgot the Illinois primary was on today. Does that make me a bad Illinoisan? :( #
  • I just became the mayor of Snowgum Belconnen on @foursquare! http://t.co/1oY5W0W4 #
  • Spent the past two hours watching the Aussie Spirit photo shoot. :D I love my life. Will get a good picture or two for Wikipedia . #
  • I just ousted Hurby S. as the mayor of Sammy's Kitchen on @foursquare! http://t.co/02fAU9Et #

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