TweetRipple: Understanding Your Twitter Audience and the Impact of Your Tweets

Social media platforms have become a main stream communication medium, and many organisations, including government agencies, now routinely employ both Twitter and Facebook to disseminate information and engage with their customer base. A few questions then arise, e.g., what is the effectiveness of one's engagement on social media? Who is being reached? Is it the intended audience? What is the impact? Or, as some ask, what is the Return on Investment (ROI)? In our work, we are attempting to answer these questions. We suggest that the ROI is multifaceted, and present a framework (CAMIO) to study it. We also describe a system, called TweetRipple, built on CAMIO to support for people to start answering these questions.