Don’t Think of Twitter Data as Twitter Data
Don’t think of Twitter data as Twitter data. Don’t believe me?
Understanding people has never been more important. We are living in an age where there is more data readily available than ever before, but it is becoming increasingly difficult for marketers to make sense of this data and truly understand their audience. The world is much more fast-paced, and consumers and their interests are subject to change in an instant.
For decades marketers have been making major marketing decisions and driving campaigns to reach the masses using traditional research methods such as polls, surveys, focus groups, and more. But there are many problems with these research methods. Think about focus groups for example, where marketers sit a dozen people in a room asking questions for an hour and then use these insights to drive major decisions. The problem with this format (as well as surveys) is that people can unintentionally lie or withhold their true thoughts and feelings, especially when they think they are being watched and judged. In addition, the data is not representative of an entire audience and sometimes isn’t even statistically relevant and is biased. No wonder marketers struggle to reach their consumers.
Imagine if you could quickly and cost-effectively have a focus group of 5,000 people, eliminate all bias, and understand the entire audience? You may not know it, but some of the largest companies in the world are leveraging Twitter data, and Affinio, to do just this. There is no waiting on data scientists, outsourced research, consumer surveys, or focus groups which can be time-consuming to organize, receive, and interpret the results. Instead, our customers run Affinio reports on Twitter to receive incredibly rich and statistically relevant signals, in under two hours, that can be used to make many business decisions.
Think of Twitter as one massive focus group that eliminates bias. At Affinio, we care about how a network is connected. Instead of looking at what people are saying, Affinio analyzes what people choose to follow. What people choose to follow indicates a signal of interest. The interests and signals that we portray on one network are relevant to the core of who we are. People typically only follow, read, watch, like, share and consume what resonates with them. This is why Affinio prides itself on analyzing the interest graph. The Affinio algorithm ingests massive amounts of Twitter audience data – or social signals – and uncovers naturally-occurring actionable insights derived from a significant, unbiased, representative audience.
What makes Twitter data even more valuable is that its insights are so rich they can be used to inform strategies across any network, even traditional marketing efforts. Armed with insights such as the brands, media channels, and influencers that matter to thousands of people, marketers have defensive data to drive all of their strategies.
“Twitter data is usually garbage. But when analyzed in the right way, it proves to be unbelievably insightful. It’s trumping more expensive, considered, careful data sources for the role it plays in helping us understand our brands and audiences. The seemingly small caveat about it being ‘analyzed in the right way’ is the real killer insight here though. Basically, I mean when you apply the Affinio special sauce to it.” – David Boyle, EVP of Insight, BBC Worldwide