Presentation at the DIgital Research Conference, on 10 Sep 2013. Jan and I present an approach to assessing the quality of Twitter data for (business) research, and illustrate its application with a paper looking at the role of Social Media in customer service.

1. How
do
I
know?
–
Assessing
the
reliability
and
validity
of
micro
blogging
data
Ana
Isabel
Canhoto,
Oxford
Brookes
University
Jan
Kietzmann,
Simon
Fraser
University
Canhoto
and
Kietzmann,
2013

2. Canhoto
and
Kietzmann,
2013
Focused
on
micro-­‐
blogging,
575
MenOons
micro-­‐
blogging,
550
Academic
Papers
2007-­‐2011
Source:
Williams
et
al
2013
There
is
genuine
informaOon
in
the
twiSersphere,
not
just
sarcasm.
As
transformaOve
for
social
sciences
‘as
Galileo’s
telescope
was
for
the
physical
sciences’
(Baker
2009)

3. Canhoto
and
Kietzmann,
2012

4. How
do
I
know?
Canhoto
and
Kietzmann,
2013

5. 'How
do
I
know'
test
Canhoto
and
Kietzmann,
2013
Paul
Raimond:
'...will
the
evidence
and
my
conclusions
stand
up
to
the
closest
scru8ny?'
(1993:
55)

6. InformaOon
Quality
Canhoto
and
Clark,
2012

7. InformaOon
Quality
Dimension
Intrinsic
The
data
in
its
own
right;
and
the
source
Contextual
Context
for
which
the
data
is
to
be
used
RepresentaOonal
The
format
and
the
meaning
of
the
data
Accessibility
How
the
data
is
stored
and
retrieved
Canhoto
and
Kietzmann,
2013

8. Assessment
criteria
Canhoto
and
Kietzmann,
2013
TradiOonal
Emerging
Generalisability
Internal
Validity
Reliability
Open
access
Ethical

9. ApplicaOon
Dimension
Microblogging
Intrinsic
The
data
in
its
own
right
+
the
source
• Establishing
ID
• Fake
accounts
(bots)
• Plaform
users
vs.
overall
populaOon
• Strategic
use
of
plaform
to
achieve
specific
goals
Contextual
Context
for
which
the
data
is
to
be
used
• EOqueSe
• (Short)
life
span
of
a
tweet
• What
can
you
say
in
140
characters?
(limited
iteraOon)
• Relevance
• Off-­‐limit
subjects?
Canhoto
and
Kietzmann,
2013

10. ApplicaOon
Dimension
Microblogging
RepresentaOonal
Format
and
meaning
of
the
data
• EmoOcons
• Sarcasm
• AbbreviaOons
• Text...
links...
pictures
Accessibility
How
the
data
is
retrieved
• Open
• Tools
to
collect
data
(inc.
free)
• Public
comments
• Limited
search
capabiliOes
Canhoto
and
Kietzmann,
2013

11. ApplicaOon
Canhoto
and
Kietzmann,
2013
This article was downloaded by: [Oxford Brookes University]
On: 05 July 2013, At: 06:02
Publisher: Routledge
Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered
office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK
Journal of Marketing Management
Publication details, including instructions for authors and
subscription information:
http://www.tandfonline.com/loi/rjmm20
Customer service 140 characters at a
time: The users' perspective
Ana Isabel Canhoto
a
& Moira Clark
b
a
Oxford Brookes University , UK
b
Henley Business School , UK
Published online: 26 Mar 2013.
To cite this article: Ana Isabel Canhoto & Moira Clark (2013) Customer service 140 characters
at a time: The users' perspective, Journal of Marketing Management, 29:5-6, 522-544, DOI:
10.1080/0267257X.2013.777355
To link to this article: http://dx.doi.org/10.1080/0267257X.2013.777355

12. 140
characters
paper
Dimension
Microblogging
Intrinsic
The
data
in
its
own
right
+
the
source
• Establishing
ID
• Fake
accounts
(bots)
• Plaform
users
vs.
overall
populaOon
• Strategic
use
of
plaform
to
achieve
specific
goals
Contextual
Context
for
which
the
data
is
to
be
used
• EOqueSe
• (Short)
life
span
of
a
tweet
• What
can
you
say
in
140
characters?
(limited
iteraOon)
• Relevance
• Off-­‐limit
subjects?
Canhoto
and
Kietzmann,
2013

13. 140
characters
paper
Dimension
Microblogging
RepresentaOonal
Format
and
meaning
of
the
data
• EmoOcons
• Sarcasm
• AbbreviaOons
• Text...
links...
pictures
Accessibility
How
the
data
is
retrieved
• Open
• Tools
to
collect
data
(inc.
free)
• Public
comments
• Limited
search
capabiliOes
Canhoto
and
Kietzmann,
2013

14. 140
characters
paper
Canhoto
and
Kietzmann,
2013
TradiOonal
Emerging
Generalisability
Internal
Validity
Reliability
Open
access
Ethical

15. Ana
Isabel
Canhoto
www.anacanhoto.com
@canhoto
adomingos-­‐
canhoto@brookes.ac.uk
Jan
Kietzmann
hSp://beedie.sfu.ca/profiles/
JanKietzmann
jan_kietzmann@sfu.ca
How
do
I
know?
–
Assessing
the
reliability
and
validity
of
micro
blogging
data