Social Media Influencer Data Analysis

This assignment presents a dataset of various social media influencers. Each entry includes information such as their username, full name, bio description, follower count, following count, and engagement metrics like average likes and retweets. The task is to analyze this data to understand trends and characteristics of these influencers across different categories.

Quantitative measures and content of messages related to energy drinks on Twitter
Name
Institution
Professor
Course
Date

Contents
Introduction.................................................................................................................................................2
Objectives....................................................................................................................................................2
Literature review.........................................................................................................................................2
Methods.......................................................................................................................................................4
Results and discussion.................................................................................................................................4
Account Activity and Connectedness......................................................................................................4
Efficiency of communication..................................................................................................................4
Influence..................................................................................................................................................5
Interactivity.............................................................................................................................................5
Conclusion...................................................................................................................................................6
Bibliography................................................................................................................................................6
Appendices: Data on tweets.........................................................................................................................7

Introduction
Energy drinks has become one of the widely advertised products worldwide. The drink
consumption and advertisement over the twitter has shown there is high correlation between Red
Bull consumption and increase in sales of the product (Tiago & Verissimo 2014, p. 703). In the
research process, the quantitative methodology was effectively applicable for study. It involved
analysis of Red Bull tweeter account maintained by manufacturing Company. Analysis of Red
Bull tweeter account would be used to provide a clear picture of twitter effectiveness in Energy
drinks advertisements. Quantitative method of study was the best as it gave avenue of comparing
Red Bull drinks advertisement and consumption aspects as presented on twitter.
Objectives
The main goal of this assessment is to analyze relationship between Red Bull drink
consumption and advertisement made on various media platforms such as twitter. Similarly, it
would cover the extent to which twitter has influence on product promotion. This research would
cover extend in which social media has influence on product promotion but it will be limited on
twitter only.
Literature review
There has been high relationship between Energy drinks consumption and advertisement
made on various social media. Emond, Sargent & Gilbert-Diamond (2015, p. 125) asserts that,
energy drinking has turned to be a major problem as it has contributed to high drinking aspects
as it has been observed from different social groups. It is very clear that, widespread exposure to
advertisements that are related to a specific product results to more related positive views about
the product (Burton, Dadich & Soboleva 2013, p. 187). In return, the individual who has been
viewing or reading the advert may get undue influence to consumption of the same product. In

this case, reading of twitter messages that are related to Red Bull drinking has contributed
immensely to most people consuming the drink. In regard to this, it has been noted that, there is
no doubt on how people have found themselves on verge of high consumption of Red Bull (Noel
Babor & Robaina 2017, p. 32-34). The casual relationship between Red Bull consumption and
product promotion has been attributed to widespread advertisement of product on social media.
Interesting enough, Red Bull manufacturing company have realized there is excessive
consumption of the drink as a result of intensive promotion. To counter this aspect, the
manufacturing company has started advocating for controlled intake of the drink as part of
enhancing community relationship on its products (Brodmerkel & Carah 2013, p. 275). Though
this may seem to be a clear path on redeeming community perception about Red Bull, there is
still an imbalance between the amounts of resources these companies invest on their product
promotion than on promoting controlled consumption. A good example can be deduced from
Red Bull Energy Drinks, the drink manufacturer. According to Burton, Dadich & Soboleva
(2013, p. 188), on year 2005 only, it spent $509 million on product promotion compared to $675
million on health promotion since 1982. Similarly, the inconsistency between Red Bull
promotion and controlled Red Bull consumption has spurred starting marketing societal with aim
of promoting better health among consumers. Though this is an effective measure towards
securing society from product promotion imbalance, it has not been able to keep up with market
completion from product promotion due to lack of market research (Tiago & Verissimo 2014, p.
559).

