Archive for the ‘Guides’ Category
Here’s a brief primer on TweetReach snapshot reports – great for quick Twitter analytics on recently posted tweets.
Our free Twitter analytics snapshots include up to 50 tweets posted in the past few days. And our full snapshot reports include Twitter analytics on up to 1500 tweets from the past week (whichever comes first) for just $20. Both are perfect for fast insight into recent Twitter activity around anything – a hashtag, phrase, tweet, account, keyword, or any combination. You can run TweetReach snapshot reports any time, for any topic, on tweetreach.com.
Use our snapshot reports to learn more about:
- Hashtag analytics – How has a hashtag been used recently? How large is the conversation around a hashtag? How are the main influencers using a Twitter hashtag?
- Twitter account analytics – How far are your tweets reaching? Who is retweeting and engaging with your account?
- Competitor analysis – How do multiple Twitter accounts compare to each other? Who has the largest reach on Twitter? Who’s getting more engagement?
- Quick research – What kinds of things were people tweeting about a particular keyword, phrase or hashtag?
- Tweet analytics – How far did a particular tweet spread? Who was retweeting or quoting a tweet? Who was responsible for the most impressions?
Try it now! You’ll have results in seconds.
And if you like our snapshot reports, you can now get more of them than ever before! TweetReach Pro subscription plans now include unlimited full snapshot reports, and start at just $99 per month. Learn more and sign up now.
At Union Metrics, we can access any tweets in Twitter’s history for TweetReach analytics reporting! So if you’re interested in understanding the impact of tweets about a past campaign or project, we can help. Use this guide to see which TweetReach product you need, depending on when your tweets were posted.
When were the tweets posted?
If the tweets you’re interested in were posted in the past week, try running a snapshot report. Snapshot reports are great for recent, smaller events. Free snapshots include up to 50 recent tweets, and our full $20 snapshots will include up to 1500 tweets from the past few days (usually up to a week).
A while ago
If the tweets are more than one week old, you’ll need our premium historical analytics. With our historical Twitter analytics, we access the full Twitter archive and can analyze any public tweets that have ever been posted, dating back to March 2006. Pricing starts at $199 and is based on report duration and total tweet volume. Request a quote or more information here.
In the future
If the tweets haven’t been posted yet, set up a Tracker with our TweetReach Pro Twitter analytics subscriptions. That starts at just $99 per month, which includes real-time, ongoing monitoring for two topics, hashtags, keywords or accounts and up to 100,000 tweets per month. You just need to set up your Tracker before tweets start going out, and we can capture them all. You can see full pricing here.
If you’d like to learn more about our premium historical analytics, let’s talk! Email us if you have any questions or read more on our website. You may also want to read this post on how to take advantage of our historical Twitter analytics.
Image via Iain Farrell on Flickr
Everything in life is a learning experience, but sometimes it seems that social media campaigns can teach us particularly frustrating lessons. You can meticulously research best practices for campaigns in your industry across social platforms, and still get results below expectation. That doesn’t mean that campaign was a complete failure; it’s just telling you that your customers, fans, and followers don’t fit neatly into the best practice mold.
So take this opportunity to meld any best practice suggestions with what you’ve learned to be true about your audience. How? All you need is your most recent Twitter-based campaign and these four steps to get started.
Step 1: Get your data, and decide what went well.
Hopefully you set up comprehensive tracking before you launched the start of your campaign, or took something like regular snapshots during its execution in order to track its performance. If you didn’t, don’t panic. We offer premium historical Twitter analytics that can get however much or little campaign information you need from the past into the present. Either way, once you have your data it’s time to dig in and take a look. First, the good news; what went well? Collect your best-performing tweets and set them aside until we get to step 3.
Pay attention to what causes spikes in your reach; did you get a boost from an influencer? Be sure to nurture your relationship with them!
Step 2: Decide what went badly, and ask yourself some honest questions.
Find the tweet that got the lowest engagement, and ask yourself some questions about why its engagement was so low:
- Was it the time that you posted it compared to others?
