If you think Social Media is only about brands, think again.

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If you think Social Media is only about brands, think again.

By Jairson Vitorino, PhD
CTO @Elife 
@jvitorino

First generation Social Media Tools come with pre-defined reports ranging from sentiment analysis to influential lists and most frequent topics. Last year we changed that introducing Buzzmonitor and a flexible way for creating a variety of reports based on raw attributes from social platforms. So for example you can list journalists that tweeted about Pepsi or Coke and live in London. Or you can have the most frequented topics geeks are talking about on a given day. Which are the places moms and dads are checking in most often? You got it.


But that was so last year. We kept working on our labs (mostly planes and open-until-late Cafeterias) and came up with a simple idea with awesome results. Bear with me for a moment: for the last 5 years or so you gave your monitoring software terms related to your products and brands it brought you posts mentioning your brand. Then you diligently produced colorful reports showing what people were talking about your brand. We thought we could change this question: instead of asking what is being talked about, we asked who are the people talking about it?


Buzzmonitor Consumer Panel is our answer for this new question. To build it we start just like any other regular social media monitoring project: First we pick a few terms aligned with our client goals. Let us say we are interested in fans of the TV Show House of Cards. We create a new monitoring project using “House of Cards” as our seed term. At this point Buzzmonitor will tap into the Twitter API and gather a few thousand tweets from people mentioning the show. You may see those tweets right away by looking at Buzzmonitor default reports or creating your own. Now comes the important part: we are going to get the list of unique Twitter users from this project and we are going to gather a few hundred tweets from the timeline of each one. Take a moment to think about what I have just said.

 

Buzzmonitor Consumer Panel is our answer for this new question. To build it we start just like any other regular social media monitoring project: First we pick a few terms aligned with our client goals. Let us say we are interested in fans of the TV Show House of Cards. We create a new monitoring project using “House of Cards” as our seed term. At this point Buzzmonitor will tap into the Twitter API and gather a few thousand tweets from people mentioning the show. You may see those tweets right away by looking at Buzzmonitor default reports or creating your own. Now comes the important part: we are going to get the list of unique Twitter users from this project and we are going to gather a few hundred tweets from the timeline of each one. Take a moment to think about what I have just said.


A timeline from a person contains bits and tips of her life. My timeline for example, at the moment of this writing, is as follows:

 

 

 

 

Now you know a little bit about me: I have been traveling to Portugal and Miami, watching Mad Men new season and shopping at IKEA.


By gathering hundreds of timelines and aggregating this data we now understand more about the habits of our consumers. In short we give a consumer-centered perspective to our social data.


In our first pilot we created 15 Buzzmonitor reports for one of our clients brands (see figure 1). We filtered consumers by gender and location, by the app they use to tweet (if it is a laptop, an iPhone or an Android device) and where they are checking in (Top Places report). By searching the bio field for moms and dads we could filter also people who are parents (Family report) and analogously for most common occupation (Occupation report). Finally the specifics of their consumer behavior: TV shows they are watching, favorite bands, sports, products and brands. It is also possible to cross-reference any of these attributes as we see in the reports Sports Men (what else men interested in sports are mentioning) and Sport Women (likewise for women).


Figure 1 – 15 reports around consumer timelines.

 

We call it this new format the Buzzmonitor Consumer Panel. We imagine that each client will have their own consumer behavior panel and that is why we are excited to have Buzzmonitor flexibility to potentially build hundreds of combinations of any variables.

 


If you want to have your own Consumer Panel from your Social Media data talk to us. We will be glad to help!

 

TRY FREE BUZZMONITOR NOW

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