The Union Metrics Blog

Archive for April, 2011

New Tracker detail pages for hashtags, mentions and URLs

without comments

TweetReach Trackers (available through TweetReach Pro) now include detail reports for URLs, hashtags, and mentions. Click on any hashtag, username, or URL anywhere in a Tracker for more information.


When you click the magnifying glass icon next to a URL in a Tracker, you’ll be taken to a URL detail page that shows all tweets that include the URL. If that URL is a link, then you’ll also see historical click stats for that URL.


When you click on any mentioned username, you’ll be taken to a Twitterer detail page. On this page, you’ll see all tweets that person tweeted and all the tweets she or he was mentioned in this Tracker, as well as influence and share of voice information.


When you click on a hashtag anywhere in a Tracker, you’ll be taken to a detailed listing of all tweets using that hashtag.

Written by admin

April 30th, 2011 at 4:10 pm

Posted in Features

Tagged with

Tweeting goodbye to Michael Scott on The Office

without comments

Yesterday marked Steve Carell’s last episode portraying Michael Scott on The Office. Preliminary Nielsen ratings show last night’s episode of The Office earned a 4.1 rating and garnered more than 8 million viewers, making it one of the most-watched episodes of the season.

We tracked nearly 40,000 tweets about The Office and Michael Scott yesterday. These tweets reached a potential audience of more than 15 million people. During the east coast airing, tweets peaked around 1,100 a minute (compared to a peak of about 100 tweets per minute in last week’s episode).

Tweets about The Office on Thursday, April 28, 2011 (all times are displayed in PDT)

The big spike occurs in the hour of 6:00pm – 7:00pm PDT (9:00pm – 10:00pm EDT), when the episode aired in the Eastern and Central time zones. Approximately 80% of the U.S. population lives in these time zones, so a majority of the live domestic audience was watching during this hour. By comparison, the smaller spike at 9:00pm PDT included 2,546 tweets.

Tweets about Michael Scott and Steve Carell on Thursday, April 28, 2011

We separately tracked tweets specifically about Michael Scott (and/or Steve Carell), which saw a sustained high volume throughout the day. There were 35,460 total tweets yesterday, reaching a potential audience of 15.57 million. Most of these tweets were either quotes from Michael Scott (including 2,068 “that’s what she said” tweets) or fans talking about how they would miss Steve Carell on the show and how sad they were that he was leaving.

The most retweeted tweet came from @Lord_Voldemort7, which received 921 retweets and generated 1,166,149 impressions.

The tweet that generated the highest exposure was from @EW, which received 35 retweets and generated 2,045,163 impressions.

Overall, it was a pretty highly tweeted event, but not even close to some of the highest tweet volumes we’ve seen, even for a television event. For example, our friends at Mass Relevance tracked more than 4 million tweets about the British Royal Wedding last night. Of course, Steve Carell’s last episode on The Office doesn’t exactly compare to the international, once-in-a-generation pageantry of a royal wedding. Regardless, fans responded positively to Michael Scott’s farewell and seem optimistic about the future of The Office. Michael Scott left a big hole that won’t be easy to fill. That’s what she said.

Written by Jenn D

April 29th, 2011 at 2:48 pm

Posted in Trends

Tagged with ,

Already missing Steve Carell: Tracking tweets about The Office

with one comment

With Steve Carell’s final episode of The Office coming up later this week, we’ve been tracking tweets about the show to see what people are saying about Carell’s departure and the show’s future. (In case you haven’t noticed, we really love what Twitter can tell us about how people watch television and what they think about their favorite shows.)

As you might know, Steve Carell has played the character Michael Scott throughout the first seven seasons of The Office; Michael is one of the main characters on the show. Since Carell announced that he would leave the show this season, people have been talking about what will happen to the show without him. NBC has gone to great lengths to bring on a slew of guest stars for Carell’s final episodes, including celebrities like Will Ferrell, Jim Carrey, Will Arnett, James Spader and Ray Romano. This has led to all kinds of speculation about who will replace Carell and how his replacement will (or won’t) measure up.

Over the past week, we’ve tracked tens of thousands of tweets about the show. Many viewers are sad that Michael Scott will no longer be on The Office – seriously, more than 10% of all the tweets we’ve tracked about his departure include words like “cry”, “tears” and “sad”. But lots of fans are open-minded, even optimistic, about the show’s future. In fact, very few people have expressed a desire to stop watching after Steve Carell leaves; so far, less than 1% of all tweets about the show mentioned not watching The Office anymore after this season.

What do you think? Are you a fan of The Office? Will you continue to watch after Steve Carell leaves? We’re continuing to monitor these tweets, so we’ll post an in-depth analysis after Carell’s final episode airs on Thursday.

Written by Jenn D

April 26th, 2011 at 5:40 pm

Posted in Trends

Tagged with ,

One million TweetReach reports!

without comments

Wow, we just ran our 1,000,000th report! To say thank you for helping us reach this huge milestone, full reports are 50% off this week. Use code ONEMILLION to get a full TweetReach report for just $10.

