Archive for the ‘News’ Category
We are excited to announce our new TweetReach account Trackers! Making it easier than ever to track all interactions with a particular Twitter account, our new account Trackers allow you to measure engagement through retweets and mentions, discover your biggest fans and advocates, find your most popular content and media, and track your follower growth over time.
You’ve always been able to use our TweetReach Pro Trackers to monitor activity with a particular Twitter account by setting up a couple specific search queries, but this new account Tracker type makes it simpler to set up and easier to interpret. We think you’re going to like it!
Our new account Trackers feature all our traditional metrics -like reach, exposure, tweet volume, unique contributors, hashtags and URLs, full tweet listing and search, and individual contributor metrics. But now, you also get a top-level view of a specific account’s activity, including:
- Direct and amplified impressions
- Follower count over time
- Mention and retweet counts
- Retweet and amplification rate
The new account Trackers are great for ongoing account monitoring of your own (or your clients’) accounts and competitor analysis.
With a TweetReach Pro subscription, you can now choose whether a new Tracker will monitor an account or a topic. As always, a topic Tracker can monitor anything that appears in a tweet – one or more keyword, phrase, hashtag, URL, even a Twitter handle. But now you can specify from the beginning if you want a Tracker to monitor only interaction from and with a particular account, and get custom metrics on that Twitter account. For more detailed information about what’s included in our new account Trackers, check out our helpdesk.
Want to learn more about ongoing Twitter analytics available through TweetReach Pro – including our new account Trackers? Let us know!
We are so excited to tell you that our TweetReach Pro Trackers now include language filtering! Twitter and TweetReach are used all across the world and it’s very important to us that everyone gets exactly the tweets they need, no matter where they live and what language they speak. To that end, TweetReach Pro subscribers can now limit any new Tracker to monitor only tweets in a specific language.
Currently, we support the following languages. (Don’t see your language? Let us know and we’ll see if we can add it in the future!)
- Arabic (ar)
- Dutch (nl)
- English (en)
- Farsi (fa)
- French (fr)
- German (de)
- Indonesian (id)
- Italian (it)
- Japanese (ja)
- Portuguese (pt)
- Spanish (es)
In addition to the global filters pictured above, each language has a two-letter code you can add to the lang: operator in a specific Tracker query, like lang:es for Spanish.
If you want to track tweets in a specific language in one of your own Trackers, read more about setting up language filters here. Don’t use TweetReach Pro yet? Sign up for one of our demos or email us to learn more.
Which conferences and events are you headed to this fall? We at Union Metrics would love to see you if you find yourself in the same place as us in the next few weeks! Here’s our conference schedule for the next month or so. Let’s meet up!
Today, we’ll have a table at the ATX Startup Crawl in Austin, Texas. If you’re in Austin, come by and say hi! We’re hiring and we’ll have lots of swag and stickers to give away. Follow us on Twitter to find our location.
Then we’re headed to Digital Hollywood on October 21-24 in Los Angeles, where our Chief Customer Officer Jenn Deering Davis will be speaking on Thursday, 10/24. You can keep up on Twitter via the event hashtag #DHFall.
Where will you be? Drop us a line in the comments, or say hi in person if you’ll be there! We’d love to meet up and chat about social analytics. And if you won’t be at any of these events, here’s how to get the most out of a conference you can’t attend.
Also, check out our founder Jenn Deering Davis’ session on Market Like the Movies (Without the Studio Budget), happening Monday, August 12 at 4:30 p.m. PT. Learn how to market your startup using the social media strategies Hollywood has perfected to drum up excitement about TV and movies on social sites like Twitter, Tumblr and Facebook. All without worrying about an unflattering picture of you showing up on the cover of a grocery store gossip mag.
See you in Vegas!
Photo credit: Tumblr founder David Karp’s own Tumblr
This has not, to put it mildly, been a good week for Paula Deen.
On Wednesday of this week- June 19th- The National Enquirer announced they had video of a deposition where Deen admitted to making racist jokes, among other unsavory allegations. (You can read more about it in The Huffington Post or TIME; NPR has a link to the entire transcript) As is now par for the course, the conversation about it exploded on Twitter.
