The Union Metrics Blog

Archive for September, 2011

This Week in Social Analytics #18

without comments

Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Twitter Study Tracks When We Are :)
As reported in The New York Times, a new study by by sociologists at Cornell University and appearing in the journal Science analyzed messages posted by more than two million people in 84 countries suggests that our moods are driven in part by a shared underlying biological rhythm that transcends culture and environment. According to the study, people are more positive in the morning and evening and are most positive on the weekends, at least based on their tweets. What are the implications of this research on your Twitter campaigns?

The Real ROI of Social Media
On, Dan Schawbel talks to Jason Falls about some helpful tips on measuring ROI of social media.

The 6 Most Important Online Marketing Metrics Ever
In a guest post on the MarketingProfs blog, Jim Sterne of the Web Analytics Association outlines his view on the most important online marketing metrics — awareness, interest, engagement, sales, profits, advocacy. Refreshing in that these are real metrics that affect the business – no “vanity” numbers in that list.

Written by Dean Cruse

September 30th, 2011 at 4:00 pm

Which shows will be first to go into the fall TV dead pool?

with 4 comments

So far, 20 of this fall’s 25 new network shows have aired. We’ve been tracking tweets about all 25 shows for more than two weeks and today it’s time to check in with our data and see how the shows are doing. I’m going to take my first guesses at which new shows will be cancelled this season, based on a few of our standard quantitative TweetReach metrics. A few caveats before we begin, however…

First, since these shows premiered and air at different times, these initial metrics will be somewhat biased towards the shows that began the earliest in the season. In the next few weeks, this advantage will disappear, but for now, take these numbers with a grain or two of salt. Consider them directional indicators for now. And I’m not including stats for the five shows that haven’t aired at the time of posting. Second, different networks have different audience and revenue expectations from their shows. So just because one show has a smaller reach does not mean it’s less successful than a show with a larger reach on a different network or targeted to a different audience. Finally, this week’s predictions are based on numbers only – we’ll get into the more qualitative and content-based data next week. A terrible show can still generate nearly as much conversation on Twitter as a really good one, and we’ll sort out some of those distinctions in future posts.

So, on to the predictions! I’m going to try a few different models this week to get started. I’ll update these predictions next week when we have more data.

Cancel the lowest performing show on each network, based on reach:

  • ABC – Suburgatory* (14.1M)
  • CBS – A Gifted Man (3.0M)
  • CW – Ringer (6.0M)
  • FOX – Terra Nova (16.5M)
  • NBC – Free Agents (3.3M)

*ABC still has three shows yet to air, so any of them could take over the lead in this position. Also, Suburgatory premiered just last night, so it could easily catch up to its peers in the next week or two.

Cancel the overall lowest performers, based on tweet volume:

1. CW – H8R (1K tweets)
2. CBS – A Gifted Man (3K tweets)
3 (tie). CW – Ringer, NBC – Free Agents, NBC – Prime Suspect (5K tweets)
4. CBS – Unforgettable (6K tweets)
5. ABC – Suburgatory (8K tweets)

Cancel the shows with the fewest people talking about them, based on unique contributors:

1. CW – H8R (<1K)
2. CBS – A Gifted Man (2K)
3 (tie). CW – Ringer (3K), NBC – Free Agents (3K)
4. NBC – Prime Suspect (4K)
5. ABC – Suburgatory (6K)
6. NBC – Whitney (7K)

Based on these three lists, I’d consider A Gifted Man, Free Agents, and Ringer pretty sure bets for cancellation. They show up in all three categories. (I’m giving Suburgatory one more week before we count it out, since it just started yesterday and the others have had more time to generate conversation.) And it’s not looking good for H8R or Prime Suspect either.

Finally, since I’d hate to end this post without saying something about the shows that are doing well on Twitter, here’s a few stats about some of the top performing shows.

The top five shows that seem safe, based on highest reach: 

  1. X Factor (37.3M)
  2. New Girl (21.5M)
  3. Charlie’s Angels (19.6M)
  4. Revenge (17.3M)
  5. Terra Nova (16.5)**

**While Terra Nova is FOX’s lowest performing show so far (it’s competing against the X Factor and New Girl), it still has a higher reach than most of the other shows.

The top five shows that seem safe, based on unique contributors: 

  1. FOX – X Factor (73K)
  2. FOX – New Girl (40K)
  3. FOX – Terra Nova (37K)
  4. ABC – Revenge (26K)
  5. ABC – Pan Am (25K)

We just learned that FOX’s New Girl was picked up for a full season. Based on the tweets, that seems like a good choice. It’s also looking pretty good for NBC’s Up All Night, CW’s The Secret Circle and Hart of Dixie, and CBS’ 2 Broke Girls, but I wouldn’t count my predictive chickens before they hatch. We’ll see what the tweets can tell us after another week of these shows.

