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Taking advantage of the free 50-tweet TweetReach report

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Every day, thousands of people run a free snapshot report at tweetreach.com. These free snapshot reports analyze up to 50 tweets from the past 3-7 days about any topic. You can search for a keyword, hashtag, URL, username, brand or product name, or any combination of those. You can even filter your results to a specific date or use other advanced search operators. You’ll get a full analysis of those 50 tweets, including metrics about reach, exposure, and contributors and some pretty charts like this one here.

Interpreting Your Results

When interpreting your results, it’s important to remember that the free report shows only the most recent 50 tweets for a search term. So the report you run right now could look very different than the report you ran yesterday, or even an hour ago. Even so, after time, you can start to get a pretty good sense of what kinds of numbers are appropriate for your particular search term. Here are some guidelines for how to interpret your 50-tweet report. We also have a detailed explanation of how to interpret a full 1,500-tweet report.

Exposure

In a 50-tweet report, the overall exposure could be anywhere from a few thousand to a hundred thousand.  On average, a free report will generate somewhere between 20,000 and 50,000 impressions. If your exposure is more than 50,000 in a 50-tweet report, that’s generally good – your message is spreading. Exposure is our count of total impressions generated by a search term.

Reach

For 50 tweets, reach will likely fall between 1,000 and 100,000. The reach number represents the total number of unique Twitter accounts that tweets about the search query were delivered to – it’s a measure of your potential audience. So, if in 50 tweets, your search term only reached a few thousand people, that’s pretty low. Are most of the tweets @ replies? Are many of the tweets posted by the same person or few people? On average, a 50-tweet report will reach somewhere between 10,000 and 30,000 people. If your reach is more than 30,000 in a 50-tweet report, that’s great. That likely means one or more well-connected people have tweeted about your topic and a wide variety of different people are tweeting.

Reach:Exposure Ratio

If you divide your exposure number by your reach number, you’ll end up with your reach:exposure ratio, which will fall between 0 and 1. There’s a in-depth discussion of the reach:exposure ratio here, but basically, you want to aim for something 0.2 or higher, with most reports falling between 0.2 and 0.6. The closer this number is to 1.0, the more distinct and separate contributors are represented in this report. That means a variety of people from all over Twitter – each with their own unique set of followers – are tweeting about this topic.

Contributors

Sometimes, a 50-tweet report will include tweets from 50 different people. That’s actually pretty rare; generally, most 50-tweet reports include tweets from 25-45 people. If the number of unique contributors is lower than 20, then one or more people are tweeting repeatedly about your term. Is this something you should be concerned about? It will depend on your situation, so look closely at the top contributors. Is someone spamming his/her followers about this topic?

Tweets

If your search term hasn’t generated 50 tweets in the past few days (i.e., if the free report returns fewer than 50 tweets), why? If you ran a report that only looked for tweets from a specific Twitter account (from:username), then that probably won’t have 50 full tweets in it. But most other terms should get to 50 tweets in a week. What can you do to get more people talking about this topic? Start thinking about what you can do to increase the conversation around this topic.

Report Ideas

You can actually learn a lot about a topic in just 50 tweets. Here are some ideas for how you can use the free report to help measure your impact and get more out of Twitter.

Track your numbers over time. Run a report for your brand or company every morning. Are your metrics growing? Who are your biggest advocates? What can you do to improve these numbers?

Monitor your competitors. Run a report every week for each of your competitors. Enter their stats in a spreadsheet. Use these baseline numbers as a guide to see how you stand up to the competition over time.

Count retweets. The query from:username OR “RT @username” will return tweets from and retweets of a particular Twitter account. It’s a great way to see the reach of your recent tweets and how many retweets you’re generating.

Find new blogs. Search for important keywords for your company or industry and add filter:links to your query. This will return only tweets with links in them, and could lead you to some new reading material.

Watch news spread. Enter a URL or short quote from a press release or blog post you just published. Run a report once an hour to see how the article is spreading around Twitter.