We’ve discussed before how you can use TweetReach historical analytics to research a past social media crisis and see how it unfolded, how the parties involved reacted, and how they could have changed their decisions to better fit the situation. If you’re in the midst of experiencing a crisis firsthand, however, you can do more than panic and go silent. (A practice we do not recommend. The conversation is already happening; you should be a part of it. More on that in a minute.)
The conversation around Deen was huge: 93.7k contributors sent 233.1k tweets with an overall reach of 73.6 million. Reach spiked on the 19th with the birth of the hashtag #PaulasBestDishes, a riff on her wishing viewers “Love and Best Dishes” on her show:
Conversation on the 19th spiked up to 49.8M of the 73.6M total reach, or nearly 68%.
Situations like this are not easy to approach and monitor- especially if you’re already feeling panicky- but our tools can help, and you have several options.
- Run a snapshot report to get a quick idea of the conversation that’s happening; this will give you a better idea of what people are actually saying, rather than what an online article might tell you they’re saying.
- Set up a Tracker with a TweetReach Pro account to capture all tweets around the subject moving forward, so you don’t miss any new developments.
- Consider a historical backfill, if the activity on Twitter came to your attention a few hours after the controversy started.
- Be careful and inclusive with the terms you use in your Tracker or snapshot report: Paula Deen, for instance, had a lot of people joining in the conversation but misspelling her name as Paula Dean, with an A. In a time like this it’s especially crucial to make sure you capture all the information you can around the conversation. We tracked both spellings of Deen’s name, and these other terms, including her Twitter handle, the hashtag that people were using, and her first and last name run together, an unofficial Deen Twitter handle that exists*:
You can see a full list of what you can search for on TweetReach here.
*This one didn’t include the “@” symbol because we didn’t want to catch any tweets coming from that account, only those who used the term while talking about her.
Once you’ve gathered this information, you’ll be able to pair it with the crisis communication plan you hopefully already have outlined. If you don’t have one outlined ahead of time, you’ll be as informed as possible to act and avoid over-or-under-reacting to the situation. Are people calling for a certain kind of apology? Is there a small, but vocal group of people who are truly enraged that you can directly address? Are most people just passing the same few tweets around?
We said it earlier and we’ll say it again: the conversation is already happening. You should be a part of it. Otherwise, others will speak for you:
Basic tweet stats in the conversation around Deen.
You want to respond to the conversation that’s actually happening, not one that has been filtered and presented to you through other means. While the big news and gossip sites were some of the most tweeted URLs and the top contributors to the conversation around Deen, the most retweeted tweets** came from regular Twitter users. If you were to solely go off of the information in those articles, you would be missing out on the most important participants in the conversation: the general public, which includes the people who are already your customers, who have been in the past, and whom you may hope to reach in the future.
Top contributors to the tracked conversation terms, and the top URLs shared.
Arm yourself with good information, and act accordingly. It’s not something anyone wants to have to deal with, but it happens. Be prepared, and have a plan in place. We can be a part of that plan if you choose.
**We are not sharing the most retweeted tweets due to their content. You can search “#PaulasBestDishes” on Twitter to see them and others.
Tomorrow, Tuesday May 14th, all Trackers will roll over to the new 2.0 version. Don’t worry – all the same full-fidelity, real-time tracking is there as before – but we’ve totally rethought and redesigned the Tracker look and feel. It’s cleaner and simpler than the old version, and gives you all the information you need at a glance. A few more metrics have been added to your Tracker’s summary page, too!
Current TweetReach Pro subscribers have probably already noticed our new look already, which has been in beta for two months. Starting tomorrow it will be the default for all newly created and existing Trackers. Prefer the old look? You’ll still be able to access it for a few more weeks; use the “View old version” link in the top right corner of your logged-in screen until June 10th.
And check out the new look by logging into your account, or looking at the screenshots below:
If you’re currently a TweetReach Pro subscriber, the next time you view a Tracker, you can opt to see the new version. Use the links in the top right corner of your Tracker to change from the old design to the new one. For the next month or so, you will be able to toggle between the old version and the new version with those links. (And if you’re not yet a TweetReach Pro subscriber, sign up here.)
We’ll let you know in advance before the full switchover happens and the old version becomes unavailable. In the meantime, there’s more information about what’s included in the new Tracker on our helpdesk. And please let us know if you have any questions!
Did you know you can do more with TweetReach Pro? Learn about the ongoing, full-fidelity and comprehensive metrics available through a Pro account in this short demo webinar we’re hosting Wednesday, March 20 at 11:00 a.m. PDT.
