A Tweet is Not Just a Tweet: public sector understandings and analysis of social media customer service data

Twitter data is often gathered and analyzed in academic settings with either strictly qualitative or quantitative methodologies or research questions in mind. But how might we observe the ways organizations outside of academia understand and act upon their own social media data? This empirical paper recounts both the qualitative and quantitative ways that Transport for London (TfL) used their social media data in the weeks and months after initial customer service interactions.