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Subjective well-being (n)—The overall measure of satisfaction or dissatisfaction a person has with his or her life or certain aspects of his or her life.

A study carried out by Cornell University tracked more than 100,000 Twitter users over a six-month period.  These Tweeters posted over 129 million Tweets, and through these Tweets, Cornell has found that certain groups and cliques form even in the social media world.

Social Media Optimization

Happy and Unhappy: The Two Twitter Dimensions

This is where the subjective well-being (SWB) comes in.  There are several clusters of Twitter users, but to keep it broad, Cornell classifies users into two categories: happy and unhappy.

What’s more is that the likelihood of users with high SWB are very unlikely to send or receive messages from their unhappy, fellow Tweeters.  And the reverse is true as well; depressed users are not often recipients of happy Tweets from their more contented counterparts.

Whether happy users don’t want to be associated with the negativity of unhappy Tweeters or whether they simply forgot to comment can’t be determined, but one thing is for sure.  Opposite subjective well-beings do not attract in the social media spectrum.

Jamie Bates
Online Marketing Director