Among the findings:
+ Engagement can be read in clicks: The Economist has a highly active and engaged audience in terms of both clicks/Tweet and Retweets/Tweet, suggesting a high level of alignment between content posted and attention users are willing to provide.
+ Audiences differ in their willingness to consume and share information on Twitter: Al-Jazeera’s audience is the most active in terms of publishing and retweeting content on Twitter, while the Fox News audience generates substantially more clicks from its audience.
+ A large number of Followers doesn’t necessarily translate into action: Despite being the largest account, the New York Times garners the fewest clicks per Tweet when audience size is normalized and earns many fewer retweets when compared to accounts that are much smaller.
+ Timing and topical interest matter when seeking attention: By arranging audience tweets into topic maps, we were able to visualize the flow of attention between topics of interest, across the different audiences.