Archive for the ‘Guides’ Category
You can do a lot with your TweetReach snapshot reports and Trackers, and one of the most important and often underutilized tricks is identifying and then interacting with your biggest influencers on Twitter. How? It’s pretty simple:
- Run a TweetReach snapshot report
- Check out your contributors
That’s it. It’s that easy! Here are some screenshots from a report we ran about Canadian astronaut Chris Hadfield:
Top contributors shows you the top Twitter accounts talking about Col. Hadfield. @Gizmodo earned the highest number of impressions from their tweets about the astronaut, @NewsBreaker garnered the most retweets, and @csa_asc (the Canadian Space Agency) generated the most mentions. (You can find a breakdown of a snapshot report here if you need one.)
What do these numbers mean? Exposure is the total number of times a tweet is delivered to Twitter streams, or the overall number of impressions generated. A high exposure means that account has a lot of followers, and tweets from that account were delivered to lots of other Twitter accounts. NewsBreakers got the most retweets, meaning many of that account’s followers found the Hadfield-centered tweet interesting enough to pass along to their followers. Finally, the Canadian Space Agency Twitter handle was mentioned in the most tweets about Col. Hadfield.
If you run regular snapshot reports and notice that you have repeat top contributors, those are definitely accounts you want to engage with, if you aren’t already doing so. And remember, you can save your TweetReach reports if you create a free account, or download PDFs or CSVs for later reference.
Don’t just limit yourself to your top contributors either; be sure to look at the full list of contributors. Paying attention to everyone who is talking about you or your brand will let you see who is retweeting your content and generating impressions. These people might not be able to generate as many impressions as an account like Gizmodo because they have fewer followers, but having lots of followers isn’t necessarily as important as being able to influence others. Not everyone following Gizmodo will be interested in everything they retweet or talk about, but someone with a lot of pull with his or her followers – even if there are only 200 – may actually have more followers paying attention, possibly even clicking through and reading a link, or ultimately purchasing something. If that kind of person is consistently in your contributors list, you should be engaging with him or her.
How do you engage? Follow these accounts and talk to them when it’s natural. Do they take part in Twitter chats? If it’s relevant, join in. This will lead you to more likeminded people to connect with. Do they share interesting content? Retweet or reply to it; start a conversation.
On a related note, looking closely at contributors is also a great way to connect with those who are influential in your industry, or about the topic you’re tracking. Then later, if you want to join into that conversation, you know who to talk to.
So that’s how to do this with a snapshot report. How’s it different with a Tracker? We’ll cover that in our next post. Stay tuned, and as always, comment with any questions!
We’re all busy, and some of us are too busy to bother with our computer’s mouse or trackpad. If that sounds like you, check out this handy list of Twitter keyboard shortcuts (we posted something similar over on Tumblr, if you’re into keyboard navigation on all of your social sites):
B → block user
U → unblock user
F → favorite
J → next tweet
K → previous tweet
L → close open tweets
M → new direct message
N → new tweet
R → reply
T → retweet
G + A → activity page
G + C → connect page
G + D → discover page
G + F → favorites
G + H → home
G + L → lists
G + M → messages
G + P → profile
G + R → mentions
G + S → settings
G + U → go to a profile
Space → page down
/ → search
. → load new tweets
? → load shortcut menu
Got any we missed? Leave them in the comments. Happy shortcut tweeting!
Interested in Twitter chats? This is the second in our two-part series about Twitter chats. Check out the first one here, and get some tips for participating in a Twitter chat as yourself or a brand.
Hosting a Twitter chat? It can feel overwhelming, so here are some tips to help you get started and stay organized:
First things first:
- Check that the hashtag you want to use isn’t already in use elsewhere, and isn’t common enough that your chat will be flooded with irrelevant chatter (you can do this by checking the spreadsheet in the next point, or simply utilizing Twitter’s search function).
- Check the master schedule of chats and schedule yours at a time that won’t compete with another established chat in a similar topic vein (if there’s a time you want and the other chat is completely unrelated, go for it).
- Add your chat to the master schedule, so interested parties can find it.
Promote your chat:
- Announce to your Twitter followers that you’re starting up a Twitter chat, and be sure to include the time and hashtag.
- Reach out politely to influential followers to help you promote it, if it seems like something they’d be interested in.
- Reach out to influential followers and/or industry folks who might be interested in being a special guest. An intriguing or high profile guest can spark more participation.
- Keep the conversation flowing with prearranged questions, but don’t be afraid to throw them away or save them for later if the conversation picks up on its own
- Don’t be afraid to block someone if they’re being consistently rude to other chat participants
- Welcome newcomers: most will proclaim themselves, so give them a warm hello and follow them if you feel its appropriate
Got any tips we missed? Add them in the comments!
