Social Summary

Social Media Finder is a Target Analytics service based on a new data source for WealthPoint. Dun & Bradstreet's PeopleGraph uses email addresses you provide for your prospects in ResearchPoint and searches for social media accounts, profile images, ratings, and associated biography details. Unlike other data sources in WealthPoint, when you perform a WealthPoint screen for social media information, you are not returning results from a Target Analytics database. Instead, we're using PeopleGraph's API to search and return results directly from them. Therefore, when PeopleGraph updates its database, it will be immediately available to you the next time you perform a WealthPoint screen. While PeopleGraph may update the social media services in their database, they currently have over 90 social sources in its search including Facebook, Twitter, LinkedIn, Flickr, Etsy, Google+, Instagram, Pinterest, tripadvisor, WordPress, Vimeo, YouTube, and more.

Note: PeopleGraph may add social media sources at any time. If we hear of new services added, we will inform you. Potentially, they may have to adjust or remove some of their social media services due to privacy changes and API restrictions, For example, as a social media service increases in popularity, so does the value of their data as a revenue source. Some services will choose to maintain a very open API, like Twitter. However, others can decide to restrict access to data in their API at any time. Keep note of these two possibilities when you screen prospects.

However, just as with wealth data, if prospects do not want their social media information shared, most services enable users to voluntarily implement strict privacy settings. And, users are allowed to change their privacy settings at any time so your results may change based on user preferences.

Note: Target Analytics and our data providers are contractually bound to comply with all local, national, and international legal requirements related to the collection, transfer, and storage of social media information and other constituent data. As an analytics provider of a publically traded company, maintaining compliance with the law is our top priority - we will not offer any solution that we believe puts our clients or shareholders at risk.

Social Media Finder returns data on a WealthPoint screening only. With or without the Social Media Finder subscription, all records will have a Social Summary tab on the wealth and ratings record. A Social Media Finder subscription is not required to add and maintain social media accounts manually. However, with Social Media Finder, social data that returns from a WealthPoint screen lives on the Social Summary tab with the manually entered social media accounts.

During a WealthPoint screen, the first name, last name, and up to 5 email addresses are sent to PeopleGraph. Priority is given to the primary email address on record. The primary email address and the next 4 most recently added email addresses are sent to PeopleGraph for their social media search.

If you integrate with The Raiser's Edge, the email addresses on The Raiser's Edge constituent record are given priority over the email addresses on the prospect record in ResearchPoint. Because The Raiser's Edge constituent record is the contact record of choice, we send any email addresses in The Raiser's Edge to PeopleGraph first. Therefore, if you have five email addresses on the constituent record and none match the two email addresses on the prospect record in ResearchPoint, we send the email addresses from The Raiser's Edge to PeopleGraph and not the email addresses in ResearchPoint. Raiser's Edge email addresses marked as inactive are not sent to PeopleGraph and will not return social media data.

Tip: We recommend you verify email addresses before you screen and consider re-screening when you receive a new email address. For example, it can be common for people to have multiple email accounts for different purposes. It is possible that little or no social media accounts may return for your prospect because you may not have the personal email address he or she used as the contact email on the social media service account.

Ultimately, the success of the individual or group wealth screen for social media information depends on the record or records you send to PeopleGraph. Consider that older constituents may not have the number of accounts that younger constituents have. Have you been able to verify both personal and professional emails for your constituent? And, do your prospects want to be found on social media? 

Those who do return large amounts of data hold even more value over other prospects because they likely have invested much time in developing their online network, influence, and outreach. You should consider developing a relationship with those who return high ratings and large numbers of accounts because they may be great candidates for furthering the message of your organization.

To delete all PeopleGraph social information before you perform a new wealth screen, click Delete social summary. Only PeopleGraph data is deleted (ratings, biography details, social media images, and accounts); your manually added accounts remain on the record.

When PeopleGraph searches for your prospect, they return one social media image per email address. However, because it's an image, PeopleGraph can't determine which profile image from a social media account most looks like your prospect. For example, is the picture that returns for a social media account a headshot, group photo, beloved pet, grandchild, or a field of flowers? Instead, PeopleGraph picks the best image based on a formula they developed. The formula to decide which image to return for each email address is based on which account they determine most important. Therefore, the social media images that return may not be what you consider most important in the prospect research world.

We recommend you review the images and delete those that are not applicable. However, just like other data from WealthPoint, it can return on your next wealth screen. If there is an image that captures the prospect well, you can easily use the image as your main profile image or save to your computer. When you scroll through the images that return, click Use as main profile image to quickly update the constituent's main profile image. The old constituent image deletes and is replaced by the new one from your WealthPoint screen.

The social media biography details pull from the social media accounts returned. To edit the summary information (location, occupation, company, name, and gender fields) or to review which location, occupation, and company returned for each email address, click Review details.

The influence and outreach scores are provided by PeopleGraph and are based on Twitter accounts. If a prospect does not return a Twitter account, they will not have ratings. PeopleGraph also relies upon the service Kred.com to determine how trusted Twitter accounts are, how often the account's content is shared, and how large is the account's network.

The Social Media rating is based on a Target Analytics algorithm. Among other factors, the algorithm does consider the influence rating, outreach rating, and number of social media accounts returned.

For more information about the meaning of the social media, influence, and outreach ratings, review the rating descriptions.

The social media accounts are a combination of manually entered accounts and the ones that return from PeopleGraph. For each social media service, if you click the link in the URL column, a new window opens to the social media record. Manually added and confirmed social media accounts also appear as social media icons below the profile picture on the wealth and ratings record. These icons are clickable in the same way as the URLs on the Social Summary tab.

For more information on the social media accounts including how to confirm, reject, delete, and add social media accounts, see Social Media Accounts.

While social media is a quickly evolving yet newer field of data, there is much to be done with the data that does return. Use these ideas for how to leverage social media information to the benefit of your organization.

1. Use social media accounts to verify information about your prospect including occupation, employer, interests, and affiliations.

2. Use social media to identify your most important content cultivators and influencers. Not only can you search for prospects who have the capacity to donate to your organization but you can identify people who can use their great influence on social media to promote your cause. For example, have you heard that your organization is planning an important event? You may want to consider researching and providing your event coordinators a list of those with great social media influence so they can invite them to the event. Well connected individuals can help promote the event and increase awareness.

3. Use social media to confirm relationships and connections. Can you identify someone at your organization (donor, employee, trustee) that already has an established relationship with the new prospect? Social media can help you determine if there's someone who can give your fundraisers the edge with a personal introduction.

4. Which social media services should you invest your time developing a strong message and network for your organization? Base your decision on the most popular social media accounts that return for your constituents. If most of your constituents are on Twitter, LinkedIn, or Facebook, develop your accounts there and then perhaps consider whether you can finally close your Myspace or Google+ account.

5. Provide fundraisers the key social media accounts that can help them to get to know and connect with prospects.

6. Create a constituent query and filter records by social media service. For example, you can create a filtered list of just prospects with a Twitter account and provide it to the person in your organization who's in charge of updating and growing your organization's social media accounts. A list of constituents who care about your organization and a link to their related account can grow your network and influence much more quickly than organic, word of mouth growth.