research-article

A Predictive Method to Improve the Effectiveness of Twitter Communication in a Cultural Heritage Scenario

Authors:

Federica Mandreoli,

Riccardo Martoglia,

Manuela MontangeroAuthors Info & Claims

ACM Journal on Computing and Cultural Heritage (JOCCH), Volume 15, Issue 2

Article No.: 21, Pages 1 - 18

https://doi.org/10.1145/3470786

Published: 07 April 2022 Publication History

Abstract

Museums are embracing social technologies in an attempt to broaden their audience and to engage people. Although social communication seems an easy task, media managers know how hard it is to reach millions of people with a simple message. Indeed, millions of posts are competing every day to get visibility in terms of likes and shares and very little research focused on museums communication to identify best practices. In this article, we focus on Twitter and we propose a novel method that exploits interpretable machine learning techniques to: (a) predict whether a tweet will likely be appreciated by Twitter users or not; (b) present simple suggestions that will help to enhance the message and increase the probability of its success. Using a real-world dataset of around 40,000 tweets written by 23 world famous museums, we show that our proposed method allows identifying tweet features that are more likely to influence the tweet success.

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Cited By

Franco MGaggi OMerzougui SPalazzi C(2023)Accessible Wayfinding for the Visually Impaired through Sustainable Smartphone Based Sensing2023 IEEE 20th Consumer Communications & Networking Conference (CCNC)10.1109/CCNC51644.2023.10059763(1-6)Online publication date: 8-Jan-2023
https://doi.org/10.1109/CCNC51644.2023.10059763
Bergamaschi SDe Nardis SMartoglia RRuozzi FSala LVanzini MVigliermo R(2022)Novel Perspectives for the Management of Multilingual and Multialphabetic Heritages through Automatic Knowledge Extraction: The DigitalMaktaba ApproachSensors10.3390/s2211399522:11(3995)Online publication date: 25-May-2022
https://doi.org/10.3390/s22113995
Martoglia RMontangero M(2022)About Challenges in Data Analytics and Machine Learning for Social GoodInformation10.3390/info1308035913:8(359)Online publication date: 27-Jul-2022
https://doi.org/10.3390/info13080359
Show More Cited By

Index Terms

A Predictive Method to Improve the Effectiveness of Twitter Communication in a Cultural Heritage Scenario
1. Human-centered computing
  1. Collaborative and social computing
    1. Collaborative and social computing theory, concepts and paradigms
      1. Social media
    2. Empirical studies in collaborative and social computing

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Published In

cover image Journal on Computing and Cultural Heritage

Journal on Computing and Cultural Heritage Volume 15, Issue 2

June 2022

403 pages

ISSN:1556-4673

EISSN:1556-4711

DOI:10.1145/3514179

Editor:
Franco Niccolucci
VAST-LAB at PIN, University of Florence, Italy

Issue’s Table of Contents

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 07 April 2022

Accepted: 01 June 2021

Revised: 01 May 2021

Received: 01 November 2020

Published in JOCCH Volume 15, Issue 2

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Cited By

Franco MGaggi OMerzougui SPalazzi C(2023)Accessible Wayfinding for the Visually Impaired through Sustainable Smartphone Based Sensing2023 IEEE 20th Consumer Communications & Networking Conference (CCNC)10.1109/CCNC51644.2023.10059763(1-6)Online publication date: 8-Jan-2023
https://doi.org/10.1109/CCNC51644.2023.10059763
Bergamaschi SDe Nardis SMartoglia RRuozzi FSala LVanzini MVigliermo R(2022)Novel Perspectives for the Management of Multilingual and Multialphabetic Heritages through Automatic Knowledge Extraction: The DigitalMaktaba ApproachSensors10.3390/s2211399522:11(3995)Online publication date: 25-May-2022
https://doi.org/10.3390/s22113995
Martoglia RMontangero M(2022)About Challenges in Data Analytics and Machine Learning for Social GoodInformation10.3390/info1308035913:8(359)Online publication date: 27-Jul-2022
https://doi.org/10.3390/info13080359
Manca S(2022)Digital Holocaust memory on social media: how Italian Holocaust museums and memorials use digital ecosystems for educational and remembrance practiceInternational Journal of Heritage Studies10.1080/13527258.2022.213187928:10(1152-1179)Online publication date: 5-Oct-2022
https://doi.org/10.1080/13527258.2022.2131879
Martoglia R(2021)Invited Speech: Data Analytics and (Interpretable) Machine Learning for Social Good2021 IEEE 23rd Int Conf on High Performance Computing & Communications; 7th Int Conf on Data Science & Systems; 19th Int Conf on Smart City; 7th Int Conf on Dependability in Sensor, Cloud & Big Data Systems & Application (HPCC/DSS/SmartCity/DependSys)10.1109/HPCC-DSS-SmartCity-DependSys53884.2021.00319(2144-2149)Online publication date: Dec-2021
https://doi.org/10.1109/HPCC-DSS-SmartCity-DependSys53884.2021.00319

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