Hashtags — the community-driven shorthand used to identify conversation themes — like “icantdateyou” and “worstpickuplines” were vastly more popular a few days ago than ones like “Egyptians” or “jan25,” a reference to Day 1 of the Egyptian protests. In just one hour last Tuesday, “icantdateyou” racked up nearly 274,000 mentions on Twitter, with posts like “icantdateyou if all you wanna do is fuss” and “icantdateyou if you look like your brother.”
A new study of hashtags offers some insight into how and why some topics become popular quickly online while others don’t.
People generally pass on the latest conversational idioms — like “cantlivewithout” or “dontyouhate” — the first few times they see them on Twitter, or they never adopt them at all, according to the study by computer scientists. The researchers analyzed the 500 most popular hashtags among more than three billion messages posted on Twitter from August 2009 to January 2010.
“Idioms are like a sugar rush,” explains Jon Kleinberg, a professor of computer science at Cornell and a co-author of the study. “You see it once, you either use it or you don’t, but the rush wears off.”
More contentious themes like politics take longer to catch on, the researchers found. People tend to wait until they have seen a more polarizing phrase — like “sarahpalin” or “hcr,” short for health care reform — four, five or six times on Twitter before posting it themselves.
Now, however, researchers at Cornell and a few other universities like Stanford are finding patterns in the way information catches on in cyberspace. Their models could be useful for politicians, social activists, news organizations, marketers, public relations teams and anyone else trying to reach their target audience — or market.
The research seems to validate the techniques that many industry experts are already using, says Sunil Gupta, a professor at the Harvard Business School who teaches digital marketing. Marketers are moving from an intrusion strategy of running ads in the middle of TV programs to a more cooperative model in which they try to stimulate discussion across social networks.
“In the traditional world, marketing used to focus on the middle part of the bell curve and reaching out to them,” Professor Gupta says. “Now, the way to reach out to the middle part is through the extreme ends of the curve.”
Read more at the New York Times
