Social Listening: Conversational Archetypes in Twitter

Pew Research analyzed thousands of Twitter conversations, and identified 6 different conversational archetypes. Each type of conversation network is shaped by the topic being discussed and the participants engaging in the conversation. It is interesting to note which of the different archetypes have connected or disconnected users.

There are polarized crowds – Twitter users who are discussing polarized topics and do not interact with other groups that disagree with them. Then there are the tight crowds, which are usually professional groups or conference-based topics where they are sharing information and ideas, and where users tend to be interacting and connected.

Next come brand clusters, where topics have large Twitter followings around brands or celebrities. There is usually mass interest but little interactivity between users. For brands this might be the place to innovate and create opportunities for engagement and connection between followers.

Community clusters are created around global news events, with groups forming around multiple news sources, and are usually disconnected from each other.  Also disconnected are broadcast networks which represent users who follow news pundits. Support networks are generated by organizations that respond to complaints and customer requests, another network with little interactivity between users.

Social Listening

Read More

World Cup Social Media Just Gets Bigger

World Cup Social Media

It’s a great time to be listening for your brand mentions and engaging with your audience during the 2014 World Cup. World Cup social media will get a huge boost this year.

Because more people are participating in social media during the games, there’s a big chance they will be discussing a lot of other things as well, and sharing anything that adds to the conversation and the party! And the numbers are massive.

Take just one player, Cristiano Ronaldo. He has 26.5 million followers. His tweet about a Nike World Cup ad released on YouTube garnered 70 million hits on the video in just  a few days.

Many brands will piggy-back on this enthusiasm by creating promotions and events around the action. What have you got planned?

Twitter gears up: Nielsen says 60% of UK users will Tweet while viewing the games.

….the 2014 @FIFAWorldCup in Brazil, the countdown has begun, and the conversation is already heating up. Once the competition begins, the only real-time #WorldCup global viewing party will be on Twitter, where you can track all 64 matches, experience every goal and love every second, both on and off the pitch. – Twitter Blog

Brand marketers are predicting big numbers for all aspects of social media and social media advertising. Adidas will spend more on digital marketing than TV ads. Some brand marketing directors are predicting that the 2014 World Cup will be the most social event in world history.

Facebook talks about the “stadium in our pockets”:

“For the first time in 2014, we, all of us, are carrying around a mobile stadium in our pockets, where you will be watching, learning scores, team sheets, changes, injuries, substitutes – all of it – and sharing it,” he said. “That is a hugely compelling thing for a marketer.”  – Will Platt-Higgins, director of global accounts at Facebook in the Financial Times

Read More

Why People are Following Brands on Twitter

Neilsen Research in the UK has released a report showing why people follow brands on Twitter. Not surprisingly, 52% are  looking for deals (and 33% are looking for freebies). 55% follow because they like the brand.

Consumers like to participate with the brands they follow. A large portion of Twitter followers of a brand want information about new products and services, or want to participate in contests and other promotions.

Read More