How should Page Admins deal with Flame Wars?

The chart above illustrates the emergence and resolution of a flame war[1] on Waitrose’s Facebook Page last November.

The horizontal axis represents sequential Posts on Waitrose’s Wall while the vertical axis represents the individual contributors to the "conversation" (really it was more of a barney than a conversation.) Each blue dot plotted on the chart represents at least one comment posted by a specific contributor on a specific post.)

So the more blue dots in a column mean the more unique users have commented on that post; the more blue dots in a row, the longer that unique user has continued engaging with the overall conversation (or to put it another way, the greater their appetite for the fight.)

The flame war in question more or less dominated Waitrose’s Facebook Page for more than a day and a half; accounting for 70% of all Posts and 72% of all Comments until it finally ran out of steam.

Much as I’d enjoy going into them, the ins and outs of the matter have little bearing. For the sake of this post, I’m only interested in what the numbers tell us about how Page Admins should deal with these emerging crises when they appear on their Facebook Walls.

Because, as it turns out, the accepted wisdom may be misleading.

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9 days of activity on ASOS’s Facebook Page

9 days of activity on the ASOS Facebook Page

This chart (click for bigger) represents 9 days of activity on ASOS’s Facebook Page. Compare it to the Budweiser flow and you’ll see how focused ASOS is on Customer Service by comparison.

And yet their post frequency is high: an average of more than 3 posts per day. They promoted 11 individual links during the period which between them delivered over 120K clicks through to the ASOS site.

So Customer Service is only half the story; there’s a robust DR element here.

Facebook Pages aren’t a community



Facebook Pages aren’t a community as most people would understand a community. They’re more like an email list in many ways (albeit an email list with some pretty compelling social features.)

The thing we see on all the brand Facebook Pages that we’ve analysed so far is how much the conversation is controlled by the Page Admins.

A simple-ish method to find common Twitter followers for two @usernames

Today, a question popped up in a meeting: a client had two Twitter accounts and wanted to know how many users followed both accounts.

I’ve spent what seems like a great deal of time tinkering with a combination of open source and homespun SNA tools to answer interesting-sounding questions about Twitter social networks – but this seemed like a simpler method would suffice. And it does; I thought I’d note it down partly as an aide memoire, and partly in case I needed to tell someone else how to go about it.
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A perl script to create Twitter friend/follow matrices

Geek alert: if the title of this post isn’t a dead giveaway I should tell you — unless you’re interested in APIs and badly-put-together bits of code — this probably isn’t for you.

I’ve recently found myself using a service provided by Damon Clinkscale called DoesFollow. All it does is answer the simple question “does twitter user A follow twitter user B?” Apart from a frill which lets you reverse the order of your question (“does twitter user B follow twitter user A?”) that’s all it does. You can even interrogate it from the address bar like this: http://doesfollow.com/barackobama/mediaczar

does barack obama follow mediaczar?

While I was thinking about how useful a service this is, I was suddenly struck by a moment of clarity. A lot of the research I’ve been doing could be simplified by something like this.
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The #interestingOPMLexperiment

Interesting OPML experiment

A couple of weeks ago, I asked a bunch of people to send me their OPML files (for those of you who aren’t aware, an OPML file is what tells your RSS reader what feeds you’ve subscribed to — it can act as a way of moving your subscriptions between readers.) Some of the more trusting among them agreed, and that gave me the raw material for the first bit of my experiment.

Some red herrings

Along the way I uncovered a couple of things that were interesting but not (entirely) relevant to the experiment.

  1. Some people are cagey about sharing their list of feeds: whether they consider it intellectual property, or whether they think that it may be too revealing, I don’t know.
  2. Lots of people said things like “oh — my RSS reader? Haven’t looked at that in a while. I get all my news off Twitter these days.”

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Can we calculate party affiliation using Twitter networks? (US Congress Edition)

Using nothing more than their public twitter relationships, is it possible to predict whether a US Congressperson is a Republican or a Democrat? The answer seems to be a guarded “yes” — our tools predict correctly 40/46 times (or around 87% of the cases.)

Calculated Party Affinity US Congress

This post follows on from a post earlier today in which I asked, “can we calculate party affiliation?” The data set in the earlier post was gathered from the 16 members of the UK parliament who are on Twitter and the relationships between them.

Tweetcongress maintains a list of US congresspeople on Twitter. Today (February 13, 2009) there are 76 congresspeople on the service, but when I collected my data set of “who follows who” on February 3, 2009 there were only 65. Of these 65, fully 19 (29%) lived a life of noble isolation with regards the network — none of their peers linked to them, and they in turn linked to none of their peers. Removing these Miss Havishams from the data set leaves me with 46 twittering congresspeople who form a network.

Now as both social network analysis and Aesop would have it, “a man is known by the company he keeps.” What I mean by this is that given the partisan nature of politics, we should expect that Democrats will link to other Democrat twitterers more often than they link to Republican twitterers and vice versa. So that’s what NetDraw[1] , the software I’m using for most of this stuff, looks for, or more accurately:

To identify factions, NetDraw software iteratively searches for a distribution of nodes among a selected number of factions to minimise the number of connections between factions and to maximize the number of connections within factions.

Whatever. So I let NetDraw loose on the data, and here’s what it did.

