Ever wondered if your followers are happier than others’, or more conscientious, or crazier than average? Well now you can find out.
We’ve engineered an algorithm to analyze the psychology of a Twitter Audience in multiple dimensions: Happiness level, Personality traits and Personal Values.
You can check the app at http://labs.wisemetrics.com
How this is done
To associate tweets with psychology, we started off with seed terms coined by psychology researchers, boosted the data with machine learning algorithms and human validation and finally normalized everything to compare audiences between themselves.
The real application for us is to help brand matching the type of emotion, wording they should use to best convey a message to their audience.
A few interesting stats
We ran a study on a sample of 5K accounts: for each account we determined the psychology of its followers.
Baby brands, the happiest audience of all
Among the top 10 happiest brands, we have 3 babies and kids related brands: @Pampers, @Huggies and @ToysRUs. It’s not news that one is happy when he has a baby, but this confirms in some way that it’s the happiest things of all.
We also have a couple of beauty product (@Loccitane & @Avon_UK, @bebe_Stores), interestingly a bleach brand (@Clorox), but they state in their profile that they tweet only funny things.
The most Conscientious audiences goes to… @AdSense, followed by @sapnews.
Comparing Twitter description and followers’ psychology
We then matched keywords form Twitter profiles description and the psychology profile of their audience. Here is the wordcloud representation of words most associated with happiest and most hedonist audiences.
Profile description most associated with happy audience are about jewelry, hotels & wedding. The sad audiences goes to “politics” and “breaking new”, but also “snapshat” and “singer” (it appears the youngest audience tends to be quite sadder).
Happy vs Unhappy Audience
Hedonism is strongly correlated with “justin bieber”, “music”, “instagram” and anti-correlated with “IBM”, “guidelines” , “technology”.
Hedonist vs non-hedonist Audience
There are clear differences between brands’ Audience psychology profiles and we can find the type of emotions brand’s follower are most receptive to.
You can find out your own account’s audience profile at http://labs.wisemetrics.com
And if you’re interested in signing up for our content optimization solution, please join our beta list at http://www.wisemetrics.com