Summary
Twitter, in partnership with O.I and Sparkler used a blend of data analytics, semiotics and traditional research techniques to surface the dynamics of LGBTQ+ discourse on Twitter in unparalleled detail, and explore the implications for brands on how to authentically connect with the community.
We found that within the LGBTQ+ community, Twitter is seen as raw and bursting with personality – providing a safe space to connect with others through shared experiences, and as a platform to amplify LGBTQ+ voices and mobilise support. LGBTQ+ conversation on Twitter falls into three groups, each deeply connected to personal aspects of the...