TweetReach Blog

Best practices and tips for Twitter and TweetReach

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Whether you know someone just getting started with Twitter as they’re launching their new business, or you want to brush up on some of the basics yourself, we’ve rounded up all of the Twitter and TweetReach tips and best practices we’ve written up and tested and put them here for your convenience.

Twitter Best Practices

Twitter Hashtag Best Practices

Why you should use lists on Twitter

Use favorite tweets to find new resources

Brands: why you should favorite tweets

Using Twitter Trending Topics to your advantage

Twitter Quick Tips

Twitter Tip: Authorized apps 

Twitter Tip: Turn off mobile alerts at bedtime

Twitter Tip: User Widgets

Twitter Tip: Emergency alerts

Twitter Tip: Personalize

Twitter Tip: Discover

TweetReach Tips

Tracking Instagram, Vine and more with TweetReach (And now, of course, you can also use our Union Metrics for Instagram analytics!)

TweetReach Tip: Measuring the results of a Twitter contest

Using TweetReach to monitor a social media crisis

TweetReach Tip: Find & engage influencers on Twitter with TweetReach snapshot reports

TweetReach Tip: Common Tracker mistakes

TweetReach Tip: Improve your snapshot report search query

TweetReach Tip: Measuring the reach of a Twitter account

TweetReach Tip: Saving your snapshot reports

TweetReach Tip: Excluding tweets from your search

TweetReach Tip: Searching for a specific tweet

TweetReach Tip: Searching for URLs

TweetReach Tip: How to isolate specific dates in a Tracker

TweetReach Tip: How to isolate specific dates in a snapshot report

Today’s TweetReach Tip: When tweets are available for analysis

Got any good tips we missed or questions you want answered? Leave them in the comments, or find us on Twitter. We’re always happy to answer your questions!

Image courtesy NYPL Digital Gallery. 

Written by Sarah

May 7th, 2014 at 11:24 am

The Week in Social Analytics #100

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Real-time marketing fails from major brands [from iMedia Connection; written by Jenn Deering Davis]

“Just because RTM is the hot marketing tactic of the moment doesn’t mean that it’s right for every brand at every event.”

We are not all Oreo: Check out these RTM fails and the lessons that come with them.

A Brand and a Person Offer the Same Post with Very Different Results [from Social Media Explorer; written by Jason Falls]

A good piece in the ongoing discussion of just how human brands should try to be.

Millennials Tweet About Brands When Rewarded [from All Twitter; written by Mary C. Long]

53% of Millennials could be following your brand on Twitter with the right incentives. Wink wink.

And that’s not all, according to the report, Millennial women are seven times more likely to retweet your brand and three times as likely to follow your brand on Twitter (and see all those great incentives you’re offering). Men are three times as likely to follow on Twitter as well, but they’re a bit less generous on the retweets.”

Emphasis added.

Instagram Video Ads Are Coming Soon [from AdWeek; written by Garett Sloane]

“‘Instagram is almost a magazine, and it wants its ads like in a magazine to be just as compelling as content,’ said James Borow, CEO of digital marketing platform Shift.”

How Do Social Media Styles Differ by Culture/Nation? | Part I [from Social Media Today; written by JC Giraldo]

We’re all in a global market, and understanding regional differences in social media use is important. You can read part 2 here, and part 3 here.

How to Develop a Pinterest Marketing Strategy for your Business [from Eli Rose social media; written by  Liz Jostes]

“Someone landing on your Pinterest profile will make a judgment on your brand and business within seconds. Developing a group of boards that presents a full, well-rounded view of your brand is absolutely the best strategy to have.”

Snapchat: A New Breed of Network [from Social Media Today; written by Derek Smith]

“Still, Snapchat is a potential gold mine for advertisers, according to the San Francisco Chronicle. We’ve become good at ignoring intrusive advertisements, but Snapchat users must quickly pay attention to messages before they’re deleted, so ad impressions could be impactful if they’re relevant to the demographic.”