So, what do you think? Have you seen any of these shows? Do these lists ring true with your experience? Tell us which shows you think will be cancelled (or picked up) in the comments.

Until next week, happy watching!

Written by Jenn D

September 29th, 2011 at 5:46 pm

Posted in Trends

Tagged with , , ,

This Week in Social Analytics #17

without comments

Welcome back to This Week in Social Analytics, our continuing round-up of some of our favorite posts on social analytics, measurement, Twitter and other items that caught our eye over the past week. Enjoy, and please let us know what you think.

Measuring the value of a tweet
Bridget Carey writes about several brands using Twitter measurement to drive increases in business. Among the examples in the article is a great story of how Exposed PR, C&I Studios and their client IKEA ran a very creative promotion using an in-store “Catpture the Catalog” event to launch their 2012 Catalog. Winners were chosen based on Twitter measurements of impressions and reach. And, the traffic created by the event helped drive Saturday sales at the IKEA store to the highest level in a year.

Twitter Sharing Buttons Drive Sevenfold Increase in Tweet Links
MarketingProfs reports on a recent study by BrightEdge that shows that sites with Twitter sharing buttons are linked to on Twitter nearly seven times more often than sites that do not display tweet buttons. Still, only 53.6% of the largest 10,000 websites are displaying social sharing links or buttons on their homepages.

Digital Marketing and Measurement Model
From Avinash Kaushik, a great 5-step model for measuring the effectiveness of your digital marketing efforts.

Moneyball Will Put Web Analytics on the Map
Big fans of the book, we are definitely planning on checking out the new Moneyball movie. John Lovett believes it will help catapult analytics into the mainstream. Or at least help us explain what we do to our grandmothers!

Written by Dean Cruse

September 23rd, 2011 at 11:25 am

TweetReach case study: Exposed PR’s IKEA Capture the Catalog tournament

with 2 comments

Recently, TweetReach customer Exposed PR, along with C&I Studios, ran a very creative promotion with their client IKEA. We love to highlight interesting – and successful – PR campaigns, so read on for more about this cool promotion.

In July, Exposed PR and C&I Studios teamed up with IKEA to organize an in-store scavenger hunt with an online twist. Called Capture the Catalog, this promotion pitted 11 teams against each other in a scavenger hunt at the IKEA store in Sunrise, Florida, just outside Fort Lauderdale. Teams competed to complete a set of tasks in the store, and tweeted about their achievements as they went, trying to get as many retweets as possible. The teams were competing to see who could generate the most impressions on Twitter in 90 minutes. Exposed PR used TweetReach to track these tweets and measure each team’s impressions. They generated more than 8 million impressions in just an hour and half, reaching more than 700,000 unique Twitter accounts!

We talked to Sara Shake of Exposed PR, one of the creators of this promotion, to understand more about where this clever idea came from and how everything went.

First, tell us a little about the IKEA Capture the Catalog Tournament. What was the goal of this promotion?

The goal of the Ikea promotion was to launch their 2012 Catalog. As a company, Ikea has a few different times throughout the year that are extremely important, and their catalog launch is the biggest. We wanted a creative way to get the word out that didn’t include the typical Media Day festivities that they had done in the past.

How did you come up with the idea for this promotion?

I share my office with a company called C&I Studios. It’s not unusual for us at the end of the day to start speaking in terms of “What If.” Once we’ve completed all the work for the day, we always try to spend sometime just brainstorming without the limitations of the clients that we currently service. We don’t think about location or budget, we just bounce ideas until something sticks. We call these ideas our 5 O’Clock Miracles.

This idea came largely from my frequent frustration with traditional media… We (Joshua Miller from C&I Studios and I) thought there has to be a better way to get the word out, without the help of traditional media. Then we thought about how competition drives people. The original concept was Capture the Flag (which is where Capture the Catalog came from), but it evolved into a scavenger hunt. We knew we needed a forward-thinking brand to latch onto the idea…and this was just about the time that you started hearing about Ikea letting the cats loose in Sweden. We said “We need a brand like Ikea!” We were lucky enough to have one in the neighborhood, so we just called.

How did you decide who won?

The first-place winner was the team with the highest number of impressions of their unique hash tag during the 90-minute scavenger hunt.

What role did TweetReach play in this promotion?