Calculated Party Affinity US Congress

I coloured the nodes red for Republican and blue for Democrats[2], labeled the nodes by party (for the sake of clarity, and for the hard-of-thinking, that’s “R” for Republican and “D” for Democrat) then counted all the nodes where label said one thing but colour another. There were six of these nodes; so NetDraw got the answer right 40⁄46 of the time (just about 87%.) This is less than the astonishing 93.75% accuracy we got with the Westminster twittering members of parliament in the previous post. Nevertheless I think we can safely say that it’s not a particularly integrated (or bipartisan) network if we can predict party affiliation with quite such success.

Here’s exactly the same map with the errant sheep re-labeled with their proper names so it’ll be easier to refer to them (if it helps, you can click on the image to view or download a larger version.)

congress guesswork incorrect labels

You’ll see, I hope, that NetDraw has made a pretty good fist of the job. Where it has gone wrong on the whole is where the data clearly suggests something else. So Rep. Jared Polis for instance follows (and is followed by) no Democrat peers. Rep. Nancy Pelosi (D) and Sen. Richard Durbin (D) follow each other, but since Pelosi is followed by several Republicans and none of her other Democrat peers you can see why the algorithm has made the incorrect guess that the two of them are Republicans. Long-serving member Neil Abercrombie, as discussed in a previous post on US Congress Twitter folk, forms a bit of a bridge between the two parties, so despite his membership of the Congressional Progressive Caucus and liberal voting record, from the Twitter network point of view, his affiliation is somewhat ambiguous.

Sen. McCain follows none of his peers, and appears to inherit his incorrect attribution from Sen. Susan Collins. For the life of me, I can’t work out what makes it think that Sen. Susan Collins is a Democrat. She really isn’t, you know.

Note 1: NetDraw is a free program written by Steve Borgatti from the University of Kentucky. If you’re interested in playing around with this stuff, you’ll need to get yourself a copy.

Note 2: Actually, that’s not true. Despite a friend sharing the simple mnemonic that “‘Republicans’ and ‘red’ begin with the same letter,” I just can’t get it out of my English head that the Republicans should be blue and the Democrats red. As a result I waste precious minutes re-colouring these maps in Illustrator. It is worth pointing out that I also have problems with “left” and “right” on occasion — preferring instead the binary opposition “left” and “No! no! The other left, for God’s sake!”

Can we calculate party affiliation using Twitter networks? (Westminster edition)

This is a follow-up post to Why doesn’t the Tory MP have Twitter friends? — a report on some early research into the interrelationships between the few Westminster MPs who are on Twitter.

According to Tweetminster, the number of UK MPs on Twitter has doubled since this time last month. Where there were eight Twittering MPs, there are now sixteen. Here’s the map that shows who follows whom (the labels may be too small to read — if you want to see a larger image, click on the map.

Actual factions among Westminster MPs on Twitter

I’ve coloured each node to show party affiliation; for those of you who are unfamiliar with British politics, Labour (our left-of-centre party) shows up in red, Conservatives (our right-of-centre party) in blue, and Liberal Democrats (what it says on the tin) in yellow.

The size of each node represents the individual’s “betweenness centrality” — a network analysis term that helps us place a value on individuals within a network. To give you a sense of what it means, the higher the betweenness centrality of an individual, the greater the impact when you take them out of the network. For those of you who work in large companies, it may be worth noting that senior management’s personal assistants generally have very high betweenness — something that is mostly remarked upon when they go on holiday (simultaneous translation: “take a vacation”.)

So far so good. By now, regular readers will probably be kissing their teeth and thinking “so what?” I’ve done a lot of these Twitter maps in the past and the novelty must be wearing off on you by now.

So here’s the thing. There are a few network analysis techniques that let one identify cliques and factions. What we’ve got here is a small set where we already know what people’s affiliations should be. How interesting, I thought, would it be to see how well the calculated result fits the real world data? Here’s what I found:
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Republicans vs. Democrats: Pareto charts of unduplicated Twitter reach

A couple of days ago I did a little more analysis on Republican and Democratic Congresspeople on Twitter. Pareto chart showing unduplicated reach for US congressTowards the end of the post, I realized that the unduplicated reach pareto chart that I’d built would only make sense if the US were a one-party state (or to be fair, if both parties had a single issue that they were united in wanting to promote.)

So — wanting to make this a little more representative — I went back and produced two charts; one showing Republican unduplicated reach (which follows a typical 80:20 distribution)…

Pareto chart showing unduplicated reach of Republican Twitterers in the US Congress
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Republicans still outperforming Democrats on TweetCongress

Three weeks ago (and at the prompting of my colleague Eddie Garrett who heads up Porter Novelli DC’s digital team) I mapped out the interconnections between US Congress Tweeters. We’d been working on a Twitter crawler and it seemed like a good opportunity to test things out on a new data set.

This is a follow-up post. Once again it was prompted by a third party: Christie Findlay at Politics Magazine asked whether it would be OK to print a copy of one of the maps in their March edition. I’ve heard that three weeks are a long time in politics, so I thought I’d better run the crawl again just in case. Also I’ve got a new crawler that uses the proper Twitter API (I can see some of your eyes glazing over you know. Just skip ahead when that happens.) I’d tried it out on the Porter Novelli data set, but welcomed a chance to try it on something more meaty.

So yesterday morning before work I ran the crawl. I use the excellent Tweet Congress as my source of information about which congress people are on Twitter.
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