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The Week in Social Analytics #75

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Twitter News Consumers: Young, Mobile and Educated [Pew Research Journalism Project; written by Amy Mitchell and Emily Guskin]

“Nearly one-in-ten U.S. adults (8%) get news through Twitter, according to a new report by the Pew Research Center, in collaboration with the John S. and James L. Knight Foundation. Compared with the 30% of Americans who get news on Facebook, Twitter news consumers stand out as younger, more mobile and more educated.”

Ten Ways in Which Your Tumblr Blog Can Help in SEO [from Social Media Today; written by Mark Scott]

“Tumblr essentially functions as a secondary blog you can use solely for the purpose of SEO. You can send optimized links back to the main website, allowing your website’s reach to expand and incoming traffic to multiply. What makes Tumblr great for SEO is the inbuilt promotion and SEO-friendly features that it comes packed with by default.”

And here’s a response on that from JD Rucker on Soshable: Tumblr as an SEO Tool.

Our Tumblrs, Our Teenage Selves [from New York Magazine; written by Ann Friedman]

“Way back in 1977, Susan Sontag wrote that  ‘industrial societies turn their citizens into image-junkies; it is the most irresistible form of mental pollution.’ And the notion has persisted. The never-ending stream of social-media images is routinely declared a symptom of our collective narcissism or intellectual weakness. Again, perhaps we can take a cue from teenage girls. They’re quite aware that they’re seen as frivolous and self-absorbed, but on a deeper level they know they’re engaged in an important project: figuring out who they are and what they want to be. If we took our Instagrams and Snapchats and reblogs half as seriously as they do, perhaps we’d reach some new insight about our adult selves, too.”

LinkedIn and Tumblr: Tips for Effective Video Marketing [from; written by Shelley M. Johnson]

“This is the art of becoming ubiquitous as a brand. When marketing video, there are more networks to rely on than just YouTube, Twitter, and Vine. Some marketers see this as unchartered territory, but what they fail to realize is that other platforms can be just as effective, if not more.”

It’s a Wide, Wide, Wide, Wide Social Media World: 4 Things You Probably Didn’t Know [from The Measurement Standard]

“Despite being blocked in China, the major social networks still have many millions of Chinese active users who use various stratagems to access these services. Google+ has 100 million users in China, Twitter has 80 million, and YouTube has 60 million.”

The Evolution of Visual Storytelling [from The Buzz Bin; written by Erin Hurley-Brown]

“Our current students see no difference between working traditionally and digitally, they simply see them as different media. Where 10 years ago, an illustrator might have chosen to work in gouache or oils, they now choose to work traditionally or digitally, and that may switch from one assignment to the next.”

Cats Are Over: Social Media in the Post Cat Economy [from The Webby Awards]

Say it ain’t so! The Webby Awards presents their first social media report and presents the notion that we’re living in a post-cat economy. Regardless of whether you agree, it’s a great read with a lot of examples and tips from top brands in social media.

Instagram ads and the future of brand advertising [from Gigaom; written by  Om Malik]

“Systrom explained that in order for companies and their brands to be successful, they need to create Instagram-like content for the advertising campaigns. If the brands veer away from Instagram-i-ness, Systrom said they will run the risk of losing impact in a what is a very high-touch environment. The kind of ads and the number of times they will be shown to us will be key to community acceptance (or rejection) of advertising.”

Unlock the Potential of Real-Time Marketing [from Marketing Profs; written by Jenn Deering Davis]

“And there is good reason to take notice: Regardless of product or category, marketers who engage in real-time marketing can expect a 21% increase in positive brand perceptions and 18% increase in likelihood to buy (Golin Harris).

Real-time is not some marketing fad, but a natural progression of social media marketing and a great way for marketers to capitalize on the immense volume of social conversations. And a key part of unlocking the potential of real-time marketing is implementing social analytics that can help guide your media strategies.”

Do Retailers Understand Millennials? Are They Even Trying To? [from Marketing Charts; written by staff]

“Abstaining from any kind of research into this demographic – no matter how difficult it is to decipher – seems curious.”

Consumers Say They Respond to Online Ads With Actions Other Than Clicks [from Marketing Charts; written by staff]

“Indeed, when respondents were asked how long they would generally wait until they researched a company or product whose ad they found interesting but did not click, a majority indicated they would wait longer than one hour, with a significant number doing so ‘days later.’”

Written by Sarah

November 8th, 2013 at 9:45 am

The Week in Social Analytics #72

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

11 Big Myths About Social Media and Content Marketing [from Convince & Convert; written by Jay Baer]

Myth 2: Social is not measurable

Social is extremely measurable, but first you have to do something that can be measured. Tracking URLs, visibility into your purchase funnel, unified customer databases. All of it can answer that “are we making money at this?” question, but too often people expect there to be a magic “social media measurement” button, even though there is no such button for radio, TV, email, direct mail, billboards, or fancy business cards.”

Demystifying Marketing & Social Media Measurement [from Social Media Explorer; written by Nichole Kelly]

“Instead of spending time wondering which metrics are important to measure, start by getting marketing and social data into your core systems. Then we can debate which metrics are the best metrics, but I can tell you this. If you aren’t passing campaign data into your CRM, it’s unlikely you are measuring anything meaningful to your executive management team today. It’s time to fix it.”

