Archive for the ‘News’ Category
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.
This post was written by Union Metrics CEO and Founder Hayes Davis.
We started TweetReach in 2009 with a simple idea: to provide a simple report that showed people the reach of tweets about any topic. Since that time, we’ve grown far beyond that simple reach report and added comprehensive tracking, as well as many other metrics and insights. But reach is still something we care a great deal about, so I wanted to tell you about some changes we’re making to the algorithm we use to calculate reach.
This is a long post, so here’s the executive summary:
- We’ve built a new and extremely robust model for calculating reach that will replace our current algorithm.
- Historical reach data won’t change, and newly calculated reach will change only slightly in most cases relative to historical trends.
- This new algorithm allows us to increase our data limits across all TweetReach Pro plans.
- These changes go into effect next week.
For those of you who are interested in learning more about how we built our new algorithm, read on.
Setting the stage
Reach is a complex metric with many definitions across vendors and industries, so let me explain how we think about reach on Twitter. For us, reach is the total number of unique Twitter accounts that received at least one tweet about a topic in some period. Knowing this helps you understand how broadly your message is being distributed on Twitter.
For most of our existence we’ve measured reach by using Twitter’s API to determine the actual Twitter IDs of users who received tweets about a topic. From that copious raw data, we then applied a dose of math and lots of computational horsepower to derive our reach measurement. While this brute force method produces a very reasonable estimate for reach, it has some serious drawbacks in terms of meeting the needs of our customers. It slows down our reporting for customers pulling data on ad-hoc periods and – while our data limits are generous relative to our competitors – it meant we had to place stricter data limits than we wanted on our TweetReach Pro plans.
In addition to these increasingly frustrating drawbacks, Twitter has announced a major set of technical changes to their API. Included in those changes are additional restrictions on the API calls we make to determine the raw data we use in our reach calculation. So instead of working around those API limits and continuing with our brute force approach, we decided it was time to get smarter.
Investigating the data
At TweetReach, one thing we have is data – lots and lots of data. This means that we have an extraordinarily large archive of information about how campaigns work on Twitter, which goes back years and is unique to us. From these data and our experience, we know that the reach of a Twitter campaign is essentially a function of the number of unique contributors (users tweeting), how large their follower bases are, and the overall number of tweets. The question is: What are the mathematical parameters of that function?
We started our investigation by looking at what we call the “potential reach” of any conversation on Twitter. This is the maximum possible reach of any conversation if all people who tweet about a topic have no followers in common. While it provides an upper bound on reach, it’s obviously flawed; the assumption that no one has followers in common just doesn’t make common sense. It is, however, a good starting point, so we put it in a scatter plot to at least see if there was a relationship between potential reach and actual reach:
The way this graph turns upward at the end shows us there’s not a clear linear relationship in this data, but there might be if we plotted this on a log-log graph.
There is a nice positive linear correlation after all. However, there are also some pretty absurd numbers. In fact, some of those “up and to the right” data points in the first graph show a potential reach above 2 billion (nearly 30% of the world’s population and more than 8x Twitter’s 250 million monthly active users). As it turns out, this is what many in our industry call “reach”. But we knew we could do better.
Armed with the notion that potential reach had some value, we set out to combine that with other data to build an algorithm that could predict reach. We experimented with many different approaches that we applied to tens of thousands of data points derived from real Twitter campaigns. And after many iterations, we’ve developed an extremely robust model that explains 99.51% of the variance in reach on a Twitter campaign.
Below is another scatter plot (with a trendline) that shows our reach prediction model applied to a test data set.
The data have a nearly 1:1 positive linear correlation, and there are no crazy outliers. This means we can predict an accurate reach with an extremely high degree of confidence without having to resort to brute-force methods.
What does this mean for our customers?
For the vast majority of our customers there will be very little noticeable impact to reach. Most of you won’t see any change at all. But a few of you will see some small changes. We will not be altering our reach calculations for historical periods, so some of you may notice your future reach increase or decrease slightly when compared to historical levels. And since no model is absolutely perfect, a small set of customers may see somewhat larger increases in reach for certain campaigns. If you have any questions at all about a change in your reach, don’t hesitate to contact our support team and we’ll be happy to take a look!
But best of all, these changes bring some significant benefits to our TweetReach Pro subscribers. The first benefit is that viewing ad-hoc periods within a TweetReach Tracker will now be much faster than before. The second, much more exciting benefit, is that we’re now able to increase our data limits for TweetReach Pro plans.
We’ll be rolling these changes out next week and we’ll be communicating with you along the way. We’re extremely excited to share the results of this work with you – our customers! If you have any questions, please let us know.
Interested in more comprehensive, ongoing tweet tracking with TweetReach Pro? Sign up for a short demo webinar, where we’ll show you how it works, what’s included, and answer any questions you have. We look forward to to seeing you on the 27th, at 11am PST sharp!
Got questions? We’ll answer them!
(Photo credit: US National Archives)
Hey friends and fans, got a quick minute? We’d love it and be much obliged if you could take our product survey and let us know how your experience has been.
The feedback will help us keep making things better for you. Thanks!
-The TweetReach Team
We’re excited to announce that we are Plugged In To Gnip with Gnip’s official partnership program! Gnip makes it possible for us to provide our customers with tools built on the full firehoses of both Twitter and Tumblr data. This ensures we have top quality data so you never miss a tweet or a post.
