Affinity Score: a custom calculation that measures how many times more likely members are to have an interest as compared to the entire social network (Global Affinity) or all other users who live in a specified location (Local Affinity); Affinity can help identify longtail influencers.
Bar Chart: a graph of how many times this data point (e.g. a hashtag) has appeared over a set period of time; this data filtering perspective allows for easy comparison of data point prevalence.
Tracked Interests: are custom groups of handles that are scored for Relevance and Affinity regardless of whether they surface in the top interests of a report or not. Adding tracked interests will not impact the makeup of an audience and can help you evaluate potential influencers, sponsorships, and partnerships. Read more.
Cluster: audience segments generated by Affinio; our algorithm analyzes the relationships that exist within any audience and groups individuals into communities based on member affinities such as shared interests.
Competitive Targets: an account outside your organization that has been added to a report for Relevance and Affinity scoring; see tracked interests.
Cultural Fingerprint: an expression used to describe the deep level of insights Affinio is able to draw from our affinity-based data analysis and audience segmentation.
Density (or Interconnectivity): the number of people in a particular cluster who know (or follow) other members of that cluster; the higher the percentage, the more likely people in this cluster are to know each other. We’ll provide both the network and audience averages to help you gauge this metric.
Demographics: statistical information such as age, gender, location, etc.a
Handle: another word for a social account (for example, @affinio).
Influencer: a leader who has the potential to advocate for your brand or product.
Input Optimizer: an optional tool designed to help you create accurate Post Content reports whether you are a Boolean expert or not; this tool is particularly useful for terms which can be taken out of context (for example, homonyms).
Interest Graph: a visual representation of how people within a network are connected by their interest patterns.
Interest Relevance: an average of the audience’s top 100 interests; this number represents the Relevance Score for the audience as a whole.
Lurker: someone who creates or shares content less than 15 times per month on a given social network.
Network Graph: a visual representation of interconnected relationships within a network. The nodes represent members, and the connecting lines represent similarities in interest patterns between members.
Niche Audience: a specialized subgroup of an audience who is distinguished by specific interests (e.g. Trekkies are a niche audience; not everyone who likes Star Trek is a Trekkie).
Niche Ranked: a chart of how likely a cluster is to express something (e.g. a hashtag) as compared to other clusters; this data filtering perspective highlights the greatest points of cluster differentiation.
Normalized: the colored bars represent that data point’s (for example, a hashtag) usage in each of the other clusters; this allows you to see whether a term is widely popular or simply over-indexes for a particular cluster. If you hold your cursor down on one of the bars, the perspective shifts to Niche Ranked.
Owned Targets: an account within your organization that has been added to a report for Relevance and Affinity scoring; see Tracked Interests
Psychographics: statistical data based on traits such as personality, values, opinions, attitudes, and interests.
Relevance Score: a custom calculation for how contextually influential (or relevant) an interest is to a particular cluster (or audience). Relevance takes more factors into consideration than Affinity such as the interest’s audience size and the number of cluster members who are interested. In this way, Relevance helps identify influencers by over-emphasizing the unique interests of a cluster. Do not read Relevance as a percentage: 15 indicates a group of like-minded people, 30 is high, and above 40 indicates an extremely high level of shared interests. Every interest (or Tracked Interest) is measured for Relevance. The Interest Relevance of a cluster is the average score among their top 100 interests.
Global Relevance: a score that highlights the defining characteristics of an audience or cluster’s interest pattern in context to the entire audience and how they compare to the network at large.
Local Relevance: a score that highlights the defining characteristics of an audience or cluster’s interest pattern in context to the entire audience and how they compare to all other Twitter users who live in the specified location(s).
Social Graph: a visual representation of interconnected relationships in an online social network.
Timeline: a graph that represents the daily frequency for a given term over 30 days; this filter is available exclusively within the Content section.
Word Cloud: this filtering perspective offers a more intuitive approach for data interpretation, where the size of the word reflects its usage popularity.