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Tweetorial Analysis

Tweetorial Analysis

I see you, I hear you, I acknowledge you.

Source: https://giphy.com/gifs/twitter-10shHccb7Xfn2g/links

I’ve struggled to come up with a unique analysis of our Tweetorial in #mscedc. I am unsure of how to take the data presented in the archive and transform it into some sort of academic critique. Besides providing us with quantitative data (top users, top words, top URLs, source of tweets, language, volume over time, user mentions, hashtags, images and influencer index), what meaning do these numbers give us and what is the significance? Did we, as a class, create any broader connections to each other or to relevant academic work from our participation in the Tweetorial? If we did create connections and relationships through our intensive two days of tweeting, then what can we glean from these connections and relationships and what is the meaning and value of them (Eynon 2013)?

In our Hangouts tutorial on March 21, I mentioned my love for ‘liking’ tweets and how this miniscule effort of seemingly passive participation, albeit small and arguably insignificant, is important to me because it is my way of letting my colleagues know that I see them, I hear them and I acknowledge their efforts and contributions to the Tweetorial event. It is so easy to simply click the heart and ‘like’ a tweet, but I really feel that by doing so, others will (perhaps) feel validated and – dare I say – more confident to keep contributing. I also believe that ‘liking’ provides a sense of belonging for both me and for those whose tweets I like.

 

Through our ‘data trails’, we did seem to connect through strings of tweets – of 140 character digital conversations that created relationships between classmates, professors and outsiders, and that encouraged and produced learning (Siemens 2013). Our conversations directed us to articles, images and to our own EDC lifestream blogs. I took some time to review my classmates’ Tweetorial analysis posts, and have collected their posts here:

Matthew, Renée, Eli, Colin, Chenée, Clare, Stuart, Daniel 1, Daniel 2, Philip, Helen M 1, Helen M 2, Helen W, Myles, Linzi, Dirk 1, Dirk 2, Cathy, Angela, Nigel

Via Daniels’s blog post, I found the Tags Explorer site, which I plan to use in a video artefact I will create for the Tweetorial event.


References
Eynon, R. (2013) The rise of Big Data: what does it mean for education, technology, and media research? Learning, Media and Technology. 237-240.

Siemens, G. (2013) Learning Analytics: the emergence of a discipline. American Behavioral Scientist, 57(10): 1380-1400

@ClareThomsonQUB yes. Well – they must be totally inaccurate if they say you’re rubbish – ’cause you’re awesome! Squad #mscedc 🙌

@ClareThomsonQUB yes. Well – they must be totally inaccurate if they say you’re rubbish – ’cause you’re awesome! Squad #mscedc 🙌

#EDCSquad #CommunityCulture #ODL

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@ClareThomsonQUB as would I! What’s the accuracy rate? I’m interested in the ‘attention/focus heat maps’ #mscedc 👍

@ClareThomsonQUB as would I! What’s the accuracy rate? I’m interested in the ‘attention/focus heat maps’ #mscedc 👍

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@Cheneehey I found this 2015 data searching on #DuckDuckGo https://t.co/LxTDDaPatt #mscedc #tweetathon

@Cheneehey I found this 2015 data searching on #DuckDuckGo https://t.co/LxTDDaPatt #mscedc #tweetathon

While searching on DuckDuckGo, I found this data from Tweet Archivist about the 2015 EDC course.

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@nigelchpainting Wow – impressive! What is your process in planning/creating this mind map? #mscedc

@nigelchpainting Wow – impressive! What is your process in planning/creating this mind map? #mscedc

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@helenwalker7 @c4miller @Cheneehey @rennhann @philip_downey Ah! Thanks for the reference! 😃 #mscedc

@helenwalker7 @c4miller @Cheneehey @rennhann @philip_downey Ah! Thanks for the reference! 😃 #mscedc

This was an interesting conversation for me in terms of meaning. Being Canadian, I didn’t know what ‘Tesco’ was when Helen used it as an example (as I said in this post). If I didn’t know what Tesco was, I would’ve missed the meaning and context of her example. Meaning can be easily misinterpreted in education and is something I made an effort to consider when creating course activities for my marketing class. I tried to use current and authentic examples of marketing practices that would resonate with the class – keeping in mind the demographic of my students.

I was also struck by Chenée’s mention of the marketisation of education. There has been much research and debate on the use of marketing strategies and tactics in higher education (HE) institutions. Guilbault (2016) discusses how “students should be viewed as customers in HE.” This stance seems logical to me as long we view HE institutions as “market-driven” organisations. Marketing, at its core, endeavours to discover and satisfy the needs of consumers/customers; can’t this also be applied to HE institutions? Guilbault (2016) also points to the importance of “creating and maintaining superior value [for students] through effective application of the marketing mix” (the marketing mix being: product, price, promotion and place – explained in depth in this 2009 article by Chai Lee Goi.

An example:

Product: A Master of Science Degree in Digital Education from the University of Edinburgh

Price: Tuition (a large amount of money)

Promotion: U of Edinburgh promotes itself through social media and various other online platforms as well as print and product placement

Place: City of Edinburgh, and the WWW (especially in the case of online distance learners)! Satellite campuses?

This brings me back to Helen’s comment: “What if we knew as much about our students as Tesco does about its customers;” isn’t this what LA and data mining in education are trying to do – collect as much information as possible about past and current students/customers in order to retain current students/customers and to attract an increased number of future students/customers?

The following quotation from Mark (2013) cited in Guilbault (2016) is particularly significant:

“…there have been significant advances in customer theory and … many opponents of a student-customer model may be basing their criticisms on an outdated conceptualisation of the customer role’ and ‘customers are no longer viewed as passive recipients, but as active participants in service delivery and co-producers of the services they receive.”

Are students ‘co-producers’ of the services they receive from their institution? I certainly feel I am co-creating/producing my own education here at Edinburgh, mainly due to the student-centred nature of the assignments and activities and the freedom of choice I am given in the MSCDE programme.

Lastly, I am compelled to post this quote from Ng and Forbes (2009) cited in Guilbault (2016) because it resonates with me and points to the importance of social interaction, communication and community within universities:

“…the core service in a university experience is a learning experience that is the co-creation of the people within the university – between students, students and teachers, students and administrators, etc.”


References

Guilbault, M. (2016) Students as customers in higher education: reframing the debate, Journal of Marketing for Higher Education, 26:2, 132-142, DOI: 10.1080/08841241.2016.1245234

Find the PDF of this article here: Melodi Guilbault.


Souce: https://www.flickr.com/photos/ryanvanetten/5928662611

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