So, what are you waiting for? Give it a try and see how your numbers stack up! It’s totally free to run a 50-tweet report and you we won’t ask you to log in or give us your email address. And if you want more than 50 tweets, you can always buy the full report for your search query, which will include up to 1,500 tweets from the past few days .

Written by Jenn D

February 23rd, 2011 at 3:42 pm

Posted in Guides

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What’s your reach:exposure ratio?

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No matter the size of your TweetReach report, the report’s reach to exposure ratio (R:E) can tell you a lot about the impact of your tweets. Whether you’ve measured 50 tweets or 50,000 tweets, you can use the ratio of reach to exposure to understand something about how those tweets have spread.

The reach:exposure ratio* represents the depth of penetration of tweets about a topic. A lower R:E suggests that people are seeing tweets about a topic over and over, while higher R:E numbers suggest broad but shallow penetration of that topic. However, a higher R:E does not always indicate success. Depending on the type of tweets you’re measuring and your goals with those tweets, bigger is not always better.

Low R:E = 0.0-0.19

A low reach:exposure number (anything 0.19 or lower) suggests a large percentage of contributors are tweeting multiple times about the hashtag or keyword you’ve measured, which means the message is limited in scope and is not spreading far beyond those people’s followers. A number of people are receiving many tweets about this term.

Low ratios are fine in many cases, however. For example, regional issues and local news events, conferences, and Twitter chats, parties and contests are likely to fall in this range. And that’s perfectly reasonable for these types of events; they’re relevant to a smaller or localized audience and that’s who will see it.

If you’re aiming for a larger or more diverse audience, then start thinking of ways to get tweets about your topic out to a wider audience. What can you do to encourage more (and different) people to tweet? You should also be concerned if your R:E ratio is below 0.05. That suggests that someone is tweeting a lot about your keyword, to the point of being spammy.

Average R:E = 0.2-0.59

An moderate or normal ratio will be anywhere between 0.2 and 0.59. This suggests a normal distribution of tweets, retweets, and amplification. In this case, some people are tweeting multiple times, some influencers are tweeting to lots of followers, and most people are tweeting once or twice to their smaller set of followers. Most people will receive 2-5 tweets about your message.

Many general brand mentions and large product launches or announcements (Verizon iPhone, Chevy Volt) will fall in this range. Larger media events with a wide, popular appeal (like the Academy Awards and Super Bowl) will fall in this range, as well.

High R:E = 0.6-0.99

The closer this reach:exposure number gets to 1, the more different contributors are represented in this report. Ratios of 0.6 or higher indicate that a wide variety of different people are tweeting to a number of diverse followers, spreading the message far and wide. Most people are not seeing more than one or two tweets about the hashtag or keyword. This is ideal if you want a large amplification of your message.

Twitter trends and popular hashtag memes (#LessAmbitiousMovies, #FollowFriday), significant national or international news events, and very big-name products and brands will fall in this range.

Depending on how many contributors and tweets you measured, high ratios could be somewhat misleading. If your report includes just a few hundred tweets and you have a R:E ratio of 0.8, then one or two people with large followings can account for a great deal of this ratio. The smaller the dataset, the larger the impact a few people can have on the R:E ratio.

You should also be concerned if this number is higher than 0.85 or so (which is incredibly rare). This indicates that most people only received one tweet about this message, which might not bode well for retention. How likely are people to remember something if they only read about it once? And if only one tweet about a topic is delivered to a person’s Twitter client, it’s very possible that person did not even see it at all.

*To calculate the reach:exposure ratio, the formula is reach divided by exposure. You should get a number between 0 and 1 (if it’s higher than 1, then you probably used exposure divided by reach). For example, a recent report reached 147,425 people and had an exposure of 763,506 impressions. The R:E ratio is 147,425 / 763,506 = 0.19.

Note: We’ve written up a comprehensive set of full report benchmarks if you want more info about other metrics besides R:E.

Photo credit: Loud Speaker by paparatti.

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Written by admin

January 21st, 2011 at 4:50 pm

Posted in Guides

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