The Twitterverse has been abuzz today with publication of the TCN Top 100. The aim was to produce, in league table format, a ranking of those that demonstrate the most influence across the built environment sector through use of Twitter. The list was organised by the good folk at The Construction Network using the Peer Index engine and was published today in Construction News.
At Constructing Excellence we’ve had a long-standing interest in social media. We were the first membership body in the sector to start using Twitter as a communication tool and have recently delivered a social media symposium to help our members understand how to use web 2.0 not only for marketing but also to deliver projects better.
While I commend the idea I’m afraid that I have significant concerns about the methodology that has reached the results that have been published today. Partially, I’m incredibly surprised that Constructing Excellence wasn’t included in the list. One of our key strengths is our influence. We engage on Twitter a reasonable amount. It is actually quite damaging to our brand to suggest that we’re not particularly influential and to, by omission, publish this within the national trade press. However, the main impetus for this post isn’t to express my (very real) frustration that Constructing Excellence isn’t in the Top 100 but to express concerns with the entire methodology.
In fact, I would suggest that the TCN Top 100 is not a measure of influence in the built environment sector; the calculation methodology that produced the results seems to be broken. Some of these issues are down to Peer Index calculation methodology; some are down to the way in which the Top 100 itself was calculated. Some of my concerns are below:
1) While the TCN Top 100 is meant to be a measure of influence in a particular sector, what has been published is actually a simple league table of Peer Index scores. Peer Index scores take into account all tweets, be they related to the built environment sector or not. So, within the Top 100 are actually a number of Twitter users that only engage with built environment issues occasionally but place quite highly because they have derived a strong Peer Index score.
Furthermore, quite a lot of the tweeters also use Twitter as a means of social communication. Again, Peer Index scores reflect these tweets as well. In some cases those within the Top 100 have not tweeted anything at all on the built environment sector in literally months. For the TCN Top 100 to be considered as a serious measure of influence on the built environment sector then surely only tweets related to the sector should be considered. Otherwise, you’re asking those serious built environment Tweeters to compete against those that comment on marketing and IT and football and making omelettes. Without that filtering the results are meaningless. In fact, because Twitter is a social medium one could also argue that Peer Index positively rewards those that Tweet on social activities.
2) The issue above relates to the wholesale use of Peer Index scores. Now let’s look at Peer Index itself. Peer Index calculates its scores from three sub-measures – authority, audience and activity. The ways in which audience and activity are measured seem reasonably sensible. Authority appears not to work at all.
Peer Index states that it builds up an ‘authority finger print on a category-by-category level using eight benchmark topics’. This totally fails to reflect the way we think about authority in our daily lives. Authority, by its nature, is specific but Peer Index uses eight areas as diverse as sport, leisure and lifestyle, health and finance to calculate its authority total. Quite simply it rewards generalists not real authorities.
The authority score also seems to reward the posting of links. Therefore, those that signpost content on others’ websites will score better than those that post original thought directly onto Twitter. Again, this does not reflect the way we think about authority. Real authorities aren’t those that simply regurgitate others’ ideas – they are those that form the debate in the first place.
3) The Top 5 benchmark topics for any Twitter user are published. These are a nonsense. Peer Index suggests that Constructing Excellence’s top five Twitter topics are sustainability, architecture and loudspeakers. Yes, seriously, loudspeakers. We’ve never once tweeted on that topic. At no point does it suggest that our top topics should include the built environment or construction or BIM or collaborative working or any of the other significant issues that we comment on. Shouldn’t users be able to define their own top topics?
So, as stated above, while we commend the intention behind the TCN Top 100, the delivery has been so flawed that it renders the results meaningless. This may seem trivial but for an organisation which trades on authority and knowledge it could be perceived as quite damaging.
Who are the tweeters that most influence the built environment sector? Here are five I would urge you to follow:
Grant Shapps, Minister of State for Housing and Local Government (@grantshapps)
UK Green Building Council (@ukgbc)
Graham Watts, Chief Executive of the Construction Industry Council (@CICCEO)
Noble Francis, Economics Director of the Construction Products Association (@NobleFrancis)
Federation of Master Builders (@fmbuilders)
So, follow those people. And I say that with authority.