Tweet if you will - The real question is, who do you influence?

Johanna Schacht, Margeret Hall, Martin Chorley

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Scopus citations

Abstract

Large numbers of today's businesses use social media in advertising. There is a belief in a great opportunity, even if return on investment is difficult to quantify. To fill this gap we consider a cross-media-platform-analysis across Facebook, Twitter and Foursquare. Rationale for and against different characteristics within social media advertisement are addressed. The paper finds correlation from posts and tweets to Foursquare check-ins. Results show that posts or tweets containing pictures have higher return on investment than posts or tweets without, and that when the text of a post or tweet raises curiosity or attracts individuals or groups Foursquare check-ins increase.

Original languageEnglish (US)
Title of host publicationProceedings of the 2015 ACM Web Science Conference
PublisherAssociation for Computing Machinery, Inc
ISBN (Electronic)9781450336727
DOIs
StatePublished - Jun 28 2015
Externally publishedYes
Event7th ACM Web Science Conference, WebSci 2015 - Oxford, United Kingdom
Duration: Jun 28 2015Jul 1 2015

Publication series

NameProceedings of the 2015 ACM Web Science Conference

Other

Other7th ACM Web Science Conference, WebSci 2015
CountryUnited Kingdom
CityOxford
Period6/28/157/1/15

ASJC Scopus subject areas

  • Computer Networks and Communications

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  • Cite this

    Schacht, J., Hall, M., & Chorley, M. (2015). Tweet if you will - The real question is, who do you influence? In Proceedings of the 2015 ACM Web Science Conference (Proceedings of the 2015 ACM Web Science Conference). Association for Computing Machinery, Inc. https://doi.org/10.1145/2786451.2786923