Archive for the ‘Features’ Category
The Twitter archive is a powerful and vast source of useful data for brands and marketers. It comprises hundreds of billion of tweets from nearly ten years of Twitter activity. And it’s now easier than ever to mine that data to help inform real business decisions using the power of the full Twitter archive.
At Union Metrics, we’ve recently developed a whole new way to access the Twitter archive with Union Metrics Echo. Echo provides instant access to tweets and tweet counts from the full archive. Using Echo, we’ve compiled a set of interesting brand stories based on historical data pulled directly from the Twitter archive. These stories feature a variety of brands and verticals, including Volkswagen, Apple, the NFL, The Walking Dead and more. They highlight some of the more interesting use cases made possible with access to this data, from crisis communication, product launches, engaging TV audiences and learning from shoppers on Black Friday.
There are so many ways to tap into the immense trove of data available in the Twitter archive. Download our whitepaper to see how.
This article, written by our Editor-in-Chief Jenn Deering Davis, was originally published on AdWeek’s SocialTimes.
After almost ten years, Twitter has become the pulse of the planet. Users post more than 6,500 new Tweets every second, sharing information about everything, from the mundane to the world-changing. While some might be worried about Twitter’s growth slowing down, it’s just as important as ever to digital marketers. In fact, Twitter is a core ingredient in a successful multi-channel social media strategy and there are a number of ways brands can take advantage of this rich resource to improve their social programs.
Why the Twitter archive matters
Twitter owns the moment. It’s where news breaks, reactions happen and opinions form, all in real time. Since 2006, those moments have multiplied into an archive of hundreds of billions of Tweets, an incredible record of the world’s response to events – big and small.
This record comprises one of the world’s richest social data sources – a vast archive of hundreds of billions of Tweets. The good news for all of us is that this archive is both robust and accessible. Because of the work Twitter and Gnip have done to maintain data integrity over time, brands can reliably access Tweets from any time in Twitter’s history, either through Twitter/Gnip or through a third party partner, depending on what they need. And it’s not just their own Tweets either – the Twitter data archive is full-fidelity and open to the world.
The data in the Twitter archive is perfect for research. Brands can use this data treasure trove to understand how customers talk about their products and their competitors, how people reacted to news, what features customers like or don’t like, how a past campaign performed and so much more.
And it turns out this data can be useful for purposes well beyond Twitter itself. You can use Twitter data to inform a campaign you’re planning on Facebook or Instagram. Find out what worked before, what didn’t work, what you can improve. Learn how people share content from other networks on Twitter, or how they react to information they’ve seen elsewhere. People turn to Twitter to complain about Facebook being down, discuss a new Snapchat feature, or share a new YouTube video. You can learn a great deal from these conversations and then use that insight to inform your social strategy both on Twitter and off.
How brands can use the Twitter archive
So what can you, as a brand marketer, actually do with the Twitter archive? How can you tap into this resource to improve your campaigns? There are a number of quick and simple ways you can use Twitter data to help your social strategy, but I would encourage you to think beyond the obvious to try to find some higher-growing fruit to munch on. Here are a few ideas.
Tap into the zeitgeist. Identify major trends you want to be involved in (or discover those you don’t). Use Twitter data to see what a trend is really about, the kinds of content others are posting, and whether it makes sense for you to participate. Generally, the kinds of things you see on Twitter will reflect the conversation in other channels, so if people are badmouthing or posting negative content about something on Twitter, that’s probably what they’re doing on Facebook or Tumblr, as well.
Become a social ethnographer. Spend some time observing the people and culture around a topic important to your brand. Study how people talk about that topic, the kinds of language and hashtags they use, the sorts of media they share. Before you ever post something targeted toward a new community, get to know that community and how they interact with each other. You can extend this knowledge beyond Twitter; the photography community on Instagram likely cares about the same kinds of content as the photography community on Twitter. In fact, it’s probably a lot of the same people.
Focus on the delta. Move beyond simple volume counts as your go-to metric. Instead, look for changes in volumes to better illustrate increases or decreases in interest in a topic over time. Drill into the Tweets to learn how content has changed for a particular topic. You can even pinpoint key inflection points by identifying acceleration or deceleration in a conversation. When does the conversation shift and why?
