Esa Palosaari, Ted Hsuan Yun Chen, Arttu Malkamäki, Mikko Kivelä
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My Views Do Not Reflect Those of My Employer: Differences in Behavior of Organizations' Official and Personal Social Media Accounts
On social media, the boundaries between people's private and public lives
often blur. The need to navigate both roles, which are governed by distinct
norms, impacts how individuals conduct themselves online, and presents
methodological challenges for researchers. We conduct a systematic exploration
on how an organization's official Twitter accounts and its members' personal
accounts differ. Using a climate change Twitter data set as our case, we find
substantial differences in activity and connectivity across the organizational
levels we examined. The levels differed considerably in their overall retweet
network structures, and accounts within each level were more likely to have
similar connections than accounts at different levels. We illustrate the
implications of these differences for applied research by showing that the
levels closer to the core of the organization display more sectoral homophily
but less triadic closure, and how each level consists of very different group
structures. Our results show that the common practice of solely analyzing
accounts from a single organizational level, grouping together all levels, or
excluding certain levels can lead to a skewed understanding of how
organizations are represented on social media.