Archive for the ‘tweetreach pro’ tag
This post was written by Union Metrics CEO and Founder Hayes Davis.
We started TweetReach in 2009 with a simple idea: to provide a simple report that showed people the reach of tweets about any topic. Since that time, we’ve grown far beyond that simple reach report and added comprehensive tracking, as well as many other metrics and insights. But reach is still something we care a great deal about, so I wanted to tell you about some changes we’re making to the algorithm we use to calculate reach.
This is a long post, so here’s the executive summary:
- We’ve built a new and extremely robust model for calculating reach that will replace our current algorithm.
- Historical reach data won’t change, and newly calculated reach will change only slightly in most cases relative to historical trends.
- This new algorithm allows us to increase our data limits across all TweetReach Pro plans.
- These changes go into effect next week.
For those of you who are interested in learning more about how we built our new algorithm, read on.
Setting the stage
Reach is a complex metric with many definitions across vendors and industries, so let me explain how we think about reach on Twitter. For us, reach is the total number of unique Twitter accounts that received at least one tweet about a topic in some period. Knowing this helps you understand how broadly your message is being distributed on Twitter.
For most of our existence we’ve measured reach by using Twitter’s API to determine the actual Twitter IDs of users who received tweets about a topic. From that copious raw data, we then applied a dose of math and lots of computational horsepower to derive our reach measurement. While this brute force method produces a very reasonable estimate for reach, it has some serious drawbacks in terms of meeting the needs of our customers. It slows down our reporting for customers pulling data on ad-hoc periods and – while our data limits are generous relative to our competitors – it meant we had to place stricter data limits than we wanted on our TweetReach Pro plans.
In addition to these increasingly frustrating drawbacks, Twitter has announced a major set of technical changes to their API. Included in those changes are additional restrictions on the API calls we make to determine the raw data we use in our reach calculation. So instead of working around those API limits and continuing with our brute force approach, we decided it was time to get smarter.
Investigating the data
At TweetReach, one thing we have is data – lots and lots of data. This means that we have an extraordinarily large archive of information about how campaigns work on Twitter, which goes back years and is unique to us. From these data and our experience, we know that the reach of a Twitter campaign is essentially a function of the number of unique contributors (users tweeting), how large their follower bases are, and the overall number of tweets. The question is: What are the mathematical parameters of that function?
We started our investigation by looking at what we call the “potential reach” of any conversation on Twitter. This is the maximum possible reach of any conversation if all people who tweet about a topic have no followers in common. While it provides an upper bound on reach, it’s obviously flawed; the assumption that no one has followers in common just doesn’t make common sense. It is, however, a good starting point, so we put it in a scatter plot to at least see if there was a relationship between potential reach and actual reach:
The way this graph turns upward at the end shows us there’s not a clear linear relationship in this data, but there might be if we plotted this on a log-log graph.
There is a nice positive linear correlation after all. However, there are also some pretty absurd numbers. In fact, some of those “up and to the right” data points in the first graph show a potential reach above 2 billion (nearly 30% of the world’s population and more than 8x Twitter’s 250 million monthly active users). As it turns out, this is what many in our industry call “reach”. But we knew we could do better.
Armed with the notion that potential reach had some value, we set out to combine that with other data to build an algorithm that could predict reach. We experimented with many different approaches that we applied to tens of thousands of data points derived from real Twitter campaigns. And after many iterations, we’ve developed an extremely robust model that explains 99.51% of the variance in reach on a Twitter campaign.
Below is another scatter plot (with a trendline) that shows our reach prediction model applied to a test data set.
The data have a nearly 1:1 positive linear correlation, and there are no crazy outliers. This means we can predict an accurate reach with an extremely high degree of confidence without having to resort to brute-force methods.
What does this mean for our customers?
For the vast majority of our customers there will be very little noticeable impact to reach. Most of you won’t see any change at all. But a few of you will see some small changes. We will not be altering our reach calculations for historical periods, so some of you may notice your future reach increase or decrease slightly when compared to historical levels. And since no model is absolutely perfect, a small set of customers may see somewhat larger increases in reach for certain campaigns. If you have any questions at all about a change in your reach, don’t hesitate to contact our support team and we’ll be happy to take a look!
But best of all, these changes bring some significant benefits to our TweetReach Pro subscribers. The first benefit is that viewing ad-hoc periods within a TweetReach Tracker will now be much faster than before. The second, much more exciting benefit, is that we’re now able to increase our data limits for TweetReach Pro plans.
We’ll be rolling these changes out next week and we’ll be communicating with you along the way. We’re extremely excited to share the results of this work with you – our customers! If you have any questions, please let us know.
