A Social Networks Approach to Online Social Movement:
Isa, A. M. (Grady Ph.D. student) & Himelboim, I. “A Social Networks Approach to Online Social Movement: Social Mediators and Mediated Content in #FreeAJStaff Twitter Network.” Accepted for presentation at the 2017 ICA Conference, San Diego, California.
Abstract: The movement to free Al Jazeera journalists (#FreeAJStaff), imprisoned by Egyptian authorities, utilized Twitter over almost two years, between 2014 and 2015. This study applied a social networks approach to study patterns of information flow, social mediators, and clusters, formed by the #FreeAJStaff movement on Twitter.Analysis of 22 months of data found social mediators (actors who connect two clusters) to be primarily core movement actors (e.g., Al Jazeera) or elites (e.g., politicians), rather than grassroots actors. Furthermore, core actors exhibited more reciprocal relationship with other users than elite actors. In contrast, elite actors were more successful evoking an exchange of messages. Last, this study identified the mechanism used to create a Spillover Effect between social movements (e.g., #FreeAJStaff and #FreeShawkan), finding that mediated content, which travels across clusters, was more likely to include non-FreeAJStuff movement hashtags, than siloed content, which remains within a cluster. Theoretical and practical implications are discussed.
Cutting through the clusters: Applying a social networks approach to explaining brand-related social media content flow
Abstract: In the current highly fragmented (social) media landscape, brands must increasingly rely on their own consumers to reach out to new potential consumers. Taking a social networks approach, the current study examines patterns of consumer engagement with brands on social media, identifying the major clusters as well as key users and messages that are […]
Presented at the Interactive Marketing Research Conference. Amsterdam, The Netherlands, March 23-24.read more
Important tweets matter: Predicting retweets in the #blacklivesmatter talk on Twitter
Abstract: Social movements are increasingly using social media, and Twitter in particular, to reach existing and new publics and advance their mission. While historically movements had to rely on traditional media to connect with such publics, via social media any user can share content, helping to connect the key players within the movement to new […]