Finally, we consider a family of hypothetical marketing strategies, defined by the relative cost of identifying versus compensating potential "influencers." We find that although under some circumstances, the most influential users are also the most cost-effective, under a wide range of plausible assumptions the most cost-effective performance can be realized using "ordinary influencers"-individuals who exert average or even less-than-average influence. We conclude, therefore, that word-of-mouth diffusion can only be harnessed reliably by targeting large numbers of potential influencers, thereby capturing average effects. In spite of these intuitive results, however, we find that predictions of which particular user or URL will generate large cascades are relatively unreliable. We also find that URLs that were rated more interesting and/or elicited more positive feelings by workers on Mechanical Turk were more likely to spread. Unsurprisingly, we find that the largest cascades tend to be generated by users who have been influential in the past and who have a large number of followers. In this paper we investigate the attributes and relative influence of 1.6M Twitter users by tracking 74 million diffusion events that took place on the Twitter follower graph over a two month interval in 2009. It also provides a bibliography of other research into microblogging. This data set both provides a valuable insight into the prevalence of a variety of Twitter practices within the constraints of a conference setting, and highlights the need for methodologies to be developed to analyse social media streams such as Twitter feeds. – This paper is the first known exhaustive study that concentrates on how microblogging technologies such as Twitter are used by and can benefit scholars. In this paper, a method has been suggested to categorise Tweets using open coded analysis to facilitate understanding of Tweet‐based corpora, which could be adopted elsewhere. Routinely used textual analysis tools cannot be applied to corpora of Tweets in a straightforward manner, due to the creative and fragmentary nature of language used within microblogging. – This study has indicated that, given that Twitter is becoming increasingly important for academic communities, new, dedicated methodologies for the analysis and understanding of Tweet‐based corpora are necessary. The analysis revealed the close‐knit nature of the DH researcher community, which may be somewhat intimidating for those new to the field or conference. The use of Twitter as a conference platform enables the community to expand communication and participation in events amongst its members. The digital backchannel constitutes a multidirectional complex space in which the users make notes, share resources, hold discussions and ask questions as well as establishing a clear individual online presence. – Conference hashtagged Twitter activity does not constitute a single distributed conversation, but rather multiple monologues with a few intermittent, discontinuous, loosely joined dialogues between users. Prominent Tweeters were identified and a small qualitative survey was undertaken to ascertain individuals' attitudes towards a Twitter‐enabled backchannel. #Tweetdeck make columns wider archiveThe resulting archive of 4,574 “Tweets” was analysed using various quantitative and qualitative methods, including a qualitative categorisation of Twitter posts by open coded analysis, a quantitative examination of user conventions, and text analysis tools. – This paper considers the use of Twitter as a digital backchannel by the Digital Humanities (DH) community, taking as its focus postings to Twitter during three different international 2009 conferences. This paper aims to investigate the use of Twitter by an academic community in various conference settings, and to pose the following questions: Does the use of a Twitter‐enabled backchannel enhance the conference experience, collaboration and the co‐construction of knowledge? and How is microblogging used within academic conferences, and can one articulate the benefits it may bring to a discipline? – To date, few studies have been undertaken to make explicit how microblogging technologies are used by and can benefit scholars.
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