In addition to full-fidelity firehose access to Tumblr for our new Union Metrics for Tumblr engagement analytics and to Twitter for real-time tracking with TweetReach Pro, this also includes the ability to reach all the way back to 2006 with our new TweetReach Historical Analytics, through which we can access any tweets from the entire Twitter archive. You can learn more about how we use Gnip’s Historical PowerTrack for Twitter in our case study with them.
What else does this partnership mean? It means a number of things, but what’s most important to you – our valued customers – is that all our social analytics products are built on the highest quality, most comprehensive and reliable social data. We are committed to bringing you the data that you need to be successful with social media and our partnership with Gnip helps make that possible; full coverage, high-quality data is at the heart of all our analytics solutions.
We’re proud to be Plugged In To Gnip, and we’re working hard to bring you new and amazing things all the time. Check back often!
Last month, you may remember us announcing our first non-Twitter analytics product. Today, we’re excited to share that Union Metrics for Tumblr is now publicly available!
We’ve partnered with Tumblr as their preferred analytics provider to deliver full-fidelity analtyics built on the entire Tumblr firehose. With our new tool, you can analyze any blog or any topic on Tumblr. If you’re using Tumblr to spread your message and want to know what’s really happening with your content, then Union Metrics for Tumblr is for you.
What is Union Metrics for Tumblr?
Union Metrics for Tumblr can measure activity and engagement for any blog or any topic on Tumblr. We make it possible to get in-depth analytics on all the interesting content that’s being shared on Tumblr.
Similar to what you’ve come to love from TweetReachTrackers, our new Tumblr reporting includes:
- Beautiful, interactive trackers to continuously monitor your Tumblr presence
- Post and note volume to show overall engagement levels and trends over time
- Top contributors and curators to help identify key influencers
- Analysis of posts and tags to surface most popular posts
- Post engagement details, including the full reblog tree and interactions over time
- Full data export for further analysis
What does it cost?
We currently have three plan levels perfect for larger brands and agencies, starting at $499 per month. They all come with a 7-day free trial. TweetReach Pro subscribers will receive 30% off these prices, so if you’re currently using TweetReach Pro, just let us know if you want to subscribe to Union Metrics for Tumblr.
We love Tumblr and we especially love the diversity and creativity that goes into making it the wonderful place that it is. And we know that not everyone works at a company with the budget for these plans. So we’re working on more analytics offerings for everyone, including a version for anyone interested in measuring their personal blogs. That’s coming soon, so stay tuned!
The TweetReach support team will be around to answer all of your questions throughout the final weeks of 2012. However, please allow them a little extra time to return your calls and emails on the following dates, as they might be stuffing themselves with holiday treats and spending time with their families.
Thursday, November 22 – Friday, November 23
Saturday, December 22 – Tuesday, December 25
On these days, we will return all non-urgent requests within 24 hours and urgent requests as soon as possible. As always, you can get in touch with us in many ways. Email is the fastest way to get through to us during the holidays (aren’t smart phones great?).
- Email us at support [at] unionmetrics [dot] com
- Call us at 888-834-8113
- Submit a ZenDesk ticket
- Find us on Twitter
We’re thrilled to announce Union Metrics for Tumblr! This is the very first measurement product designed specifically for Tumblr that provides analytics based on their entire firehose of data. That includes more than 100 million Tumblr events per day. And, to add to the excitement, Tumblr has officially named us their preferred analytics provider!
For more details, head over to the Union Metrics blog.
Or, if you’ve heard enough, sign up for an invitation here!
Today, we’re announcing our brand new TweetReach Historical Analytics – all the in-depth TweetReach analytics you’ve come to love, now for any tweets ever posted, dating back to March 2006. This is the first product of its kind to offer comprehensive historical analytics for any topic from the full Twitter archive and we couldn’t be more excited to share it with you.
While real-time analysis of Twitter activity is crucial, it’s only part of the Twitter story. Historical analytics make it easy to measure today’s performance against past trends or dive into an event that wasn’t tracked in real-time. With TweetReach Historical Analytics you can use powerful queries to extract anywhere from a few hours to a few years of the data that matter to you.
On top of the extensive Twitter archive, we provide our in-depth analytics, including all the metrics available in TweetReach Pro – reach, exposure, tweet volume, contributor and tweet details, URL and hashtag analysis, and so much more. This opens up so many possibilities for your Twitter analysis! For example, our premium historical analytics are great for:
- Twitter emergencies – Did something come up suddenly or unexpectedly?
- Recurring annual or monthly events – Need to track trends over time?
- Competitor and share of voice analysis – What are people saying about others?
- Benchmark data – Want to compare new tweets to older tweets?
- Research – Curious about what people thought about a past event or topic?
You can use our Historical Analytics to backfill a new or existing Tracker, or purchase a one-time analysis any time you need it. You can customize the time frame down to the minute, so we can analyze tweets from just a few minutes all the way up to a few years. There’s more detailed information about our historical analytics on our helpdesk. We have this historical tweets access to the full archive of tweets through Gnip’s new, fully compliant Historical PowerTrack for Twitter.
If you’re looking for in-depth, full coverage analysis of any campaign, event or topic any time in the past, then our new TweetReach Historical Analytics is just what you need. Pricing starts at $149 and you can get started here.
And as always, please let us know if you have any questions.