To buy a full report, first run a quick free report for your search query, and then you’ll be given the chance to purchase a full report. Be sure you enter coupon code ONEMILLION to get your 50% discount. This code expires on Monday, May 2, 2011.

So thank you for running so many reports! We couldn’t have reached this milestone without you. Keep on running them and we’ll see how quickly we can get to 2,000,000. If you need help interpreting your report’s numbers, take a look at these TweetReach report guidelines. And try some of these advanced search operators for more targeted results.

As always, please let us know if you have any questions about TweetReach or the metrics in your reports.

Written by Jenn D

April 25th, 2011 at 10:27 pm

Posted in News

Tagged with ,

Track Twitter chats and generate transcripts with TweetReach

with one comment

Hosting a Twitter chat or Twitter party? TweetReach is a great way to:

  • Track chat participation
  • Measure reach
  • Generate transcripts
  • Determine most retweeted and highest exposure tweets

Our one-time reports are perfect for smaller Twitter chats. For $20, you’ll receive a PDF report of all tweets that include your hashtag, along with a set of summary metrics – the chat’s overall reach, total impressions generated, tweet volume, number of contributors and more. These one-time reports are limited to the most recent 1,500 tweets in the past five days.

If you host a weekly chat or are expecting a high volume of participation, try TweetReach Pro. Our Pro accounts include the TweetReach Tracker (pictured), which will monitor all tweets about your hashtag over time, with no limits on the number of tweets or the length of time. With the Tracker, you’ll have access to myriad in-depth metrics, including reach, volume, contributor influence and so much more. You’ll be able to compare trends over time, print PDF reports, and export your data to Excel.

Give it a try – run a quick report for free to see the most recent 50 tweets about a hashtag.

Written by Jenn D

April 21st, 2011 at 5:36 pm

Posted in Guides

Tagged with , ,

How to use advanced Twitter search queries

with 3 comments

Twitter supports a number of advanced search operators and filters that allow you to customize your search query and find exactly the tweets you’re looking for. Here are a few of our favorite Twitter search operators and how to use them (with tons of examples).

Find one keyword OR another

First, Twitter does not require an AND or + operator to search for multiple keywords. So don’t include them. Just type together multiple keywords into your query and Twitter will return tweets that include of those terms. For example:

social media metrics

However, sometimes you might want to find tweets that include one keyword or another keyword. Use the OR operator to separate those terms and your report will include tweets that mention one or the other.

metrics OR analytics

You can also chain together multiple keywords to create a more complex query. The OR operator will attach to the word that immediately precedes it, very much like order of operations in algebra. For example, the following query will find tweets that mention social media metrics or social media analytics, because the OR links to the metrics and analytics terms.

social media metrics OR analytics

@Username queries

There are several ways to learn more about the reach of tweets from a particular Twitter account, depending on the type of information you’re looking for.

  1. Tweets to, from and about an account - tweetreachapp
    Run a report for a username but do not include the @symbol.  This will return all mentions of that Twitter account (including retweets and replies), as well as all tweets from that Twitter account. This is the most comprehensive set of reach stats for a specific Twitter account.
  2. Tweets to and about an account – @tweetreachapp
    Run a report for a username and include the @symbol. This will return all mentions of an account, but not any tweets from that account. This report will let you know how many people are talking about a certain Twitter account, and the ways they’re talking about it (including all retweets, replies, and mentions).
  3. Tweets to an account – to:tweetreachapp
    Run a report using the to: operator and a username. Do not use the @ symbol. This report will return only direct replies to that account (where the username is the first word in the tweet). This reports is useful for learning more about how people talk to that account.
  4. Tweets from an account – from:tweetreachapp
    Run a report using the from: operator and a username. Do not use the @ symbol. This report will return only tweets from that account. This reports is useful for measuring the reach of an individual Twitter account, and for learning more about the kinds of tweets that account is posting.

Date filters

You can filter your search results to a particular time period by adding the since: and until: operators to your search query. Use these date filters to narrow down your results. And since you can access up to 1500 tweets per query, if you run a report for each day of a campaign using date filters, you can find more total tweets. For example:

social media since:2011-09-24

@mashable until:2011-09-26

You can use one or both filters in a query. These dates correspond to around 12:00 a.m. UTC, so since filter dates will include tweets from that date, but until filter dates will include tweets up until that date. And no matter what, snapshot reports can only go back about a week, so you still can’t use these filters to access tweets older than a week.


You can exclude certain keywords from your search by adding a minus sign (-) before the keyword. This will filter out all tweets that include that keyword. This is particularly useful if your company/brand/client/product has has a common name and want to exclude mentions of others with that name.

hilton -paris

And more…

These are some of our favorite filters and operators, but here’s the full list of advanced search operators if you’re interested in more. One word of advice – Twitter handles fairly simple queries really well, but tends to break with longer and more complex queries. We recommend that you only add in a few advanced operators per query and try to limit the total number of keywords and characters in a search query. Keep it under 5-8 words and 60 characters and you should be fine. And definitely run free TweetReach reports to test out your more complex queries and see what kinds of tweets they find.

