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Published July 9th 2014

Who Benefits From Your Content? Demographic Data Can Help!

In my previous entry, I discussed how a blogger could utilize Brandwatch to help in content management. Based on my personal experience with the social measurement tool, I devised the following solutions that would enable me to create content that could increase my content’s relevance on the web:

  1. Identify a popular and highly publicized New York City event that brought together the most popular bands
  2. Identify bands I heard on the radio, who also have a substantial social media presence, and published press material online
  3. Contact the publicists and managers of all the bands coming to the event for a possible interview

The above resulted in a newsworthy article about the Governors Ball Music Festival which happened earlier this month and included musical acts like Janelle Monae and the band Bastille.



Creating a dashboard


I created demographic dashboards for a query, which I titled “Music Historian Current Queries” for my article “The 1st Day Experience of the Governors Ball Music Festival.” This query included terms like Bastille, The Chain Gang of 1974, Janelle Monae, and Governors Ball Music Festival.

As I experimented with Brandwatch’s demographic dashboard, I learned that Brandwatch helps bloggers determine who in the social media realm, specifically Twitter, is using the queries the blogger is most interested in answering with their own content.

To demonstrate what I mean, I will go through the demographics of Twitter users who are tweeting the content that matches the search terms I set. The demographic information includes gender, profession, interest and geographic location (please see the index below for instructions on how to create a demographics dashboard).

Demographics of People Researching Queries in “Music Historian Current”: A Quantitative Analysis

Screen Shot 2014-07-09 at 2.06.33 PM


Analyzing the data


I can immediately see that Twitter users who are likely to investigate these queries will be located in either the U.S., the UK, Canada or the Netherlands. They will have an interest in music, books, business and sports. Finally, they are most likely to have a profession where they are artists, executives, journalists or students.

I then ask myself what this data implies for my blog, Music Historian.

Does this means that those who are most likely to read my article “The 1st Day Experience of the Governors Ball Music Festival” will most likely be female, have an interest in music, food & drink, books or sports, be an artist, and live in the United States? While quantitative data would answer me ‘yes,’ I want to make sure the qualitative data does not suggest something different.


Using qualitative data to dig deeper


I furthered my research within the gender, professions and interest tabs. These three tabs have a word cloud feature which show how the content people research varies across genders, professions and interests.

Here is an example of a word cloud for Music Historian Current in which queries are compared across interest.


Based on the Twitter users Brandwatch has ranked who have tweeted words like “Bastille,” “Pompeii,” “The Naked and Famous” and “Young Blood,” I learn that the top users – who also have an interest in business – are most likely located in the U.S., are female, and have a profession as either a music consultant, editor, blogger, customer service or account director for a company.

I then examined the Twitter users, Tweeting the exact same words and queries, who, this time, have an interest in technology. I learned that these Twitter users are most likely male, and live in the U.S., have a profession in journalism, radio, human resources and communications.


Demographic information and call to action


While the qualitative data did not provide results that were too different from the quantitative data, it did go into more detailed information about the Twitter users publishing the queries I listed above.

I believe this information does provide insight about who would be potentially interested in visiting Music Historian and read my article about Bastille at the Governors Ball Music Festival. The next question one might have is, how does a blogger reassure themselves that these types of Twitter users and internet surfers go to the landing page to answer their queries?

The answer to this question might require proactive steps such as making the follower aware that the blog exists, and could help answer their queries or provide useful information for how to satisfy their interests or curiosity about a particular person, place, or product. These steps might include:

  1. Following them on Twitter
  2. Researching the links they publish within their tweets, seeing which websites they take you to, and then create content on your blog that focuses on a similar subject matter
  3. Inviting them to read your blog

This call to action is experimental. Sometimes, experimentation will help bloggers find the best ways to make sure those Twitter users – who they believe will most benefit from their content – are fully aware this content exists.


Firstly, creating a query with Brandwatch is easy.

Go to the tab on the left hand side that reads “Data” and from the drop down menu, choose “queries.” This will direct you to a page that will enable you to create a new query – click the button that says “new+.”

A new window will open, and at the top, under the heading “Create a New Query,” you will see a text box with two tabs – “Free Text” and “Structured.” Go to the “Structured” tab. In the text box that reads “inclusion terms,” enter the queries you would like to examine and separate them with commas.

Then, click “test query” and afterwards hit “save queries.”

Secondly, to better understand the demographics of who is researching the different publications to answer these queries, click on the tab on the left hand corner that reads “dashboards.” This will direct you to a new page that enables you to create a dashboard – click on the button next to the “Dashboards” title that reads “new+.”

Afterwards, a new window will pop up with options for 5 different types of dashboard templates. Select the demographics dashboard. Then, go to the scroll below the templates and select the query you wish to analyze. Once you have completed these steps, click on “open dashboards.”

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