Consumers want marketers to appeal to them on a personal level, meaning marketers must use social listening tools to get to know them. The challenge, sometimes, is finding meaningful information within the confines of tweets alone – or it used to be.
We regularly update our software to keep our customers on the cutting edge of social technology advances. With the Naruto update’s Define Audience feature, marketers using our Audience 3D™ tool can leverage the power of Twitter bio text for greater insights into who consumers are, and what they love.
The trouble with self-identification
Understanding how consumers see themselves is a huge advantage, but it hasn’t always been easy to pinpoint. Social consumers self-identify as many things that matter to marketers: “mom,” “dad,” “parent,” “Millennial,” “Hispanic,” “New Yorker.” But these bio-identifiers aren’t always obvious in social conversations.
Finding a segment of parents, for example, would require analyzing speech patterns for clues within text like, “[I went out with] my son.” But that still wouldn’t account for tweets with no such obvious connection. A tweet reading “Carpool is not for the faint of heart” could be a reference to parenthood – but it also might not.
And there are some generation and lifestyle identifiers that almost never show up in social conversations. Millennials don’t make a habit of referring to themselves that way – at least not in tweets. They might, however, reference their generation in their Twitter bios – which the Naruto update now lets you analyze.
Social media intelligence that includes Twitter bio text gives marketers deeper insights into three key areas when they apply the desired filter:
1. By Interests. Adding the Include Interests filter lets you define an audience based on NetBase-classified interests, such as fashionor gaming. Interests have a better chance of showing up in actual tweets – whether as text or hashtags – but there are still plenty of occasions where they wouldn’t.
Most people have multiple interests, for starters. And while they might post most often about their biggest passions, if that’s not what they’re posting about when you happen to be sifting through social conversations, you might not know to include them in your audience.
Notating “fashionista” or “gamer” in their Twitter bio means they place a certain premium on that interest as part of their identity – even if they get caught up in other subjects, or stop tweeting, in the short term.
2. By Professions. The Include Professions filter lets you use NetBase-classified professions to define authors. These could be anything from creative arts to journalism to nursing. Profession data is uniquely powerful for turning marketing assumptions on their head – especially when combined with other data, like Interests.
Maybe you wouldn’t expect a kindergarten teacher to also love skateboard racing – but if it turns out enough do, you’ve got a new niche segment to promote your skate events to.
This is where audience marketing shines – in revealing the surprises you’d never imagine. It’s especially useful in letting you redirect marketing campaigns that would otherwise have been destined to fail. Assumptions are dangerous – and unnecessary in light of the wealth of accurate data on offer.
3. By Bio Terms. To define an audience using specified terms in author bios, apply the Include Bio Terms filter. This allows you to enter custom keywords related to lifestyle, or that aren’t categorized within NetBase as Interests or Professions – like “NFL fan,” “wealth advisor,” or “dog lover.”
Terms like “foodie,” “Latina,” “Californian,” and others can be surfaced from their mentions within users’ bios to define authors and add them to the appropriate audience segment. Of course you can still search for these terms within tweets – but now your search parameters are extended, resulting in greater precision as you create audience segments.
And precision is paramount for social data to have any value. Decisions made based on assumptions, inaccuracies, or half-truths can lead you down a potentially expensive road of failed campaigns. With accurate audience insights, your marketing will always hit its target.
Image from Taylor McBride