Control crisis communication. If the worst should happen and you find yourself dealing with a brand crisis, turn to Twitter first to understand the extent of the conversation about the crisis. In fact, you might even discover the crisis on Twitter before it pops up on other channels. Either way, Twitter will help you learn what people are talking about, as well as the size of the crisis, and prepare you to respond accordingly across channels. Even better, you can use Twitter data to be proactive before the next crisis hits. Study past crises, whether they’re yours or a competitor’s, to learn how news spread, how stakeholders reacted and what messages resonated. Update your crisis communication plan based on what you learn.
Research the competition. See what people say about your competitors. Compare share of voice and see how you measure up. But more importantly, what kinds of things are people saying about your competitors? What you can learn from these conversations to inform your social media content? And beyond that, pay attention to what your competitors doing on Twitter – successfully or unsuccessfully – that you can use to inform your own approach, on Twitter and beyond.
Learn from the past. Look at Tweets about evergreen events that happen regularly, like sporting events, conferences and ceremonies. Learn from past events to plan for future ones. Pay particular attention to questions and suggestions from event participants to find areas you can improve on next time. Find out what people liked, the topics that generated the most excitement, the content you can re-use, and the channels where you can best reach your audience.
With a little work, you can make Twitter’s immense dataset work for you. Better understand what people are talking about on Twitter to help inform your content strategy across channels and tap into the power of Twitter to create a more intelligent multi-channel marketing plan.
If you want to learn more about you can tap into the Twitter archive to improve your social marketing strategy, take a look at Union Metrics Echo. Get instant access to the entire Twitter archive.
Here at Union Metrics we like to give our employees the chance to enrich themselves and their careers by attending a conference of their choice each year. Here’s Marketing Manager Lisa Messelt’s experience at Dreamforce 2015, in her own words.
Dreamforce hosted 120,000 people this year in San Francisco, and I was one of them. I’ve been a Salesforce administrator for the past five years, and this was the first year I was lucky enough to go. These were the highlights.
Dreamforce was, first and foremost, an incredibly impressive display of just how vast Salesforce has become as a business. I didn’t realize just how behind I was on all of the acquisitions that have taken place over the last few years, but the enormous, beautiful displays at every turn sure brought me up to speed. ExactTarget/Pardot, Wave, RelateIQ, Heroku, and so many other new lines of business in the Salesforce catalog have created a truly massive footprint. I successfully got up to speed on everything except the IoT area, which was cool if not currently a business necessity for everyone.
Attendees & Speakers
My favorite thing about Dreamforce is that it attracts other companies like Salesforce, and therefore other people like me; people trying to build great enterprise SaaS companies. For any challenge that I had on my plate, there was either someone to talk to who was working through the same thing, or someone who had been through it before and had valuable knowledge to impart. For someone who’s perpetually in a department of one or two, it’s extra valuable to get this kind of outside perspective, both from fellow attendees and their experienced speaker lineup.
I am both a person who loves to shop and a person who loves new tech, so I had a great time perusing the show floor. It’s like if you set up a demo with everyone who ever cold-called you back to back to back and knocked them all out in an afternoon. I realize that may sound horrible to some, but it’s a really efficient way to catch up on all the latest tools and build relationships with the reps you may need to negotiate with down the road.
Everywhere I turned, I found myself wondering, “How much did they spend on this?” Nearly everything about Dreamforce felt decadent; every display was completely over-the-top. Countless vendors hosted luxurious lounges to keep everyone comfortable. And every day ended with a handful of lavish parties (or a Foo Fighters concert).
They definitely want you to feel good about the price of admission.
Dreamforce is pretty amazing, and I’ll go back whenever I get the chance. Salesforce has built something awfully impressive both as a business and with this conference, and it’s great to be a part of it.
Curious about our other employees’ conference experiences? See what our Social Media Manager learned at the Social Shake-Up 2014, our Senior Front-End Engineer at OpenVis, or our Customer Success Manager at Pulse 2015.
Great news! Our Twitter Trackers now include automatic, complimentary 30-day backfill.
Next time you create a new Twitter Tracker in your Union Metrics account*, it’ll start by filling in with existing tweets to give you some data to start. That will include tweets from the past 30 days (up to 5,000 tweets for TweetReach Pro subscriptions, and up to 20,000 tweets for Social Suite subscriptions). And then it will continue to monitor all new and future tweets in real-time, just like before.
