The document provides key metrics and insights about the Twitter account @mtviveiros from August 2012. It summarizes that the account had 367 followers at the time, with a social pull of 24x higher than average. It also analyzes the demographics, interests, locations, and social media usage of the account's audience.

1. Social Follower Report
Key Metrics: @mtviveiros | Aug - 21 - 2012
Total Followers
Total Followers
@mtviveiros had 367 Twitter followers and we've classified the ones we could into
367 Consumer, Business, and Private (i.e. locked) accounts. The rest, which we label
Unidentified, are an assortment of anonymous and spam accounts, which we do not
factor into our audience metrics.
Social Pull
Pull is a good measure of how influential @mtviveiros 's audience is, compared to the
Social Pull average Twitter account - 1x is average, 2x is twice as much as average, and so on.
Influence, for the purposes of this calculation, is gauged by how well connected
Michael 24x @mtviveiros 's followers are across sixty social sites, compared to the average
consumer. A higher Pull suggests you have important people in your audience, and
@mtviveiros | Dec 07 2008
are thus better able to spread your message far and wide.
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Tweets 14,789
Followers 367
Following 651

2. Social Audience Composition
AUDIENCE
BREAKDOWN
Michael
@mtviveiros | Dec 07 2008
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Audience Crossover
Insights:
@mtviveiros and
@mtviveiros -friends
share 279 followers.
Tweets 14,789
Followers 367
Following 651
Audience Crossover

3. Audience Reach Insights
Insights:
» On average, each of
mtviveiros 's followers has
23,211 connections across
all social media platforms.
Therefore, mtviveiros can
potentially indirectly reach
4,131,578 (178 x 23,211)
people.
Average
Network Size
Michael
@mtviveiros | Dec 07 2008
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Insights:
» 40% of mtviveiros 's
consumer audience have 1
- 500 connections.
Tweets 14,789
Followers 367
Following 651
Network Size
Breakdown

4. Audience Social Insights
Insights:
» mtviveiros 's consumer
audience is active on at
least 425 social profiles
and/or blogs.
Social Media Use
Insights:
» 43% of mtviveiros 's
followers have Facebook
profiles.
Michael » mtviveiros 's has more
followers who use
@mtviveiros | Dec 07 2008 Foursquare than does the
typical Twitter user.
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Social
Memberships
Tweets 14,789
Followers 367
Insights:
Following 651 » 35% of mtviveiros 's
consumer audience has
been identified as a *Geo
Location.
Online
Activities

5. Audience Demographics Insights
Insights:
» *Statistics based on 86%
of mtviveiros 's followers,
whose sex we were able to
determine.
GENDER
Michael
@mtviveiros | Dec 07 2008
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker Insights:
» 39% mtviveiros 's
audience is between 26 -
35.
» *Statistics based on
23% of mtviveiros 's
Tweets 14,789 followers, whose age we
were able to determine by
Followers 367 identifying through social
profile or public records
Following 651 AGE RANGE data.

6. Audience Demographics Insights
Insights:
» Compared to the
average mtviveiros 's
female followers tend to be
more in the 46 - 55 age
range.
AGE BY GENDER
Michael FEMALE
@mtviveiros | Dec 07 2008
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Insights:
» Compared to the
average mtviveiros 's male
followers tend to be more in
the > 55 age range.
Tweets 14,789
Followers 367
Following 651 AGE BY GENDER
MALE

7. Audience Geographic Insights
Insights:
» mtviveiros has a higher
percentage of followers
from Colchester, England,
United Kingdom than the
typical Twitter user.
TOP 10 CITIES
Michael
@mtviveiros | Dec 07 2008
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Insights:
» mtviveiros has a higher
percentage of followers
from Rhode Island than the
typical Twitter user.
Tweets 14,789
Followers 367
Following 651 STATES

8. Audience Geographic Insights
Insights:
» mtviveiros has a higher
percentage of followers
from USA than the typical
Twitter user.
COUNTRY
Michael
@mtviveiros | Dec 07 2008
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Tweets 14,789
Followers 367
Following 651

9. Audience Interests Insights
Insights:
» Compared to the
average audience,
mtviveiros 's audience's top
three interests are
Literature, Business, and
Sci-Fi/Fantasy.
INTEREST
Michael
AFFINITY
@mtviveiros | Dec 07 2008
digital media and advertising researcher;
American expat in London; lover of shiny objects;
Rogue Islander and soon-to-be New Yorker
Tweets 14,789
Followers 367
Audience Education Insights
Following 651
Insights:
» mtviveiros 's followers
attend College/University
schools more than the
average Twitter audience.
EDUCATION
TYPE