Archive for the ‘hashtag’ tag
You’ve planned a Twitter campaign, and you’ve launched it. Now you’re monitoring the conversation. People are using the hashtag! But wait, they are not using it to talk about what you were hoping they would; they have run wild and taken your hashtag with them! We’ve seen it happen before.
So what can you do? Abandoning Twitter isn’t really an option.
Obviously it’s a social media best practice to have an emergency policy in place, but every situation is unique and entirely impossible to predict. So take a deep breath, and bookmark these tips for how to deal with this kind of situation on the Twitter battlegrounds:
1. Monitor the ongoing incident: ideally you will already have this set up to track how your campaign is doing, but it’s possible users will have altered your hashtag into something else that you should also be tracking. Check out this post we wrote on Using TweetReach to monitor a social media crisis.
2. To respond, or not to respond? This is tricky. If you have a corporate policy in place you’re expected to follow, obviously it’s in your best interest to do that. Call in everyone in your company who can help you, but start thinking about and answering these questions on your own:
- Will responding do any good? There is a big difference between someone reaching out with a genuine complaint that you’re able to help with, and people en masse trolling your account. In the first case you obviously want to respond and make it right as quickly as possible. In the second case it might be better not to respond at all. Individually replying to every hashtag joke skewering and mocking your campaign might only serve to keep the incident fresh in the eyes of the public and tech news. Sometimes silence is the best policy to let it blow over quickly. Other times approaching the situation with a good sense of humor can win over some (but never all) of the haters.
- Should we consider a Twitter sabbatical? It might be best to lay low for several days to a week or so.
- Should we apologize? This depends on the context of the highjacking of your hashtag: are people just trying to be funny, or are they using it as an opportunity to point out a practice about your company that they don’t like? Address it accordingly.
3. Learn from it: If you’ve set everything up to monitor it beforehand, plus made the necessary adjustments once the incident took off, you should have everything you need to learn from the situation. Did a bad sentiment toward your brand already exist that your PR team should have been aware of? Was it just a complete fluke? Use the experience to craft a more in-depth social media crisis policy.
Overall? Don’t panic too much. It will be yesterday’s news soon enough, and chances are a little controversy won’t be enough to shake your most loyal brand advocates.
- Go to the conference website and check someone’s feed that you know attended to see what hashtags were used; this will cover all the bases if either source missed one
- Search those hashtags to see what the main conference chatter was about:
- Making connections: maybe someone you have a good relationship with connected with someone else you’d like an intro to
- Notes from presentations/keynotes: find links to SlideShares and recordings
- Photos: get a feel for what events were like
- Observations about the location: if you’re planning to attend in the future, you can remember the restaurants, bars and other sites attendees recommended
- If you’re familiar with the area and you know in advance you’re going to miss the conference, consider tweeting out some suggestions for places to go eat and socialize on the hashtag(s)
- See if someone made a Storify of the conference, or consider making one yourself and tweet out the link with the conference hashtag(s)
- Run a free TweetReach snapshot report for the main hashtag to see top contributors (you might want to follow them) and what the most retweeted tweets were. Be sure to do this as soon as the conference ends so you can get the best information. (And if you want more, you can buy a full report for $20, no account necessary.)
- Ask if anyone has a link to a blog post about the conference from past years; that way you can really get a complete picture of how it changes year over year
Did we miss any good tips? Leave ‘em in the comments.
Starting today, all TweetReach Trackers now have detailed hashtag and URL reporting. This new analysis allows you to quickly see which hashtags and URLs have been tweeted about the most and get detailed stats about each hashtag and URL in your Trackers.
We’ll show you how it works with an example. We’ve been monitoring tweets about TechCrunch Disrupt this week. As you can see here, the new URL and hashtag analysis is right below the big main graph (highlighted in red). On your main Tracker page, we’ll show you the five most popular URLs and hashtags in your Tracker, and you can drill into a summary of all URLs and hashtags, as well as detailed metrics for each individual URL and hashtag. Read on for more details.
Click those All links next to the Top 5 Hashtags and Top 5 URLs to go to an overall summary report (a URL summary report is pictured just below). This summary report includes overall statistics for each URL or hashtag in your Tracker, and is sortable by the number of tweets, retweets, impressions and contributors.
You can also click through to a detail report for each individual hashtag or URL, which includes stats on that URL’s exposure, tweet activity, and contributors. The detail report also includes a list of all tweets that included this URL and the contributors who posted those tweets.