- Did it have an image?
- Did it have hashtags?
- How many hashtags?
- Was there an Instagram link without an image directly uploaded to Twitter?
- Was there a link to a blog post, but no image or hashtags?
You get the idea. Figure out the common threads between successful tweets, and figure out the common threads between your least successful tweets and base your next campaign’s content off of the former.
Step 3: Utilize specific insights from steps 1 and 2 to decide what you can do better.
From your analysis of what went well and what went not-so-well, choose a set of criteria around which you’ll plan your next campaign. Be sure to include the following:
- Time of day: Post during the times that yielded the best results before, and avoid the least-engaged times.
- Hashtags: Note the number used in successful tweets, which particular hashtags performed well, and identify some new ones to try out. Did you have a dedicated campaign hashtag? Test one this time around.
- Content type (images etc): Did tweets with images perform better? What style of image? Did one style perform better on Twitter vs. Instagram? Were your images and branding cohesive?
- Repeated post performance: Did you post the exact same tweet several times, or tweaked versions? Did you use the same content across platforms?
- Promotion from team: Did your team help promote the campaign from their personal accounts, where appropriate? Encourage them to do so, or with different tactics in your next campaign.
- Promotion from brand advocates: Identify who the biggest influencers and advocates around your campaign were and nurture the relationship. This will make them more likely to be an influencer in your next campaign as well.
Step 4: Plan what to measure with your next campaign.
Once you have your content plans in place, plan what you’re going to track, and how you’re going to track it. Once that campaign has ended, do a side-by-side analysis of the two campaigns to get an even clearer picture of how your fans, followers, and customers engaged with your content. If you do this with every campaign, they can only get stronger.
We’ve talked before about how to track your share of voice in the industry on Twitter (and how to increase it), but how do you monitor your share of voice and the competition across platforms? Here are some steps to get you started doing just that. Have questions or something we didn’t cover here? Leave it in the comments, find us on Twitter, or email us!
First: Identify keywords for your industry
If you’re in marketing, for example, start with broader terms like “marketing” and then look at the more specific terms you’re interested in, such as “social media marketing” and “content marketing”. Who is talking about these things? What hashtags go with them? (We’ll get more into this one in the next step.)
Make a list of these keywords and hashtags to set up your tracking with. You don’t have to come up with them off the top of your head, either; searching one in Twitter’s search bar, for example, will turn up the top tweets associated with that term and show you with other terms and hashtags those top tweeters are using. This helps you narrow down your list much quicker!
Alternatively, you can start or supplement by browsing the timelines of big names in your industry and seeing what keywords and hashtags they use.
Second: Ask, are these keywords and hashtags the same across platforms?
Popular hashtags are rarely the same across all platforms, with the exception of big ones like #TBT. The group of people you might want to be found alongside in an audience member’s search result might be using #smm on Twitter, something else entirely on Tumblr, and nothing like that at all on Instagram, because your competitors are using that particular platform to show off their company culture. Do your due diligence in research to find out what exactly you need to be tracking in each place.
Who is using this hashtag on Instagram? Is it your competitor, or those in a different industry?
And don’t worry too much if it isn’t obvious at first; you can always adjust as you keep going. This is just to get started!
Third: Set up trackers for benchmark numbers
To know what your share of voice is you’re going to need some starting numbers to work from, or benchmarks. Set up a tracking system- something like our TweetReach Pro Trackers would work wonderfully to keep an eye on several conversations- to capture the conversation around the key terms and hashtags you identified earlier, then monitor these over time and compare how often your brand appears in conversation versus that of your competitors.
TweetReach Pro doesn’t just cover Twitter conversations either; it can keep track of content posted on Twitter from other platforms, like links shared from Tumblr or Instagram photos. If you do want a comprehensive suite to track your keywords and hashtags in each place, we can help with that.
Fourth: Analyze and recalibrate
Once you have a good chunk of data to work with, ask yourself some questions, such as:
- Are you using the popular hashtags you already identified to their full potential in the posts you’re making across platforms?