Methods
The data used in the study was obtained through various technicalities such as twitter
search using Red Bull synonymous keywords. Similarly, the other methodology used to search
was through use of a list of websites with linked twitter accounts. Once accounts were identified,
quantitative analysis was done and data from various accounts was compared.
Results and discussion
There has been intensive research on what has been contributing to effective Red Bull
promotion. Several suggestions have been advanced but it has been difficult to attribute this to
product promotion success. The tweeter account followers were 5000 and the study was done
within a span of 10 days. Some of these influential measures are:
Account Activity and Connectedness
The activeness and ability to stay connected has been attributed to successful product
promotion. This make account more active and potential customers are on verge of being
convinced due to many chat that has been flowing through out about Red Bull consumption. The
frequency of tweets and the new content being incorporated repeatedly has a high sense of touch
to influence consumers (Tiago & Verissimo 2014, p. 600). Therefore, content repetition on
twitter, its ability to give variety of views on product and number of followers on twitter has
made it more influential and best platform to use in product promotion.

0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Efficiency of communication
The main aim of product promotion is to capture more users of the product. If an account
has more followers, communication would be regarded as efficiency because it is possible to
reach many potential users at the same time (Griffiths & Casswell 2010, p. 525). On the other
hand, it would be difficult for an organization to invest in an account with few followers due to
its low inactivity. In this case, efficiency of twitter communication has been accessed and proved
to be reliable only if numbers of followers are substantial enough to invest some resources on
them. Generally, efficiency of twitter communication depends on number of followers and
ability of an organization to diverge some resources towards its maintenance.
Table 1: Tweeter account efficiency
Brand
No of tweets during study
period
AV. Tweets per
day Efficiency
Red Bull 58 3.8 0.002604

Influence
Targeting more product users would initiate new measures to capture potential
consumers. On the same note, the number of followers would determine account activity and its
ability to reach more customers and in return its influence. Cataldi, M. and Aufaure, M. (2014, P.
559) argues that, number of followers may not necessarily mean an account has higher influence
because it may be subject to passive followers. It was possible to analyze account influence as a
result of its activeness from number of users. It is possible to analyze the twitter listing from a
number of events such as number of re-tweets a message has been sent and this portrayed an
average measure on all accounts studied. Similarly, influence can be measured by number of
account engagement with other accounts on basis of number of times an account appears on
other account listing as this is a clear measure of public account endorsement.
Table 2: Tweeter account influence
Brand Name Re-tweets Time it appears on
other account
Red Bull 2.52 16
Interactivity
Ability to exchange messages on twitter account by members determines how interaction
has been going on. Basically, it can be evaluated in regard to number of embedded links in an
account and number of hash tags created. To make it more active, hash tags should not be from
the company only. Members of the account should demonstrate they are proud of the product and
they want to learn more about it. Red Bull energy Drinks has demonstrated ability of creating
more hash tags in a messages (Saffer, Sommerfeldt & Taylor 2013, p. 213-215).

Table 3: tweeter account interactivity
Brand Name Re-tweets Time it appears on
other account
Red Bull 2.52 16
Conclusion
In today’s marketing world, organizations have been able to make use of social media
platform to advertise their products. In this regard, Red Bull Energy drinks are reaping maximum
benefits from use of twitter to promote their products. They have created twitter account and
followed a pool of followers to advertise their product. Social media advertisement has resulted
to more potential customers start using the product. Red Bull promotion against controlled
consumption campaign has created divergent views on use of product. To measure effectiveness
of twitter as a product promotion tool, the following aspects have been analyzed. Account
activity and connectedness, interactivity, influence and efficiency of communication through
twitter.
Bibliography
Brodmerkel, S. and Carah, N., 2013. Alcohol brands on Facebook: the challenges of regulating
brands on social media. Journal of Public Affairs, 13(3), pp.272-281.
Burton, S., Dadich, A., and Soboleva.A,. 2013. ‘Competing Voices: Marketing and Counter-
Marketing Alcohol on Twitter’; Journal of Nonprofit & Public Sector Marketing, vol. 25, pp.
186-209.
Cataldi, M. and Aufaure, M. (2014). The 10 million follower fallacy: audience size does not
prove domain-influence on Twitter. Knowledge and Information Systems, 44(3), pp.559-580.

