Twitter Conversation Archetypes and What They Mean for Your Brand

Image from Pew's Network Analysis
Image from Pew's Network Analysis

Image from Pew’s Network Analysis

Back in the mid-to-late 1990’s, I was one of what seemed like a small handful of social scientists investigating the structures of conversation and community in online spaces. Fast-forward nearly twenty years and I’m fairly certain social media is now one of the most popular areas of study amongst sociologists.

Last year, Pew Research Center, in collaboration with the Social Media Research Foundation, used Network Analysis to develop six archetypes of conversations on twitter.

It strikes me that insight from the research would be particularly useful to brand managers and their social media teams as they develop a channel strategy for their brand, so I’ve posted what I hope to be a helpful guide to understanding the connection between your brand and the archetypes of twitter conversations.