Much like the double-tap method is essential for zombie eradication, double- and triple-checking your Tracker queries is essential to success with your TweetReach Pro Trackers. Be sure you aren’t making any of the following common mistakes with your Tracker setup, and you’ll get the best results possible with your Tracker.
Mistake #1: Not making the tweets you send from your own Twitter account easily trackable.
- Put your hashtag toward the beginning of your campaign tweets. If you put it toward the end, it could get cut off in subsequent retweets. Also be sure you keep your campaign tweets to a shorter, shareable length; the “perfect tweet length appears to be around 100 characters”, according to a study by TrackSocial.
- If you begin a tweet with someone’s Twitter handle – for example, @tweetreachapp – only that account and anyone who follows both of you will see it. Be sure to add a period or other text to the beginning of the tweet if you want to gain the largest impression possible: “.@tweetreachapp is a great tool”. You can read more about @replies and impressions on our helpdesk. The bottom line: if you want to track a tweet and get the most data about it possible, don’t start it with a Twitter handle.
Mistake #2: Small errors in your Tracker queries can keep you from getting the data you need.
- Make sure you’ve set up the right search terms in your Tracker. For example, banana won’t capture tweets including the word bananas. And #banana will only find uses of the hashtag, but not general uses of the word banana. Add multiple queries if you need to (banana, bananas, #banana AND #bananas).
- Make sure you spell your search terms correctly. It seems basic, but checking on this will save you from missing data. Also keep be sure to add queries to include accented characters and punctuation, as well as alternative spellings. For example: “shop ‘til you drop” and “shop til you drop”, or dakar perú and dakar peru.
- Make sure you’re using the right form of your hashtag, or search for multiple hashtags if appropriate. Likewise, make sure the tweets you’re sending out have the correct hashtag, and do what you can to communicate the official version to participants. Sometimes, you may need to adapt and track audience-generated hashtags; the official form doesn’t always get the use you’re expecting.
We know you’ve got different needs and different budgets, even on different days. That’s why we offer a range of TweetReach products to help you get the best return on your Twitter investment– and we’re here to help you figure out which tool to use.
A Tracker is best when:
Your topic is going to pull in a lot of tweets.
If you’re running a conference or other major event or tracking any large or popular topic where you’re anticipating a large volume of tweets to be generated, set up a Tracker beforehand to be sure you don’t miss any tweets. Snapshot reports are limited to 1500 tweets, but Trackers don’t have those limits and will capture all the tweets about your topic or event.
The best part? All tweets collected by a Tracker are archived for as long as you have a TweetReach Pro subscription, so you can drill into your data to find out how customers are interacting with your brand and/or campaign over the entire time you’ve been tracking. This is a great way to discover brand advocates, industry influencers, and see trends develop over time.
You want to track what everyone is saying during your campaign or event.
This is what Trackers were made for; with Trackers you can monitor and analyze unlimited tweets in real time, as the tweets are posted to Twitter. Each Tracker allows you to monitor up to 15 queries about your topic, which can include hashtags, a key industry phrase, and more. This will allow you to keep track of who is saying what about your event – enabling you to handle any issues as they emerge – and gives you a wealth of data to study later. You’ll be able to recognize key contributors and influencers, and plan better for your next big event. With a Tracker set up you won’t have to worry about pulling reports at different intervals to get the information you need. It will be automatically collected for you, just waiting to be analyzed.
Keep in mind that Trackers are only available through a TweetReach Pro subscription.
Historical analytics are best when:
You want to compare a current campaign to one you ran last year, or a few years ago.
With the addition of our premium historical analytics, you can now compare current campaigns to those of the past (your own or your competitors’). For the first time we have the ability to reach all the way back to tweets posted at the very beginning of Twitter in March of 2006.
Twitter isn’t just about real-time anymore: now the entirety of Twitter history is available to be analyzed and studied.
You want to research past tweets.
Research the after effects of Twitter emergencies, PR disasters, recurring events (conferences, holidays, etc), past feelings around a certain event or topic compared to now– and more. You can research how a past event or campaigned performed even if you didn’t have real-time tracking setup then. You can compare year-over-year campaign performance before you plan your next big campaign. Having that kind of information to back up the ideas you pitch to your company or client is huge, and TweetReach historical analytics makes it possible.
We’ve recently launched our historical analytics product, and we’re incredibly excited about its implications.
Want to travel back in Twitter time with historical analytics? Read more details and get a quote.
A snapshot report is best when:
You need something fast, and free.
We understand that not every marketing team has a large budget for analytics, and not every business has a marketing team in the first place. For this reason, we offer a free snapshot report that gives you an idea of the reach of your hashtag, account, tweet or any other keyword-based topic.
