Research Methodology II Articles Summary - Radboud University, IBC, Year 2

Research Methodology II
Waters & Jamal: Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates.
1) Literature review + Research question

Different models of public relations communication:

RQ: “To what extend are nonprofit
organisations following the models
of public relations on Twitter?”




2) What content will be analysed?: Units of data collection: Tweets by NPO’s

3) Create your corpus: Units of sampling: United States NPO’s using Twitter

4) What are you going to code?: Units of analysis: Models of public relations displayed
in tweets

5) How are you going to code this?

Public information: upcoming dates and deadlines, reports from in-/outside the
organisation
Press agentry: emoticons/words
Asymmetrical:polls, ask to become involved
Symmetrical: address specific others

6) Annotate the corpus

Two coders coded tweets from 1 month for five organisations
Total: 773 tweets

7) Count occurrences
Frequencies for all four models

8) Report results
Twitter was
primarily used to
convey one-way
message/shared
information instead of relationship building.