TweetReach was instrumental in the Capture the Catalog tournament. We were able to set up a Tracker to live-track every team’s (there were 11) hashtag throughout the tournament. This way we were able to make announcements like, “So and so is in the lead with 350,000 impressions.” We also announced every time that we reached another million impressions of the combined hashtags. We took snapshot reports for each hashtag at the end of the tournament and that’s how we determined the winner.

What would you change for next time?

We would just find a way to make it bigger and better.

What went well? Was there anything you were particularly proud of?

We were really proud of the teams; they went all out. It was also an amazing experience to work with Ikea as a brand. They believed and bought into the vision, and took it to an entirely different level. From the graphics and signage they produced, to the staff that manned each clue, to the prize that they provided to our winners, it was totally refreshing to work with a brand that didn’t cut a single corner. They were exceptionally thoughtful down to the last detail.

What did IKEA think?

They loved it! In a Miami Herald article about the event, Chantal Nichtawitz, marking manager at Ikea Sunrise, said, “We were certain that the event drove traffic to the store. That Saturday we had one of the biggest Saturdays we’ve seen in over a calendar year.”

Do you have any recommendations or tips for someone running their own promotion or contest on Twitter?

The key is finding the right brand and participants.

You can follow Exposed PR, C&I Studios, and the IKEA Sunrise store on Twitter.

Written by Jenn D

September 20th, 2011 at 12:01 pm

Posted in Events,Trends

Tagged with , , , , ,

New fall TV shows – which ones won’t last?

with 5 comments

At TweetReach, we’ve tracked a lot of tweets about television, from special events like the Oscars, the Golden Globes and the Super Bowl, to regular weekly episodes of many of your favorite shows. That’s because we (and our customers) know that Twitter can tell us a lot about what an audience thinks about a show, from how much viewers tweet about a show, to when they tweet about it, to what they actually tweet about. There’s a lot we can learn about a TV program’s success just by analyzing the tweets about it.

So we thought it would be fun to track this fall’s 25 new shows on the five big broadcast networks (ABC, CBS, CW, FOX, NBC) to see what Twitter thinks about them. But we’re not content to just rank Twitter’s favorite shows. Oh no. Inspired by the New York Times’ Fall TV Season Ratings Pool and based on Twitter chatter, we’re going to predict what new fall shows will be canceled.

Want to play along? Leave your predictions in the comments. Which new shows do you think will be canceled? Or, even better, which new shows do you wish they’d cancel?

We’ll be posting throughout the fall with our updates, predictions and conclusions (and maybe we’ll even feature some special guests along the way!). For reference, here’s a list of the new fall shows, ordered by network.


  • Charlie’s Angels
  • Last Man Standing
  • Man Up
  • Once Upon a Time
  • Pan Am
  • Revenge
  • Suburgatory


  • 2 Broke Girls
  • A Gifted Man
  • How to Be a Gentleman
  • Person of Internet
  • Unforgettable


  • H8R
  • Hart of Dixie
  • Ringer
  • The Secret Circle


  • New Girl
  • Terra Nova
  • X Factor


  • Free Agents
  • Grimm
  • Prime Suspect
  • The Playboy Club
  • Up All Night
  • Whitney

Written by Jenn D

September 19th, 2011 at 6:13 pm

Posted in Trends

Tagged with , , ,

This Week in Social Analytics #16

without comments

Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

“Demystifying” the Formula for Social Media ROI (Spoiler: There Isn’t One)
Our good friend Tim Wilson at Resource Interactive takes on the topic of social media ROI by looking at John Lovett’s recent book Social Media Metrics Secrets and Eric Peterson’s recent post about The Myth of the “Data-Driven Business” and concludes that “there is no silver bullet for calculating social media ROI”.

How to Use Social Media to Predict Marketing Trends
David Amerland writes about how social media conversation and reaction can be and is being used to predict everything from media event outcomes to political revolutions and stock market performance. Marketers can use many of the same analytics tools to not only measure success, but to fine-tune campaigns, leverage sentiment, predict trends, and better position their offerings.

Nielsen’s Social Media Report Q3-11
Nielsen’s new State of the Media: The Social Media Report looks at trends and consumption patterns across social media platforms in the U.S. and other major markets and provides insights on exactly how social media influences online and offlilne consumer behavior.

Infographic: The ROI of Social Media
The folks at MDG Advertising put together this infographic that aims to clear up the confusion in measuring ROI of social media efforts by outlining the objectives, benefits and factors that affect the success of social media marketing.

