The Social Media Landscape

Required Readings & Notes.

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?

These notes provide the background reading to work through the Lab Assignment.

• A First Introduction to Networks with R
  • The Dataset
• Introduction to the Twitter API and rtweet

Video Lectures

Videos

Slides:

• Weekly Overview
• Slides: Social Media Landscape

Live Lecture

• Course Introduction (slides)

Lab Section

We'll cover the following:

• Tips for Group Presentations
• Getting course material from GitHub
• Accessing and Visualizing Twitter Data (GitHub repo here)
  • Instructor Code (GitHub repo here)

Lab Assignment

Topic: Collecting Social Media Data and Visualizing Social Media Networks

• Link to GitHub repo
• Suggested Solutions

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