"I Have Social Media, But What Does It Say about My Audience?": A Case Study of a Small Music Charity Transforming Social Media Analytics into Actionable Insights
(A2025-126486)

AUTHORS

Jungmin Seo, The University of Manchester; Abbie Iveson, The University of Manchester

ABSTRACT

Traditionally, marketers relied on expensive surveys and market research to uncover psychographic insights about their audiences. Today, the ever-growing social media space allows unprecedented access to such data, yet many small organisations struggle to transform it into actionable insights. This study demonstrates a case study of a small music charity enabling rapid and intuitive psychographic profiling of its audience with social media data. Focusing on the unique user-generated content across different social media platforms, the current study presents a cross-platform data analysis to build a multidimensional view of audience psychographics in the charity music space. The user-generated content from Twitter provided a snapshot of audience mindsets and attitudes, while that of YouTube offered a glimpse into audience interests. The insights discovered across different platforms offered an integrated view of audience psychographics critical for product development and marketing.