This URL and hashtag reporting is just the next step in helping surface the most important and interesting data in your Trackers. There’s lots more on the way! Do you have any suggestions for new TweetReach features? Please let us know!
If you’re interested in getting these Twitter analytics for your company, client or campaign, Trackers are available through a TweetReach Pro subscription.
Good news, everyone! We’re excited to unveil brand new hashtag analysis in your TweetReach Trackers. You can now get detailed stats on the use of individual hashtags.
To see these stats, simply click on any hashtag anywhere in your Tracker to view detailed information about how that hashtag has been used. You’ll learn more about the number of tweets that included that hashtag, how many impressions have been generated by that hashtag, and how many people contributed tweets with that hashtag. You’ll also get a list of all the tweets that include that hashtag, as well as info about the people who posted those tweets. And like all the rest of your Tracker data, you can export this information to a CSV file for further analysis in Excel or Numbers. Here’s a screenshot.
This hashtag detail report is just the first step in deeper hashtag analysis throughout TweetReach Trackers. While we can’t reveal the rest yet, here’s a sneak peak at something big coming up:
Welcome to TakeFive with TweetReach, our ongoing interview series where we chat with notable members of the social media analytics and measurement community, pulling together insight and commentary on all things measurement. As always, we welcome your suggestions for interviewees and questions.
This week, we’re excited to talk with Erin Boudreau, the founder of TweeParties, Inc., a social media marketing company aimed at helping businesses plan, promote, host and analyze Twitter parties and chats.
TweetReach: Welcome Erin! Let’s start with talking about how you got started using social media. Can you describe you first “ah-ha” moment?
Erin Boudreau: I had been using social media for both personal use and at another job. I was logged on at the end of the day, and I saw a tweet fly by announcing a Twitter party. I wanted to learn more about such events, but found that there wasn’t really one source to go to for up-to-date information. I realized that having live events on both Twitter and Facebook could be really useful for a business, and if more businesses knew about them, they might catch on better. My ‘ah-ha’ moment came when I realized there was no one out there trying to be that Twitter party source.
TweetReach: How important was measurement in your initial strategy and how has that evolved?
Erin Boudreau: I thought it would be important to offer measurement to our clients, but I quickly realized that providing this information was not only vital to analyzing a campaign, but also important in securing future work. If I am approached by a firm I’ve never worked for before, one of the first things they want to know is our past performance. All of them have an idea about the numbers they are trying to reach, and if I can show them what we have done for others in the form of detailed reports and charts, they realize that we do have what it takes to help run a successful event.
TweetReach: So, with TweeParties, you have built a unique way to use Twitter to pull together people around an event, or even to help promote a brand. How have you seen your approach engage users around a particular topic? And, how important is measurement of the results important to your customers’ success with their Twitter parties and chats?
Erin Boudreau: People use social media to learn more about topics, people, and organizations that are of interest to them and that can influence their lives positively in some way. If we organize an event that is not only free to attend, but that also includes an interesting or informative topic, guest experts to answer questions, and special offers and even giveaways — we usually get a positive response from those who felt the time spent taking part in such an event was time very well spent. To be able to measure the performance of a hashtag during such an event not only gives our clients an indication about how successful the event was, it also gives us a starting point and allows us to see how any future changes impact subsequent events. If we change the format next time — add more prizes, make it an open forum, include an expert — and the numbers are much greater than the first time around, then we know we’re on to something. Measuring hashtag performance helps us get closer to giving people the types of events they are eager and excited to attend, and in return, helps build more buzz for a brand.
TweetReach: Olivier Blanchard has written about the need to look at social media measurement in the context of a broader business measurement strategy. What do you think? Is measuring social media success useful by itself?
Erin Boudreau: I think it’s a good start. We not only track the number of impressions, reach and frequency of a hashtag, we also take a look at how our users responded to our calls to action: how many new followers or ‘likes’ a client receives; how many participants signed up for a newsletter or took part in a special offer (such as free shipping or a coupon/discount). We also look at web site traffic to judge how many people followed a link that was tweeted during an event. So there are many pieces to the puzzle, and analytics is an important, vital piece.
TweetReach: Do you have any secret techniques, tools, or other Jedi strategies that you can share with our readers? Any best practices for getting greater reach for your content?
Erin Boudreau: Make sure your content is well-written, useful for your target audience, entertaining and interesting. Also, special offers (coupons, discounts, freebies, etc.) really do seem to go a long way.
TweetReach: Does size matter? David Armano has written about the importance of topical influence. What do you think?
