Group - 5 Section C
Group - 5 Section C
ASSIGNMENT
Twitter as a Structured Information System
Introduction
Twitter is an American online news and social networking service on which users post and
interact with microblogs known as Tweets, Tweets are restricted to 140 characters. It was
launched in July 2006 by Jack Dorsey, Noah Glass, and Evan Williams. Twitter Inc. is based
in San Francisco, California, has more than 25 offices and 3372 employees around the world.
In the past few years, Twitter has achieved tremendous success. As one of the three most
popular social networking sites (Facebook, Twitter, LinkedIn), it has evidently found the path
to its user, more than 200 million users and 155 million posted messages a day, Twitter has
become a vast storehouse of content, i.e. information and knowledge.
Twitter is also being used for marketing and customer service purposes as twitter gives you
access to a real-time update of what's going on in your industry and around the world. Twitter
is really one of the lowest barriers of entry to connect with potential customers, brand
advocates and influencers. Twitter is now stepping up to global television. Microblogging is
the posting of very short entries or updates on a blog or social networking site, typically via a
cellular phone. Twitter allows its users to keep their friends and family informed of their
current status.
Mission Statement
Reach the largest daily audience in the world by connecting everyone to their world via our
information sharing and distribution platform products and be one of the top revenue
generating Internet companies in the world.
Vision Statement
We believe in free expression and think every voice has the power to impact the world.
Values
Grow our business in a way that makes us proud. Recognize that passion and personality
matter. Communicate fearlessly to build trust. Defend and respect the user's voice. Reach
every person on the planet. Innovate through experimentation. Seek diverse perspectives. Be
rigorous. Get it right.
https://about.twitter.com/en_us/values.html
It took Twitter quite a decade to become profitable, however currently it looks like those
profits are here to remain. Twitter reported its fourth straight profitable quarter in 2018. In the
past four quarters, Twitter’s net income is simply over $1 billion. Thus, the company is in
growth phase.
Porter’s Five Forces Analysis of Twitter
Porter’s five forces model delves into the strategic assessment capabilities of the
organizations to ensure better life cycles in the environment. Twitter is one of the top 10
social media websites.
These are the detailed Porter Five Forces Analysis:
Competitive Rivalry – High
Social media industry now a days has been highly competitive with the rise of many new
players such as Twitter, Facebook, and Myspace etc. However, most of these industry fail to
reach the fan base of Twitter due to high entry barriers of the industry. The Social media
industry is continuously going under technical advancements and addition of new features to
attract users. The player who fails to innovate or add new features gets kicked out of the
industry. Small players that are able to make an entry are generally acquired by the giants.
Twitter is facing a strong competitive rivalry.
PROCEDURE IN TALLY
The following process is followed to generate balance sheet in Tally (ERP 9):
We have entered values in rupees, while preparing the balance sheet and the
In the first step, we have created all the ledgers related to balance sheet and also put
the respective opening values of the balance sheet. As we have taken the financial
year 2017-18, we have inserted the closing balance of 2017-18 in the ledgers.
After creation of opening balance sheet, we have created ledgers pertaining to the
profit and loss account. We need to create these ledgers with no values inserted (i.e.
no initial values).
We have generated payment and receipt vouchers related to the profit and loss account
as on 31st March 2018.
Then ‘period’ was adjusted to produce final balance sheet. Both final balance sheet for
2017-2018 and profit and loss account was made into Excel sheet using ‘Export’
option in Tally.
Other assets were considered as written under the head current assets
Twitter
Profit & Loss A/c
For 1-Apr-2018
Twitter Twitter
Particulars For 1-Apr-2018 Particul For 1-Apr-2018
ars
Purchase Accounts 964997.0 Sales 3042359.
0 Accounts 00
Cost of Goods 964997.0 Sales 3042359.
Sold 0 00
Gross Profit c/o 2077362. 3042359.
00 00
3042359. Gross Profit 2077362.
00 b/f 00
Indirect Expenses 974591.0 Indirect 102825.0
0 Incomes 0
Income Tax - Additional 102825.0
782052.0 Income 0
0
Interest Expenses 132606.0
0
Research and 553858.0
Development 0
Sales and 1070179.
Distribution 00
Nett Profit 1205596.
00
Total 2180187. Total 2180187.
