Ad Hoc Innovation by Users of Social Networks: The Case of Twitter

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Axel Bruns

Paper presented at the Challenge Social Innovation conference, Vienna, 19 Sep. 2011.

Economía y finanzas Tecnología Empresariales

Ad Hoc Innovation by Users of Social Networks: The Case of Twitter Assoc. Prof. Axel Bruns Queensland University of Technology, Brisbane, Australia a.bruns@qut.edu.au – http://snurb.info/ – @snurb_dot_info

Twitter Fundamentals Core features: 140-character messages Flat network structure: either public or private, following public accounts is non-reciprocal and needs no approval Any user can be publicly addressed by name Public Twitter messages visible even to non-users Technological basis: Relatively open and powerful API Thriving ecosystem of third-party clients and applications

Twitter as User-Led Innovation Major 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

Third-Party Innovation Helper 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 Maps yourTwapperkeeper, Streamgraphs, …

The Twitter Innovation Ecology Twitter 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) ,[object Object]

Emergence of a cottage industry of commercial and non-commercial developer groups and solutions providers,[object Object]

Twitter and Third-Party Innovation Embedding of user-generated solutions: Functions to send and track @replies and retweets Functions to track hashtag feeds, trending topics lists Functions 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)

Misunderstood User Innovations Flawed implementation of retweets: User-created manual retweet format allows for comments: RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62f OK. This is getting silly. RT @Telegraph: Welsh harpist ready for Royal Wedding http://tgr.ph/fXw62f Twitter ‘button’ retweets are verbatim only:

The Battle for the URL Shortener Market Twitter’s referrals ploy: All URLs now automatically shortened to t.co links(even bit.ly, youtu.be, nyti.ms…) ,[object Object]

Twitter able to provide link traffic analytics

Overall demonstration of Twitter’s influence on traffic

Undermines third-party URL shortener ecosystem

Removes potential for ‘vanity’ URL shorteners,[object Object]

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