A few reasons why this is awesome:
- No more missing tweets if you’re a few minutes or hours late to set up a Tracker
- Get some baseline data right away
- Twitter Trackers now get the same data to start as the other channels we monitor
- Makes handling a social media crisis or last-minute client changes much easier
TweetReach Pro from Union Metrics starts at just $99 per month. Give it a try, and get your backfilled data now!
Need more or older tweets? We can always backfill more tweets in any Tracker for a fee, any time you want. Submit your historical data request here.
*Automatic backfill is available to all Union Metrics Social Suite and TweetReach Pro Small, Medium and Large subscribers. If you’re on one of our older TweetReach Pro plans (Mini, Basic, Plus, Premium or Max), you’ll need to change to a new plan to access backfill. You can change plans any time in your account’s billing settings. Or email us and we’ll help find the right plan for you!
As you’ve undoubtedly heard, there’s a big presidential candidate debate tonight. Ten Republican candidates – the current GOP front-runners – will gather for the 2016 presidential race’s first major televised debate. Fox News selected these 10 debate participants from a larger group of 17 possible candidates based on averages from five recent national polls.
And to absolutely no one’s surprise, this list has generated considerable controversy. So we thought it would be fun to take a look at how these national polls compare to Twitter, our favorite polling source for this kind of thing. In particular, how do the losers – those seven unlucky candidates who were not selected for tonight’s GOP debate – stack up on Twitter?
So let’s look at recent tweet volume about each of the Republican candidates. Over the past three weeks*, there has been a metric ton of conversation on Twitter about a few of the party’s frontest (or in some cases, loudest) runners, including Donald Trump, Jeb Bush, Scott Walker and Ted Cruz. But things start to get interesting – and much closer – when we look at the candidates further down the list of tonight’s top 10.
Several of the debate losers (those not selected to participate) scored higher on Twitter than many of the winners (those selected to participate). For example, there have been more than 169k tweets about Rick Perry in the past three weeks. He scored higher than half of the winners, at least in terms of conversation volume. Bobby Jindal and Lindsey Graham are also well represented, though they didn’t score a spot in tonight’s debate. But Ben Carson and Chris Christie will participate, even though they got fewer tweets in the last three weeks than your grandmother**.
Now, we realize these are simple tweet volume counts, and there are a lot more factors that go into polling results, like affinity for a candidate and her (well, mostly his) stance on the issues. But for the debate in an election that’s still 15 months away, with such a crowded slate of potential candidates, isn’t the main thing we’re interested in controversy? If we want to drive viewers to tonight’s debate, shouldn’t we select the candidates people are talking about the most? Twitter shows us a fairly different list than the polls do. Perry should certainly be included, and there’s a strong case for Jindal and Graham as well.
Stay tuned over the next 15 months, as we’ll be exploring all kinds of election issues on social media, including deeper analysis of how the candidates rate on Twitter, as well as what candidates are doing well – or not so well – across social. And we might need to have a talk with a few of these campaigns about hashtag use. Like for starters, that you should use them. More on that soon!
Update as of 7:30 ET: The runners-up debate, a.k.a. the Kiddie Table, which was comprised of the seven lowest-polling GOP candidates, just wrapped up. A quick count of tweets from the debate show Carly Fiorina as the overwhelming Twitter favorite. She received 2.5x more tweets than the next closest candidate (Rick Perry). A large segment of those tweets are positive, even. Here are the hourly tweets around today’s debate.
*These tweet counts represent all tweets about each candidate from July 15 – August 5. That includes mentions of their name in various forms, their Twitter handle(s), and any major campaign hashtags.
**Your grandma is actually doing great, by the way. Many companies would be happy to see numbers that high.
It’s the people that make a company what it is and nobody knows those people better than the People Operations Manager. We’ve tapped ours, Elisabeth Giammona, to write a series of posts about us, our industry, the challenges of people ops, and more. Let us know what you think in the comments or on Twitter at @UnionMetrics. PS – We’re always hiring! You can see our open jobs here.
We count ourselves as pretty lucky to have offices in two of the coolest cities around – Austin and San Francisco. In cities known for their tech innovation, it doesn’t get much better than these two! But there are some challenges to having two offices, and while we spend a lot of time on technological solutions to help our distributed team communicate (Slack, always-on video portals, and so on), we like to connect in person when we can.
