Ad Hoc Innovation by Users of Social Networks: The Case of Twitter
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This document discusses how Twitter users have innovated features like retweets, hashtags, and URL shorteners to enhance communication on the platform. It also describes how third-party developers have built applications that integrate with Twitter's open API. However, the document notes that Twitter's recent changes like restricting API access and prioritizing its own URL shortener could undermine the user-led innovation ecosystem and independent development of Twitter tools.
Ad Hoc Innovation by Users of Social Networks: The Case of Twitter
- 1. Ad Hoc Innovation by Users of Social Networks: The Case of TwitterAssoc. Prof. Axel BrunsQueensland University of Technology, Brisbane, Australiaa.bruns@qut.edu.au – http://snurb.info/ – @snurb_dot_info
- 3. Twitter FundamentalsCore features:140-character messagesFlat network structure: either public or private, following public accounts is non-reciprocal and needs no approvalAny user can be publicly addressed by namePublic Twitter messages visible even to non-usersTechnological basis:Relatively open and powerful APIThriving ecosystem of third-party clients and applications
- 4. Twitter as User-Led InnovationMajor user innovations on Twitter:@replies – mentions of user by name@snurb_dot_infoThanks for posting this paper! It looks great.Retweets – reposting of messages by other users:OK. This is getting silly. RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62f Hashtags – tagging messages as belonging to a topic:#socialnetworksAd hoc innovation by users of social networks: The case of Twitter http://t.co/4XC690A
- 7. Third-Party InnovationHelper Websites:URL shorteners: bit.ly, j.mp, t.co; also nyti.ms, tgr.ph, …Photo/audio/videosharing: twitpic, yfrog, twaud.io, …Client applications:Tweetdeck, Hootsuite, Yoono, …(also for multiplatform social media updates)Capture, tracking, visualisation:Twittermap, Ushahidi MapsyourTwapperkeeper, Streamgraphs, …
- 8. The Twitter Innovation EcologyTwitter and its API as a user toolkit:Tools and rules which define an innovation space:“Toolkits for users … can increase the volume of user innovation. They also can channel innovative effort into directions supported by toolkits.” (Eric von Hippel)Collaborative, ad hoc, user-led development of solutions to address a wide and diverse range of needs
- 9. Emergence of a cottage industry of commercial and non-commercial developer groups and solutions providersSocial Innovation during the FloodsSelf-organisation:Rapid establishment of #qldfloodshashtagAd hoc development of community structuresHighlighting of leading accounts, vigilant against disruptionSuspension of petty squabbles (e.g. state politics)Innovation and rapid prototyping:Adjunct hashtags (#Mythbuster, #bakedrelief)Sharing and gathering of online resourcesAdditional tools (Google Maps, Ushahidi Maps)Emergency services rapidly adopting social media tools (despite lack of established strategies)
- 10. Twitter and Third-Party InnovationEmbedding of user-generated solutions:Functions to send and track @replies and retweetsFunctions to track hashtag feeds, trending topics listsFunctions to support embedded links and images “Need-intensive tasks involved in developing a particular type of product or service are assigned to users, along with the tools needed to carry those tasks out. At the same time, solution-intensive tasks are assigned to manufacturers.” (Eric von Hippel)
- 11. Misunderstood User InnovationsFlawed implementation of retweets:User-created manual retweet format allows for comments:RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62fOK. This is getting silly. RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62fTwitter ‘button’ retweets are verbatim only:
- 13. The Battle for the URL Shortener MarketTwitter’s referrals ploy:All URLs now automatically shortened to t.co links(even bit.ly, youtu.be, nyti.ms…)All link referrals now pass through Twitter’s URL look-up
- 14. Twitter able to provide link traffic analytics
- 15. Overall demonstration of Twitter’s influence on traffic
- 16. Undermines third-party URL shortener ecosystem
- 17. Removes potential for ‘vanity’ URL shortenersIncreasing API Access RestrictionsOriginal model:Moderate API access for all developers and researchers‘Whitelisting’ of accounts for greater access on requestNew model:Moderate developer access remainsHigher-volume access provided via official reseller GnipVolume pricing: US$1 per 10,000 tweets deliveredUnaffordable for non-commercial researchers and independent developers?
- 18. Twitter Ecosystem under Threat?Corporate priorities:Twitter forced to generate revenue and attract fundingIncreasing focus on Twitter stars and celebrity cultureTwitter infrastructure changes geared towards promoting message dissemination and tracking, not conversationUser priorities:Self-organised communication and information sharingEffective interpersonal and group communicationStraightforward and user-friendly link and content sharingUnencumbered third-party tools development
- 19. Image by Maproom Systems
- 20. Axel BrunsAssociate ProfessorARC Centre of Excellence for Creative Industries and InnovationCreative Industries FacultyQueensland University of TechnologyBrisbane, AustraliaEmail: a.bruns@qut.edu.auTwitter: @snurb_dot_infoBlog: http://snurb.info/Produsage: http://produsage.org/LinkedIn: http://www.linkedin.com/in/snurbMore InformationBlogs, Wikipedia, Second Life, and Beyond:From Production to Produsage(Peter Lang, 2008)
Editor's Notes
- #18: That’s just a very quick introduction to social media communities, of course. We provide more information – and strategies for how to engage with communities through social media – in our two reports for the CRC.More information, and contact details, are here…