Benchmarking micro-blog performance: Twitter content classification framework

This chapter outlines a content classification framework designed to categorize content from individual and group Twitter activity. Measurement of Twitter at the individual account level can support the analysis of individual use of Twitter, and, guide the use of the platform for commercial operations. Applying a pre-existing content classification framework allows for the consistent coding of Twitter timelines into one of the five categories, with an option to further refine into a series of sub-categories. This coding approach allows for the ongoing longitudinal measurement, benchmark and analysis of how individuals or groups use their social media accounts. This chapter also outlines the potential use of the classification framework as a planning tool for guiding content creation. This approach creates a two-stage process of planned content engagement and consistent content measurement metrics from a single framework.