Social Summary

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, select 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, select 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.

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 select 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.