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Mighty Networks Search and Social Media Audit

INSIGHTS

  • Mighty Networks' social media audit reveals that the company has an average of about 1,000 - 2,000 followers on most social media platforms; except for Instagram, which has 21.9 million followers with very little engagement.
  • First page of the standard Google search for Mighty Networks reveals links to the company website, links to the Facebook and LinkedIn pages of the company, link to the Google app store to download the Mighty Networks' app, and one article concerning the company, as well as company profile on CrunchBase.
  • Second page of the standard Google search for Mighty Networks reveals Bloomberg profile for the company; Apple Store to download the app; Twitter page for the company; a link to a specific page within Mighty Networks, called Mighty Hosts; ProductHunt page for the company; a page in Slack, which allows you to integrate your Slack community with Mighty Networks; and some articles about the company.Image result for Mighty Networks Search and Social Media Audit

OVERVIEW

Mighty Networks is a sort of social media platform, designed to allow users to connect with strangers interested in similar things. A standard Google search for Mighty Networks reveals links to the company website, their various social media platforms, and some articles concerning the company, as well as company profiles on websites like Bloomberg and CrunchBase. An audit of the company's various social media profiles reveals them to have approximately 1,000 to 2,000 followers on average, and relatively low engagement; the exception being Instagram. It has extremely low engagement, however recorded the highest over two million followers among other social media platforms.

METHODOLOGY
As required, we ran a standard search on both US Google (Google.com), India Google (Google.co.in), and Google News. Then we audited all social media profiles of the company including Facebook, Instagram, Twitter, and LinkedIn and provided links to all social media profiles which have been audited. For Twitter, we also searched for the company to see any mentions of it, and have linked those results as well. As the request just wanted an audit of what shows up in a standard search, it didn't require any digging or intensive searching. Below we have provided a detail of our standard Google search and social media search/audit for Mighty Networks.

KEY FINDINGS
STANDARD GOOGLE SEARCH
While searching for "Mighty Networks" on Google both Google.com and Google.co.in, the result pages provided the exact same results; company website; an article about Gina Bianchini (the creator of Might Networks) and what it is; CrunchBase profile for the company; Facebook, and LinkedIn pages for the company; Vimeo for the company; and Google Play store to download the app.

  •  Mighty Networks: This is the very first result in a general Google search for Mighty Networks. The company essentially offers a social networking site where we can bring all various kinds of social profiles in one place. Companies, schools, groups, etc. can create a page within MN and invite people to it, charge for subscription, etc.

Related image
Essentially, Bianchini wants to make it easier for users to find new people interested in the same topics. The comparison used in the article is for Facebook, where it's easy to find people we already know, but not strangers. She created different attempts at this in the past, starting with Ning in 2005. Although it created around 3 million networks, "it didn’t succeed". In 2011, Bianchini created Mightybell, "a collaborative app to help people get things done in incremental steps". Then she launched Mighty Networks, her "latest attempt to give people with “deep interests” their own networks and the ability to avoid the “nearly impossible” feat of building a Facebook group around those interests". Till April 2017, the Mighty Networks has already built a user base of around thousands of members around networks "focused on Type 1 Diabetes, artistic hairstyles, gender non-conformity, and other topics". It is free for everyone however, premium plans start at $79 per month. The premium plans offer "upgrades like advanced analytics, the ability for network owners to add their own paying subscriptions, and more".


  • Facebook Page of Mighty Networks: This is the Facebook page for Mighty Networks that shows up on the first page of Google results. While auditing the Facebook profile of the company, we noticed that the page has 96,362 "likes," and 96,700 "followers." The page indicates that if we send them a message, they typically reply within a day. This implies that the page is active, though they haven't posted anything since May. There are 82 reviews on the page, with an average of 4.5 stars. Their more recent posts only have between 20 and 50 likes; however, the further we scroll down, the likes go into the hundreds, with some as high as about 450 likes. 