Hint: you can archive (with a free TweetReach account), or print and save these reports to keep a simple record of how your company or campaign is doing on Twitter. And it costs you nothing.
You want a general idea of how tweets are spreading right now.
Search for any current hashtag, username, key phrase from a tweet, or any keyword, and our snapshot report will measure the extent of your reach, exposure, the most popular tweets, and the biggest contributors to your topic. We have two versions of our snapshot report: the quick snapshot report is free, and will include up to 50 tweets. Want more? A full snapshot report is available to anyone- no subscription or account required- and includes up to 1500 tweets for just $20. With a TweetReach Pro subscription you’ll have access to bundles of free and full snapshot reports.
Keep in mind these only provide a snapshot of recent tweets. If you want to look at what was happening yesterday or a year ago, you need our premium Historical Analytics, which are available separately.
Got any questions we missed?
Check out our help forums or drop us a line. We’re here to help!
We’re so excited to unveil our brand new TweetReach Pro dashboard!
The new dashboard allows you to quickly find overall stats for your account, compare metrics across Trackers, explore how your Trackers have been performing over the past 30 days, review recently run snapshot reports, and so much more. Plus, it looks better than ever…
A few things you can do with the new dashboard:
- Surface Tracker stats for our four main metrics in the graph
- Review Tracker stats for any day in the past month
- Reorder your Trackers
- Select and deselect Trackers to display in graph
- Set up new Trackers
- Drill into and edit existing Trackers
- Explore recently-run snapshot reports
- Run new snapshot reports
- View overall account stats, including total all-time tweets analyzed and the number of active Trackers, snapshot reports and account users
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!
We’re happy to announce a new TweetReach Pro plan level for our larger enterprise, agency and media customers – TweetReach Pro Ultimate! This plan level is perfect for anyone managing multiple products, clients or accounts.
Our most comprehensive and personalized plan level, TweetReach Pro Ultimate comes with:
- 50 Trackers
- Access to TweetReach Back, our 30-day complete historical archive
- A dedicated account manager to help you get exactly the data you need
- Unlimited snapshot reports
- Unlimited users and projects
- API access
With 50 Trackers in your account, Ultimate subscribers will be able to monitor tweets about all of your campaigns, clients, products and events, in real time. Each Tracker can monitor unlimited tweets about your topic, including up to 20 distinct search queries to be sure we’re finding all relevant tweets.
TweetReach Back is our new historical analytics option. If you missed an important event or weren’t able to set up a Tracker before campaign tweets went out, we can go back up to 30 days and analyze all tweets about your topic. This is a more comprehensive option than our simple snapshot report, with no tweet limits and in-depth metrics like you see in a Tracker. Ultimate subscribers have access to up to 24 hours of TweetReachBack analysis each month.
A dedicated account manager will be available to answer all of your questions, from setting up tweet tracking, to interpreting metrics, to helping you improve next time.
We’re excited to announce a new feature for TweetReach Pro subscribers – projects! Projects enable account holders to selectively share Trackers with their clients and colleagues, support multiple campaigns with one Pro subscription, and easily manage multiple users’ access.
You can use projects to:
- Group related Trackers and snapshot reports together
- Share select Trackers with clients or colleagues
- Manage user access and permissions
- Create guest access for one or more Trackers
Today, we’re happy to announce general availability of the TweetReach API. For those of you who participated in the beta – thanks for your input and feedback! Available now for TweetReach Pro subscribers at the Plus, Premium, and Max levels (and to those of you who participated in the beta), the TweetReach API provides read-only programmatic access to TweetReach Tracker metrics.
So what does this mean for you? It means you can automate the process of importing TweetReach data into your periodic reporting or easily connect TweetReach to your other internal systems. We know that many of our customers have analysts but may not have full-time developers on staff. Don’t worry, we’ve designed our API to be easy to use from tools like Excel Web Queries so your team can pull TweetReach data directly into your Excel-based reports. However, if you do have a developer, we think you’ll appreciate the RESTful simplicity and choice of XML or JSON responses that make our API easy to use from any programming environment.
So what can you do with the TweetReach API?
- Get a list of all Trackers that have been configured in your TweetReach Pro account along with their summary reach, exposure, activity and contributors metrics.
- Get data about a specific Tracker. This can be used to provide a summary rollup of reach, exposure, activity and contributor metrics or a trend rollup by day, week or month.
- Get a list of all contributors within a Tracker including their exposure, activity, retweets, retweet rate, total exposure and amplification multiplier metrics.
If you’re ready to get started, check out our API Documentation for everything you need to get going. And, as always, we’d love to hear your feedback!
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.
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.