- Who else is regularly using these hashtags; are you already following them? Do you engage them in conversations? (Start doing this if you aren’t already!)
- What about your competitors’ strategy can you emulate; a certain posting style, or frequency? Test this alongside what your results tell you that you’re doing well.
If you’re using TweetReach Pro, you can find the answer to which other popular hashtags to use and who the top contributors are in the conversation- to include in your conversation- in their respective sections of the Tracker:
Are you tracking and using these hashtags?
Are you following, listening to and engaging with these top contributors to the conversation you’re monitoring?
Additionally you can see how active these influencers are on other platforms, and how they’re contributing to the conversation in each place. A personal brand might have a strong following on Twitter, but only use Instagram for photos of family, friends and hobbies.
One more thing
Don’t have the budget to go TweetReach Pro? If you time it right, you can compare free or full snapshot reports from regular intervals to get at least a slice of the conversation. While real-time, ongoing analytics that can encompass an entire conversation are more comprehensive and will give you much richer data, small slices give you a starting point!
Many NFL and college football stadiums have built-in wifi to help fans post to their social accounts during games, but teams are still trying to figure out to take advantage of social media IN the stadium. We have three suggestions for how to get fans to increase their existing social activity, or start posting if they aren’t already.
1. Make it worth your fans’ while
Consider working with vendors to create and share some social-only deals during the game. Customers will get used to routinely checking their accounts for deals on hotdogs, drinks, merchandise and more during games. Just make sure they know about it ahead of time by promoting it across social media leading up to games and by announcing it around the stadium with physical collateral.
Want to take it a step further? Organize a contest to meet one of the players, be an official game photographer for five minutes, or take a game ball home. You could also organize social contests to win tickets to a game, or special VIP seats and treatment, increasing your reach when the winner shares their experience and tags your accounts in it! It’s also possible that a winner who is a casual fan will be motivated to invest more on tickets, merchandise, and more for future seasons because they had such a great experience.
2. Show some behind-the-scenes action
While this may, at first, seem counter intuitive- after all, if you’re posting it on social media anyone anywhere can see it, not just those in the stadium- if done correctly you can encourage more casual fans to want to be in the stadium where the behind-the-scenes action is taking place.
How? Talk to the social media teams behind each team, and see what kind of content they can work up that gives a feeling of access to what players, coaches, supporting staff, and overall teams go through leading up to a game. If the content is good enough, you can foster some serious FOMO (fear of missing out) for those not experiencing the action both in real life and on their screen; they’ll want to be the ones explaining to their buddies in the seat next to them exactly what everyone was doing that lead up to that great scoring play.
3. Be consistent
This is a major rule of playing in social in general: The more consistent you are with your content, the more your existing audience is going to stick around and engage with you, and the more new fans and followers will be encouraged to become just that in first place. If they come to your profiles in the offseason and don’t see plans for what you’re going to be doing when things start back up again, they’ll be less interested in checking back in later.
If you are posting consistent, engaging content even in the offseason- sharing how teams plan, how players train, what else goes on in keeping a stadium up and running that most fans never think about- they’ll be even more excited for official season activities to launch because they’re so much more a part of the entire process.
And it all starts with some good, strong, in-stadium wi-fi.
To keep your fans’ attention, you’ve got to meet them where they are, and they are definitely on Instagram. User-generated content is an important part of a robust social strategy that engages your fans and followers; it’s exciting for them to know that you’re paying attention to what they’re posting for a sports team that they love, and that they might even have a chance to be featured on an official account or win a prize from their activity.
Step 1: Follow the general #NFL hashtag on Instagram.
What kinds of content do you see? Click around on some of the photos, keeping an eye out for those that seem like they were posted (or at least taken, we’ll get to that in a minute) during a game. What do they have in common? You will want to pay attention to those that fall into two categories: Those posted from an off-site watch party such as their home, a bar, or a friend’s house, and those posted from the stadium itself.
