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Measuring participant influence through amplification on Twitter

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We recently upgraded the contributor metrics available in our TweetReach Pro Trackers. Among other metrics we’re now surfacing are new contributor amplification measures, including amplified impressions and an amplification multiplier.

Our objective with these new contributor metrics is to help you find people who are driving conversation and engagement around your campaign or brand. Because, depending on your goals, there probably isn’t one single influence metric that completely captures the contributions of your most important, active participants. So we present you with several contributor metrics:

  • Tweets
  • Direct Impressions
  • Retweets
  • Retweet Rate
  • Total Exposure
  • Amplification Multiplier

RT rate is the average number of retweets per tweet a contributor has posted. This metric is useful for finding people who have contributed to the spread of a message and who have engaged followers. Look at this number in relation to the total number of tweets this contributor has posted.

The amplification multiplier represents the spread of a tweet through retweets. If the original tweet generated 100 direct impressions, and retweets generated 150 additional impressions, then that tweet generated 250 total impressions, resulting in an amplification multiplier of 1.5x the original tweet. For each contributor, this number is calculated as an average for all their tweets in this Tracker. If a participant did not receive any retweets, then that person will not have an amplification multiplier, since her tweets were not amplified. Generally, anyone with an amplification multiplier of 1.2x or higher is doing quite well at spreading conversation. And sometimes you’ll see someone with a huge amplification multiplier – 100x or more. Generally, this person did not generate many direct impressions, but was retweeted by someone with a large following. If a number looks like an outlier, it probably is, so check that person’s other metrics to see what’s causing this spike.

To find influential people in your Tracker, take a look at all of these contributor metrics. Use tweets to find your most active advocates. Use direct impressions to find people with a lot of followers. Use RT rate to find people with an active, engaged following. Use the amplification multiplier to find people with a large secondary audience. Together, you should be able to develop a list of engaged, influential and passionate advocates for your campaign or brand.

You can also drill in to view an individual contributor’s details by clicking on their username anywhere in your Tracker. On the contributor detail page, you’ll find all kinds of information about that Twitter user, as seen here:


Written by Jenn D

November 28th, 2011 at 12:30 pm

New contributor reporting in TweetReach Trackers

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We’ve upgraded our TweetReach Trackers to include a new way to find out even more about who is tweeting about your campaign, your client or your company. Ever wanted to know who’s creating the most popular content and driving the most engagement in the conversations about your campaign? Our new Tracker contributor reporting can help you identify those key contributors – the influencers, the people driving the most retweets, the highest exposure and the widest amplification, your biggest fans and advocates.

In addition to traditional metrics like number of tweets and impressions generated by each contributor, we’ve added a bunch of new metrics about each contributor. Our new contributor metrics include:

  • Retweets: The number of times a contributor’s tweets were retweeted
  • RT Rate: The average number of retweets per tweet a contributor has received
  • Total Exposure: The total number of impressions generated by a contributor, including direct impressions from the contributor’s own tweets, as well as amplified impressions resulting from retweets and replies
  • Amplification Multiplier: A contributor’s rate of amplification, based on how far that contributor’s tweets spread due to the impressions generated by retweets and replies

You can also drill into any contributor to see detailed metrics for that person. Just click on any username to see that contributor’s details.

TweetReach Trackers provide ongoing, real-time Twitter analysis and are available through a TweetReach Pro subscription.

A word to the analytics geeks

The word amplification has been used in a lot of contexts by many very smart people as an important social media metric, most recently by Avinash Kaushik in his post about the best social media metrics. We should note here that what we refer to as retweet rate is roughly the same as what Avinash calls amplification. We obviously believe this is a very important measure or we wouldn’t have included it. However, we think it doesn’t accurately describe the extent to which a contributor’s message is amplified. To do that, one needs to consider the overall increase in audience as a result of the retweets. This is how our amplification multiplier metric works. We look at growth between the impressions generated by the original tweet and the total impressions generated by the original tweet and any RTs or replies to that tweet. We express this as a “multiplier” so that it neatly describes how many times larger the total exposure was vs the original exposure.

Written by Jenn D

November 3rd, 2011 at 7:39 pm

New contributor pages in TweetReach Tracker

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TweetReach Trackers now have contributor detail pages! Take a look:

The new contributor page includes influence metrics like Klout scores, number of followers and Twitter lists, as well as basic profile information. We’ve also included share of voice stats for the Tracker – both the number of tweets and overall impressions contributed. Finally, you can view the tweets that person contributed to the Tracker, and the retweet, reply and exposure information for those tweets.

To view the detailed contributor stats, just click on any contributor’s name in your Tracker.

The TweetReach Tracker is our real-time measurement tool, and is available to TweetReach Pro customers. The Tracker provides long-term, in-depth analysis with no 1,500-tweet or 7-day limit on data.

Written by Jenn D

January 13th, 2011 at 2:35 pm

Posted in Features

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