The search for greater visibility and inclusion of the LGBTQ+ community in all spheres of society has been attracting the attention of brands and organizations willing to support the cause of diversity and equal rights.
But before embracing this discourse, brands need to understand how this community is organized, how their members express their culture, what their interests are and the narratives that run through the different groups that compose it. Paradoxically, whereas it is extremely cohesive and articulated, the LGBTQ+ community is marked by great diversity, not only in gender and sexual orientation, but also in social demands, profiles, and language.
The LivingReports about the LGBTQ+ Community in Brazil is a complete and unprecedented mapping that gathers the most influential people and institutions in the Brazilian context of gender diversity. They are digital influencers, artists, politicians, journalists, activists, entrepreneurs, NGOs, companies, press, and cultural centers with different profiles and locations who actively create and share content on social media and contribute to increase visibility, discuss prejudice, inclusion, equal rights, and value the LGBTQ+ culture in its most different forms.
With this LivingReports, you can navigate a network with more than 400 highly relevant people and organizations in the topic of LGBTQ+ diversity and find out how their relations of influence take place. Based on a detailed mapping, we have built a database with organized and strategic information that allows us to know who they are, who they influence and who influences them, their digital presence and reach.
In the LivingReports networks module it is possible to visually understand how stakeholders are connected based on their links and interactions on social media. It is an integrated map that allows quantitative and qualitative analyses of the connections between influencers and their digital communities, guiding the design of segmented and more effective strategies of engagement and communication.
Additionally, with LivingReports it is possible to daily monitor what is being said by this community of influencers on social media and with that follow their narratives about specific topics, monitor events, brands and products and keep updated about behavior, trends and mobilizations.
The influencers mapped on LivingReports were analyzed considering the adherence of their discourse to the following topics:
Main questions answered in this report:
In the era of information overload, transforming dispersed data into knowledge is critical for success in business.
The methodology applied in the development of LivingReports is funded by network analysis theories and the experience of more than 300 projects carried out globally for the most different industries. It consists of identifying “small worlds” of stakeholders and influencers, formed by people and institutions carefully mapped and highly relevant for the topics under analysis.
The “small worlds” presented in LivingReports are highly relevant, once it is precisely in the relationship dynamics of its members that are originated the perceptions, positions and narratives that quickly spread through the web and influence a larger portion of society, or what we call the “big world”.
The networks of stakeholders and influencers are built based on the mapping of online links, captured through the interaction between stakeholders on social media and the different off-line links, such as shared workplace, technical scientific co-production, partnerships, and funding, among others.
Using Network Science and Netnography techniques, we transform data and dispersed information about these stakeholders and influencers into organized, integrated, and updated knowledge, bringing context and meaning to our analyses.
LivingReports is an interactive, dynamic platform that makes it possible for users to navigate stakeholders’ networks and make visual, qualitative, and quantitative analyses. On the macro level it is possible to have a general view of the network, understand its structure, quantify its level of cohesion, identify clusters, and know who occupies its center. On the mezzo level, it is possible to apply segmentations through filters and visualize complex segmentations to understand how certain clusters relate to one another and how a specific cluster is structured. And, on the micro level it is possible to have a deeper look into a specific stakeholder, whether it is a person or organization, to understand their connections in the network, their relations of influence, their position and narratives on social media.
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