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

Trajectories:

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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