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Intelligences

Tutorial: Market Matters – Social Media for Pre-Research

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Instructor: AARON MOY, Twitter This tutorial covers the basics of using social media, focusing how to leverage the information consumers leave behind on social media platforms in qualitative research, to recruit participants and prepare for interviews, and as a source of key sociocultural information about your research topic. Instructor Aaron Moy and tutorial participants also discuss key topics including cross-cultural and ethical issues, privacy and sensitive content, and complexities involved in making inferences based on social media presence or absence. Aaron Moy is a user researcher at Twitter focused on international growing and country specific product research. He’s also worked at Google and Universal McCann....

Intelligences

You’ll Never Ride Alone: The Role of Social Media in Supporting the Bus Passenger Experience

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PAUL GAULT, DAVID CORSAR, PETER EDWARDS, JOHN D NELSON and CAITLIN COTTRILL The paper discusses a study of social media usage within the context of a public transport operator. This involved fieldwork within three subsidiary companies of FirstGroup alongside a content analysis of the individual Twitter feeds they operate and the conversations they generate through them to engage with passengers. A refiguring of the notion of social is taking place within these companies through their emergent strategies for utilizing social media. The findings showed how the companies address this by pursuing a persistent conversation with customers, facilitating the provision of real-time information and carefully managing their Twitter identity....

Intelligences

The Translucence of Twitter

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INGRID ERICKSON Erickson and Kellogg’s construction of social translucence suggests that collaboration tools can be designed more effectively by balancing elements of visibility and awareness among members of the user community to instill a norm of accountability. This paper questions whether the microblogging tool, Twitter, fits these criteria. Building on interview and artifactual data, I find that although Twitter use affords ample visibility of individuals’ networks, thoughts and movements, it is less effective at supporting awareness. Despite this, evidence suggests that accountability can be achieved via indirect awareness maneuvers and around critical incident to yield a form of peripheral translucence. The paper concludes with considerations of how ethnography might best address and evaluate questions of community, accountability, and translucence in future research....