Interested in Twitter chats? We’ve got a quick two-part series of posts about them! Here’s the first. Check back tomorrow for the second.
If this spreadsheet is any indication there are a lot of Twitter chats out there; no matter your brand or area of interest, there’s sure to be one you can benefit from joining. But where to start? Check out these tips for maximizing your Twitter chat experience.
First things first:
- Identify the chat or chats you want to join in on, and schedule them on your calendar with a pop-up reminder. This way they won’t sneak up on you and if you get busy, you won’t forget about them.
- Lurk before you jump in: most chats are completely welcoming of newcomers, but if it makes you more comfortable just to sit back and observe a few times, do it.
- Read over a transcript of an old chat session before joining in. Searching a chat hashtag will show you if they have one, and allow you to discover if it’s a good fit for the type of chat you’re looking for, and you can learn the conversation style.
When you tweet:
- When you do join in, tell everyone that you’re new! Many will go out of their way to welcome you, and encourage you to join in on the conversation.
- If you’re planning on tweeting for your brand, consider joining in on a personal handle first. That way you can get a feel for the way the conversation rolls in action, without any potential harm to your brand from a misunderstanding. 140 characters is short, especially when you’re adding a hashtag!
- With that said, keep your tweets short and sweet: other chat participants can more easily add their own thoughts and retweet you if you keep it as succinct as possible
- Don’t be afraid to respectfully disagree with someone else’s opinion on a strategy or tool, etc, but keep it courteous; it goes without saying that you don’t want to be contentious enough to get blocked from the chat
- If you think someone misunderstood you, clarify your meaning and intent. If they’re determined to be upset, apologize and drop it
- Don’t talk over the host or special guest, if there is one meant to be answering prearranged questions. Add your thoughts or expertise and share resources, but don’t dominate the conversation when you’re not the special guest
- Some chats won’t have special guests and the hosts act more as roundtable moderators, moving the conversation along. Chime in freely here.
Joining in on Twitter chats is a great way to connect with people in your industry, learn more about a topic or facet of an industry you’re new to or want deeper knowledge of, and to pick up new tools of the trade recommended by others.
By making regular twitter chat connections, you’ll potentially find yourself with more meet-ups at the next conference you attend, an online mentor to ask tricky industry questions to, or simply some new and wonderful Twitter friends.
Got any tips we missed? Disagree with one? Talk about it in the comments!
We’ve covered how you can maximize using Twitter during your conference as a host– now what about as an attendee? Here are some quick tips to maximize your conference experience via Twitter:
- Learn the official event hashtag & double-check that you’re typing it correctly: seems simple enough, but you’ll miss out on a lot of connection and engagement with a typo
- Make sure you’re following the host’s official account (or accounts): check periodically to see if there have been any changes in the scheduling, location of panels or smaller events, or any other breaking conference news
- Advanced move? Research food places (and coffeeshops; even bars with good happy hour!) near the conference location, and follow some of them on Twitter. You might score a discount with a Twitter coupon, or at least have a place to invite follow attendees around sessions!
What you’re saying:
- Quoting someone? Cite it as the speaker or an audience member, and tag it with their Twitter handle, if you have the information handy
- Keep it short and sweet: you’ll be more likely to be retweeted if you keep your character count low, and other conference goers don’t have to trim your tweet down to add their own thoughts before retweeting
- Share, follow back, add your thoughts– don’t just lurk in the conference hashtag streams! This is how you strike up conversations and form relationships with fellow attendees
- Turn online interactions into offline: notice you keep tweeting with the same people? Meet up for lunch, coffee or happy hour to take your conference networking offline
Got something we missed? Share it in the comments. And we’ll see you at #SXSWi 2013!
Photo credit: Scott Beale/Laughing Squid at laughingsquid.com
The new year and its sense of renewal is upon us, and a little early spring cleaning wouldn’t go amiss. We’re not talking about your closets; we’re talking about your social media. Here are a few quick ways to clean out your social media and kickoff 2013 with a fresh start.
1. Use what you need.
You don’t need to be on every social platform. A survey conducted by Altimeter found that companies average a staggering 178 corporate-owned social media accounts. If you’re a small business- or any business with a limited amount of time and resources available to devote to social endeavors- take a hard look at how many accounts you have, where they are, and think about what you really need. Which platform have you had the most success with? If you see that more clients are coming to you on Twitter for customer service questions, then concentrate your energy on keeping those clients happy and spend less time elsewhere. Delete what isn’t serving you.
