Data Analytics for Digital Marketing Lecture for Advanced Digital & Social Me...
SciCAR19 - Insights from mapping the Twitter network of the German Bundestag
1. Social Network Analysis –
Insights from mapping the Twitter network of
the German Bundestag
by Harald Meier - harald@smrfoundation.org
SciCAR19 – 10. September 2019 – Dortmund
2. Social Network Analysis (SNA)
▪ Measuring and mapping collections of connections
▪ Describing the position of an individual within a network
NETWORKS AND SOCIAL NETWORK ANALYSIS
Network
A network consists of VERTICES and EDGES.
An EDGE is a connection between two VERTICES.
Twitter Network
VERTEX Twitter User
EDGE tweet, retweet, mention, reply, favourite, follow
3. SOCIAL NETWORK ANALYSIS
3
Network Overview
• Density / Modularity
Group Analysis
• Cluster Algorithm
• Density
Vertex Metrics
• Centrality: Betweenness,
Closeness, Eigenvector, …
Content Analysis
• Top hashtags, words, URLs, …
• Sentiment, time series
Layout Algorithms
• Group-In-A-Box: Treemap
• Harel-Koren Fast Multiscale
6. [Divided]
Polarized Crowds
[Unified]
Tight Crowd
[Fragmented]
Brand Clusters
[Clustered]
Community Clusters
[In-Hub & Spoke]
Broadcast Network
[Out-Hub & Spoke]
Support Network
TWITTER NETWORK SHAPES
PEW Report: Mapping Twitter Topic Networks: From Polarized Crowds to Community Clusters. PEW Research Report 2014:
http://www.pewinternet.org/2014/02/20/mapping-twitter-topic-networks-from-polarized-crowds-to-community-clusters/
7. 1
[Divided]
Polarized Crowds
[Unified]
Tight Crowd
[Fragmented]
Brand Clusters
[Clustered]
Community Clusters
[In-Hub & Spoke]
Broadcast Network
[Out-Hub & Spoke]
Support Network
TWITTER NETWORK SHAPES
PEW Report: Mapping Twitter Topic Networks: From Polarized Crowds to Community Clusters. PEW Research Report 2014:
http://www.pewinternet.org/2014/02/20/mapping-twitter-topic-networks-from-polarized-crowds-to-community-clusters/
8. TWITTER NETWORK PERSPECTIVES
Twitter Search API: Open space
8
Twitter Users API: Restricted space
▪ past 10 days / max. 18,000 tweets per query ▪ max. 3,200 tweets per user
9. 19. BUNDESTAG: TWITTER USEAGE
9
Party Color Seats
Twitter
users
Twitter users
per seat
CDU/CSU 246 131 53 %
SPD 153 123 80 %
AfD 92 85 92 %
FDP 80 72 90 %
Die Linke 69 60 87 %
B90/Die Grünen 67 64 96 %
no affiliation 2 2 100 %
All 709 537 76 %
https://www.bundestag.de/parlament/plenum/sitzverteilung_19wp
10. METHODOLOGY AND DATASETS
Methodology
1. Create a list with Twitter accounts
2. Download network data
3. Social network, content and visual analysis
4. Create several network subsets
Network Datasets
▪ 10-day time frames:
▪ Oct-12-2018, Dec-19-2018, Feb-20-2019
▪ 1-month time frames:
▪ June 2019, July 2019, August 2019
▪ All datasets available in NodeXL Graph Gallery
10https://nodexlgraphgallery.org/Pages/Default.aspx?search=%23nxlbundestag
11. NETWORK MAPS CREATED FROM ONE DATASET
11
1. Full Network Map
2. Internal Network Map
3. Party Network Map
4. Influencer Map
5. Party Interaction Map
41. EXTERNAL NETWORK INFLUENCERS – AUGUST 2019
41
Rank Twitter Handle Category Indegree
Betweenness
Centrality
1 welt News/Media 115 1988243.028
2 spdde Party 144 1970892.003
3 spdbt Party 128 1915653.728
4 die_gruenen Party 109 1723811.824
5 akk Politician 124 1556913.568
6 dielinke Party 85 1466186.103
7 cdu Party 114 1266732.958
8 spiegelonline News/Media 81 1258353.580
9 cducsubt Party 100 1202502.309
10 gruenebundestag Party 84 1081743.754
11 olafscholz Politician 101 1039363.609
12 tagesspiegel News/Media 64 851519.692
13 linksfraktion Party 64 779983.049
14 tagesschau News/Media 65 754499.804
15 faznet News/Media 73 748936.554
16 fdp Party 78 661145.616
17 afd Party 63 639764.922
18 sz News/Media 60 614854.062
19 mpkretschmer Politician 75 596165.392
20 tazgezwitscher News/Media 49 548448.097
The most influential Twitter users
outside the Bundestag are related
national party accounts, large news
media outlets and politicians without a
seat in the Bundestag.
48. Summary
▪ Clusters
▪ Changing coalition clusters
▪ Ambiguity between internal and full network data
▪ Party Interaction
▪ A lot of talk about the AfD, very little talk with the AfD
▪ B90/Die Grünen is most unified party
▪ Influencers
▪ Internal: High ranking party officials and top tweeters
▪ External: Media outlets, Party accounts, (regional) politicians
Further research
▪ We need more network maps!
▪ Compare to other platforms
▪ Compare to other parliaments
48
49. MEMBERS OF THE EUROPEAN PARLIAMENT (USER LIST)
list:Europarl_EN/all-meps-on-twitter, 20 May 2019: https://nodexlgraphgallery.org/Pages/Graph.aspx?graphID=197547 49
52. USER ACCOUNT INVESTIGATION 52
Based on Twitter users followed by @realdonaldtrump
https://nodexlgraphgallery.org/Pages/Graph.aspx?graphID=174922
53. Questions? Please send an email to harald@smrfoundation.org
All network maps related to the Bundestag can be found here:
https://nodexlgraphgallery.org/Pages/Default.aspx?search=%23nxlbundestag
Please visit the following website for more information:
https://www.smrfoundation.org/2018/09/14/research-project-mapping-political-networks/
This case study is part of the research project
Mapping Political Networks
at the Social Media Research Foundation
54. KEY FEATURES OF NODEXL PRO
54
Network Analysis Content AnalysisData Import Data ExportVisualization
Network Overview
Network size and composition
Graph density, modularity
Group Analysis
Group by cluster
e.g. Clauset-Newman-Moore
Group metrics
Vertex metrics
Degree/In-/OutDegree
Betweenness/Closeness/
Eigenvector/ PageRank
Path Analysis
Text Analysis
Words and word pairs from
Tweets, Posts, Replies, …
Sentiment Analysis
Positive/Negative Sentiment
Your list of Keywords
Top Content Summary
By entire network / by group
Top hashtags, URLs, domains
Top words and word pairs
Time Series Analysis
By minute/hour/day/…
By hashtag/word/language/…
Data formats
Excel/UCINET/GraphML/
Pajek/GEFX/GDF
Social media data
3rd Party importers
Data formats
Excel/UCINET/GraphML/
Pajek/GEFX/GDF
Publish to the web
NodeXL Graph Gallery
Export to Powerpoint
Export to Polinode
Customize
Shape, size, color, label of
vertices, edges and groups
Autofill Columns
Graph Layout
Various layout algorithms
e.g. Harel-Koren Fast
Multiscale
Group-In-a-Box Layout
Treemap
Force-directed
Packed rectangles
Automate Key Features with NodeXL Data Recipes