Social networks depend on the communities participating on the platform.
Many of us have a social network of preference whether it is Facebook, Instagram, Twitter, YouTube, or a combination of them.
Researchers analyzed the psychology of Twitter users to understand what draws people to the platform, motivations for using the social netwrok, and frequency of Tweeting about intellecutal pursuits, personal achievements, diet/exercise, and social activities, and how much they liked to read Tweets about those topics.
According to the study, Intellectual, Narcissistic, or Machiavellian? How Twitter Users Differ From Facebook-Only Users, Why They Use Twitter, and What They Tweet About, Twitter users were more creative, intellectual, open, and Machiavellian than Facebook-only users.
Twitter tends to be a fast moving platform that provides real-time information about events and niche conversations. There are many groups and organizations that hold Twitter chats that cover specific industry-related topics. These typically do well on the platform and ties into the study’s findings that Twitter users are more intellectual.
How people are using Twitter
The study found on average, participants most liked to read Tweets about intellectual pursuits and least liked Tweets about diet/exercise.
People who were more open tended to use Twitter for career promotion and most likely Tweeted about intellectual pursuits.
Narcissists typically used Twitter for career promotion, social connection, and attention-seeking and were most likely to engage with Tweets about personal achievements and diet/exercise.
Other findings
- Tailor content of one’s Tweets to specific networks that may help retain followers. It’s important to understand who your core audience is and if your Tweets do not focus on specific audiences you may lose followers if you are not posting content that is relevant and informative to them.
- Twitter tends to lose more users when compared to other social networks like Facebook. Researchers say understanding how people are using Twitter will help it refine its marketing strategy to engage and retain more people.
- Twitter users do not represent the average citizen. Data about users for use on a larger scale should be used with caution.
Researchers conducted two studies to analyze how people are using Twitter.
Joe Gullo