Online Shares Could Be As Influential As In-Person Recommendations [from Marketing Charts; written by staff]

“Across the three categories – supermarket, automotive, and mini-tablet – the average lift in purchase incidence from an “excellent” online share (a strong positive one) was found to be 9.5%. What that means, according to the analysis, is that an excellent online share increases the perceived value of these products by an average of 9.5% over a neutral share.”

3 Ways to Ensure Your Social Promotions Follow the Law [from Convince and Convert; written by Kevin Bobowski]

Be very clear about your social promotions, or the FTC could come calling.

Written by Sarah

May 2nd, 2014 at 8:26 am

Join us for a TweetReach Pro demo TODAY at 9am PDT!

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Join us for a short demo this Thursday, May 1st- that’s today!- at 9:00am PDT and we’ll walk you through TweetReach Pro, our historical analytics and our snapshot reports.

Demos usually take 15-20 minutes followed by an open Q&A session. At the end, attendees will receive a discount code that can be applied to a TweetReach Pro subscription.

You can register here. Hope you can make it!

Written by Sarah

May 1st, 2014 at 6:16 am

Healthcare companies and social media metrics: What to focus on, what to measure.

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At one point, cigarettes were apparently a trusted source of medical advice.

The industries that have moved more slowly to embrace the social media world have, understandably, been the more highly regulated industries such as law and healthcare. But as social has moved from what some saw as a quirky new marketing fad into a steady part of our daily lives, so too have these industries followed– and now they’re playing catchup. After all, the percentage of Americans alone who turn to social media- and trust it- for health information is growing.

The first step is making a plan to figure out what metrics are going to be important to measure on each of the social sites you decide to have a presence on, such as Twitter. So what metrics should healthcare companies focus on?

1. Decide what your goals are

Healthcare companies or professionals using social media will obviously have very different goals with their accounts compared to businesses in the beauty, travel, or other industries; there’s never a one-size-fits-all solution when it comes to social.

By figuring out what you want to accomplish you’ll know what it is that you need to measure. Here are a few ideas of what a social presence can mean for a healthcare company:

  • Provide health resources

  • Provide support by answering company-specific questions

  • Provide support by hosting chats with qualified professionals to answer health-related questions

  • Communicate new information; for example, explaining recent changes to your company, or explaining what the new Affordable Healthcare Act means to those using your services

  • A combination of some or all of these

Many of these things will spread awareness of your brand and amplify your brand voice, particularly if you decide to participate in or host tweet chats. (If you want more information on building or establishing a brand voice, go here.) Tweet chats also lead to higher engagement with your audience. Which brings us to our next step.

2. Measure based on those goals.

If your goal is to increase awareness of your brand, you’ll want to look at share of voice, or specifically metrics like volume, reach, exposure, and amplification relative to the volume, reach, exposure, and amplification of your closest competitors, if they’re on social media. If they’re not on social media but your target audience is talking more about them than you, you need to really ask what they’re doing that you’re not. Here are more resources to break down how to measure each of these metrics specifically:

Amplification is definitely tied to share of voice- most metrics have some manner of overlap- but it’s also important to look at how others are helping to amplify your voice or your messages, which means looking at engagement as well. Retweets, annotated retweets (think the classic retweet, with commentary before the RT), link shares from your website, etc. The above resources cover much of this as well.

3. Rinse, repeat.

Social media is a constantly changing landscape, which can make it daunting to tackle, but the best way to go about it is just to jump in and listen, then start swimming. Establish a time period for regular evaluations- compile specific monthly metrics, schedule quarterly metric revisions- and investigate and change whatever isn’t working.

Social media basically consists of constant experimentation and adjustments, but with the right information it’s more of a fun and exciting project that a terrifying task. And as always, we’re here if you have questions.

