This deck summarises some of our research into the "shape" of conversation maps (i.e. interaction networks) on Twitter. We find that the shape, or pattern, of brand and campaign conversations tend to sit on a continuum from centralisation to decentralisation. The shapes often evolve along this continuum as brands adopt more organic, two-way conversation patterns rather than the one-directional broadcasting techniques so common in traditional channels such as television and radio.
This presentation is based on a paper that won the Best Methodological Paper award at the 2015 ESOMAR Congress conference. You can access the paper here: https://www.esomar.org/web/research_papers/Innovation_2714_The-Shape-of-Conversations.php