'Diversification building Resilience: This Twitter Journey is dominated by the use of diverse topics to engage different parts of the community.'
Experimental Analysis by ThenAtlas.org
solely for informational purposes – see disclaimer:
Beyond grabbing attention – creating a strong sense of community is truly valuable – but how can this be accomplished? Step 1, measure current deep engagement – this is our specialty, then Step 2, identify where it comes from – this is where we need your help. Deep engagement comes from taking a journey together (see Animation 2) but the exact definition can mean trust, enthusiasm, appreciation, even love depending on the community. Only those who engage with @McKinsey can identify what this means – you are the experts. Tweet us (@ThenAtlasOrg) what your community has or is missing with #DeepEngagement; or leave a comment below!
Animation 1. Recent change in community metrics. Time goes left to right (most recent). The #DeepEngagement metric shows the level of vibrancy (thick yellow line) with shorter term fluctuations (thin yellow line).
In the animation, #DeepEngagement moving up is more vibrant. Vibrant means the associated community shows trust, love & enthusiasm. At the maximum, “actionable” suggests appreciation is overflowing and it may be time to use this energy to start a revolution. In contrast, moving down is less vibrant eventually bottoming out at: Baseline, where the community lacks observable fabric and interactions are essentially random. Below baseline, in-transition suggests community fabric is changing direction.
Fullness (thick blue line) is the active community size that can move up (larger) or down (smaller) with shorter term fluctuations (thin blue line). This metric is analogous to average rate of engagement.
Change associated with the:
Last 200 (or 50, as noted) tweets are highlighted with arrows and %change labels.
Comparison to other public figures (labels on right side of Animation 1):
A. ServiceNow (@servicenow, Santa Clara, CA) ServiceNow makes work, work better for people. Our cloud-based platform and solutions deliver digital experiences that help people do their best work.
B. ONE Championship (@ONEChampionship, Asia) The Home of Martial Arts
C. The Trevor Project (@TrevorProject, United States) The leading national organization providing crisis intervention and suicide prevention services to LGBTQ+ youth. The Trevor Lifeline: 866.488.7386.
D. UN Free & Equal (@free_equal) UN Free & Equal is a @UN @UNHumanRights initiative for lesbian, gay, bi, trans and intersex equality #LGBTI
How to increase Vibrance!?
One central theme that emerges is strong community has appreciation for those who inspire through unique value. @Kohls literally gives away $, @packers try to win, @DaliLama provides deep knowledge, @JohnMcCain shared his spirit, rest in peace. In contrast, news blasts, clickbait and repetitive messaging are associated with reduced vibrance. To figure out what makes a Twitter community vibrant:
- Consider the timing of highs and lows above, what changed?
- See how other relevant tweeters (A-D above, if available) create community.
- Use the Journey Mapping (below) to identify trajectories that need exploration!
- Ask us for further consultation firstname.lastname@example.org or via the comments section (below).
Individual tweet analysis
While it is impossible to pin #DeepEngagement on a single tweet, some tweets seem to have a larger influence than others – thus it can be informative to identify characteristics of tweets associated with change. Note changes in #DeepEngagement can also come from external sources (e.g. news coverage), in which case the association with a single tweet is coincidental. Also please note, “in transition” is not “bad” – it can be the start of a vibrant trajectory.
Vibrant example tweets
In-transition example tweets
“Order from Chaos” – Journey Mapping
Technically, building #DeepEngagement requires a web of interactions covering six primary characteristics: Resistance, Resilience, Revolution, Expansion, Disruption, Contraction. Vibrance is defined as patterns of change within a community’s complex conversational journey through these characteristics. See example tweets and #hashtags as guides for what previously defined each trajectory. The same #hashtag across trajectories indicates changing value through time, or that it is used frequently.
Journey Mapping with Example Tweets & #Hashtags
Revolution trajectory not well represented
"The McKinsey community in Jakarta is a vibrant one and each individual comes with their own traits and personality which makes office life colorful.” says Jakarta-based Business Analyst Farid. Interested in roles in Indonesia? https://t.co/mor0ukROOD#McKCareers pic.twitter.com/Cv1hqu8Ltv
— McKinsey & Company (@McKinsey) July 24, 2018
Expansion: This part of the journey is dominated by people joining the conversation. Increased discussion ‘Fullness’ (~engagement) is great! But maintaining #DeepEngagement with lots of newcomers can be a challenge as they may not appreciate the nuances that make the existing community unique. How to achieve: Get on the popular news, have tweets go viral or advertise.
Resistance: This trajectory builds upon and reinforces what the community already finds valuable. How to reach: Distill your digital essence down to one powerful idea and discuss.
Resilience: This part of the journey is dominated by the use of diverse topics to engage different parts of the community. How to reach: Discuss something new; repeat.
Disruption: This important part of every journey may be due to internal dynamics, such as changing strategy or stance. Note that disruption is not the opposite of revolution but rather a common co-trajectory – AKA ‘disruptive innovation.’ Disruption can make the associated community stronger in the longterm because it allows the remaining core community to redefine what is valuable. How to reach: Engage competitors, try new things and don’t be afraid to fail.
Contraction: This trajectory indicates competition for the community’s attention is high, possibly from an external influence (e.g. rise in popularity of a similar but different community). This is common in for sports teams at the end of a season (e.g. NFL in March). Just like in economics, competition can produce an invaluable push toward diversification or innovation, building community strength long term. How to reach: This trajectory is largely out of anyone’s control but it can be aided by just taking a break from tweeting. “Absence makes the heart grow fonder” as they say.
Revolution: By far the most uncommon and mysterious trajectory – this community is doing something special. How to achieve: This can be a balance of new ideas or actions that both strengthen your core message while growing your community size. So if you are @packers, just win the Super Bowl.
Wait, so how do I increase Vibrance!?
1. Use the example tweets and trajectory definitions to identify how you might reach each part of the Journey Map.
2. Then plan a course on the Journey Map to cycle through each trajectory. Counterclockwise journeys tend to be create the most powerful “actionable” #DeepEngagement, while clockwise journeys are less difficult, more common, and still much better than “baseline.”
3. Avoid jumping back and forth between expansion and contraction exclusively.
4. Keep in mind that trying new things often creates a community “in-transition” (below baseline), so #DeepEngagement may go down before it goes up.
How is this possible? About these analyses:
These independent analyses are an offshoot of the global 2018 Twitter Health Metric Proposal process.
The results presented herein were derived from Evidence-based Tradeoff Mapping (ETM), a holistic new framework that uses the balance of competing elements within complex systems to identify patterns of change along a continuum of possible trajectories to quantify #DeepEngagement and correlated factors. The ETM framework was derived from research in forest systems (dynamics of ~1 billion trees) and the exact methodology is maintained as a trade secret. Secrecy is needed for the same reason Google’s search algorithm is secret. And like Google, validation is in the results. Let us know what is good (and bad) about these results in the comments below.
Why? From the founder:
There is no more simple yet beautifully powerful medium of global conversation than Twitter: humanity in a sentence or two, iterated a half-billion times per day. But is humanity coming closer together or splitting apart? Why? Who will win?
It is within our reach to answer very very big questions about life. We are starting at the level of a Tweeter’s community and if successful, we will be scaling up!
Please note ThenAtlas.org has no financial affiliation with Twitter Inc., we simply want to make the world a more understood place.
-TD Andrews, PhD
If these analyses have any value to you – please let us know in the comments as well as though support: ThenAtlas.org/support
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