We want to help employees get to know each other better and provide an in-person experience that lets people see the variety of roles and responsibilities that different colleagues tackle every day. Since each office has its own mix of engineering, product, marketing and customer-facing roles, being able to meet team members in person not only helps build camaraderie, but increases the understanding of all the functions that allow Union Metrics to create new products and keep our customers happy and engaged.
To make sure people from both offices are able to meet and work together on a regular basis, we started a monthly employee exchange program where an employee from Austin and an employee from San Francisco travel to the opposite office for a few days. Employees get to spend time with colleagues they normally only see through Slack and video portals, as well as get an in-person view of how the other office is set up (a good chance to judge the other office’s feng shui).
We think it’s important for employees to connect with colleagues that they normally wouldn’t cross paths with through work alone; through these interactions, everyone can better understand what others do, and even identify common areas and think about new ways to tackle problems. Ultimately our goal as a company is for in-person time together to provide a better sense of what different people and teams work on and how each individual’s work contributes to our company goals.
We don’t force everyone to stay in the office on exchange, however! On the social side, exchangers get to partake in the local coffee scene, enjoy a change in weather (at least during most parts of the year), and since San Francisco and Austin are great dining cities, also enjoy a couple of great meals- and a drink or two- with colleagues. We are a passionate group when it comes to food and beverages and have some favorite places we love to take visitors when they’re in town. Read on to see some of our top food and drink picks for SF and ATX, and let us know where you recommend!
- Pastries – Pinkie’s is just across the street and their treats defy times of day, so that even if you get a bacon and cheddar brioche for breakfast, you’ll be ready for a Fluffernutter bar by lunch.
- Sandwiches – The creative sandwiches at Deli Board keep the shop busy all day. Deli Board doesn’t cut corners or skimp on any toppings, so you can expect a great roll to start with, homemade hot sauce if you are daring, and then generous portions of meat and veggies in unusual combinations.
- Sports bars – San Francisco and the surrounding area have a lot of sports teams, and during a big sports night, we like Golden Gate Tap Room where wings are readily available in multiple flavors.
- Barbecue – San Francisco is known for a lot of great food, but barbecue isn’t usually on that list, so visitors to Austin would be smart to indulge in some real BBQ at least once. We recommend County Line.
- Breakfast tacos – Some folks are squarely in the Torchy’s camp and some are die-hard Taco Deli fans. We leave it up to the visitors to decide on their favorite, but no visitor to Austin should leave without trying a breakfast taco (or five).. Many visitors find themselves drastically missing them once they leave.
- Tex-Mex – While there may be a lot of great Mexican food in San Francisco, Tex-Mex is in a category all its own. We like to take visitors to Trudy’s and introduce them to the Mexican Martini.
Learn more about what it’s like to work at Union Metrics here!
It’s the people that make a company what it is and nobody knows those people better than the People Operations Manager. We’ve tapped ours, Elisabeth Giammona, to write a series of posts about us, our industry, the challenges of people ops, and more. Let us know what you think in the comments or on Twitter at @UnionMetrics.
It probably doesn’t come as a shock that as an analytics provider, we love data! While we focus on measuring likes, reblogs and followers, we find it just as cool that many other industries know the value of capturing and analyzing data in their respective areas of focus. Data analytics is becoming increasingly important in areas across organizations and one that has great potential is in the field of people operations (or “human resources,” if you prefer the traditional).
Union Metrics’ products allow companies to analyze community engagement on social media, but we know that capturing engagement within an existing group or company can have important outcomes. Even though conversations about people operations goals and results are traditionally thought of as more qualitative, there are plenty of quantitative metrics that leaders can use to understand how people are working and which programs may or may not be contributing to individual and company successes.
So what types of metrics can a top-notch people operations team measure? How about starting with employee productivity, performance and retention? With insights into these critical components, a company can start to discern if employees have the tools and resources needed to effectively complete their jobs, or if adjustments to the environment or more input from managers could be helpful. These metrics provide clarity around if existing conditions are working or if it might be time to make a change to keep people and company goals on track.