Image courtesy NYPL Digital Gallery

Written by Sarah

April 28th, 2014 at 9:23 am

The Week in Social Analytics #99

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Instagram Diverges From Vine By Personalizing Explore Tab [from TechCrunch; written by Josh Constine]

“. . .Instagram’s Explore page is now also personalized with top photos and videos Liked by people you follow. Personalization highlights Instagram’s focus on your own social graph and a subjective vision of beauty, to contrast with Vine, which centers around re-sharing and globally popular expert content creators.”

Pair with MIT algorithm predicts how popular your Instagram photo will be [from The Verge; written by Adrianne Jeffries].

Brands Need to Stop Trying to Play Hero [from AdWeek; written by Gaston Legorburu]

“Remember, the goal is participation, so brands must create experiences beyond the narrative where heroes become immersed and involved. That’s the differentiator between a story told and a story lived.”

Study: 4.7% of Your Customers Generate 100% of Your Online Word of Mouth [from Mack Collier]

“So to put it another way, it is 4.7 percente of your social media following that generates all of the word of mouth results, and by results we mean conversions, not just reach.”

Stop Trying to be Human– Try Being Useful [from Social Media Explorer; written by Tracey Parsons]

 ”It is however, un-natural to “engage” with a product or brand. I almost never talk to my pillow. I occasionally talk to my treadmill, but not in a nice, friendly way. So, let’s drop this whole notion of being more human and try instead to be useful.”

The art of storytelling in 6 content marketing context questions [from Fusion Marketing Experience; written by J-P De Clerck]

“Do brands create stories? Or do stories create brands?”

3 Reasons Your Brand Should Be Using Video On Twitter Right Now [from All Twitter; written by Lauren Dugan]

Video can make it possible to create an in-platform experience to connect with your fans, followers, and customers.

Pins, Tweets, and the Law [from TheBuzzBin; written by Dave Folkens]

A must-read if you’re planning a social contest:

“The issue for the brand in this case, and for all brands across any social network or site online, is disclosure and transparency of the connection between an activity and the incentivized nature of that action. Would a Pinterest user potentially create a board of fashionable shoes they liked? Absolutely. If the reason for the board, though, is a chance to win a prize, then they are essentially advertising to followers on behalf of the brand. Based on FTC guidance within its .com disclosures material, social media pins or posts are equivalent to providing an endorsement of the products. The use of a hashtag as part of the contest was also required and some might argue that was enough to identify that it was a promotion but it didn’t clearly indicate the potential financial connection so it failed in that sense of the disclosure. So while the brand was not (in my opinion) trying to deceive or trick users, it did not meet the true standard of the disclosure guidelines.”

Plus two more pieces on Pinterest from Social Media Today: Pinterest: The Gentler, Kinder Side of Consumer-Generated Endorsements and 9 Marketing Tips for Pinterest.

The Social Media and Device Facts You Need In 2014 [from Heidi Cohen]

“. . .what’s critical for marketers using social media and content marketing is that consumers want the content they choose on the device of their choice when they want it.

Emphasis original.

How to Succeed with Snapchat Marketing [from Social Media Today; written by Chris Syme]

An in-depth breakdown of marketing on the platform famous for its ephemeral content.

Written by Sarah

April 25th, 2014 at 9:38 am

Join us for webinars 4/22 and 4/23 to learn more about our Instagram analytics and Social Suite!

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Want to learn more about our new Instagram analytics or the Union Metrics Social Suite? Join us for a webinar or two; we’ve got one covering each new product. Learn more and see the new analytics in action.

Union Metrics for Instagram

April 22, 9:00 a.m. PDT

Union Metrics Social Suite

April 23, 9:00 a.m. PDT

ig3-1A screenshot of our Union Metrics for Instagram analytics. 

Written by Sarah

April 22nd, 2014 at 7:57 am

Game of Thrones Season 4: Updated Twitter numbers

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We’re three episodes into the fourth season of Game of Thrones on HBO and the talk has certainly not died down since the premiere and just keeps growing: 845.5k tweets have been posted  from 420.7k contributors for a unique reach of 141.7 million users, all around the show and its latest season, since April 6th. (That’s 500k+ more tweets, 20ok+ more contributors and nearly 30 million more unique accounts reached since our last post!)

