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
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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