Michael Wu, Ph.D. is Lithium's Principal Scientist of Analytics, digging into the complex dynamics of social interaction and online communities.
He's a regular blogger on the Lithosphere a...
Updated 5 months ago
Version 8.0
Blog Post
Dr. Wu,
I'm quite impressed by the graphs. I am very interested in knowing whether you are familiar with how to build demographic profile data based off of conversations. Are you able to conduct what I suppose might be called persona analysis? So for example, on twitter, let's say I tweet the following:
---
my wife is amazing. she is always encouraging me.
listening to bruce springstein on pandora
golfing with the guys
sitting in a board meeting at Church
i wish journalists would talk more about the crisis in Haiti
my staff is having too much fun today :)
can't wait to get back home for some authentic New York pizza
-
Using "social media persona analysis" I could deduce (with some margin for error of course):
Hugh is male
Hugh is employed
Hugh is married
Hugh plays golf
Hugh manages employees
He is a practicing Christian
He likes listening to rock music
He is socially conscious
He is from New York
So here is my question. Let us say that my client is Apple. If my clients were looking to engage with key INFLUENCERS in relation to the ipad, they could use SNA. Correct?
But if they wanted to reach out to prospective CUSTOMERS (many of whom are not influencers) who might be interested in PURCHASING the ipad then I suspect they would determine the typical buyer persona and then look for people online with that persona. They might also overlay the SNA influence graph as well. Does that make sense?
So if the persona they came up with was:
Urban lifestyle
Married
Employed
Salary: Above $50k
The Hugh would be identified as a "prospect."
**So ultimately my question: Are you able to do this type of "persona analysis" in addition to SNA? Does such an analysis type exist? If so, what is its proper name?
Thanks so much for your help!
Sincerely,
Hugh