Erin Boudreau: I think that it’s more important to find your niche. If we throw a Twitter party for a new company that sells products for pets, it’s better to have 100 pet owners/bloggers/enthusiasts attend than 500 people who might attend just to win a gift card but who don’t have a pet and aren’t really interested in the company’s products or the topic at hand. I would rather have a small group of followers who are really enthused about our content than a million who follow with the hope that we’ll follow back and who aren’t really interested in hearing our message or exchanging ideas and building a relationship.
TweetReach: Any examples of how analytics have helped you tweak a campaign or program for the better?
Erin Boudreau: I think most importantly, we can see exactly who is tweeting or retweeting our links — what social circles they’re circulating in — and to reach out to other influencers who might not be aware of our events, if needed. For example, if a tweet is being sent frequently we might be glad to see a large number of impressions, but if only a couple different users are the ones doing the tweeting, we might need to modify the campaign and seek the involvement of other users to broaden our reach.
TweetReach: Thanks for your time, Erin!
Erin Boudreau is the founder of TweeParties, Inc., a social media marketing company aimed at helping businesses plan, promote, host and analyze Twitter parties and chats. She has more than 10 years of experience in marketing, print and web design. Erin lives and works in the Chicago suburbs.
Twitter parties are a great way to engage your customers, learn what people think about a topic, and raise awareness of an issue or brand. We have a few tips if you’re getting ready for (or helping a client with) a Twitter party. Twitter party success really comes down to planning ahead – make sure you have a plan for execution and evaluation before the event begins.
Pick a unique hashtag.
If possible, use something different than a standard hashtag you use for general tweets. If you’re hosting a recurring Twitter party, it’s definitely okay to use the same hashtag during each party. This adds some continuity to your parties, and gives participants a familiar reference point. A unique hashtag will make it easier for participants to identify the party, and will make your post-party evaluation easier if you don’t have to filter through a lot of unrelated tweets.
It’s important to note that Twitter can’t filter by hour. This means you can’t pull results from Twitter search for only a one- or two-hour period (only by a specific date or set of dates). So think carefully about using a hashtag for a party that you also use in other ways.
Track party tweets.
Make sure you’re keeping a record of the tweets that are posted during the party. If you’re giving away prizes, you’ll need this to pick a winner, but you’ll also want to later read through what everyone said throughout. Twitter parties can move very quickly, so you probably missed tweets during the party. You’ll also need this archive for any post-party analysis.
Tweets from smaller parties (fewer than 1,500 tweets) can be gathered after the event. Just don’t wait too long – Twitter only keeps tweets accessible in search for about a week; after that you won’t be able to access all the tweets that were posted.
If you’re hosting a larger party and expect more than 1,500 tweets, or if you want to monitor tweets across multiple parties, then you should set your tracking up before the party. Since Twitter only allows you to access 1,500 tweets through search after the fact, you should start monitoring tweets before the party starts.
Our new TweetReach Tracker works in real time to find and store all tweets about a search term as they are posted to Twitter. This means we’re not limited to 1,500 tweets or seven days. We can track tweets as long as you’d like, and find way more than 1,500 tweets about a term. The only catch is that you have to set up a Tracker before your event, so we can find the tweets as they happen. You can then access in-depth analytics and study trends over time for those tweets.
The Tracker is available only to TweetReach Pro subscribers. We offer a variety of plans to meet every budget; view our plans and pricing here. It only takes a minute to sign up, and then you can being tracking tweets about any keyword, hashtag, or brand right away.
Measure your results.
Whether you’re reporting back to a client, sponsor, or boss, you’ll want to get a sense of how successful the Twitter party was. Some questions you might want answered:
- How many people participated?
- How many tweets were posted?
- How far did your hashtag reach (or, how many total people saw party tweets)?
- Who contributed the most?
- What topics were discussed? What topics were most important or most interesting to participants?
- What tweets or questions were retweeted or replied to the most?
- How can you improve for next time?
Some of these questions can be answered manually; sometimes there’s no substitute for reading through a complete manuscript of tweets to see what you can learn. Pay close attention to the ideas that are discussed for longer, that multiple people repeat, or that stand out for some reason. This is a great dataset, so get all you can from it.
Some questions will need a third-party tool to answer. oneforty has a comprehensive list of Twitter metrics tools. For example, this list is a good start. Depending on the stats you’re looking for, many of these tools will be faster and more accurate than if you try to calculate these numbers on your own. And of course, TweetReach can help you answer several of the above questions.
Photo credit: nhanusek