Emond, J.A., Sargent, J.D. and Gilbert-Diamond, D., 2015. Patterns of energy drink advertising
over US television networks. Journal of nutrition education and behavior, 47(2), pp.120-126.
Griffiths, R. and Casswell, S., 2010. Intoxigenic digital spaces? Youth, social networking sites
and alcohol marketing. Drug and alcohol review, 29(5), pp.525-530.
Lobstein, T., Landon, J., Thornton, N. and Jernigan, D., 2017. The commercial use of digital
media to market alcohol products: a narrative review. Addiction, 112(S1), pp.21-27.
Noel, J.K., Babor, T.F. and Robaina, K., 2017. Industry self‐regulation of alcohol marketing: a
systematic review of content and exposure research. Addiction, 112(S1), pp.28-50.
Saffer, A., Sommerfeldt, E. and Taylor, M. (2013). The effects of organizational Twitter
interactivity on organization–public relationships. Public Relations Review, 39(3), pp.213-215.
Tiago, M. and Veríssimo, J. (2014). Digital marketing and social media: Why bother?. Business
Horizons, 57(6), pp.703-708.

Appendices: Data on tweets
User Name Nickname Bio content
Joel Comm joelcomm Keynote Speaker, NY Times Best-Selling author, Futurist
Vincent Boucher  ceobillionaire
SOLVING Humanity’s Toughest Challenges. #Aerospace
#SuperIntelligence
William Tincup williamtincup Principal Analyst w/ @KeyIntervalR ➲ I'm busy building
Aaron Carter aaroncarter
Fools Gold Music Video https://t.co/zQcUoeuVLw
Fool's Gold (Single)
https://t.co/RlzzENJ3lw
Agent [e-mail]
BILLIONAIRE PR
GIRL 3DBillionaire
#3D #3DBillionaire #BigData #Billionaire #BillionairePRG
[e-mail] ✗o✗o
Kim Garst kimgarst Social Selling Strategist, First Lady of Periscope, Best Sell
#DeepLearning #App
 DeepLearningApp
SOLVING Humanity’s Toughest Challenges. #AI #Artific
#SuperIntelligence
Andrea Feczko AndreaFeczko Traveler by Nature | TV Host by Profession | Check out m
Stephen Stephan stephenstephan
Constitutionalist - Part time Twitter DJ. Cold War U.S. A
#TEA
Neechi BigNeechi #TXST| Snapchat, Periscope, & IG: BigNeechi | @SetterP
#Talk2Me LilBankhead945
‼ BOOKING ‼ EMAIL ONLY TALK2MEBANKHEAD@
http://t.co/jACrDmfwQN
IG @MDoTMancini MDoTMancini
Universal/IProducesMusic/MEG C.E.O/Producer(Music/T
@therealcashout #MEGApproved™
Kirby Ellis EllisInvesGroup
Agency Owner, Investigator, Privacy Officer - ELLIS INV
Member: CPIO, CAPI
Lori Ruff loriruff
★ Chief Brand Evangelist @ALPFA Speaker ★ #SocialM
https://t.co/h3ZYBD2oai
Ron Edmondson RonEdmondson Husband, Dad, Pastor, (@IBCLex) Church Planter, Churc
Marcus2braids Marcus2braids Owner of @bankrollbarbies & @mylavishbeauty, I make
AboveAverageClothi
ng AAClothin Your Online Provider For AboveAverageClothing Compa
im n DALLAS whoisME THIS ACCOUNT is For PAID PROMO !!! Over 100,000 R
Samantha HaveSippy
Award Winning Blogger, Columnist, #Travel writer + blog
in #NYC area
The Product Poet ProductPoet Twitter's unofficial poet laureate. I love branding & haiku