We’ll show you how TweetReach Pro works, what’s included and answer any questions you have. And? Attendees will be eligible for a special discount coupon. See you Wednesday!
Today, we’re rolling out the beta version of our new Tracker interface to select TweetReach Pro customers! We can’t wait for you to see it. It includes the same full-fidelity, real-time tracking as before, but we’ve totally rethought and redesigned the Tracker look and feel. Whether you need a quick campaign summary or want to drill into the details, we think you’ll find that every part of the new Tracker puts the most relevant information right where you need it. We’ll be releasing it more widely over the next few weeks, but in the meantime, here’s a sneak peek of the new look (click for a larger version).
As you know, TweetReach Trackers provide premium real-time monitoring and comprehensive tweet coverage, and are included in TweetReach Pro subscription. And we’ve had the same Tracker design for more than two years, and it’s time for a facelift. The new look is cleaner and simpler and gives you the information you need at a glance. In addition, we’re now able to add a few more metrics to your Tracker’s summary page.
During the beta rollout, Pro subscribers will continue to have access to the previous interface, and will be able to switch between the new look and the old look. We’d love to hear your feedback as we continue to polish the new design.
As you may know, Twitter is making some updates to their API and we’ve been working to incorporate those changes across TweetReach. We will be rolling out these changes to our snapshot reports on March 4, 2013. Most of the API changes won’t be visible to you, but a few of these changes will affect our reports, so we wanted to make sure you knew exactly what was going on.
Adding Twitter authentication
You will now need to authenticate with a Twitter account to run snapshot reports on TweetReach. This will be the same simple “Sign in with Twitter” process you’re used to on many other websites. These changes will allow us to run new kinds of analyses, so look for those in the coming months.
This authentication will apply to free and paid reports, as well as snapshots in TweetReach Pro. If you have an account with us – whether it’s a free account or a Pro subscription – you can save your Twitter info so you only have to sign in once. If you prefer not to create an account with us, that’s fine, too, but you may need to authenticate with Twitter each time. If you would like to create a free TweetReach account to save your Twitter credentials and your TweetReach reports, you can do that here.
We’re only asking for read-only permission to your Twitter account, so we will never post anything from or on behalf of your account. We will not be able to see your DMs or your password. We will only be able to:
- Read Tweets from your timeline
- See who you follow
There’s more about third-party authentication on Twitter’s help center, which we encourage you to read if you have any questions about how this process works and what it allows. We’re also happy to answer any questions or address any concerns you have, so please let us know.
Replacing exposure graph
We’re updating the exposure bar graph to now reflect the follower counts for all tweets in your report. With the new graph, you’ll be able to see how many tweets were sent from accounts with a certain number of followers. The x-axis shows follower tiers (0-99; 100-999; 1,000-9,999; 10,000-99,999; 100,000 or more), and the y-axis shows the number of tweets in each follower tier. For example, want to know how many tweets in your report were sent from accounts with more than 100,000 followers? This new graph will make that quick and easy.
Handling native retweets
In addition, we’ll be handling native retweets differently from now on. Twitter’s Search API no longer includes native RTs, and this change impacts all tools built on the Search API, which includes our free and full snapshot reports. All snapshot reports will now include a slightly limited set of native retweets. Full reports will include up to 100 native RTs for each of the 15 most important tweets in a report, and our free (50-tweet) reports will include up to 100 native RTs for each of the five most important tweets in a report. This change does not impact manual, copy/paste type retweets or modified retweets. For most of you, this will provide more than enough coverage to include all retweets, since it’s quite rare to see a tweet with more than 100 retweets. There’s more on our helpdesk, including our full-fidelity options for comprehensive analytics with no limits.
Changes to our reach metric
We’re also updating our reach algorithm, which we’ve already blogged about you can read all about here. Our new reach algorithm is based on a rigorous statistical model built on years of Twitter data. We’re very happy about this change, because it means reach will be faster and less resource-intensive to calculate.
So, to sum it up…
We’re really excited about these changes! Reach is so much smarter than it was before, and using Twitter authentication means we’ll be able to build new kinds of analyses, so there’s lots more coming in the future. We also know this is a lot to take in, so if you have any questions about any of these changes, please let us know.