Visualizing the Power of Real-World Connections on Twitter.
Jul 21, 2011
And for my next completely unscientific study…
To go along with my last blog post — Prepare to be ignored. (But it’ll be okay.) — I had plans to carefully track its promotion and propagation via Twitter. I was going to plot the tweets, re-tweets and clicks of the first 24 hours in order to “study” how many (or how few) people actually click through to, or pass along, posts they see in their stream. But what I found was a completely different story — one that I think is more interesting in many ways. It’s a story of how much real-world connections effect engagement on Twitter.
The the crux of the story is this: Real-world connections play a huge role (maybe a bigger role than we thought) in promotion via Twitter. In this case, 88% of “shares” beyond my own can easily be tracked back to real-world connections. (And with some additional digging, I imagine it could prove to be even more.)
I do my best to tell the story in as much visual detail as possible below (including the plotting of tweets, RTs and clicks). Once you’re done, I’d love to know: Is this surprising to you? Would you have thought real-world connections would affect promotion more or less than this? And what tactics do you think you can use to get more traction (shares) from those without the real-world connection?
Watching TV as a kid, I used to run to the bathroom during the shows so I could make it back for the commercials. Those days launched me down a path that included layout and writing for the college paper; communications strategy for political campaigns; marketing strategy and graphic design for Gensler (a global design and architecture firm); and the implementation of new programming, animation and design techniques for Centerline. Today I specialize in content marketing strategy and building digital deliverables to execute those strategies. But it’s about more than just creating killer digital content. At Centerline, we help clients succeed in the digital marketplace using a three-pronged approach: strategic (message creation, brand strategy), tactical (design, development), and analytical (measurement and adaptation). This experience-tested approach allows me to build campaigns that are both well-designed and effective for clients like IBM, GE and National Instruments.