---
id: "entity-twitter-x"
type: "entity"
entityType: "tool"
canonicalName: "Twitter (X)"
aliases: ["X", "Twitter"]
source_timestamps: ["¶4"]
tags: ["platforms", "data-sources"]
related: ["claim-rivalry-boosts-engagement"]
sources: ["tail2"]
sourceVaultSlug: "hbr-seg-tail2"
originDay: 2
articleStem: "hbr-tail-124-good-rivalry-brand"
sourceUrl: "https://hbr.org/2025/08/a-good-rivalry-can-elevate-your-brand"
sourceTitle: "A Good Rivalry Can Elevate Your Brand"
---
# Twitter (X)

Social media platform used as the primary data source for the research. The team analyzed Twitter/X data (2020–2022) across **100 brands in 20 categories**; NYU Stern's brief reports **~1.5M tweets** examined, showing posts referencing rivals earned significantly more likes and retweets than posts naming ordinary competitors or none. It is both the measurement instrument for [[claim-rivalry-boosts-engagement]] and, as an owned channel, the archetypal venue for the loyalist-facing tone in [[framework-audience-tone-matching]].