If you have read anything in the news lately, you’ll realize that just because everyone is constantly using social media, doesn’t mean that they are doing it well (remember when President Donald Trump uses the word “covfefe” in a Tweet seen by most of his 31 million followers on Twitter and millions of others world-wide?). The same is true for social media analytics- just because someone is using it one way, does not mean it is the right way for you and your end goals. Due to the capabilities of social media analytics, you can measure virtually anything, and many in our experience, we have found that many individuals and companies get caught up analyzing dozens and dozens of social media metrics that they do not even need (nor want). However, for those new to social media analytics, it can be hard to know what you do need. To help our clients narrow-down on how exactly we can help them, we have created a series of ‘personas’ so that individuals can pin-point which group they fall into. This is very helpful in ensuring that you will end up the most important and popular metrics. Unsurprisingly, some job industries or organizations prefer some metrics over others and believe some offer more value and insight. Our ‘personas’ incorporate insight from many years of experience and our diverse client base, so that there is a role for anyone. Of course, the most important thing to keep in mind at this stage of your journey to social media analytics is to choose the metrics and end goals that provide you with the social data that you need to make important business and marketing decisions, specific to you- not someone else.
Here are our roles. Do not worry if you do not exactly fit into one completely, or find yourself being a blend of a few of them- all our services are tailored to your exact goals and desired outcomes. This is merely a starting point.
This is for the individual who just is starting with social media analytics. As this individual is able to access our analytics as free user, it is a risk-free way to learn how social media analytics can provide insights. As a free user, explorers have limited options but should be able to discover more through archived data and generic keywords. This is useful to get an overall picture of what people are talking about and what trends are emerging. This is also helpful to learn more about your social media account. This can be the critical to help you learn and grow as you begin to develop future goals for your social media accounts.
Like the Explorer, the Cultivator is also a free user, but is a little more advanced This page is intended for someone who wants to expand their audience and reach, but do not have the budget to pay for a more custom experience (meaning, that they also cannot customize their queries). This tool is helpful for knowing who influential users are (so your accounts can follow them), and allows you to also see what are the popular tweets and images, so you can reply/interact with this content in a way you choose. In many cases, our clients wish to use this information to begin ‘influencer marketing’ to spread the reach of their brand by working with these identified social media influencers to create or support content they post on their own social media channels. After all, research has shown that word of mouth influences 20 to 50 percent of all purchasing decisions.
Unlike the first two users we covered, the analyst is a paid user. The paid subscription allows these users to select what topics and hashtags and keywords they want to follow. Not only can they now follow conversations that are specifically relevant to them, they can analyze the community, the content, as well as access various graphs and KI SOCIAL visualization tools. Users can export the metrics and data from each analysis into Excel, PDF, or image format. Additionally, Workspaces allow users to pull in multiple visuals from a variety of analyses into one comprehensive report, or Excel workbook.
This user was developed specifically with those interested in branding, in mind. The Media user is an extension of the Analyst, but with more of a slant toward promotion and tracking how a particular product or cause is being discussed on twitter. Measuring the sentiment around your product, brand, message etc. will help you understand the general feeling surrounding a particular subject (or even your entire brand). This is very helpful in enabling you to create a broader and more complete picture of the social conversations that matter to you.
Unique to this user, is they can also used it to help boost their conferences or events. Media users can have event attendees use a common hashtag and the KI SOCIAL is able to track all the tweets and users using the hashtag. This allows the organization to respond to any tweets from attendees in real-time.
Social Media has been as engrained in politics as in every other sphere of life, so it is no surprise that many of our clients include those running for political office. The Politician user group is able to access everything the Media user does, but with more emphasis placed on conversations. These individuals, like the Analyst, are able to track tweets coming out of a specific geographic location, such as their riding or city. Due to their specific goals, this account user is able to track the activity of other politicians (same or different party) how tweets are performing (which tweets are getting more likes/retweets compared to others, to help create an online image). Due to the specific goals of these groups, these users have full access to some of the links developed by our political specialists at NewPolitico.com. As creating a social media strategy for use during political campaigns has become an essential part of every candidate’s plan to get into office these days, this user group is designed especially with securing votes in mind.
Last, but definitely not least, is the Medical user. As the name suggests, this is for those wanting social media analytics but who work within the realms of medicine and health care. Metrics are specifically tailored to the topics these individuals are interested in, such as the hashtags and topics specifically related to health. As with Politicians, many health care providers, policy makers, academics and more, are now using social media to improve or enhance professional networking and education, organizational promotion, patient care, patient education, and public health programs. Social media is also often being used by these users to engage with the public, and to educate and interact with patients, caregivers, students, and colleagues.