If you ever have any questions about search queries and how to get exactly the data you need from Twitter, just ask us! We’re big Twitter search nerds and can help you figure out even the trickiest search queries.


Interested in learning more about TweetReach? Take a look at our website or contact our sales team for more.

Written by Jenn D

April 19th, 2011 at 3:14 pm

Posted in Guides,Help

Tagged with , ,

Take a tour of the TweetReach Tracker

with 2 comments

If you’re considering signing up for a TweetReach Pro account, take this quick tour to see some of the great Twitter analytics features available through the TweetReach Tracker.

Written by Jenn D

April 13th, 2011 at 6:42 pm

Posted in Features,Guides

Tagged with

Setting up a TweetReach Tracker

without comments

If you’re new to TweetReach Pro, check out this short video about how to get your first Tracker set up. And there’s more information about setting up a Tracker on our helpdesk.

Written by Jenn D

April 11th, 2011 at 6:50 pm

Posted in Guides,Help

Tagged with

TweetReach is hiring an inside sales rep! Want to work with us?

without comments

We’re hiring an inside sales rep! And what are we looking for in our ideal candidate? An energetic, persistent, and results-oriented person who can help us close deals.

The quantity of your experience is less important than the quality of your passion and enthusiasm for the work.  You must be comfortable talking to potential customers and selling them on our products. If you’re a top-notch communicator, then this is a great fit for you.

Our ideal candidate is professional but friendly, and ready to use email, phone, Twitter, or whatever else it takes to reach our customers (smoke signals? carrier pigeons? soup can telephones?). Ideally you’d be located in or near San Francisco or Austin, but we’re willing to consider candidates in other locations. After all, with tools like Skype and IM, distance just doesn’t mean what it used to.

Other considerations…

  • Love Twitter, Facebook and other social media? Perfect. Addicted to the internet? Even better.
  • Have a background in sales, marketing or communication? Excellent.
  • Like analytics and statistics? That’s a bonus!
  • Want to make a contribution on a small but fast growing team? Done.
  • Thrive in dynamic environments? Good, cause startups can get crazy.

This will be a fun and engaging position. No two days will be the same. You’ll have a real opportunity to make a big impact on our business. This job will be part-time at first, but there’s the potential to be full-time within a few months. Compensation is based on a draw on commission, with a guaranteed monthly base and no ceiling.

TweetReach is run by Union Metrics. We’re currently a team of four people in San Francisco and Austin, led by founders Hayes Davis and Jenn Deering Davis. TweetReach is two years old, funded through revenue, and people really seem to think we’re on to something – check out some of our recent press coverage.

More about TweetReach

TweetReach is the leader in earned media metrics, and provides in-depth Twitter analytics for agencies, in-house marketers, media producers, and event coordinators. Our customers range from PR firms and social media consultants to Fortune 500 companies, tech startups, even news and media organizations. We have hundreds of paying customers and run thousands of reports every day.

Our goals:

  • Translate complex calculations into simple, elegant results
  • Make sure every single customer is happy
  • Improve our tools every day
  • Develop the industry standard for measuring earned media KPIs

What’s it like to work with us? Well, like most every startup, we work hard and have been known to put in long hours. But, we also know how important breaks are (just one of the many important lessons we learned from The Shining). So we take time for celebratory happy hours, afternoon coffee, walks down to the Ferry Building, plenty of sarcasm, and even the occasional in-office Archer viewing.

So, want to be part of the TweetReach team? You can read the full Inside Sales job posting here. To apply, email Jenn (jenn at unionmetrics dot com) with your resume. We can’t wait to talk to you!

Written by Jenn D

April 6th, 2011 at 12:30 pm

Posted in News

Tagged with

New TweetReach Pro features – search and retweets

without comments

Exciting news! We just rolled out two awesome new features in TweetReach Pro: in-Tracker search and the ability to sort tweets by retweets.

In-Tracker search

Now you can search within a Tracker for tweets containing specific words or phrases. This is a great way to generate a precise list of certain subtopics or trends within your overall Tracker. To search, first click through to the listing of all tweets in that Tracker. The search box will be located in the top right corner of that page.

Try searching for:

  • Mentions of your competitors
  • Positive or negative sentiment words
  • Hashtags
  • URLs
  • Specific product, event, or person

You can also export the list of tweets that match your search query to a CSV file you can open in Excel or other spreadsheet software.

Sort tweets by most retweeted

You can now sort tweets in your Tracker by the most retweeted. This is in addition to sorting by recency and highest exposure. You can do this from a Tracker’s main page or on the tweet listing page. Just click that Most Retweeted Button at the top of the Tracker tweet listing. And don’t forget that you can see who retweeted a particular tweet by clicking the underlined retweet number under any retweeted tweet.

We’re very excited about these new features; we’ve been working really hard to make TweetReach Pro Trackers even more useful for you. Best of all, there are several more cool Pro additions coming in the next two weeks! We’ll keep you posted.

Written by admin

April 4th, 2011 at 1:56 pm

Posted in Features

Tagged with ,