2. Plan to be spontaneous.
You don’t want to plan every tweet out down to the hour and schedule them all, but you also need a plan beyond “using Facebook when I have time” (there is never time). The trick is to make that part of your approach– hop on your platform of choice for an hour or so in the morning or afternoon and share what’s relevant in the moment, but make sure you’ve mapped out the big things you’ll want to share, too. Sketch out a rough idea of events, promotions and the goals you want to reach in putting them out there, with notes of what has worked in the past and what hasn’t. This will give you a solid social foundation you can expand on in the future, if the time and resources arise.
3. Don’t be afraid to have a personality.
Obviously not every brand can be quirky and whimsical, but that doesn’t mean you’re not allowed to talk like a person. Customers don’t want to talk to an industry jargon robot; they’re on social media for the human connection to brands they love. Following branding guidelines, there’s no reason not to let them find that when they come to speak to you. Post fun photos of the office, employees and products. Robots, too, if you have them. People love robots.
Good news! Our TweetReach Pro Trackers now support smarter URL search with the url_contains: operator. You can add one or more URL queries to your tracked terms. A few examples:
- url_contains:tweetreach.com report
The Tracker will find any tweets that include the matched portion of the URL you include in your query. Like this:
A few notes on how to use this operator in your own Trackers… The url_contains: operator will find all public tweets where the URL you’re searching for has been actually pasted into the tweet, even if it’s been t.co shortened. But it will not find tweets where the URL was shortened before pasting into a tweet. Also, if you include a URL with http:// in your query, you’ll need to add quotation marks around the URL itself, like in the example above (no need to add quotes around other URL segments though; this only impacts those with the colon). You can also add other keywords to a query with a url_contains filter. Questions about any of this? Just ask!
Here’s a quick video explaining what TweetReach is and how it can help you measure your – or your campaign’s – impact on Twitter.
Still have questions? Just ask!
You already know TweetReach reports are great for measuring the reach of hashtags and Twitter accounts, but how about an individual tweet? What if you want to analyze the reach of a tweet (and any retweets of or replies to that tweet)? Our reports can do that, too! In fact, that’s where our name comes from and one of the original problems we set out to solve more than three years ago. Tweet. Reach. TweetReach.
There are a few options for measuring the reach of a tweet. You can paste the entire text of the tweet into the search box. Since Twitter works best with shorter search queries that’s ideal if you have a shorter tweet. And if you have a longer tweet, you can select a few unique words or a phrase from the tweet to search for.
Let’s try it with this tweet from @Disney.
Since this is a pretty short tweet, we can search for the full tweet text (minus the URL to keep it simple): disney #DisneyFact: An estimated one million bubbles were drawn in the making of The Little Mermaid. We also included the original Twitter handle, minus the @ sign, to be sure we’re catching all attributed retweets of the original tweet. Here’s the TweetReach report for this query:
This report includes 108 total tweets, which includes the original tweet. So that’s 107 retweets. However, you can see that the original tweet only has 73 actual retweets, according to the Most Retweeted Tweets section. What’s going on?
This is where it gets a little messy. Some people will retweet a tweet with Twitter’s official RT button (we call this a new-style or automated retweet). Some will copy and paste the tweet and add “RT @username” to retweet (old-style or manual retweet). Some will modify the original tweet by adding their own commentary or abbreviating the text (modified retweet or MT). Some will simply quote the tweet without adding any RT language (quoted RT). Twitter typically only associates that first type (new-style RTs) with an original tweet to count them as retweets.
But in a TweetReach report, if a tweet starts with “RT @username”, regardless of how that retweet was generated (new-style or old-style), it will count as an official retweet. But if there’s anything in front of that retweet, such as commentary or other characters, then it will not count as a retweet, but it will show up in a report for that tweet. So that’s why the above report only shows 73 actual retweets of the original tweet, but there are 108 total tweets in the report. One of those tweets is the original tweet, 73 are official retweets, and the 34 remaining tweets are modified or quoted retweets. So the full reach of this @Disney Little Mermaid tweet and all its various retweets is 1,322,791.
A few more examples:
Search for: SFGiants amazing pic bradmangin melky cabrera 7th inning
Search for: wired “Hot New Characters Will Invigorate Game of Thrones”
Search for: tweetreachapp measure share of voice on twitter four steps
Tips for measuring the reach of a tweet:
- Keep search queries short
- Include handles without the @ sign
- Put exact phrases in quotation marks
- Select unique words for your query
- Leave out URLs to keep it simple
PS – Have you ever tried our TweetReach Labs Retweet Rings tool? It’s a fun, animated visualizer to see how retweets spread.
Twitter is the perfect social channel for conferences. It provides a real-time, public and searchable record of tweets about a conference that organizers, speakers and attendees can follow. Twitter even allows people who can’t attend in person to read along as conference events unfold. And Twitter gives conference planners an archive of participant comments, as well as measurable data they can report back to sponsors.
