Unlocking the power of Twitter communities for startups

IF 1.3 Q3 COMPUTER SCIENCE, THEORY & METHODS Applied Network Science Pub Date : 2023-09-20 DOI:10.1007/s41109-023-00593-0
Ana Rita Peixoto, Ana de Almeida, Nuno António, Fernando Batista, Ricardo Ribeiro, Elsa Cardoso
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Abstract

Abstract Social media platforms offer cost-effective digital marketing opportunities to monitor the market, create user communities, and spread positive opinions. They allow companies with fewer budgets, like startups, to achieve their goals and grow. In fact, studies found that startups with active engagement on those platforms have a higher chance of succeeding and receiving funding from venture capitalists. Our study explores how startups utilize social media platforms to foster social communities. We also aim to characterize the individuals within these communities. The findings from this study underscore the importance of social media for startups. We used network analysis and visualization techniques to investigate the communities of Portuguese IT startups through their Twitter data. For that, a social digraph has been created, and its visualization shows that each startup created a community with a degree of intersecting followers and following users. We characterized those users using user node-level measures. The results indicate that users who are followed by or follow Portuguese IT startups are of these types: “Person”, “Company,” “Blog,” “Venture Capital/Investor,” “IT Event,” “Incubators/Accelerators,” “Startup,” and “University.” Furthermore, startups follow users who post high volumes of tweets and have high popularity levels, while those who follow them have low activity and are unpopular. The attained results reveal the power of Twitter communities and offer essential insights for startups to consider when building their social media strategies. Lastly, this study proposes a methodological process for social media community analysis on platforms like Twitter.
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为创业公司释放Twitter社区的力量
社交媒体平台提供了具有成本效益的数字营销机会,可以监控市场,创建用户社区,传播积极的意见。它们允许预算较少的公司,如初创公司,实现目标并发展。事实上,研究发现,积极参与这些平台的初创公司更有可能获得成功,并从风险投资家那里获得资金。我们的研究探讨了创业公司如何利用社交媒体平台来培育社交社区。我们还旨在描述这些社区中的个人特征。这项研究的结果强调了社交媒体对创业公司的重要性。我们使用网络分析和可视化技术,通过他们的Twitter数据来调查葡萄牙IT创业公司的社区。为此,我们创建了一个社交有向图,它的可视化显示,每家初创公司都创建了一个拥有一定程度交叉追随者和追随用户的社区。我们使用用户节点级度量来描述这些用户。结果表明,被葡萄牙IT初创公司关注的用户类型为:“个人”、“公司”、“博客”、“风险资本/投资者”、“IT事件”、“孵化器/加速器”、“初创公司”和“大学”。此外,创业公司关注的是那些发布大量推文、受欢迎程度高的用户,而关注他们的用户活跃度低、不受欢迎。所获得的结果揭示了Twitter社区的力量,并为初创公司在制定社交媒体战略时提供了重要的见解。最后,本研究提出了一个在Twitter等平台上进行社交媒体社区分析的方法学过程。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Applied Network Science
Applied Network Science Multidisciplinary-Multidisciplinary
CiteScore
4.60
自引率
4.50%
发文量
74
审稿时长
5 weeks
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