Week 1 - Social Media Landscape & Visualising Social Media Networks

Readings

Required Readings.

Parts of these readings and themes from them will be covered in the video lecture.

• The future of social media in marketing
• Intrinsic vs. image-related utility in social media: Why do people contribute content to twitter?
• Seeking the support of the silent majority: are lurking users valuable to UGC platforms?

Additional Readings

• Global social media research summary 2021
• A thematic exploration of digital, social media, and mobile marketing research's evolution from 2000 to 2015 and an agenda for future research
• Characterising silent users in social media communities
• A computational reward learning account of social media engagement
• Characterising the Behavioral Evolution of Twitter Users and The Truth Behind the 90-9-1 Rule
• The production and consumption of social media

Video Lecture

• Slides: Social Media Landscape
• Videos as a playlist

Lecture Notes

These notes provide the background reading to work through the self-guided tutorial.

• A First Introduction to Networks with R
  • Defines some important terms for talking about networks
  • Introduces aspects of the R packages tidygraph and ggraph
• Introduction to the Twitter API and rtweet
  • Introduces the R package rtweet

Self-Guided Lab

Topic: Collecting Social Media Data and Visualising Social Media Networks

• PDF
• Link to GitHub repo
• Suggested Solutions

Demonstration Video

Topic: We use rtweet to access Twitter data and then plot the retweet and mention network using tidygraph and ggraph.

• Videos as a playlist

GitHub repo with code & data.

Quiz

• Link to Quiz on Canvas
  • Due by 23.59 on 17 April 2021

Discussion Class

• Submit the topics you want to discuss in our live session on April 29 and April 30
  • Fill in this survey before 23.59 on Friday April 16