Social media is maturing as are the people embracing its most engaging tools andnetworks. Perhaps most notably, is the maturation of relationships and how we are expandingour horizons when it comes to connecting one another. What started as the social graph, thenetwork of people we knew and connected to in social networks, is now spawning newbranches that resemble how we interact in real life.While many companies are learning to listen to the conversations related to their brandsand competitors, many are simply documenting activity and mentions as a reporting functionand in some cases, as part of conversational workflow. However, there’s more toTwitter intelligence than tracking conversations.We’re now looking beyond the social graph as we move into focused networks that sharemore than just a relationship. This is the era of the interest graph - the expansion andcontraction of social networks around common interests and events. Interest graphs representa potential goldmine for brands seeking insight and inspiration to design more meaningfulproducts and services as well as new marketing campaigns that better target potentialstakeholders.To demonstrate the value of interest graphs, I worked with the team at ReSearch.ly, aunique Twitter search platform that has indexed the last three years of Tweets toinstantlyprovide a real-time and historical analysis of activity around keywords and alsothe people that Tweet them.
visualizes the interest graph, and also provides the ability to search withinthe search to sort activity by demographics and psychographics, sentiment, biodata,profession,and the list goes on. Essentially, it’s a product that anyone can use to learn about what’s reallytaking place on Twitter to better understand behavior and earn greater relevance by makingmore informed decisions.As an example of audience profiling or competitive intelligence, we used ReSearch.lytoreview the followers of
, one of the most celebrated brands actively using Twitter today. We started by extracting 1 million follower profiles, sorted by follower count. The resultswere then further filtered to include only those who published a complete profile. ReSearch.lyprovides the option to then organize the resulting information any number of ways, which in thiscase, we sorted the accounts by bio, location, and gender.