Any professional utilizing social media strives to ensure that her/his content is working. While data analysis is an essential component in understanding performance, how can you take it to the next level?

Enter Segmented Analysis

Segmented analysis has emerged as the next step in examining how content is performing. This practice allows one to group specific types of posts together, and analyze them as a whole. In its simplest form, segmented analysis can be done by the type of content being shared (i.e. video, photo, or link), providing a glimpse at which posts are driving engagement, impressions, or any other metric that may be of business value.

As regular practitioners of segmented analysis, we realized the importance of breaking down the data coming from Twitter. In particular, segmented analysis helps to understand how a conversation, trend or opinion has shaped.

Introducing: Twitter Subtypes
Zignal Labs now empowers users to view Twitter activity in five different categories:

twitter-subtypes

Leveraging Twitter Subtypes

Until now, it has often been difficult to differentiate various types of engagement. There is a huge difference between Passive Engagement (retweets) and Active Engagement (quotes, replies, mentions).

Passive Engagement (a retweet or “like”) is often considered to be a light-intent form of activity. It does not take much effort for someone to retweet or “like” something they find interesting. Active Engagement requires more effort from your target audience, as it includes one’s own personal thoughts. That may be either a reply, quoting a tweet or mentioning you, when added personal insights are directly coming from another party.

With this new filtering capability, a conversation can be split between Passive and Active Engagement.

The Zignal Labs Newsroom also allows users to examine the replies directed to the Warriors, or any tweet mentioning their name. As a result, specific types of posts can be grouped together and analyzed as a group.

At the end of the day, segmented analysis offers a better way to engage with current and potential customers, influencers and investors. You are now able to look at the conversation as a whole, and can drill down to pull valuable insights from the most active of engaged audiences.