Exploring the twitterverse

JE Meador, Henry E. Creissen, AW Williams*

*Corresponding author for this work

Research output: Book/Report/Policy Brief/Technical BriefResearch brief

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This report reviews findings from two research projects that both investigated
how online social networks are being leveraged to proliferate information related
to sustainable agriculture in Scotland. Data was collected from Twitter for one
year analysed using social network analysis and natural language processing.
Results indicate that the following approaches may be useful in increasing
beneficial engagement between farmers, scientists and agriculture stakeholders:
1. Scientist and agriculture stakeholders who want to share their research
findings with the farming community should engage directly with farmers
in a way that builds trust with them over time.
2. Scientists who want to promote their own research findings can identify
advocates who will help them reach new audiences, called tweet
3. Using images and videos of topical subjects will likely help improve the
reach and online impact; farmers who share images of their farms and
scientists who share publication-quality graphs of their research tend to
have more reach for individual tweets.
4. Tweet often. Those who tweet more often tend to have higher number of
followers and impact overall.
Original languageEnglish
PublisherScotland's Rural College (SRUC)
Commissioning bodySEFARI – Scottish Environment, Food and Agriculture Research Institutes
Number of pages15
Publication statusPrint publication - Jul 2021


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