MAANG? MANGA? Characterizing Spontaneous Ideation Contest on Social Media

Abstract

Social media is not only a place for people to communicate on a daily matter but also a virtual venue to transmit and exchange various ideas. Such ideas are known as the raw voices of potential consumers, which come from a wide range of people who may not participate in consumer surveys, and therefore their opinions may contain high value to companies. However, how users share their ideas on social media is still underexplored. This study investigates a spontaneous ideation contest about a generic term for new Big Tech companies, which occurred when Facebook changed its name to Meta. We constructed a comprehensive dataset of tweets containing candidates and examined how they were suggested, spread, and exchanged by social media users. Our findings indicate that different ideas are better on different metrics. The ranking of ideas was not decided immediately after the idea contest started. The first people to post ideas have smaller followers than those who post secondarily or who only share the idea. We also confirmed that replies accumulate unique ideas, but most of them are added in the first depth in reply trees. This study would promote the use of social media as a part of open innovation and co-creation processes in the industry.