SOCIAL MEDIA INTELLIGENCE…….MORE THAN KEYWORDS
The research industry is rapidly adopting social media monitoring as another research methodology but there is more you can do with social data than simply track key words.
1. Audience Mapping / Brand Graph
Based on tracking the activity of a defined audience, regardless of the topics of their conversations, audience mapping is used to create a snapshot of an audience to measure not what they are saying about a specific topic or brand but what they are about and how do they behave online. The Brand Graph combines mapping the social graph and the interest graph of a group of people who are connected to a brand online (following their Twitter account, Liking their Facebook page or simply mentioning the brand or the sector of interest on Twitter). Key information delivered includes Demographics, Interests and Passions, Behaviours, Influence Dynamics, Information Flows and Attitudes towards topics, brands, and media channels. Generally used to inform the brand’s social media strategy and/or their content strategy in social media.
Audience studies provide companies with key segmentation models on the brand audience so that the brand can best plan their activities in terms of product innovation and marketing. The problem with segmentation studies is that they are really expensive and happen once every few years, which results in the segments constantly playing catch up with reality. An evolution of the Brand Graph study is the real-time segmentation study, where the insights about the online audience are mapped against the existing segments of the brand audience and constantly refreshed with real-time data coming from the web. Cheaper, real-time and more effective. Real-time segmentation is key for many areas of the business such as product innovation, product management, campaign planning and service design.
3. Content Diffusion
Content is the main currency online. This type of study looks at how specific pieces of content travel in social media, through which networks of users, using which channels and to what levels of reach and reaction. Mostly used to assess the impact of a specific campaign in terms of both performance and types of audiences reached. Content Diffusion studies are also key in optimising the publication of online content based on variables such as the specific features of the content, where/when it was posted, impact of metadata (such as use of tags) and content lifespan by network, channel and community.
4. Influence Mapping
This is about uncovering hubs responsible for routing different types of content within a network or shaping conversations and awareness of topics and brands. Usually done by mining and mapping the static social graph of the user by channel and across multiple channels (the network of people he/she is connected to), and then overlaying the interaction and engagement graph of the same users around specific topics and overall (the network of people he/she interacts with when discussing specific topics). Used to inform Campaign Planning, Social Media and Content Strategy, Campaign Management, Social Media Management and Social Customer Relationship Management.