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 people's real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter — the leading real-time platform.