A lot of businesses have jumped on the social networking bandwagon, and why shouldn’t they? Many companies have had great results reaching out to current and new customers on such sites as MySpace and Facebook. These sites are great because they are set up to bring together people with common interests, so if their common interest is your product, then everything meshes. You can create groups, applications like games, mailing lists – and the best part is that people who like your product will sign up, which makes them very easy to share information about your business and products with.
But the real question in many peoples’ minds is whether or not these campaigns are working. And if they are working, how well are they working? Who are they reaching?
Enter Sometrics, a pioneer in the field of social intelligence – combining deep, relevant social analytics with precision-targeted ad serving/social branding capabilities to help developers and brands monetize the social Web. Founded by developers, Sometrics is the first to tailor its analytics and ad serving solutions to focus on social networking platforms and applications. It provides the most relevant and effective audience analysis available, helping developers and brands better understand who’s doing what within the major social networking communities and ultra-targeted niche sites. While still in beta, Sometrics has more than 1,200 developers using its analytics tools across multiple social networks; some beta testers have reported 200 percent growth in traffic.
I spoke with Ian Swanson, co-founder and CEO, and he explained how the service works. The best part of it is that it is free. Just go to www.sometrics.com and sign up, then write your application to leverage their services. The 22 employee company gathers information from social networking sites about the people who join your group or run your application. The data is abstracted so that you don’t get anyone’s personal data, but you do get information like, gender, age group, and location. So, for example, you can have two Facebook applications and compare the demographics of who runs each This could give you insight into your advertising campaign like, “this color works best with women in the 25-35 age range who live in Florida,” or “men in New York like to play violent video games” or some such thing.
Sometrics can provide a huge amount of information. Now instead of nebulous results like “we have 50 people who joined our Facebook group” you get much more precise information that is actually useful. This is a huge leap forward in the evolution of using social networks for business use.