Then add some metrics related to specific programs like benefits, wellness or daily perks, and you’re on your way to better understanding employee contributions, and how happy employees are in their jobs alongside which benefits are meaningful and worth keeping and which can go. Taking analytics one step further, companies can even leverage data to predict possible future outcomes and the effectiveness of new programs earlier in the research and procurement process.
What else do we like about people operations analytics? It modernizes the approach to understanding what is working and what isn’t as it relates to the human capital components of organizations, and talent is the lifeblood of any organization. This isn’t yesterday’s slow approach of annual company surveys; people operations metrics provide real-time data that allow the HR team to make meaningful decisions across an organization, rather than just relying on outdated information or hunches.
Measuring employee and team metrics might not sound as glamorous as monitoring likes around the latest and greatest cat GIF, but having data that keeps companies smart about individual and group performance can shape plans that keep employees engaged and the business running. And we are a team that loves to keep running.
If you have a current Union Metrics account, you’ve probably seen a few of our new features – upgraded dashboards, project functionality, and our brand new insight stream. These new features become incredibly powerful when used together, so read on to learn more about how you can make the most of them in your account.
First, let’s start out with a little background on the new Union Metrics features. If you know this already, skip down to the example section to see it in action.
A project can be a campaign, a client, a project – any kind of logical grouping that makes sense to you. The idea behind a project is to group multiple related Trackers together to make it easier to view your results and share access with select others. Use projects to:
- Track competitors and measure share of voice
- Group a client’s Trackers together
- Organize an internal program
- Manage user access permissions across your account
There’s more here about how to manage projects in your Union Metrics account.
Another great feature of projects is that you can invite other users into them. You can also manage their access levels, so if you’d like to invite in a client or coworker to view your Trackers, but not edit them, you can do that. It’s a great way of sharing guest access to certain Trackers without worrying about someone editing your tracked terms or seeing data they shouldn’t.
Dashboard and insights
The dashboard is the top-level view of your account. It shows you how a set of Trackers compare at a glance, and highlights the important trends in your data. It’s meant to provide a quick view into what’s going on in your account, what’s working well, and what you can do next. The dashboard helps you understand:
- Important changes in key metrics like follower growth, engagement and potential impressions
- What posts and hashtags are popular
- How one account’s performance compares to others
- Who’s active or influential in a particular community
- Exactly what to do next to improve engagement
The best part of the new dashboard is the insight stream. It pulls out actionable, data-based insights selected to help you identify important changes in key metrics and figure out what steps to take next to improve your performance. The insight stream includes information like spikes in impressions or engagement, above-average follower growth, hashtags that perform better than normal, and the best time for you to post.
You’ll have a dashboard-level view for your full account (that’ll be one dashboard for Twitter, one for Instagram, one for Tumblr, depending on what channels you can access in your Union Metrics account). But even better, once you’ve created a project and either moved existing or set up new Trackers in it, you can view a dashboard specifically for that project. That means all the insights and overview graphs will reflect only the data in Trackers in that project. It’s perfect to quickly identify trends and key information for a particular topic.
Now, an example
So, let’s take a look at how you can make the most out of projects, dashboards and insights in your Union Metrics account. Here’s an demo account, where we’ve set up a bunch of different projects. You can see them in the following screenshot, and yours are accessible through the the projects menu in the top right corner of your account. To view the dashboard and drill into any project, just click on its name there in the drop-down menu.
Then you’ll be taken to that project’s dashboard. You can think of it like a home page for that project – it’s an overview of everything going on in this project, an at-a-glance view of trends and key insights. In this example, we’ve selected the TV project and are viewing all the Instagram Trackers we have in the TV project. That’s four television-related Instagram accounts, which you can see in this screenshot.
There’s a ton of information about our TV project here. First, a quick comparison of the four Instagram accounts we’re monitoring in this project. That’s shown on the left side, with a set of graphs comparing metrics for the four accounts, plus a numerical table of that data. You can see that the @anthonybourdain Instagram account gets the most engagement of the four accounts we’re analyzing, but isn’t doesn’t post as often as the other accounts do. @comedycentral and @teamcoco post a lot more often, but to fewer followers. You can also see several big spikes in engagement in the graphs; you can hover over those spikes to get more information, as shown above.
