When to Use It
We know that no two supporters are exactly alike. Some of your supporters are avid online activists and will sign every online petition you send out, while others prefer to donate their money (but don't want to take the public stance).
You can gather this type of information from your conversion data on standard Salsa forms, but sometimes you need to know more. Once you install Salsa's Social Lookup package, you're no longer limited to data collection via Salsa forms - Salsa can find your supporter's social media accounts and pull back a wealth of additional information to enrich what you know about your supporters' online activities.
When you grow what you know about your supporters, you can improve your list segmentation strategies (and consequently improve your campaign outcomes).
How to Get There
Once you have installed the Social Lookup Package on your account, the tools will be available in the Supporter Package.
After the first sync is run, additional information will be available in the Social Profile tab of a supporter record.
The Social Profile tab will display the logos of various social networks under the header Supporter social profile.
- The logos which are displayed will vary by supporter.
- Only those social networks for which data is available about this supporter record will appear (i.e. If this supporter has a matched Facebook account a Facebook icon will appear - if there is no Facebook account which can be matched to a supporter record, there will be no Facebook icon).
- Supporter records are matched to social media accounts by email address (i.e. If this supporter's Salsa email address is their Gmail account, but the email they use for Facebook is their Yahoo email address, no Facebook data will be returned).
- For a full list of potential social networks, review the Full Contact documentation.
Navigate through the data returned from this supporter's various social media accounts by clicking the icons. The icon which is in color (not black and white) is in the selected state (i.e. When the Facebook icon is in color, you're viewing the data returned from the supporter's Facebook account).
There are elements of static data which will remain constant as you toggle through the various social media accounts:
- Profile Image - ?
- Klout Score - From Klout
- Professional Information - From LinkedIn
Social History Queries
Where you can build queries
Campaign Managers may query on the Social Profile data through any of the following means:
- Via the list of Synched Supporters (see the Admin Console documentation below)
- Via the Salsa Query/Export Tool
- When targeting an Email Blast
Social History Queries
To query on Social History information, first select the Condition Type Social History (nested under Supporter Data in the first drop down list).
You will then be presented with a filtered list of Social History Conditions.
- Account Type - These queries will help you identify supporters by account type (Facebook, Twitter, or LinkedIn).
- Klout Score - According to Klout's website, a Klout Score "is a number between 1-100 that represents your influence. The more influential you are, the higher your Klout Score." The average Klout score is 40. Any supporters who have a Klout Score above 50 should be considered social influencers and may be worthy of specialized cultivation.
- Location Data (City, State, Country, Continent) - First, it's important to understand that there are two distinct sets of locations data in supporter records.
- Location data identified via the Social Lookup tool is pulled in from your Supporters' social media accounts.
- Location data identified via Salsa forms or your manual data entry in a supporter record is stored separately.
- It's entirely possible that your Supporters have updated their social media profiles more recently than they have completed one of your Salsa forms. If that's the case, the location data nested under the Social History condition might be more up to date. Know your list and use your own discretion about which location data to use.
- Demographic Data (Age, Gender) - Demographic data queries are used to identify and group supporters by age or gender (Male, Female, or Other).
- Number of Followers - The number of Twitter Followers each supporter has.
NOTE: There are a few data points in the query tool which aggregate data pulled from multiple platforms (i.e. locations and demographic data). Our partner Full Contact will analyze varying responses across multiple social media platforms, looking for patterns in the data. After careful analysis by the Full Contact enrichment team, the most accurate data is reported back to Salsa in a single data point for each supporter record (on which you can then query).
Once you open the Social Lookup package, you'll see an administrative console. From this console, you can run several reports, or uninstall the Social Lookup package.
1) View Synced Supporters
Click the button to view a "spot check" of supporters for which social lookup data is available. This is not a complete list - just a spot check. From this spot check list, you can click on the Details link to open up the supporter's profile (and from there, see more Social Lookup data on the Social Profile tab of the Supporter record).
2) Sync History
The Sync History report shows a list of every time the Sync was run (successfully or errored). Syncs run once per month (from the date of package install). The next scheduled sync will be a future date at the top of the list.
Values which you'll see in the Sync History report are defined below.
- New - The job is scheduled and is in the queue. It will run at the next available opportunity.
- Running - The job is currently running.
- Complete - The job completed without error.
- Errored - The job errored and did not complete. The job will automatically "rerun" (see job type definitions).
- Job Type
- Monthly - A "normal" job which is running on the regular once per month schedule.
- Rerun - If a job errors (see stage definitions), it will automatically rerun up to three times in an attempt to run to completion.
- Errored - The job has run three times and failed. Please contact Salsa Support for assistance.