A social analytic system collects signals from different social network accounts. Social metrics are derived for the accounts and the accounts classified as different types of constituents for a company or primary account based on the social metrics. The constituents may include any combination of advocates, detractors, influencers, spammers, employees, partners, and/or market. Some of the social metrics used for classifying the different types of constituents may include a volume of the signals, types of message interactions, number of unique messages, sentiment, number of subscribers, alignment of constituent and company messages, and/or average signal length.