If you walked into the Socialize office on any given day, you’d hear a lot of the same terms and phrases thrown around. Interest Graph is one of them. The Loop is another. And more often than not, “burrito” paired with “size of my head”.

But the newest addition to the Socialize lexicon is something called an entity.

What exactly is an entity, you say?

Well, it could be anything as long as it’s unique. It’s whatever captures a person’s interests and connects them to someone else who shares them. Be it football, politics, or baby squirrel taxidermy (no judgment here), there are other people out there, who don’t know each other, who are into the same things. Which means they have something in common, to talk about. With Socialize, the people who are interested in what your app has to offer will use it to talk about those shared interests through the entities it comprises. These entities can take a number of forms—a URL, a single photo, a SKU or even a QR code. As long as it’s unique, it can be tracked.

The Interest Graph: B and D don't know each other, but they both love movies. A movie-themed Android app exposes that relationship.

While the interests themselves are “nodes” that map the Interest Graph, a network made up of people connected by shared interests (as opposed to the Social Graph, which is made up of people connected by other people), entities are what is shared between people that represents those interests. They can be anything unique, like a URL or a photo. Even the entire app itself can be an entity, as it can be passed along to different people.

What’s important about distinguishing between the Interest Graph itself and the entities within it, is that the ability to track these entities gives us finite, granular data on what content is actually connecting people and driving activity.  At a higher level, implementing Socialize launches a viral loop that lets people who are, say, animal rights supporters, discover the “Save the Endangered Albino Platypuses” app and download it to connect with like-minded individuals in the app’s community. This tells you that anyone who downloads your app is interested in animal rights and activism. But when we get down to the nitty gritty entities, we can see that a photo of an albino platypus playing the electric keyboard is getting the most shares—giving you even deeper insight into what makes your users tick.

We’ve incorporated this data into your Socialize App Intelligence Dashboard. Each entity is tracked and displayed so you know exactly what content is putting fire under your users’ collective bums. Take a look at the dashboard of Coupon Closet, below, an app that rounds up coupon offers for thrifty deal-seekers. You can see how many likes, shares, comments and views one particular deal has based on the coupon’s URL (which is the entity).

So as users are commenting on, sharing and liking this on their devices:

AeroPostale Coupon in CouponCloset app


Coupon Closet stays on top of it with the information in their dashboard:


Entity View of the Socialize App Intelligence Dashboard

What counts as an entity differs among apps depending on what kind of experience they offer and what content they provide. And we track this information by where the Socialize ActionBar is placed. For instance, a single article would count as an entity for the San Diego Chargers app, as users can like, share and comment on each article individually. In turn, the DrumKit app is an entity in itself, as the ActionBar only appears on the app’s home page.

The point is, you have the power to monitor each facet of your app and see what’s causing the most buzz, so you can keep generating that kind of content. This allows you to take total control over your app, based on what resonates most with your users. It’s kind of like crawling right into their heads and then giving them what they want. Only less creepy (and messy).

But enough talk. Downlad the SDK for yourself and see what your own App Intelligence Dashboard has to tell you. And keep in mind that we’re always iterating to evolve this concept. Feel free to join the discussion and post your own suggestions and feedback on this thread, in our developer community.

One Response to “Entities, and What They Can Do For You”

  1. [...] last 3 months for my app?” or “how many notifications where sent in the last hour and for which entity?”  This is a common task not only for Socialize but for many data-driven companies.   In order [...]

Leave a Reply