STEPH (OnHol) //
ifb almightynouisx love ya legend ,
Calvin Lee mayhemstudios
Award-winning designer and brand strategist. Twitter add
guy in LA.
Elnor Bracho ElnorBracho
#Coach de Crecimiento Personal & Espiritual,Estratega H
#AsiDeSimple
J'Corey Lamar GoHustlaJCorey
Entertainer| #DMG @ItsMainEventEnt @_HSent_ @LAD
Marketing&Promotions | @BPCCCavs / #GramFam20
Maliachi Broadwater Maliachigh
Actor | Red Model NY | Smart Model LA | Signed Artist | @
theallseeingky
IG: @JabariStaffz jabaristaffz Music Producer | G-Unit, Wiz Khalifa, Yung Berg, OVO/R
Gordon Tredgold GordonTredgold
Leadership Expert. Coach and Trainer. Inc. Magazine To
https://t.co/UyHl2AgU6P
Bill Hibbler BillHibbler Marketing and Media Consultant, Best Selling Author, Sp
JackTheCEO JackTheCEO CEO of @JerkyXP. Professional eDog, selfie master and e
dλnø TheKidDyno
Believe & Become
https://t.co/WXkA2cPBWT
Laura Pence Atencio SocialSavvyGeek Online Marketing Strategist, Consultant, Speaker - Presid
Federico FedeCartajena_ dicen que soy forro je.
Duncan Phillips DuncanPhillips Drummer for the Newsboys. One beautiful wife. Three CR
FiveTimesAugust FiveTimesAugust Husband, Daddy, Musician, Songwriter, Traveler. The Ve
Alex Ramos sorryimalex
comedy genius - credit card number: 2356 8363 3836 2836
- sorryimalex
Stevie Stone StevieStone09 The Real Stevie Stone STRANGE MUSIC!!!! Get 'Malta B
POWER 96.1 POWERATL Power 96.1 - Atlanta's #1 Hit Music Station & #1 For New
Ish Smeezy RoyalMobISH We shoot our own music videos!
Joshua Estrin JoshEstrin People fascinates me...
Dana Herbert dessertsbydana
@TLC CakeBoss Next Great Baker champ| Celeb Chef | a
[e-mail] #askthechef
Rob Potylo quietcry
Producer, Comedian, Musician, a creative type, check out
Roadsteamer
Karel Becerra KarelBecerra Future | Rights | Freedom - [e-mail] US/C
Sha. Shashamier Sha Shamier follow me on instagram

business inquires email ShaShamier@ https://t.co/N8GNS
Savannah Ostler SavannahOstler
I'm Savvy, I believe in dreams! #Author #Actress #Singer
http://t.co/lndKbSiay8
Damien Franco DamienFranco Creativity + Analytics = Modern Marketing
Eric Graham TheEricGraham
Husband, Father, Author, Speaker, Coach, Serial Entrepr
the world!
Charlie Underwood charliegamboa Music Composer & Audio Post Production for Film & TV
CityBoySizzle⚡️ ⚡️ whoissizzle
Audio Engineer, Producer, DJ, Host, Promoter | BUY #Ho
[e-mail]
gannotti gannotti SocialMedia, Digital Media, SharePoint Samurai, Product
Javier McIntosh javiermcintosh Videographer / Photographer / Actor - Owner of @McInto
Yung G RealYungG
Up an coming rapper & actor from Chicago named Yung
#YGNGang #GCSENT
TheOtherNonsnseBu
ffr NonsenseBuffer
The Artist Currently Known As The Nonsense Buffer █☧█
https://t.co/4NSoo4fM6J
Ciudad Satélite CdSatelite
Estilo de vida, negocios, promociones y eventos en la zona.
Creada y administrada por John. IG: CiudadSatelite #Per
G〽 ayneDaWreck© GMayniac2K16
GOD1st! Watch Me Impact.... Music Mogul | Entrepreneu
https://t.co/9xOoMzvZDi
Acadiana'sThriftyMo
m acadianathrifty #Blogger #Christian #Mom #Kids #Louisiana #Reviews #T
Kaufmann de Suisse KaufmandeSuisse Kaufmann de Suisse creates exceptional, handmade jewels
Coolhaus COOLHAUS
Gourmet, hand-crafted super unique ice cream with an ar
http://t.co/dHkNKDJr0D
Domino's Pizza dominos The home of Domino's Pizza on Twitter. Hosted by the cre
Lee Stranahan stranahan Lead Investigative Reporter at Breitbart News. Filmmake
Hall of Fame Studios HOF_Studio Your one stop for recording, events and photography. Hom
Armando González ArmyGonzalezz Estudiante de Licenciatura en Teatro ll Hidrocalido l
papi c. RidingShotgunLA https://t.co/sJfuRSX386 https://t.co/ZJ2GjmB7Jp https://t
techglance.net techglance Live Tech news? Latest Gadgets? TechGlance's got you co
Noemi Montiel noemimontiel Amo el rock, gatos, dormir, leer y la politica.
Sarah Fraser heyfrase
Podcast/TV Host. Seen weekly on Fox 5 Lifestyle blogger✌
[e-mail]
Gerald Cerda Gerald_Cerda Singer/Songwriter • TX✈ LA • #AllOverAgain Snapchat: h
Le JAKO de l'île! TwitJAKO JAKO #HAITI: #News| #Photo| #Analyse| #Humour| #Cita

