• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Marketing
    • Thought Leaders
    • Campaigns
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Marketing
    • Thought Leaders
    • Campaigns
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Digital

Working from home: Twitter reveals why we’re embracing it

by Fiona Carroll, Mohamed Mostafa & Simon Thorne
May 29, 2020
in Digital
0 0
0
Share on FacebookShare on Twitter

The effects of coronavirus on the economy already appear bleak. Unemployment and government borrowing are soaring and a recession seems inevitable.

Yet amid these worrying developments there are positive elements to be found. Many of those who have kept their jobs have found they can keep working without the need for a daily commute. Recent research suggests that up to half of UK workers can do their jobs remotely.

And it’s not just office workers. Teachers, GPs, politicians and judges have all swiftly adapted to professional isolation. In just a few weeks, the traditional workplace has been transformed.

Suddenly fears that technology will destroy job have given way to relief that it can help save them. (Although the prospect of robot doctors treating patients, drones transporting vaccines and 3D printers producing face masks does not seem like a bad idea all of a sudden.)

Of course, working from home (WFH) requires considerable levels of adjustment. But data from our ongoing research shows that, on the whole, people seem seem quite positive about this aspect of their restricted lives.


Read more: Working from home? Why detachment is crucial for mental health


In the middle of March 2020, we collected tweets using the hashtags #Coronavirus and #COVID-19 to observe how people were reacting on social networks to the pandemic. After processing 60 million tweets and removing the retweets, we focused on 6,500 messages from March 14 to April 6 that contained the hastag #WFH.

The idea was to assess how people were feeling about working from home. Overall, we found that 70.6% of the tweets reflected a positive sentiment towards the idea. The tweets that came from UK users after the lockdown on March 23 saw a rise in the positive feedback sentiment to 78.6%.

We used something called ‘sentiment analysis‘ to assess the tweets. For our purposes this was a lexicon-based approach where every tweet is represented as a group of words, which are each scored on a scale from negative to positive. A mathematical algorithm is then applied in order to a make a final assessment of the tweet’s overall sentiment.

Overall sentiment before lockdown, limited to #WFH.
Overall sentiment after lockdown, limited to #WFH.

We were also curious about the topics people were talking about. One of the more popular methods to extract themes from text is called “topic modelling”, which is essentially a way of processing large amounts of data – in this case tweets – to find out what words and phrases are being used the most.

Word power

Words such as “respect”, “inspire” and “proactive” appeared between 1 000 and 3 000 times in the #WFH tweets, indicating a positive response to the concept of working from home over the course of the pandemic.

Generating a word-cloud to observe the frequency of the words appearing in the tweets during this period, we also found the overall sentiment of the social media response to #WFH to be positive. There is a clear sense of productivity, with words such as “team”, “tips”, “satisfaction”, “service”, “remote”, “support” and “good” among the most prominent.

Word-cloud for tweets from 27th to 30th of March 2020 #WFH.

To build a deeper understanding of these positive feelings, we then mapped the sentiment generated from the tweets per day before the lockdown in the UK.

As the effects of coronavirus and lockdown intensified, so too did the mentions of working from home on Twitter. But there were dips too, most noticeably at the end of 27 March, where there was a steep drop in #wfh references of nearly 50% which lasted for three days. We believe this could align with media reports highlighting concerns about children’s wellbeing during lockdown and widely expressed worries about the security of online meeting software, which were also expressed in some of the tweets.

There were negative experiences recorded too. For workers with children to look after, the changed dynamic of domestic life created new and widespread challenges. Yet this also inspired moments of gratitude and offers of help. The tweets we looked at showed evidence of small online communities forming, with people very happy to share #WFH tips and ideas.

Of course, working from home is not a new concept. But coronavirus has, in a very short space of time, forced it to become a normality for much wider sectors of the workforce. And overall, our research shows that the response to this has been positive.

This raises a new quandary about what will happen after the lockdown is lifted. Will businesses start to widen the practice to allow more flexibility to their employees? And if they don’t, how will employees feel about a return to the “old” ways of doing things? No doubt the response on social media will give us some clues.


Fiona Carroll, Senior Lecturer in Computing and Information Systems, Cardiff Metropolitan University; Mohamed Mostafa, Senior Lecturer in Data Science, Cardiff Metropolitan University, and Simon Thorne, Senior Lecturer in Computing and ​Information Systems, Cardiff Metropolitan University

This article is republished from The Conversation under a Creative Commons license. Read the original article.


Tags: Fiona Carrollresearchsocial mediaTwitterwfhwork from home

Fiona Carroll, Mohamed Mostafa & Simon Thorne

Fiona Carroll Senior Lecturer in Computing and Information Systems, Cardiff Metropolitan University Mohamed Mostafa Senior Lecturer in Data Science, Cardiff Metropolitan University Simon Thorne Senior Lecturer in Computing and ​Information Systems, Cardiff Metropolitan University

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Adtopia expands DStv channel portfolio

Adtopia expands DStv channel portfolio

August 20, 2026
Awards Wrap: Radio Workshop nominated for Podcast of the Year, Bar & Beverage Awards 2023 winners announced, grab those MOST Awards tickets now

Awards Wrap: PRISM Awards honours PR professionals, Euphoria Telecom launches No Bull Prize, Red & Yellow students thrive at The Loeries

October 21, 2025
What if the future of advertising isn’t better targeting, but better timing and context?

What if the future of advertising isn’t better targeting, but better timing and context?

August 25, 2026
I love social media. But I hate it

I love social media. But I hate it

August 21, 2026
What happens to agency fees when AI halves the hours?

What happens to agency fees when AI halves the hours?

0
Designed for the commute

Designed for the commute

0
BRC’s new RAMS survey moves closer to new radio currency launch

BRC’s new RAMS survey moves closer to new radio currency launch

0
Awards Wrap: Winners from the SAFTA Awards, Bookmark Awards finalists announced

Awards wrap: iPendoring appoints Thembalethu Msibi as Jury President, Mpho Popps to host the 2026 Content Creator Awards, Kfm 94.5’s Best of the Cape winners

0
What happens to agency fees when AI halves the hours?

What happens to agency fees when AI halves the hours?

August 26, 2026
BRC’s new RAMS survey moves closer to new radio currency launch

BRC’s new RAMS survey moves closer to new radio currency launch

August 26, 2026
Designed for the commute

Designed for the commute

August 26, 2026
What if the future of advertising isn’t better targeting, but better timing and context?

What if the future of advertising isn’t better targeting, but better timing and context?

August 25, 2026

Recent News

What happens to agency fees when AI halves the hours?

What happens to agency fees when AI halves the hours?

August 26, 2026
BRC’s new RAMS survey moves closer to new radio currency launch

BRC’s new RAMS survey moves closer to new radio currency launch

August 26, 2026
Designed for the commute

Designed for the commute

August 26, 2026
What if the future of advertising isn’t better targeting, but better timing and context?

What if the future of advertising isn’t better targeting, but better timing and context?

August 25, 2026

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
nevillg@themediaonline.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2026 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2026 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Not enough quota to unlock this post
Unlock left : 0
Are you sure want to cancel subscription?