Twitter and its Conversational Context: Towards a rich and relevant brand content

Angel Heredia Chía, Omar Schoijet and Ana Victoria Garcia

Twitter, a social networking service, detected the most relevant conversations held on its platform over the course of a year in Mexico to uncover user insight.

Introduction

Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned themselves as the leading contact and communication platforms of our time. Social networks are, therefore, a network of millions of relevant conversations that take place on all platforms at the same time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in...

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