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Thoughts on social media analytics from the makers of TweetReach

Archive for January, 2012

Golden Globes tweets reach 94 million Twitter users

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The results are in – the Golden Globes were held last night and the Twitter traffic was off the charts! TweetReach, in partnership with mhCarter Consulting and the Hollywood Foreign Press Association, tracked and analyzed all of the tweets during the broadcast of the 69th annual awards show.

We watched for all mentions of Golden Globes during the broadcast and with close to 1 million tweets from almost 300,000 contributors generating over 2.2 billion impressions, the results came in at three times the Twitter volume we saw in 2011.

While “The Artist” and “The Descendants” walked away with most of the awards, what tweets drove the buzz? Check out the infographic below for the details!

TweetReach at the Golden Globes

Written by Dean Cruse

January 16th, 2012 at 7:45 am

TweetReach is going to the Golden Globes

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We’re very excited to announce that we’re partnering with mhCarter Consulting and the Hollywood Foreign Press Association to track tweets about the 69th Annual Golden Globe Awards on Sunday, January 15, 2012.

Jenn will be tweeting live from the event in Los Angeles on Sunday, and we’ll post the final Twitter analysis here on our blog next week.

Last year, we tracked tweets about the 2011 Golden Globe Awards. Glee dominated Twitter during last year’s show, generating the most retweets and highest spikes in conversation volume throughout the event. Other popular topics included The Social Network, Toy Story 3, The Big Bang Theory, Natalie Portman and Justin Bieber. Overall, we tracked 300,000 tweets with a reach of 31.5 million during the three-hour broadcast in 2011. The 2012 show is already on track to be much bigger.

The 68th Golden Globes were a lot of fun last year and we can’t wait to see what people will be tweeting about this year. Our early bets? Ricky Gervais will certainly cause a stir as the show’s host; he’s already generating a lot of buzz and averaging more than 300 retweets per tweet. Ryan Gosling has been the subject of hundreds of Tumblrs during the past few months and is nominated in two categories, so he’ll probably garner some attention at the event. Glee will likely make a strong showing again this year, as Twitter historically loves Glee and other shows targeted to a young adult audience. What do you think? Got any predictions for popular Twitter trends during this year’s Golden Globes telecast?

Read our full press release here.

Written by Jenn D

January 11th, 2012 at 8:35 am

Posted in Trends

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Announcing the TweetReach API

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Today, we’re happy to announce general availability of the TweetReach API. For those of you who participated in the beta – thanks for your input and feedback! Available now for TweetReach Pro subscribers at the Plus, Premium, and Max levels (and to those of you who participated in the beta), the TweetReach API provides read-only programmatic access to TweetReach Tracker metrics.

So what does this mean for you? It means you can automate the process of importing TweetReach data into your periodic reporting or easily connect TweetReach to your other internal systems. We know that many of our customers have analysts but may not have full-time developers on staff. Don’t worry, we’ve designed our API to be easy to use from tools like Excel Web Queries so your team can pull TweetReach data directly into your Excel-based reports. However, if you do have a developer, we think you’ll appreciate the RESTful simplicity and choice of XML or JSON responses that make our API easy to use from any programming environment.

So what can you do with the TweetReach API?

  • Get a list of all Trackers that have been configured in your TweetReach Pro account along with their summary reach, exposure, activity and contributors metrics.
  • Get data about a specific Tracker. This can be used to provide a summary rollup of reach, exposure, activity and contributor metrics or a trend rollup by day, week or month.
  • Get a list of all contributors within a Tracker including their exposure, activity, retweets, retweet rate, total exposure and amplification multiplier metrics.

If you’re ready to get started, check out our API Documentation for everything you need to get going. And, as always, we’d love to hear your feedback!

Written by Hayes D

January 5th, 2012 at 1:52 pm

Posted in Features

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Can Twitter activity predict the winner of the presidential primaries?

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We often use TweetReach to track the success rates of TV shows and other major media events. We thought it would be interesting to analyze the tweets during last night’s Iowa Caucuses for the Republican nomination for President. As you know by now, former Massachusetts Governor Mitt Romney beat Rick Santorum by just a few votes, and Ron Paul came in third. Could Twitter activity have been used to predict the winner?

Last Friday, we started tracking all tweets that mentioned any of a candidate’s Twitter accounts (personal and campaign), the major news networks’ coverage of the caucuses, and hashtags such as #iacaucus that were used by the major news media and others in their tweets.

Interestingly, the overall Twitter volume about the caucuses was pretty low. In fact, we often track more tweets in an hour about a single TV show than we have in five days about all nine candidates. Nevertheless, early on in the evening we predicted a win by Mitt Romney or Ron Paul based on early Twitter activity and retweets.

Overall tweet volume, the number of unique contributors (people who have tweeted about a topic), reach, exposure, and the retweet rate (average number of retweets per tweet) can be useful indicators for deciding what topics are most popular on Twitter. But can they help predict results in Iowa? Here’s how the data shook out for the six major candidates:

Based on overall reach, Romney, Santorum, and Paul came in as the top three candidates, mapping directly to the final caucus results. Based on this analysis, reach seems to be a good indicator of success. But, since much of this reach can be attributed to mentions by major news media accounts, it’s more likely that Twitter activity is merely descriptive of what is happening. Nevertheless, the percentage of total reach from the major candidates ended up being very close to the actual caucus results:

Also noteworthy, despite having over 2.5x the tweet activity of Romney or Santorum, Ron Paul only had the third highest reach. Paul also had over 1.5x the contributors and the highest retweet rate of the candidates, more likely an indication of his support among younger voters and their engagement on Twitter. But, a larger follower count and more activity on Twitter don’t necessarily help predict a winner.

Other fun facts, the most retweeted tweet in our analysis came from Ron Paul’s account, and mentions Jon Huntsman who didn’t actively campaign in Iowa:

And, the second-most retweeted tweet came from Robert Reich, professor at University of California at Berkeley and former United States Secretary of Labor:

Studies have shown that Americans use social media to follow politics. As the primary season unfolds, we’ll continue to analyze the Twitter activity of the major candidates and report back on what we find. In the mean time, we’d love your feedback!

Written by Dean Cruse

January 4th, 2012 at 1:02 pm