While actress Sophie Turner’s tweet is still in the top three most retweeted around the show’s conversation, the announcement of being renewed for two more seasons from the show’s official account has taken the number one spot with over 12k retweets:

Followed closely by another of the show’s official tweets:

Top tags continue to be those promoted and supported by the show’s brand (and they now include #purplewedding for events from the second episode) and the show’s Twitter account is the top contributor to the conversation, followed closely by entertainment brands- @peoplemag@RollingStone, and @MTVnews - supporting and spreading GoT talk to interested fans and followers. These accounts share a mix of show recaps, behind-the-scenes interviews with cast members, and even some fan RTs; all great supporting materials to HBO’s own Game of Thrones Viewer’s Guide.

HBO’s heavy involvement in the show’s fandom online illustrates the balance brands need to strike in social television: Give the people what they want in terms of special, behind-the-scenes access and places to discuss the show and characters that they love, and work to add to the conversation with hashtags and resources without dominating it. HBO is nailing it.

Written by Sarah

April 21st, 2014 at 12:40 pm

The Week in Social Analytics #98

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

25 Small Business Social Media Trends You Need [from Heidi Cohen]

“Due to smaller size and lower amount of resources, these firms tend to take advantage of social media opportunities faster than their larger competitors.”

Instagram for Small Businesses: Your New Best Friend [from Social Media Today; written by Stephanie Jones]

“People love visual content, so that makes Instagram the ideal social media marketing platform for small businesses.  It’s also currently a completely free way to market your business to potentially millions.  Follow people, engage and you will have an impassioned following before you can say hashtag.”

More Tips for Avoiding and Containing Social Media Crises [from PR Newser; written by Patrick Coffee]

Social media often rewards wit and a little bit of attitude, but how can editorial standards and monitoring allow a brand to be interesting without being risky or offensive?

Wit should be reserved for brand messaging, but never for customer service. Those coming to customer service are in need of support and aren’t looking for a witty response, but a solution to their problem or an answer to their question.

It’s a much more difficult and dangerous venture to be witty or snarky with customer service when the main goal is supporting your customer.”

25 Customer Chat Tips to Reassure and Nurture Your Online Customers [from KISSMetrics; written by Kevin Gao]

“Live chat has been around for more than a decade, but only recently have companies discovered its profound effect on website conversion rates. A recent eMarketer paper cited live chat as being directly related to 38% of online purchases. And, 62% of consumers who have used live chat said they would be more likely to purchase again from the merchant who provided the service.”

How to Use Snapchat for Business [from C-Leveled; written by Regina Lizik]

“This makes Snapchat perfect for retail establishments that target a younger audience, like clothing stores, can share coupons and give sneak peaks of upcoming merchandise.”

STUDY: Cause Marketing Creates Brand Loyalty Among Millennial Women  [from PR Newser; written by Patrick Coffee]

“54% of Millennial women switched brands because it supported a #cause they care about.”

Written by Sarah

April 18th, 2014 at 9:33 am

A little more about our new Instagram analytics

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What does Union Metrics for Instagram do?

We wanted to build bigger, better Instagram analytics – something that allows us to take our deep-dive approach to social media analytics to one of our favorite platforms. Our Instagram analytics can show you how any account or hashtag – yours or a competitor’s – is performing at a glance. We can help you understand your posts and what makes them perform well, which hashtags get the biggest response, when an audience is most active. We can show you who your biggest fans and supporters are, who likes and comments on your posts, and so much more.

How does Union Metrics for Instagram work?

Just like TweetReach, Union Metrics for Instagram analytics provide real-time, ongoing monitoring for any account or hashtag on Instagram. When you set up a new Tracker, we’ll backfill it with some historical data to get you started, and then continuously add new and future posts in real time.

So who uses Instagram?