00 00
Twitter
Balance Sheet
For 31-Dec-2017
Twitter Twitter
Liabilities as at 31-Dec-2017 Assets as at 31-Dec-2017
Capital 6870901.0 Fixed Assets 2965831.0
Account 0 0
Reserves & 8324974. Asset Charges 808459.0
Surplus 00 0
Retained - Fixed Assets 885078.0
Earnings 1454073. 0
00
Loans 1690009.0 Good Will 1227269.
(Liability) 0 00
Common 4.00 Intangible Assets 45025.00
Stock
Long Term 1755316. Current Assets 7196741.0
Debts 00 0
Other Equity - Closing Stock
65311.00
Current 1601662.0 Cash-in-Hand 1894444.
Liabilities 0 00
Accounts 550937.0 Debtors 788700.0
Payable 0 0
Laibility 17849.00 Investment 4314957.
Charges 00
Other Debs 67502.00 Other Assets 85705.00
Short Term 965374.0 Other Current 112935.0
Debts 0 Assets 0
Profit & Loss 1205596.0 Difference in 1205596.0
A/c 0 opening balances 0
Opening
Balance
Current 1205596.
Period 00
Total 11368168. Total 11368168.
00 00
Cybernetics more broadly encompasses the study of how systems regulate themselves and take
action toward goals based on feedback from the environment. These systems are not just
computational; they include biological (maintaining body temperature), mechanical
(governing the speed of an engine), social (managing a large workforce), and economic
(regulating a national economy) systems [1]. In addition to reaching goals, AI and cybernetics
both consider how systems can learn; however, while AI considers using stored
representations as a means of acting intelligently, cybernetics focuses on grounded and
situated behaviors that express intelligence and learning based on feedback and interaction
[2].
Social content recommendation has risen to a new dimen-
sion with the advent of microblogging platforms like Twit-
ter, FriendFeed, Dailybooth, and Tumblr. As the number of
people using such platforms are increasing on a daily basis,
there is a rapid growth in the amount of data and informa-
tion gathered using such microblogs. Although, this uproar
of data provides us with a “gold-mine” of real-world infor-
mation, it is not without it’s side effects; it has lead to a major
problem called the information overload (Borgs et al. 2010).
The most critical problem that branches out from the infor-
mation overload is the difficulty in organizing the timeline of
users. For example, an active twitterer follows 80 users on an
average, and receives over 1000 tweets (Qu and Liu 2011);
Copyright c
2014, Association for the Advancement of Artificial
Intelligence (www.aaai.org). All rights reserved.
due to such an incessant flooding of user-timeline, many
important and interesting tweets remain unnoticed by the
users. Furthermore, this results in an increase of irrelevant
and personal tweets that are not worth reading. Researchers
have tackled the problem of information overload from var-
ious different perspectives such as organizing trending top-
ics in user’s timeline, URL recommendations for twitterers,
recommending followers and tweets (Bernstein et al. 2010;
Abel et al. 2011; Armentano, Godoy, and Amandi 2012;
Hannon, Bennett, and Smyth 2010). A new direction of re-
search that is proposed in this paper is the development of
personalized recommendation based on social lists. Lists
serve a dual purpose in various social networks. First, they
serve as a newsletter or a daily-digest for users who seek
unified source of information. Second, they act as topical-
hubs that unite users who share similar interests. Originally
lists were introduced by Twitter in 2009; however, they have
been adopted by various social networking websites in dif-
ferent forms under different names. For instance, Google+
terms lists as social circles and Facebook provides a feature
called community pages. In general, every list has a cura-
tor who creates the list and makes it as private or public.
Other users can freely subscribe to such public lists, while
private lists are restricted to the owner’s approval. Lists are
one of the strongest indicators of topical homophily (Kang
and Lerman 2012). Consequently, they can be an excellent
tool to smoothen the problem of information overload.
Recommending lists is a challenging task because most
users create them for grouping friends or other users whom
they find interesting. Such lists that are created for personal
convenience do not gain the attention of people. This im-
plies that most of them do not have any subscribers. Further-
more, list names are not unique; there can be thousands of
lists with similar (or even same) names (Kim, Jo, and Moon
2010). This further exacerbates the problem of finding gen-
uine, authoritative and topically relevant set of lists.
In this paper, we propose two recommendation models
that recommend lists for Twitter users based on their per-
sonalized interest. Our first model, called the ListRec,
captures and models the users’ interest based on a combina-
tion of content, network and trendiness based measures. For
users with rich tweet history, we measure their interests us-
ing the topics derived from their tweets. Unlike the existing
studies, we view the twitterer’s interest as a temporally vary-
ing feature and exploit this variation using an exhaustive set
of streaming tweets to dynamically model the users’ inter-
est. For users with sparse tweet history, we project the user
space into a followee space and utilize the followee’s list
subscriptions to indirectly measure the interest of the users.
