Brandwatch Debuts Influencer Analytics Tool

Enterprise social media intelligence specialist Brandwatch has launched a product to help marketers identify and target influencers and networks, and to spot trends.

The new 'Audiences: Instant Social Insights' analytics platform draws data from the firm's PeerIndex Influence Graph database of more than 200 million active Twitter users. By mapping each individual's interactions with other users, the Influence Graph assigns an influence score based on the frequency of their engagement and, in turn, the influence of those they are engaging. Each person's network is mapped, showing who they influence and who they are influenced by; and any audience can also be automatically segmented based on network clusters, allowing users to find relevant influencers at the center of their most valuable or relevant segments.

The new tool can be used for customizable searches and audience filtering, to help users look deeper than anonymized demographics and aggregated data to find the individuals at the center of any community. Audiences can be based on followers of any account, people who mentioned specific keywords, or demographic and biographical information. Live dashboards show what any group is currently discussing, as well as the exact hashtags, images and stories they are sharing.

According to the firm, advertisers can easily export any Audiences list directly to Twitter for pinpoint targeting of social media ads, 'allowing them to reach highly specific audiences and extend their secondary reach by putting ads in front of the people with the ability to spread messages to the right people'.

Web site: www.brandwatch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.