A Brand Image Analysis of WordPress and Automattic on Twitter

As a data scientist, I spend a lot of time analyzing how our users interact with WordPress.com. However, WordPress.com isn’t the only place to gain insight into how people use and talk about our services. Many WordPress.org and WordPress.com discussions take place on social media. Analyzing these discussions can help us understand what our users are saying about WordPress^[*] and Automattic, the topics closely associated with our services, and who is leading these discussions.

In every social network, there are people who steer the topic and sentiment of the conversation. These influencers usually have large followings and are positioned centrally within the network. Brands often reach out to influencers to organize focus groups or invite them to events, since they’re usually knowledgeable about the brand and can offer insight into how consumers use the product and potential improvements.

At Automattic, we don’t do traditional influencer marketing. However, since the discussions…