Why Your Supporters’ Moods Matter

Many experts have championed 2013 as the year of big data.

The Library of Congress reported in January of 2013 that its archive of public Twitter messages reached 170 billion tweets and rising, by about 500 million tweets a day.

“Big Data”  is a slick way to say companies have never had more consumer behavior analytics available to them. 

The challenge: to make sense of the chaos. 

What This Means

For your organization, social networks offer valuable metrics that can help you identify content that drives traffic. Yet, social media offers another form of intelligence that has little to do with numbers – mood mapping, an often informal way to study people’s moods.

The We Feel Fine project is a great example of this at work. The data collection engine sifts through thousands of blog posts every 10 minutes for certain phrases – “I am happy about … ” – and maps these feelings on its site as they evolve.  

While the project was launched as an anthropological study, its implications are profound for the way brands communicate through social media. Moodagent, a mobile phone app, takes this approach by providing a playlist of music based on the user’s reported mood. 

Look at how packaging is being shaped by this trend.

Your Next Steps

While mood is a temporary state, it may reveal a deeper truth about why and when people choose to interact with your organization and ultimately accelerate gift conversations.

Monitor conversations on your Facebook wall and begin determining their moods.  

  • Are they hopeful and inspired?
  • What kind of language do they use?
  • Are they confused by your mission’s day-to-day role?
  • What pictures do they use to reflect their feelings?
  • Is there a pattern that emerges for certain days of the week?
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