If you’re a conference organizer or producer, here are a few things you can do to make sure you’re getting the most out of Twitter during your next event.
Using an official conference hashtag
- Select a unique official hashtag. Make sure no other events are using this hashtag and that it’s separate from general topical conversation. Keep it short and easy to remember. A good conference hashtag will include the conference name or abbreviation, and sometimes the year or location. If you can, avoid using underscores or other punctuation in your hashtag to keep it simple (and to be sure the hashtag works in every Twitter client). Some we like include #BWENY (BlogWorld Expo) and #ica12 (International Communication Association).
- Communicate the official hashtag. Try to make the official hashtag easy to find. Post the official conference hashtag on presentation slides, as well as signs and posters around the conference venue, list it on the conference website, and use it in official tweets from your own and other organizers’ Twitter accounts. Encourage speakers and sponsors to use the hashtag.
- Track mentions of the official and unofficial hashtags. In addition to the main official hashtag, attendees may adopt track- or interest group-specific hashtags or mistakenly use an incorrect hashtag. Try to keep track of all relevant hashtags, even if they’re not officially endorsed.
Surfacing interesting conference topics
- Follow conversation as it unfolds. Keep track of attendee tweets about the conference, both to monitor conversation during the event, as well to create an archive for future access. It’s very simple to follow the use of a hashtag in real time with any number of Twitter clients and applications, so pick your favorite. If you want to share these tweets, consider displaying them live on a monitor at the conference or on the conference website.
- Pay attention to retweets. Use retweet counts to keep track of which tweets are getting the most traction on Twitter. What speakers, presentations, or topics are being retweeted? You can use this information to make your next conference even better.
- Use official handle to ask questions. Twitter is great for real-time interactions, so use the official conference account to ask attendees how things are going. Get live feedback on presentations, the venue, conference logistics and more.
- Find problems quickly. Monitor conversation about the conference throughout to detect problems. Is the wifi not working? Are participants unable to find certain rooms? If something is going wrong and you’re actively monitoring conference tweets, you can fix small problems before they become big problems.
Sharing important conference content
- Use official handle to post announcements and schedule changes. Give participants a central and reliable channel on Twitter where they can access important conference information. If there are any important announcements or changes to the conference schedule, post them to the official Twitter account so attendees can find and share them.
- Distribute speaker slides. Use Twitter to make it easy for attendees to find speakers’ presentation slides. Encourage speakers to share their slides through their own Twitter accounts, and retweet those slides from the official account. Also share links back to the conference website where participants can access and download conference slides and other documents.
- Answer attendee questions. Throughout the conference, use Twitter to answer audience questions, direct attendees to the appropriate resources and make sure everyone is getting the most out of the event.
Tracking audience engagement
- Measure total Twitter audience size. With the spread of conference content on social media like Twitter, the size of the audience can grow well beyond the number of attendees physically present. Measure the total reach and exposure for conference tweets, as well as the number of total tweets and unique contributors.
- Determine popular speakers and presentations. Analyze conference Twitter engagement by tracking metrics like retweets, replies, favorites and impressions to learn which topics are generating buzz. Search for speaker and panel names, presentation topics and track titles to see which ones are most talked about. Find out which images are being shared the most to determine attendees’ favorite moments, and track shared URLs to see which websites and pages have been most useful to participants.
- Share metrics with sponsors. Report this information back to conference sponsors to demonstrate the value of their sponsorship. Showing sponsors how many more people their brands reached beyond in-person conference attendance can be very valuable to securing future sponsorships. When possible, share specific examples of effective tweets about or from conference sponsors.
Gathering feedback for your next conference
- Tweet links to conference feedback survey. In addition to sending a post-conference email asking attendees for feedback, also post a link to the feedback survey on the official Twitter account. Some attendees may be more likely to respond on Twitter, so this gives them another opportunity to respond.
- Compare this conference to other events. How did this conference compare to recent or related conferences? If you have Twitter metrics for previous years’ conferences or other similar conferences in your industry, use them to see how this year’s event measured up. Look specifically for changes in engagement and participation, as well as reach and exposure. If this event’s metrics were lower, try to figure out why and how you can improve next time. If they were higher, that’s great, but try to learn more about why your numbers were up.
- Analyze qualitative tweet content. In addition to quantitative audience and engagement metrics, tweets are a great source of qualitative data about the conference. Read through a tweet transcript after the event is over to see what attendees liked and didn’t like. Mine this transcript for any feedback you can use to improve for next time. In some cases, an in-depth content or sentiment analysis might be useful.
Photo credit: Scott Beale/Laughing Squid at laughingsquid.com