If your aim is to boost engagement from fans who are in the stadium during games, pay attention to the captions on photos, as well as the other hashtags being used. Are they posting a photo taken in the stadium, but uploading it from a different location after the game, or even days later, because they couldn’t get service in the stadium? The hashtag #latergram is a big indicator here.
What other hashtags should you look for? That’s in the next step.
Step 2: Check out related hashtags used on those #NFL posts.
What other hashtags are people using? If you see a lot of #latergram, you know you need to do something like implement better wifi in your stadium so fans don’t have to rely on using their cellphone data or an overcrowded network that isn’t reliable. Pay attention to any other recurring hashtags from the fans you’re wanting to connect with. Is there an organic hashtag they’ve created around their favorite teams or players? Which ones are you seeing over and over? Make a note of them, because you’ll need them in the next step.
Step 3: Track and listen.
Using something like our Union Metrics for Instagram analytics, set up some monitoring around the hashtags that specifically target the fans you want to reach. Concentrate on any hashtags fans have created and spread to one another. These will give you unparalleled insight into how fans discuss teams, players, and their overall experience with being an NFL fan.
Step 4: Implement a plan to increase engagement where you want it
Now that you have an idea of what the existing conversation is like, you can make a plan for how to improve it. Would more fans post during games if you improved wifi or cell service in the stadium? Do fans seek an incentive, like contests or social-only deals that go out during a game? How else can you increase engagement from fans?
Figure out what it is, make a plan, and make it happen.
Step 5: Measure, rinse, repeat.
Once you have some benchmark numbers from your initial analysis, make sure you keep checking to see if your engagement levels are increasing with each new step that you implement, like upgrading service connections in the stadium, for example, or before, during, and after a contest. This will tell you what’s working and what’s not, to let you know what you should keep doing more of and give you new ideas for content and strategy moving forward.
This doesn’t just apply to the NFL either; these same steps can work for college football or any other sports you’re interested in.
The Search Marketing Expo ( SMX or #smx on Twitter) kicked off yesterday in Las Vegas, and is continuing today. If you’re there now, check out our 7 tips to maximize your conference attendance using Twitter. If you couldn’t make it like us, check out our 5 tips for getting the most out of the hashtag on Twitter for a conference that you missed.
We went ahead and took some quick snapshot reports of the conversation around #smx and that brings us to our takeaway for a conference-enhancing quick tip; they’re smartly setting up different sub-hashtags for each session to go along with the conference’s main hashtag. This makes for easier tracking of particular sessions whose topics are most relevant to what your brand is interested in.
To capture a particular session in a snapshot, all you have to do is include both hashtags, like this:
Either method will capture the data that you’re after to get an idea of the overall conversation. So once you have your snapshot reports, what next? What does this tell you about the overall conversation around something as a big as a conference?
We recently covered this with 3 ways to use TweetReach snapshot reports to complement real-time Twitter monitoring for your events looking at #commsweekny as an example. Just like with #commsweekny, these snapshots for #smx help you:
- Get the big picture quickly; what’s the overall estimated size of the conversation? Who are the top contributors and which are the most retweeted tweets?
- Build relationships with attendees by looking at the snapshot report’s contributors list and tweets timeline, and
- Easily share these stats with attendees
These insights are valuable from any perspective: someone interested in attending #smx who could not, someone who is attending, or even the team behind #smx. Additionally, with the use of session-specific hashtags or keywords, you get a more precise idea of who is influential in each topic: Session hosts will be clear, as attendees will be quoting what they have to say, and you can network with both those interested in learning more about a session’s particular topic or who are already well-versed in it. Check the session highlights and keep an eye on the main #smx feed on Twitter to hone in on the session topics most important to you, and grab some snapshots around them.
So even if you can’t afford to attend a certain conference or go TweetReach Pro to comprehensively track the conversation around it, there is still plenty of value to be found in strategic snapshot reports.
Want even more on Twitter and conferences? Here are 16 ways to use Twitter to improve your next conference.