We also add a new trend based score that measures the pop-
ularity of lists in the Twitter domain. The final score is then
modeled as a linear combination of these three individual
scores (based on content, network, and popularity) to effec-
tively measure the interests of the users and personalize list
recommendation. The coefficients in this linear combination
are estimated using a cyclic ridge regression estimation ap-
proach. Our experimental results show that the ListRec
outperforms other competing state of the art methods. Our
second model is the LIST-PAGERANK which will recom-
mend lists that are popular and are more (topically) authori-
tative than the lists that are currently subscribed by the users.
To the best of our knowledge, there are no studies that use
Twitter lists for personalized recommendation. We summa-
rize the major contributions of this paper as follows:
a. We propose a recommendation framework called
ListRec that recommends Twitter lists based on the
personalized interest of twitterers. Unlike the existing
studies that recommend external information like news
articles and blogs, our work is purely domain-specific.
b. The interests of users are modeled using a combination of
weighting schemes: (a) a content based scheme that mod-
els the users’ interest based on temporally varying top-
ics; (b) a network based scheme that uses the followee-
network of the users to overcome the tweet sparsity; and
(c) a trendiness based scheme that is based on the popu-
larity of the lists.
c. We propose a LIST-PAGERANK based algorithm that
leverages the network structure of Twitter lists to recom-
mend authoritative lists that match the topical interest of
the users.
The rest of this paper is organized as follows. We begin by
describing the modeling of ListRec in Section 2. Section 3
describes the creation of the list network and formulation of
the LIST-PAGERANK. Section 4 will show the results of our
experiments and explain the data collection methodology.
Section 5 discusses the related work on this topic. Finally,
the conclusions obtained through this study are presented in
Section 6
Social content recommendation has risen to a new dimen-sion with the advent of
microblogging platforms like Twit-ter, FriendFeed, Dailybooth, and Tumblr. As the number
ofpeople using such platforms are increasing on a daily basis,there is a rapid growth in the
amount of data and informa-tion gathered using such microblogs. Although, this uproarof
data provides us with a “gold-mine” of real-world infor-mation, it is not without it’s side
effects; it has lead to a majorproblem called the information overload (Borgs et al. 2010).The
most critical problem that branches out from the infor-mation overload is the difficulty in
organizing the timeline ofusers. For example, an active twitterer follows 80 users on
anaverage, and receives over 1000 tweets (Qu and Liu 2011);Copyright c2014, Association
for the Advancement of ArtificialIntelligence (www.aaai.org). All rights reserved.due to such
an incessant flooding of user-timeline, manyimportant and interesting tweets remain
unnoticed by theusers. Furthermore, this results in an increase of irrelevantand personal
tweets that are not worth reading. Researchershave tackled the problem of information
overload from var-ious different perspectives such as organizing trending top-ics in user’s
timeline, URL recommendations for twitterers,recommending followers and tweets
(Bernstein et al. 2010;Abel et al. 2011; Armentano, Godoy, and Amandi 2012;Hannon,
Bennett, and Smyth 2010). A new direction of re-search that is proposed in this paper is the
development ofpersonalized recommendation based on social lists. Listsserve a dual purpose
in various social networks. First, theyserve as a newsletter or a daily-digest for users who
seekunified source of information. Second, they act as topical-hubs that unite users who share
similar interests. Originallylists were introduced by Twitter in 2009; however, they havebeen
adopted by various social networking websites in dif-ferent forms under different names. For
instance, Google+terms lists as social circles and Facebook provides a featurecalled
community pages. In general, every list has a cura-tor who creates the list and makes it as
private or public.Other users can freely subscribe to such public lists, whileprivate lists are
restricted to the owner’s approval. Lists areone of the strongest indicators of topical
homophily (Kangand Lerman 2012). Consequently, they can be an excellenttool to smoothen
the problem of information overload.Recommending lists is a challenging task because
mostusers create them for grouping friends or other users whomthey find interesting. Such
lists that are created for personalconvenience do not gain the attention of people. This im-
plies that most of them do not have any subscribers. Further-more, list names are not unique;
there can be thousands oflists with similar (or even same) names (Kim, Jo, and Moon2010).
