What if you think of the array of social media platforms as a matrix? I don’t mean the movie, I mean as a network of pathways to your audience or community that are distinct but can work together.

In our previous article on analysing social media data we’ve discussed some basic methods to draw conclusions of social media data. Simple counts and averages can take us so far, but what if we’re interested in deeper insights into our data?

Making sense of social media is not an easy task. There is a vast amount of data generated on a daily basis (Twitter, for example, has 500 million new messages are posted every day), and even if that data is harnessed and processed it’s easy to get lost in the variety of content.