The conversations block of the framework represents the extent to which users communicate with other users in a social media setting. Conversation can be between individuals, in groups, or publicly. Different conversation formats have different implications. Firms must monitor the “conversation velocity”: The rate and direction a conversation changes. For example, tweets are fast and numerous, connecting to an overall message; whereas blogs are less frequent, detailed, and may not connect. Companies should also be critical of how they manipulate or enter a conversation.