What does @BuzzFeedUk look like on Twitter?

This blog post presents a network graph and analysis produced by the Connected Action Consulting Group related to @BuzzFeedUk.

The graph below represents a network of 10,592 Twitter users whose recent tweets contained “BuzzFeedUK”, or who were replied to or mentioned in those tweets, taken from a data set limited to a maximum of 18,000 tweets. The tweets in the network were tweeted over the 9-day, 3-hour, 1-minute period from Friday, 22 July 2016 at 09:45 UTC to Sunday, 31 July 2016 at 12:47 UTC.

buzzfeedUK

BuzzFeedUK on Twitter via NodeXL

Click here to access the full Connected Action report.

In interpreting this graph let us examine  Figure 3 from Smith, Rainie, Shneiderman, & Himelboim, 2014 (copied below), which provides a guide in contrasting patterns within network graphs:

Figure-3

Now Looking back at the Buzz Feed network graph we can see that many of the different groups consist of Broadcast networks. Groups 1 to Group 9 consist of fairly large broadcast networks with different users at the center of each group. This is not surprising as one of the aims of Buzz Feed is to create engaging content which is shareable. 

Within the graph. each group contains a different set of most popular keywords which can be seen at the top left hand-side. The words correspond to news articles and could indicate that different groups are sharing and talking about different Buzz Feed articles.

By navigating to the graph gallery version of the report it is possible to locate the most frequently occurring URLs, keywords, domains, hashtags, words, and co-words overall and by group level.

For the purposes of this post let us further examine Group 1. Using the interactive explorer we can zoom into a group to examine the more central users:

zoom in

BuzzFeedUK is in the centre of Group 1

The user account with the label attached to it is the Twitter account of Buzz Feed UK and it is is at the centre of Group 1. The users around the account consist of Buzz Feed UK’s audience.

Other notable highlights within this group are as follows:

Top URLs in Tweet in G1:

  1. [489]19 Photos Of Black British Graduates Guaranteed To Make You Say “YAAASS”
  2. [381] Now The Treasury Has Got A Cat And He’s Called Gladstone
  3. [229] 17 Maps That Will Change The Way You Look At The World Forever
  4. [122] This Gay Cancer Patient Was Told Fertility Treatment Was Only For Straight People
  5. [106] We Found These Qaddafi Henchmen Wanted For Stealing Millions Living In Britain

Top Domains in Tweet in G1:

  1. [3927] buzzfeed.com
  2. [144] twitter.com
  3. [15] linkis.com
  4. [13] middleeasteye.net
  5. [4] co.uk

Top Hashtags in Tweet in G1:

  1. [46] blacklivesmatter
  2. [36] pokemongo
  3. [31] saintetiennedurouvray
  4. [30] london2012
  5. [27] nakedattraction

Top Words in Tweet in G1:

  1. [4357] buzzfeeduk
  2. [742] 19
  3. [560] living
  4. [555] british
  5. [548] black

Top Word Pairs in Tweet in G1:

  1. [541] buzzfeeduk,19
  2. [489] 19,black
  3. [489] black,british
  4. [489] british,graduates
  5. [489] graduates,living

Buzz Feed UK could then compare the results from Group 1 to other groups within the graph.

Another useful metric the graph and the report produces are Top Influencers ranked by the Betweenness Centrality Algorithm. These can be found in the figure below:

top ten

Buzz Feed UK could use this insight to better understand which articles users are engaging with the most, and use this for actionable insight. They could also graph rivals such as Mail Online and compare the interaction Mail Online receives themselves.

They could also locate top influences related to their account and use the smart tweet feature to target them with relevant content. These are users which lie at the edge of networks and are capable of opening up content to new audiences.

Thanks to the Connected Action team for producing this graph. No data was captured or analysed, at any time, in the writing of this blog post.

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