Communications of the ACM
Followers May Tune Out When Municipalities Tweet Too Much
Pennsylvania State University researchers have found that the more frequently municipalities tweet, the less likely it becomes that followers would respond to those messages.
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A study by Pennsylvania State University (Penn State) researchers found that the more municipalities tweeted messages, the less likely it becomes that followers would respond to the message.
The team collected primary Twitter account names from 94 of the largest U.S. cities; an algorithm extracted the tweets from the Twitter application that allows public access, covering 91 days from Sept. 1 to Nov. 30, 2019.
Penn State's Jeffrey Stone said the municipalities most active on Twitter were more likely to tweet health-related messages, and recommended that social media handlers resist the urge to over-communicate in favor of a disciplined messaging strategy.
The researchers also identified linguistic factors associated with greater engagement with Tweets, including those featuring emotional elements like feelings of anxiety, anger, and faith.
From Penn State News
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