This further exacerbates the problem of finding gen-uine, authoritative and topically relevant
set of lists.In this paper, we propose two recommendation modelsthat recommend lists for
Twitter users based on their per-sonalized interest. Our first model, called the
ListRec,captures and models the users’ interest based on a combina-tion of content, network
and trendiness based measures. Forusers with rich tweet history, we measure their interests
us-ing the topics derived from their tweets. Unlike the existingstudies, we view the twitterer’s
interest as a temporally vary-
ing feature and exploit this variation using an exhaustive setof streaming tweets to
dynamically model the users’ inter-est. For users with sparse tweet history, we project the
userspace into a followee space and utilize the followee’s listsubscriptions to indirectly
measure the interest of the users.We also add a new trend based score that measures the pop-
ularity of lists in the Twitter domain. The final score is thenmodeled as a linear combination
of these three individualscores (based on content, network, and popularity) to effec-tively
measure the interests of the users and personalize listrecommendation. The coefficients in this
linear combinationare estimated using a cyclic ridge regression estimation ap-proach. Our
experimental results show that the ListRecoutperforms other competing state of the art
methods. Oursecond model is the LIST-PAGERANK which will recom-mend lists that are
popular and are more (topically) authori-tative than the lists that are currently subscribed by
the users.To the best of our knowledge, there are no studies that useTwitter lists for
personalized recommendation. We summa-rize the major contributions of this paper as
follows:a. We propose a recommendation framework calledListRec that recommends Twitter
lists based on thepersonalized interest of twitterers. Unlike the existingstudies that
recommend external information like newsarticles and blogs, our work is purely domain-
specific.b. The interests of users are modeled using a combination ofweighting schemes: (a) a
content based scheme that mod-els the users’ interest based on temporally varying top-ics; (b)
a network based scheme that uses the followee-network of the users to overcome the tweet
sparsity; and(c) a trendiness based scheme that is based on the popu-larity of the lists.c. We
propose a LIST-PAGERANK based algorithm thatleverages the network structure of Twitter
lists to recom-mend authoritative lists that match the topical interest ofthe users.The rest of
this paper is organized as follows. We begin bydescribing the modeling of ListRec in Section
2. Section 3describes the creation of the list network and formulation ofthe LIST-
PAGERANK. Section 4 will show the results of ourexperiments and explain the data
collection methodology.Section 5 discusses the related work on this topic. Finally,the
conclusions obtained through this study are presented inSection 6
Twitter is just ideal for following interesting people or topics. Users enjoy following people
they don’t know personally, and they often look at hashtags to keep up with issues that
interest them. Paying some attention to the type of content that you post can even make your
tweets go viral.
Hashtags on Twitter are also great for creating temporary communities around events.
Brevity
With only 140 characters, Twitter is ideal for those with short attention spans! Followers are
able to quickly scan and decide what they want to click on to learn more about.
Likability
If you are all about pleasing others and building their trust, then Twitter is just right for you.
Twitter allows you to show your true personality and to make your audience happy. You are
able to reveal, not just your area of expertise but also how you interact with others. Try
offering free samples, but then inviting your followers to your website to make purchases or
to find out more. Remember that relationships are important, so be careful how you conduct
yourself. Using any social media after drinking excessively is always a bad idea.
Relationships
One of the greatest things about Twitter is that you can easily
initiate contact with anyone. It makes it very easy to quickly build
relationships that may blossom into real-life business connections.
This is much harder with LinkedIn, which requires you either to
already know the person, be in the same group, or get someone to
introduce you. But on Twitter, you can follow anyone, although,
Twitter lacks the handy contact database that you can access via
LinkedIn.
Both sites have their advantages, but you will have to be proactive
about building relationships and initiating contact with those whom
you want to connect.
Weaknesses:
Too much Information
Disadvantages
On the other hand, many Twitters’ users face the privacy and confidential issues, this is
because Twitter allow its users to freely sign up then log into Twitter and view all public
tweet or information they want. This make its users feel unsecure while using Twitter,
because they will feel like sharing their own personal information with third parties. Besides,
this will cause the online fraud cases to increase because of lack of personal privacy that
offered by Twitter. Furthermore, another weaknesses of Twitter is that Twitter still remain
essentially text-based and allow its subscribers to send “tweets” of 140 characters or less to
their “followers”. This is because some of the users may not be able to express their feeling
or view point within 140 characters. As a result, Twitter had a lot of dead or not active
subscribers, this is because they are not able to connect and adapt to the philosophy of
express their feeling within 140 characters.
Fake news promotions because of algorithms
Fake news and misinformation should not violate the democracy of country