Introducing – A Window into Twitter’s Interest Graphs by briansolis


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									Introducing – A Window into
Twitter’s Interest Graphs
By Brian Solis, blogger at and principal of FutureWorks, Author of the new book
Engage!, Co-Author, Putting the Public Back in Public Relations and Now Is Gone

Among the many hats I wear, I’m a design and business adviser to several technology startups.
However, in certain circumstances, I take a more prominent role to help develop the products and
services that I need in my work. Over the years, I’ve developed a working relationship
with PeopleBrowsr and serve as the company’s Chief Data Analyst. Together, we’ve issued several
reports and will continue to do that and more.

Today, I would like to introduce you to a product that we’ve been developing for a couple of years
now… To begin with, I am a big fan and a customer of several leading intelligence and
listening services. is different and is a complementary solution for not only your
workflow today, but how you will approach social media in the immediate future.

The whiteboard image above was captured from a working session where you can see the unique
attributes of as well as the disconnects that we now ―connect.‖ First off, is
for brand managers as well as new media experts in marketing, advertising, and communications.

From Social Graph to Interest Graph

Let’s start at the beginning. is not a Twitter search engine. Nor is it designed as a
monitoring solution. is a window to relevance and engagement…revealing your path to
imparting and earning it. Everything begins with intelligence and that insight inspires meaningful,
targeted, and desirableoutcomes. Instead of exploring real-time conversations based on keywords, allows businesses to visualize their interest graph.

Social Graphs are transforming into what I refer to as ―nicheworks―, where people are connected
more by a shared interest than by who they know., along with Twitter’s Promoted

(cc) Brian Solis, - Twitter, @briansolis
Tweets, Trends, and Accounts, officially usher in the era of interest graphs. While a social graph is
defined by the individual connections one maintains in online networks, Interest graphs represent the
network of individuals bound by shared themes expressed publicly – in this case, through keywords
on Twitter.

The challenge is clear; in order to effectively engage, you have to first understand what people are
saying about your brand, competitors and any associated areas of interest. In short, you must
understand what truly matters to the community in order to identify the community. For brands,
interest graphs form the pillars of genuine and beneficial engagement… and that’s where comes in.

Interest graphs are tied to keywords. As a result, they form dedicated communities where the
individual nodes within each network differ from graph to graph. Collectively however, these distinct
interest graphs form a brand graph when combined.

Brands + Social Consumers + Influencers = Brand Graph

From Real-Time to Instant

Much in the same way Google search is moving from real-time to ―instant,‖ PeopleBrowsr is doing
this for Twitter and the Tweets that form the foundation for interest graphs. Like Google and
websites, has indexed Twitter. With over 100 million Tweets flying across Twitter daily,
the population of Tweets is colossal. But is the only intelligence solution with memory. It
is your Library of Congress, housing the history of Tweets to open a window into the social web,
revealing a wealth of demographic data, sentiment analysis, real-time and historical mentions, and
viral analytics for any keyword.

(cc) Brian Solis, - Twitter, @briansolis
Instant Demographic and Psychographic Analytics

The process begins by entering keywords of interest — whether it’s your company name, product,
competitor or any topic. first identifies people who are talking about a particular interest,
and then instantly drills down to uncover rich data about that Interest Graph, including location,
sentiment, gender as well as related word clouds, hashtags, links, @names, et al.
performs 40 simultaneous searches for any topic and delivers the results almost instantly. This data
gives brand managers the ability to target specific demographic segments (i.e. women in the San
Francisco area) withmuch needed granularity and simplicity. also provides up to the
second charts depicting mentions count and sentiment for any keyword. People can even click on a
chart point for any keyword to see every related tweet back in time

(cc) Brian Solis, - Twitter, @briansolis
Degrees of Separation

Research shows that on Twitter, the world is quite literally becoming a much smaller place. doesn’t just surface the interest graph, it visualizes the degrees of separation between
your brand and the people you’re trying to reach. This allows brands to structure engagement
programs based on the priority of relationships based on digital proximity.

Viral Analytics

Did you know that the lifespan of the most active Retweets is roughly one hour? Any keywords in can be turned into a comprehensive analytics platform on the fly. Viral analytics track
how information spreads on Twitter, showing where information starts, who propels it, and its overall

(cc) Brian Solis, - Twitter, @briansolis
Additionally, viral analytics provide access to three years of historical and also real-time data for any
keyword. There is no other solution available that can do so…Real-time reports are viewable within
the dashboard and are also downloadable as PDFs.

Reports include:

Top links
Conversation density
Top influencers (powered by Klout) with sentiment
Words surrounding keywords
Retweets, reach and path

(cc) Brian Solis, - Twitter, @briansolis
Here’s an example of Viral Analytics for Starbucks.

Additional Examples of Brand Scenarios:

1. I want to connect with Mommy Bloggers in SF or interested in human rights —

2. I want to find all the good things being said about Coke and all the bad things about Pepsi —

3. I would love to see all              the   most    popular   RT   and   their   viral   hierarchy   — starts at $99/month per user. Enterprise and White label versions of the platform are
also available.

With communities growing around ideas or interests, rather than through social connections,
engagement is emphasized on finding and generating contextualized content. Brands understand
they need to engage customers often while cultivating communities, and they are constantly looking

(cc) Brian Solis, - Twitter, @briansolis
for ways to efficiently participate in relevant conversations. is designed to help establish
trusted, real-time connections, within the context of fluid conversations. is your GPS for social media’s critical path – Relevance > Resonance > Significance.

(cc) Brian Solis, - Twitter, @briansolis
Brian Solis is globally recognized as one of most prominent thought leaders and
published authors in new media. A digital analyst, sociologist, and futurist, Solis has
influenced the effects of emerging media on the convergence of marketing,
communications, and publishing. He is principal of FutureWorks, an award-winning New
Media agency in Silicon Valley, and has led interactive and social programs for Fortune
500 companies, notable celebrities, and Web 2.0 startups. is ranked
among the top of world's leading business and marketing online resources.

Solis is the author of Engage! The complete guide for businesses to build, cultivate and
measure success in the new Web.

In 2009, Brian Solis, along with Deirdre Breakenridge, released, Putting the Public back
in Public Relations.

Connect with Brian Solis on Twitter, LinkedIn, Tumblr, Google Buzz, Facebook
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(cc) Brian Solis, - Twitter, @briansolis

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