Social efforts should never live in a vacuum, and successful content marketing efforts and campaigns exist across platforms. Even ventures like launching a Facebook page can be more successful if you track how they are being discussed across other platforms; for example, people don’t just share Facebook news on Facebook, they also talk about it on Twitter.
So when The Theory of Everything- a movie about physicist Stephen Hawking’s life based on a book written by his first wife- recently premiered, and Hawking joined Facebook, we thought we’d take a look at what the conversation about the famous scientist joining Facebook looked like on Twitter. Why? It’s important to understand how your audience is talking about you in every place that they are doing so. Do they say different things about you on Facebook vs. Twitter? Do they share news of you joining a new platform like Facebook, helping you increase your reach and exposure to new potential fans and followers? These are just a few questions you can answer using something like our TweetReach Pro analytics.
How exactly do you monitor a conversation about Facebook on Twitter? Don’t worry, it’s just like setting up any other TweetReach Pro topic Tracker. Your search queries should include the hashtags you’re using on Facebook, Facebook URLs, and other terms to be sure you’re finding the full Twitter conversation about the Facebook content.
Let’s look at some highlights from our analysis below, and a few of the conclusions we drew from it.
As with most launches, the peak of the conversation around Hawking joining Facebook came right around the launch itself, then decreased until it saw a small, second peak: The day of the second spike, November 1st, was a Sunday, so that tells you something about this specific audience: Hawking fans spend time talking about him joining Facebook on Sunday, on Twitter, more than a week after it happens. Observing trends over time will tell you if this is an anomaly, or if Hawking fans have broader interests that bring them to Twitter on Sunday; perhaps something like #ScienceSunday.
Influencers to keep an eye on
The top ten contributors to the conversation included a lot of Spanish language accounts and one from Indonesia, which tells you Hawking fans are a global audience and not just limited to his native UK or the ties he has with the US. The most retweeted tweet also came from Spanish language Twitter account Antena3Noticias; the second and third most retweeted tweets about Hawking joining Facebook came from WIRED magazine.
Media outlets joining a discussion around your topic of interest means you can keep them in mind should you want to reach out for a story in the future. These most retweeted tweets and contributors list also tell you that in this case, you shouldn’t limit yourself to US-based media outlets either. The top URLs list confirmed this again, including links from the same Spanish language and Indonesian accounts:
This is just the insight you get from about week with a TweetReach Pro topic Tracker, looking at one specific launch. But it has already given enough information about the audience and activity times around that launch to inform a content strategy and refocus an audience profile. The bonus takeaway is that science-related content strategies don’t have to be stuffy either: Hawking has a great sense of humor, and so does Twitter.
Stephen Hawking joined Facebook. Oh, the countless things we will never know now bc Stephen Hawking will be wasting time on Buzzfeed quizzes — Hari Kondabolu (@harikondabolu) October 25, 2014
3 ways to use TweetReach snapshot reports to complement real-time Twitter monitoring for your events
For monitoring tweets about large events we always recommend creating a plan and setting up TweetReach Pro Trackers ahead of time so that you capture the full set of tweets for your analysis. That doesn’t mean, however, that our snapshot reports can’t act as a great complement to your in-depth tracking. Here are three reasons why:
1. Get the big picture quickly
Before you have time to dig into all of the information in your TweetReach Pro Tracker, you can grab a snapshot report for quick insight into the size of the conversation around an event hashtag, who the top contributors were, and which tweets were the most retweeted. Here’s a great example of a snapshot from Communications Week, which took place in New York last week:
2. Build relationships with attendees
From the lists of top contributors and most retweeted tweets in your snapshot, make sure you’re following active event participants. You can also use these lists to engage with or thank them for their contribution to the event conversation. Pay attention to who these accounts also follow and retweet to help further build your own network on Twitter; these are good target accounts as they are likely to be a part of or interested in your industry. Building strong relationships with the right people can lead to reciprocal partnerships in the future, even if it’s just giving each other little PR boosts through retweets down the line.