Instagram’s more than 200 million users might not be exactly who you’d expect. Roughly 10% (20.4 million) of Instagram’s dedicated user demographic (meaning they log in at least once a month) consists of 18-34 year olds. But another 15.3 million are 35 or older, and that number is projected to grow to 20 million by 2016. Instagram is, after all, the fastest growing social media site worldwide, rivals Twitter for smartphone audiences, and captures higher interaction rates than parent company Facebook.

Instagram also inspires the most dependence, according to one survey; the 18-25 year old demographic identify with it and see it as an extension of themselves. If this is the demographic you’re looking to target, then you absolutely need to be on Instagram.

Need more convincing? Social can make ads great again. Instagram gives us more room than ever for creativity. Now is the perfect time to dive in.

Okay, you’ve convinced me. Now how do I use Instagram?

We can help you with that! Here are some fantastic resources for getting started:

- Instagram has a blog specifically for businesses

- Instagram’s own Help Center can help get you started

- Check out our Helpdesk and helpful resources

- Want to know more? Download our Instagram whitepaper to learn more about Instagram data.

How do I get started with Instagram analytics?

It’s easy! You can sign up for a Union Metrics for Instagram subscription and have your first analytics running in just a few minutes. Subscriptions start at $199 per month. And if you want to talk to someone on our sales team or set up a demo, let us know! We’ve also got a webinar coming up next week to tell you more.

What if I’m already a TweetReach or Union Metrics for Tumblr customer and I want to add Union Metrics for Instagram?

We can add Union Metrics for Instagram to any existing Union Metrics account – TweetReach or Union Metrics for Tumblr. Or, you can upgrade to our Social Suite if you’d like flexible access to all three platforms. Just let us know what you’re looking for and we’ll make it happen!

Sounds good!

Fantastic. Keep your eye on this space and we’ll let you know any new and exciting details as they roll out.

Written by Sarah

April 16th, 2014 at 1:10 pm

Introducing Union Metrics for Instagram and the Union Metrics Social Suite!

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Merle is excited to start measuring robot Instagram analytics

We’re so very thrilled to share some exciting news! Today we’re releasing two brand new products – Union Metrics for Instagram and the Union Metrics Social Suite. Both will give you even more options for analyzing your social media campaigns, as we’re now on Twitter, Tumblr, and Instagram.

Union Metrics for Instagram

Our brand new Instagram analytics – Union Metrics for Instagram – allow you to access our real-time, ongoing analytics reporting for any account or hashtag on Instagram. Use these analytics to:

  • Discover your most popular media and hashtags

  • Identify an account’s biggest fans and advocates

  • Monitor hashtag reach and exposure over time

  • Track competitor performance to compare share of voice

  • Analyze likes and comments to determine when fans are most active

Interested? Union Metrics for Instagram subscriptions start at $199 per month.

The Union Metrics Social Suite

Our new enterprise cross-platform social analytics suite – the Union Metrics Social Suite is perfect for larger brands and agencies running campaigns across multiple social networks. This is our first-ever integrated suite, allowing you to monitor your social media presence across Twitter, Tumblr, and Instagram in one place. Union Metrics Social Suite subscribers receive access to Union Metrics’ comprehensive analytics across social platforms, as well as dedicated account management and other enterprise features. Social Suite pricing starts at $500 per month.

Learn more

We’ve set up a few webinars over the next week to tell you more about our new products. Join us for one to learn more and see the new analytics in action.

Union Metrics for Instagram

April 17, 1:00 p.m. PDT

April 22,  9:00 a.m. PDT

Union Metrics Social Suite

April 23, 9:00 a.m. PDT

If you’re currently a TweetReach Pro or Union Metrics for Tumblr subscriber, we can add Union Metrics for Instagram access to your account, or upgrade you to the Social Suite for the most flexible access. Just contact us and we’ll get it set up!

And if you’d like a personal demo or have any questions, please contact our sales team anytime. And there’s lots more info on our website, so let us know if you have any questions.

Written by Sarah

April 16th, 2014 at 8:27 am