E-Learning-Inclusivo (Mashup)

Think of communities as very similar to the segments identified in a brand’s customer segmentation model. (With demographics analysis layered on, you might even find that they’re the same.)

While direct marketing communications is often customized by segment, historically this hasn’t been something brands have done in social. But, using social network analysis and also Twitter & Facebook ad targeting, it’s possible to send specific messages to specific groups of people.

Powered by Pulsar TRAC these could be people engaging in a specific conversation, individuals sharing a piece of content online, or the followers of an account on Twitter. Any group of people, in essence, as long as we can define that audience through some property of its behaviour in social media – such as keyword, user bio, or location.

Community analysis allows brands to really understand the behavior of their audiences in a way they can’t replicate with offline, non-social data.