The second page of results on "Mighty Networks" include Bloomberg profile for the company; Apple Store to download the app; an article about the company by PR Newswire; Twitter page for the company; a link to a specific page within Mighty Networks, called Mighty Hosts; ProductHunt page for the company; a page in Slack, which allows you to integrate your Slack community with Mighty Networks; an article about the company by Quora; another article about the company by Tech Crunch; and a Zapier profile of the company.

  • Mighty Networks takes direct aim at ordinary groups ......: This is an article about Mighty Networks published by PR Newswire on 6th August 2017. It contains mostly the same info as Fast Company's article on the first page. However, it also lists some networks which exist already with the company such as Beyond Type 1 (diabetes); CoCommercial (online-based grad school); Inspire (photography); and GENDR (for gender non-conforming people).


  • Mighty Networks' Twitter Page: This is the Twitter page for the company which shows up on the 2nd page of Google search and revealed that Mighty Networks has 3,090 Twitter followers. They've posted 1,628 tweets, with the most recent being a re-tweet from June 15. This implies that they are responsive to tweets to/about them, and responded to a tweet about 8 hours ago.

The Twitter profile of Mighty Networks was created in 2011. On the right-hand side of the page, Twitter recommends "people to follow" based on the page we are visiting. The very first recommendation is the company's founder, Gina Bianchini. 

  •  Mighty Hosts: This particular link shows up on the 2nd page of Google results, and is for a specific network within Mighty Networks. This is the link in the profile of Mighty Networks' Instagram page. Gina Bianchini has posted on this page several times, so it seems likely she hosts this specific network and this could be the reason why the Instagram link goes here (see Instagram Profile below).

SOCIAL MEDIA AUDIT
TWITTER
Mighty Network's Twitter Profile (Google Search): This is the result page when we searched Mighty Networks on Twitter. It shows both tweets FROM and ABOUT/TO them. There's no counter to show the number of results, but there are a lot of tweets to/about them either recommending various networks on Mighty Networks, asking questions to the company or sharing articles about the company.

INSTAGRAM
 Mighty Networks' Instagram Profile: This doesn't show up in the first two pages of a Google search; however, when we typed "Mighty Networks Instagram" into Google it comes up.
They have 21.9K followers, making this their most popular social media profile by a huge margin. They've posted 157 times, but not since March 16. Their posts are all questions — things like "what's the oldest piece of clothing you own," and "what's a line from a movie or TV show that you can't stop quoting." Despite the huge number of followers compared to other profiles, there's very little engagement and most posts have only about 5 to 15 likes and fewer than 10 comments.  
Interestingly, it's possible the Instagram is run by someone else as the link (hosts.mn.co/posts/your-life-is-about-to-get-easier-with-zapier-%F0%9F%99%8C) in the profile goes to a specific network within Mighty Networks, called Mighty Hosts. This is the same link that comes up in Google search. 

The social media audit for Facebook and LinkedIn has already been discussed above in the section Google Search.

 GOOGLE NEWS 
This is what shows up in a Google Search specifically through Google News, for Mighty Networks. The result shows that a lot of the articles have nothing to do with the company. They must just have the words "mighty" and "network" in them somewhere. However, there are three articles about the company and one interview with Gina Bianchini (the founder of Mighty Networks) on the first page. The interview was published by the Mobile World Live on 28th September 2017. This is a video interview. The second page of the Google News results contains only two articles related to the company, Mighty Networks.
CONCLUSION
A standard Google search including news or reviews, as well as various social media platforms (Facebook, Instagram, Twitter, LinkedIn, etc) revealed the company's website followed by links to various social media pages (Facebook, Twitter, and LinkedIn), a few articles about the company, as well as business profiles such as Bloomberg and CrunchBase. Mighty Networks has a presence on LinkedIn, Facebook, Twitter, and Instagram. Interestingly, their largest presence is on Instagram (most followers), but this page does NOT show up in the first two pages of a standard Google search.

Mighty Networks averages about 1,000 - 2,000 followers on most social media platforms; except for Instagram, which has 21.9 million followers; however, the page has very little engagement — less even than other social media platforms, suggesting that perhaps the followers were "bought."

In a standard search on Google News, many of the articles which show up are not actually about Mighty Networks. However, a few articles about the company were found including a video interview with Gina Bianchini. 

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