Conversions: Whose Job Is It Anyway?
Bryan Eisenberg asks: Who owns conversions in your organization? With many companies’ online marketing efforts, there are many people responsible for driving traffic but virtually no one responsible for converting that traffic into revenue. As social media channels further fragment online traffic, companies must not ignore conversions.

Written by Dean Cruse

September 16th, 2011 at 12:00 pm

Announcing free TweetReach accounts!

with one comment

Big news! We’re throwing open our doors at TweetReach and now everyone can sign up for a
free TweetReach account.

Interested? Skip the rest of this blog post and sign up here. Or read on for more about what’s included in a free TweetReach account.

Every day visitors to run thousands of our free snapshot reports. We wanted to make this experience easier and more useful for those users. So today, we’re very excited to unveil our brand new free TweetReach accounts! Now you can save all of your free and full reports to a report archive, and access, print and export your reports at any time.

With a TweetReach account, you can:

  • Save an unlimited number of quick snapshot reports to My Reports archive
  • Access all of your purchased full snapshot reports, along with your purchase history
  • Quickly find past reports for further analysis
  • Share reports with colleagues and clients
  • Get the latest tweets for any query with one click
  • Download PDF and Excel versions of reports

Our new free accounts are perfect for anyone who wants to bookmark and download their snapshot reports, but doesn’t need the real-time, unlimited tracking and in-depth analytics available through a TweetReach Pro subscription.

Save unlimited reports to your My Reports archive for access anytime later.

In addition to bookmarking a report, you can download a PDF version, export it for analysis in Excel, print it, tweet it, post it to Facebook, and get the latest tweets for your search query.

So, what are you waiting for? You can sign up for a TweetReach account here. Did we mention it’s free? And if you like old school press releases, read ours here.

Written by Jenn D

September 15th, 2011 at 4:30 am

Posted in News

Tagged with , ,

New hashtag and URL analysis in TweetReach Trackers

without 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.

Written by Jenn D

September 12th, 2011 at 7:03 pm

Posted in Features,News

Tagged with , , ,

This Week in Social Analytics #15

without comments

Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from the week in the world of measurement, analytics and social media. Enjoy!

You just shared a link. How long will people pay attention?
According to an analysis of 1000 links, the half life of a link on Twitter — the amount of time a link will receive half of the clicks it will ever receive after its reached its peak — is 2.8 hours. Facebook links are marginally better at 3.2 hours. To deal with this, some sites such as Search Engine Land have moved to doing “second chance tweets”, retweeting the same link a few hours after the original, and are seeing about 50% more traffic from Twitter on these tweets as from the original ones.

The Myth of the “Data-Driven” Business
Eric Peterson at Web Analytics Demystified wonders if over-analysis and automated decision making from data will cause “data-driven” organizations to be doomed to fail. Should businesses be “informed” by data rather than “driven” by it, or is all of this just a semantics argument?

Social Media Metrics: How Am I Doing?
Heidi Cohen presents a simple, but powerful outline that ties business goals to the related social media metrics and provides some tips on how to measure results.

Written by Dean Cruse

September 9th, 2011 at 4:19 pm

This Week in Social Analytics #14

with one comment

Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

What’s the R.O.I.? A Framework for Social Analytics
Brian Solis asks whether “what’s the ROI of social media” is the right question at all. True return requires understanding more than just financial investment. He reviews Susan Etlinger’s research on “A Framework for Social Analytics” and argues that the opportunities for establishing the ROI of social media involve understanding the relationship between business objectives and social media tactics.

33% of B2B Marketers Don’t Measure Marketing ROI
Yes, you read that correctly. Pamela Vaughan at Hubspot writes about how recent research from Lenskold and the Pedowitz Group shows that a third of marketers don’t measure the ROI of their efforts, and only one in three actually report measurements they do make to senior management. In order for marketers to continue to secure budget for initiatives, including social media, they shouldn’t undermine their efforts by not reporting the results, or even worse, failing to measure at all.

The Case for Social Media Analytics Standards
In a recent chat with Beth Shultz at All Analytics and others, Marshall Sponder discusses the benefits of a standardization effort for social media analytics and suggests that “a standard and automated framework for mining data from social sites for business intelligence purposes” would be of benefit to all and help the social analytics industry mature.

15 Case Studies to Get Your Client On Board With Social Media
On the Mashable blog, Jonathan Rick suggests that marketers should explain the value of social media to potential clients by giving concrete examples of the interaction it can enable. He illustrates his point with several great case studies of how companies are using and measuring their social media efforts.

Written by Dean Cruse

September 2nd, 2011 at 3:57 pm