The Twitter social graph was an amazing data asset. I worked at a consumer insights firm and the data on followers/followings was quite powerful.
Using a custom taxonomy of things (celebrities, influencers, magazines, brands, tv shows, films, games, all kinds of things), we could identify groups of people who liked certain things, and when you looked at what those things were, it gave you a way of understanding who those people were.
With that data, you could work out:
- What celebrities/influencers to use in marketing campaigns
- Where to advertise, and on which tv/radio channels
- What potential brands to collaborate with to expand your customer base
- What tone of voice to use in your advertising
- In some cases, we educated clients about who their actual customers were, better than they understood themselves.
One scenario, we built a social media feed based on the things that a group of customers following a well-known Deodorant brand in the UK would see.
When we presented that to the client, they said “Why are there so many women in bikinis in this feed?”
The brand had repositioned themselves to a male-grooming focussed target market, but had failed to realise that their existing customer base were the ones that had been looking at their TV adverts of women on beaches chasing a man who happened to spray their Deodorant on them. Their advertising from the past had been very effective.
That was the power of Twitter’s data, and it is an absolute shame that Twitter went the way that it did. Mark Zuckerberg once said that Twitter was like “watching a clown car driven into a gold mine”.
I’m pretty sure he must be delighted with how things have panned out since.