PeekAnalytics: A Social Audience Measurement Tool

When I hear the words “social media” and “measurement” my mind automatically thinks of Klout, fortunately PeekAnalytics is completely different. PeekAnaltyics is a Social Audience Measurement tool which means it focuses on your network of social media followers. While tools like Klout focus on your personal “influence” and engagement, PeekAnalytics focuses on details about your network. Two things working in PeekAnalytics favor are that it already has a lot of information about internet consumers and they are very upfront about their privacy policy and privacy pledge.

PeekAnalytics is built upon the PeekYou platform (I recommend looking up your public profile), which is committed to archiving and compiling public information from the web, to create a database with information about REAL people. Here is a quick summary about PeekYou from their website:

PeekYou is a search company focused on indexing the public web around people. The company’s primary goal is to index people with their public web URLs. To date, over 250 million people have been indexed.

It found and archived a surprising amount of information about me (some of which was inaccurate, I don’t ever remember turning 30…), but overall it knew quite a bit about me.

But back to PeekAnalytics.

PeekAnalytics is a new tool to help marketers and individuals understand their social media audience. Here is the description from their website:

By standardizing information from over 60 social sites and millions of blogs, PeekAnalytics API maps the unique digital footprint of each of your Fans and Followers to provide actionable data-driven insights. The Social Audience API is perfect for Social Listening, and Social Analytics platforms that want to integrate individual level insights and meaningful audience measurement.

PeekAnalytics measures a variety of different things about your social media audience.

PeekAnalytics Key Metrics

Because PeekAnalytics is a tool for marketers and not a personal ego boost *cough* Klout *cough*. A lot of its metrics focus on the size of your network and what percentage of them are REAL people PeekYou determines your total audience by looking at public profile information across social networks to weed out spam and bots. It then uses this information to determine what percentage of your followers are real life consumers. Finally, PeekYou measures your social pull, this is the closest overlap between PeekYou and Klout. Social pull (shown above) measures your ability to spread a message across the Internet using your network.

Here is Klout’s definition of its metric “Amplification”:

Your Amplification is how much you influence people. When you post a message, how many people respond to it or spread it further? If people often act upon your content you have a high Amplification score.

The best thing about PeekAnaltyics especially for marketers and brands is the insight it gives you into your audience. Here are just a few of the cool things I found out about my network using PeekAnalytics.

This tells me that the majority of my followers are REAL people with identities that can be tracked across the Internet.

The average network size measures on average how many people my network of followers/fans can potentially reach. This is a great metric for markets because it gives insight into the size of my audience and how many followers/fans my audience can reach.

Social use measures how active my audience is on social media. The number on the left tells me that 41% of my social media audience are light social media users (active on 1-3 social profiles or blogs in the digital space), 34% are medium social media users (active on 4-8 social profiles or blogs in the digital space), and 23% are heavy social media users (active on 9+ social profiles or blogs in the digital space). The numbers on the right tell me how my audience compares percentage wise to the rest of the Twitterverse. This is useful for marketers because it allows them to compare profiles of different scales. For example, I have around 500 followers, but a celebrity could have millions, by averaging these numbers marketers can compare these measures.

I found the social membership information for my audience particularly interesting and useful. I found it interesting because it tells me what percentage of my fans/followers are on different platforms, this tells me what platforms I can best engage these people. This is useful for marketers because this can help with marketing campaign design and knowing which platforms you need to focus on.

I don’t want to overwhelm you with pictures or data, just know that PeekAnalytics gives you great insight into your customer demographics. I’ve never seen a program provide so much information on customers based on online, public information. Some examples of information you get are geography, education level, income level, gender, industry, and interests. This type of information can have a tremendous impact on a social media campaign and engaging your audience.

I’ll leave you with these two articles from Ad Age and Forbes reviewing PeekAnalytics. I highly recommeand signing up for a demo and learning more about your social audience.

AdAge – PeekAnalytics: A New Way to Measure Twitter Influence 

Forbes – Who Are the Top 10 Influencers in Social Media?

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