A fully interactive map showing everyone who follows BBH Labs (@bbhlabs) on Twitter. Also visualized as a heatmap.

Twitter is still something of a mystery to those of us in advertising and marketing. Everyone thinks they need to be on top of it, but no one is completely sure now to use it. Even fewer people have an idea of how to measure whether or not they’re using it effectively. Most of the time brands think about Twitter like this: Create an account, start tweeting, and then measure success by looking at how many followers we have. But that doesn’t tell you the whole story. In fact, that tells you almost nothing.

UPDATE: This post, along with a short interview, was recently posted on the BBH Labs blog.

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This was something I spent quite a bit of time on. You may have seen pieces of it here. It’s [now] a little book called Thresher. It’s the first in a series of thought leadership and innovation workshops for Freesytle Interactive.

Summary:

“Thresher is a quarterly publication by Freestyle Interactive. It’s an experiment in what we are calling ‘reverse aggregation.’ Instead of a standard newsletter that gets lost in your inbox, with a dozen disconnected links, Thresher is a collection of articles that take a deeper look at a single topic, trend, or technology.”

I’ve uploaded it to Scribd, for all to see here:

You can download a PDF version here.

UPDATE: Thresher was just chosen as a “Staff Pick” by Blurb! Check it out.