At the 2014 Web Summit in Dublin, we spoke to Jan Rezab, CEO and co-founder of Socialbakers, a social media analytics company with 2,500 clients around the world.
Socialbakers analyses publicly available data on social media for these clients, which range from companies to sports clubs, such as Manchester United FC.
This data is used to provide Socialbakers’ clients with predictive models, advertising intelligence, performance metrics and better customer profiles.
Rezab believes that, in the age of social media, users are more likely to create true-to-life online profiles, which makes the data Socialbakers collates increasingly relevant and enables the platform to identify key influencers among a brand’s fanbase.
“We now have the definition of a ‘loyal fan’, who is one fan coming back to the community, repeating the engagement with the community,” he said.
Even with growing concerns around online privacy resulting in a rising tide of ‘secret’ social networks, Rezab is not worried about Socialbakers’ future.
“I believe, in the future, that is a certain use case but it’s ‘nicher’ to the public use case, the use case of you having a Twitter profile,” he said.
“If people wouldn’t like the public aspect, Twitter would not have hundreds of millions of users today. Instagram wouldn’t have a quarter of a billion users today. All of those things are public – entirely public.”