Twitter Spectrum in Print

By: Jeff Clark    Date: Mon, 20 Apr 2009

A few months back I was contacted by someone at McKinsey & Company for permission to include a graphic in a publication they were producing. They used my tool Twitter Spectrum to create an image illustrating the words associated with the terms 'collaboration' and 'individualism' in the latest tweets on Twitter. This was used in a section of a printed book called What Matters - Ten questions that will shape our future . The book was distributed to leading business executives and world leaders at the World Economic Forum annual meeting in Davos Switzerland at the end of January. I was very pleased to be associated, even in such a small way, with such a prestigious undertaking.

The online version of the content does not include the image but the scanned image is shown below. It shows that 'collaboration' was used more frequently than 'individualism' in tweets. Dominant terms related to collaboration are: blogging, power, world, strategy, socialtext, and tomorrow. Terms related to individualism include rugged, hyper, sovereignty, obama, and american.

The image above was generated in Nov 2008. Just for fun I have created the current spectrum to see how it compares. It looks quite different and is much more balanced. Note that McKinsey manually recreated the image they used in order to get the colours they wanted.


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