Abstract

The multilevel model of meme diffusion conceptualizes how mediated messages diffuse over time and space. As a pilot application of implementing the meme diffusion, we developed the social media analytics and research testbed to monitor Twitter messages and track the diffusion of information in and across different cities and geographic regions. Social media analytics and research testbed is an online geo-targeted search and analytics tool, including an automatic data processing procedure at the backend and an interactive frontend user interface. Social media analytics and research testbed is initially designed to facilitate searching and geo-locating tweet topics and terms in different cities and geographic regions; filtering noise from raw data ; analyzing social media data from a spatiotemporal perspective; and visualizing social media data in diagnostic ways. Social media analytics and research testbed provides researchers and domain experts with a tool that can efficiently facilitate the refinement, formalization, and testing of research hypotheses or questions. Three case studies are introduced to illustrate how the predictions of meme diffusion can be examined and to demonstrate the potentials and key functions of social media analytics and research testbed.