[e-mail]
James Hickey sdentrepreneur
San Diego Entrepreneur, Internet Marketing Expert, Con
Companies.
John Yowan Yowan The most awesome geek on twitter. Digital Media student.
Concetta Antico ConcettaAntico One Hundred Million Colors Expert. World's First Tetrac
Craig O Craig_O
Get 5 Secrets to Selling Your Business What Small Busine
below.
Dra. Klara Senior klarasenior
Médico Especialista en Medicina Estética, Antienvejecimie
#Reto6semanas
Mr. Brown ThisIsMrBrown #1 MANAGER IN THE GAME #Concreatures @BoldyJa
Flicks and Food FlicksandFood Blogging about the things I love; #food, recipes, #wine, #co
JR RIKISHI FATU TheREALRIKISHI
WWE HALL OF FAMER RIKISHI. FACEBOOK: https:
ap.com
Richelle ⚓ richellec_24 Proverbs 16:9 ✝
Christopher Moore ctmuva2000 One Direction's Månager
Francesco francesco212 Singer/Songwriter/Producer/Photographer/Artist from NY
Martha Tagle MarthaTagle
#LegisladoraCiudadana Senadora de la Republica por la C
[e-mail]
Ni'cola Mitchell MsNicola
Jamaican born Award-Winning Author, Blogger, and Spe
#BCWNAmbassador
Dave Angelo TigerLeadership
The TLG is a group who share their vision & passion for a
dreams!
♡ Nikki Hill♡ spicenyc Next Event- Sat April 30th Bikini Blast Launch Party@Th
Kat Perkins katperkinsmusic
Top 5 on NBC The Voice Season 6! #teamadam. Originally
http://t.co/ZaWAN88T4g
LV Videography LvVideography Las Vegas Videographer/ Photographer who also incorpor
Brick city Hokage HajjiQuest Cash gettin, Ass kickin, Wheat Grass sippin.
IG: @MOBFAM MOBFAM #NastyboyRecords #MobUp - Phoenix, Az - For All Bookin
Tim Cool TLCool
Husband to Lisa, dad of triplets, leading churches and min
facilities
Anne-Marie Nichols amnichols Healthy food & lifestyle writer. Helping busy moms & the
colin and justin colinjustin
Cab' Pressure hosts Cottage Life,Game of Homes judges-W
Home' line.
♉ _2RAW #SiNCiTYHiPHOPSESSiONS #10WiNTERS | ŁV BEST P

#Promethazine™ż♊ https://t.co/Ygk8wEFboT…
حسين الشيحان HAlenezi kik :
Joe Monsen taketangy
Helping people online offline direct sales and network mar
want to.
Karla ELISAXKARLA hello! obviously it's me
Amy Freeze AmyFreeze7 Certified Broadcast Meteorologist Ch. 7 Eyewitness News
KAT VON B
TRAVELINGGRE
EK
I am a Luxury Travel Specialist, constantly looking for int
#myHOTD
Lori Lite StressFreeKids Top 5% Social Media Influencer, Parenting Expert, Conte
L2V London2VegasVIP
We Are The No.1 British VIP Host Company in #Vegas ! I
Email:[e-mail]
ceo MacBeCoolin South Carolina 864 IG: RashadMcentire #CRAWFORD
Brian A. Bernhard BrianABernhard Weird Artist, Illustrator, Painter, Photographer, EMMY-w
Brad Bosse BradCLBosse Music will guide you through the good and bad... Singer/so