Next, on the right side of this dashboard, you can see the insight stream, which highlights some key moments in these Trackers, followed by the what’s hot section, which shows the most popular post, publisher, hashtag and participant in this Tracker. In the insight stream, there’s a spike in followers for the @comedycentral account, as well as a few hashtags that are performing well in other Trackers. Insights are updated regularly, so anytime anything interesting happens, we’ll capture it here in the insight stream. If you scroll through the existing insights, you’ll see these two:
These are time of day insights that show when engagement with an Instagram account happens at a different time than that account posts. Here, you can see one time of day insight for @brooklyn99fox and another for @comedycentral. It looks like both accounts get engagement later in the day, and may want to consider posting content at those times to reach their audiences when they are most active. You can click on any insight to be taken to the Tracker report that corresponds to this data, so you could drill into either of these to see a full heatmap illustrating when engagement with a particular account happens.
Finally, you can customize your dashboard by changing the Trackers selected and displayed, as well as reordering the Tracker listing table. For example, here we wanted to remove the @anthonybourdain account from our results, since it’s not a comedy-related Instagram account. Now we’re left with three Trackers, as seen here:
Now you can see more clearly how these comedy accounts compare to each other. @comedycentral, shown in orange, has the most followers, posts most frequently, and also gets the most engagement. But the @teamcoco account has several spikes in engagement that are higher than @comedycentral’s, which are definitely worth investigating. Any time you want to see more detail, you can view the data in a particular Tracker by clicking on its name there in the table.
Want to see more?
If you’re a current Union Metrics customer and you’d like to learn more about how you can use projects in your account, our customer success team would be happy to walk you through it! Just send us a note and we’ll set up a time to go over it
And there’s more on the way to make this analysis even richer, so stay tuned. We’ll have all kind of interesting updates over the next few months, particularly for our suite subscribers. (If you’re not using our full social suite yet, why not? We should talk.)
Last fall, Medialogue, a digital agency based in Brazil, was tasked with monitoring social conversation about the 2014 Brazilian Presidential election for the Aécio Neves campaign and supporting the efforts of the Brazilian Social Democracy Party. Medialogue selected Union Metrics’ TweetReach Twitter analytics to support this effort.
The Brazilian 2014 presidential election was a record-breaking event for the country on social media, even compared to the 2010 election, on which Medialogue also worked. The sheer volume of conversation on social media surpassed all estimates based on the previous national election, generating more than 40 million total tweets. However, by using TweetReach to sort through the noise, Medialogue was able to make informed social media recommendations back to their client.
Click here to read our full case study about how Medialogue used TweetReach to measure millions of tweets about the election.
Image source: Economist, Brazil’s presidential election: A riven country
Today, we’re excited to announce a new and improved TweetReach Pro dashboard! The new dashboard includes our brand new Twitter analytics insight stream, as well as updated Tracker comparisons and much more. The new TweetReach Pro dashboard will help you better understand:
- Important changes in follower growth, engagement and potential impressions
- What Tweets, hashtags and URLs are popular
- How one Twitter account’s performance compares to others
- Who’s active or influential in a particular community
- Exactly what to do next to improve post engagement
The details on your new Twitter insights
We’re really excited about the brand new insight stream, which features a number of actionable data-based insights built to help you identify important changes in your metrics and decide what steps to take next to improve your Twitter performance. The insight stream includes information like spikes in impressions or retweets, above-average follower growth, and the best time for you to post to get more engagement.
We’ve also upgraded the Tracker overview in your dashboard, which allows you to more easily compare Trackers at a glance. See how different Twitter accounts or topics measure up, who’s getting more engagement when, when potential reach and impressions spike, and more.
Finally, we’ve added an all-new what’s hot section that highlights popular elements in your Trackers, including the most retweeted Tweet, most influential contributor and most popular hashtag and URL. Use these highlights to easily see what’s trending across your Trackers.
To see the new dashboard and insights, log into your TweetReach Pro account now! There’s also more information on our help desk. And if you don’t already use TweetReach Pro, there’s more information here on our Twitter analytics, which start at just $99 per month.
Want insights across social channels?
And now you can access our insights and dashboard for any of the social media channels we analyze, which includes Instagram and Tumblr. This makes it even easier to track your social media campaigns across platforms and quickly see what’s working and what isn’t. Interested in learning more about our full social suite? Let’s talk!