The most important attribute of any campaign is knowing your audience. Take a data driven approach to ensure you are making informed decisions around content, language, #strategies, media placements and more.

A good place to start is social graph analysis to complement the existing data you already have. The example below is a recent report I run analysing the followers of @smallbusinessuk, with a 30,394 user pool. The overview is split into named tribes which I can then analyse.


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Analysing the SME Business tribe allows me to build an interest graph which in turn informs media strategies as shown below.

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Taking a step deeper into this tribe I can then start to understand content identified by domains, topics, most shared links, hashtags, likes, tweet keywords and emoji’s giving me an informed view. All this information then allows me to make data driven decisions on content and media strategies aligned to my audience.


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A whistle stop tour but essential insights into audience understanding to drive deeper engagement, content enrichment and conversions with your targeted audience.


In summary.
Social graph analysis allows you to quickly find and understand everything needed to build a detailed view of you audience and inform personas:


Take out.