To make this even easier, every Twitter username mentioned in your snapshot report is a clickable link that takes you to their Twitter account. You can also retweet or reply directly from your snapshot. Here’s an example from a snapshot of SocialMedia.org, whose summit started yesterday:
3. Easily share stats with attendees
Since snapshot reports are so quick to run, you can easily share a snapshot report at the end of each day of your event, or even at the end of a big panel or keynote to give everyone in attendance – and those watching via Twitter – an idea of how that conversation went. Attendees can share the report with their followers, or use it in writing their own recap posts of their experiences. This also gives others interested in your event a better idea of what kind of content and conversation it produces, encouraging them to book for the next year if it lines up with their business.
Want more on event tracking with TweetReach?
Be sure you’re getting the most out of your snapshot reports by keeping things simple. And if you want more on how to track social media engagement with your events with Union Metrics, check out some of our other posts on marketing your conference across platforms: Twitter, Instagram, and Tumblr, as well as marketing your conference across platforms: Snapchat and Pinterest.
Every time we’ve discussed running a campaign across social media platforms, we’ve emphasized how important it is to tailor content for your audience in each particular space. The kinds of content that perform extremely well on Facebook might not have the same effect on Tumblr, and vice versa. We understand, however, that not every department has the resources to create custom content for each channel. With that in mind we offer these tips for creating content that only requires some tweaking on each platform.
1. Start with visual content.
Visual content is striking and memorable, and it works well on all social media platforms. Even on Twitter, which is typically considered more of a text-based channel, tweets with photos perform better than those that don’t. If you don’t have the time to create custom content for each channel, then start with an image with some visual impact that you can use across social media. You can pair it with different taglines or headlines in each channel (more on that shortly).
2. Choose an image that will have impact across platforms with some simple adjustments.
Keep in mind what types of images work best on each platform. Does your audience respond well to long, vertical images without faces on Pinterest, but engages more with photos that includes faces on Instagram? Work with the same image and crop or edit it so it has maximum impact in each place.
Experiment with text placement, as well. Do photos with text superimposed over them do better on Instagram, or should you leave all the text in the caption? What about on Pinterest, Twitter, or Tumblr? Pay attention to how text placement performs on different social networks, and adjust your plan for the next time.
3. Tweak your tagline for each platform.
Start with some basic copy about your campaign, and then tweak the wording so it works the best in each channel. Keep it short and snappy for Twitter, avoid using a wall of hashtags on Instagram, leave the hashtags off entirely for Facebook, and don’t let the ability to make a long post on Tumblr let you think that’s the best place for it. If you haven’t tested long-form content on Tumblr before, now might not be the best time to do so. Do what’s best for your brand and a particular campaign with the resources that you have. (After the campaign is over? Test away!)
If you have a unique campaign or event hashtag, it’s a good idea to use the same hashtag across social media platforms. But if you’re using more general hashtags to participate in existing conversations, you may want to use different hashtags on different social media sites, even if you’re pairing those tags with the same image across channels.
4. Work from industry research about visual and content copy in each place.
Definitely base your content decisions on the data you collect from your own followers’ engagement, but don’t be afraid to also use what you know more generally about what your target audience likes in each place. Here are some resources to get you started:
- Best practices for brands on Instagram
- From our Tumblr: Our series for brands on Instagram including Personal brands on Instagram
- Download our whitepapers: Success on Instagram: A data primer for brands, and our two on the Instagram fitness and fashion and beauty communities, giving you insight into how they use the platform
- Also check out the Instagram for Business blog including their online guide for businesses
- Best practices for brands on Tumblr
- Find everything from our Union Metrics Tumblr about brands on Tumblr here
- Be sure to check out Marketr, Tumblr’s official Sales and Brand Strategy Team blog
- As well as The Quick and Dirty Guide to Tumblr for Small Business from Mashable
- Best practices for Twitter
- Best practices for Pinterest
- Best practices for Facebook
Coupled with your own analytics about what your current, ideal and target customers respond to in each channel, you should be receive the maximum impact with the minimum amount of work!
Got questions or examples of campaigns you’ve pulled off using similar tactics, or something we missed? Leave it in the comments.