Social media rating:

5 – Social Influencer: Individuals who are very heavy social users, and often share content. They have large followings, which gives them major influence when they interact with others. They are normally very involved on Twitter and Facebook, with multiple posts per day. Most importantly, their content is frequently re-shared by others. Individuals and companies will target influencers directly because of their large networks. They hope the influencers can help spread their message.

4 – Content Cultivator: Heavy social users who are very active, but do not carry the network size or have the impact of a true influencer. While they have less impact than the influencer, they can be very helpful to nonprofits because they habitually share content. These individuals are great to connect with because they increase the chances of your message reaching a large audience.

3 – Socially Connected: Individuals in this segment have a presence on all three major networks, Facebook, LinkedIn, and Twitter. Also, they often use other platforms (ex. Pinterest and Instagram) but interact with a smaller social circle than influencers or cultivators. They are less likely to share content, or shift people's point of view with their opinions. They use social often, but more for entertainment and family interactions.

2 – Multi-Networker: Individuals who are socially-savvy enough to have a presence on several platforms, but are largely passive users. They log into Facebook several times a week to change their status, and sometimes have LinkedIn or Twitter accounts. However, social media is a small part of their lives. Because they aren't as engaged, they are not as exposed to content they may relate to and as a result, share with others infrequently.

1 – Social Starter: Individuals who typically have only one social media account. They also aren't heavy users and have very little influence. Most often they use only Facebook, and on average are older than the mainstream social media user. They are only engaged on the network because their peers or family members are, and they log in occasionally to see "what's going on."

0 – Unconnected: We were unable to find social media accounts linked to the prospect's email address.

Influence rating:

The influence rating is based on how likely others are to retweet or share that individual's social media posts with their networks. The higher the influence rating the better. Those whose content gets shared regularly help shape other people's opinions. Anything above 700 is considered excellent.

Outreach rating:

The outreach rating ranks how likely a user is to comment on or share content on Facebook and retweet others’ social media posts within his or her network on Twitter. A good score means the person is a “sharer,” and someone that may help spread your message. A score of seven or higher is considered excellent.