Facebook, Pinterest and Twitter Traffic Referrals Up 54% in Past Year [from Social Media Today; written by Danny Wong]

1) Facebook, Pinterest and Twitter are dominating. These three social media power players collectively accounted for 15.22% of overall traffic last month. Given their community and share-friendly nature, it’s no surprise that they top the list in traffic referrals and have grown more than 54% each in share of overall visits. Facebook grew 58.81%, Pinterest by 66.52% and Twitter 54.12%. Pinterest’s growth is especially interesting now that the company is flirting with paid advertising.”

Social media brand recommendations rise while face-to-face conversations fall [from Social Media Influence]

“According to new word-of-mouth (WOM) research from COLLOQUY, brand recommendations made via social media have grown 4% since the company’s last report in 2011, while the number of ‘real life’ conversations about brands has dropped 4%.”

Only 1 in 3 Americans Claim That Social Media is Important to Them [from Marketing Charts; written by staff]

“Social media scores higher among women (37%) and those under-35 (45%) in the US, but those figures also lag the corresponding global averages (46% and 50%, respectively).”

85% Of B2B Marketers Use Twitter | INFOGRAPHIC [from AllTwitter; written by Shea Bennett]

“New data has revealed that 87 percent of B2B marketers are now using social media as part of their strategical arsenal, with 85 percent using Twitter.”

Click through for the full infographic. 

U.S., Europe, Asia, Middle East, Africa, Latin America – Social Media Growth Worldwide | INFOGRAPHIC [from All Twitter; written by Shea Bennett]

“Did you know that nearly 1 in 4 people worldwide will use social media in 2013, and that by next year, two billion users globally will log on to platforms such as Twitter, Facebook, LinkedIn and Instagram?”

SM Worldwide Growth

Click through for the full infographic. 

Social Media Photos: The Eyes Have It [from Heidi Cohen]

“Here are 15 winning tactics divided into 5 broader content marketing strategies for using photos to maximize social media engagement.”

Includes examples.

12 trends shaping digital news [from Pew Internet; written by Andrea Caumont]

3. Social media has grown as a source for news: 19% of Americans saw news on a social network “yesterday” in 2012, more than double the 9% who had done so in 2010. Those in their 30s (30%) are nearly as likely as those 18-24 (34%) to say they saw news or news headlines on Facebook or another social networking site yesterday. (Report)”

Q&A: How to Incorporate Tumblr Into Your Marketing Campaigns [from Business2Community; written by Polina Opelbaum]

“‘People flock to Tumblr to be entertained and inspired, not to be pitched to,’ says Francis Skipper, executive vice president of 451 Marketing. ‘Therefore, it is key to be very visual and to use humor on Tumblr. Pieces should be easy for your audience to digest and promote sharing. And try to provide evergreen content that will have a longer shelf life, so your content can be shared often.’”

Memes and the History of Communication [from Edelman Digital; written by Veronica Barranco]

“Before the Internet became widely used, the media were the masters of the conversation. They filtered conversations and, by doing so, built our view of the world. But the expansion of the Internet blew up the pyramid of authority, making the world a place where everything can be shared, mimicked and copied. Memes never had such a fine environment to grow. Memecracy was born.”

Written by Sarah

October 18th, 2013 at 10:13 am

This Week in Social Analytics #54

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Reuters Digital News Report 2012 [from Reuter's Institute for the Study of Journalism]

 “Blogs and social media are much more regularly used in the United States than in Europe (36% use these as a news source every week compared with an average of 20% in European countries).”

Online news source by type

Social’s Impact on TV Still Small, but Growing [from Marketing Charts; written by Marketing Charts Staff]

“But, the study finds there is significant room for growth: the proportion of study respondents who interact with TV-related content on social media on at least a weekly basis is triple those who do so on a daily basis (37% vs. 12%), and the data also shows that social plays a bigger role in drawing viewers to new than existing shows.”

The Social Media Editor Isn’t Dead, It’s Maturing [from Mashable; written by Meghan Peters]

“Once others in the organization become not only equipped but also passionate about it, the editor doesn’t die. He or she focuses on what’s next.”

Eight Silly Data Myths Marketing People Believe That Get Them Fired [from Occam's Razor; written by Avinash Kaushik]

Your Friday long read.

Google Takes Home Half of Worldwide Mobile Internet Ad Revenues [from eMarketer; written by eMarketer staff]

“Twitter is also expected to see its worldwide mobile ad spending share increase this year to about 2% of the total, eMarketer estimates. In the US, however, Twitter will have a higher, 3.6% share, eMarketer estimates.”

On Tumblr and Nonprofits [from Everything PR; written by  Esti Landau]

 “To sum up: Tumblr is an all around win-win proposition for nonprofits.”

WATCH: Which Brands Do Tumblr Best? [from The Huffington Post; written by Shawn Amos]

Denny’s has taken the time to learn the culture of Tumblr– and it shows.

Tumblr, Foursquare Execs Map Out New Directions, Tools for Brands [from Xconomy; written by Michael Davidson]

“Brands want to put their best foot forward and have an expansive palette to convey their message,” Gottfrid said. “We think they can tell bigger stories on Tumblr with the tools that we have.”


Written by Sarah

June 14th, 2013 at 9:12 am

How to vet information on Twitter

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Image courtesy State Library of Queensland, Australia

When news breaks, it now often breaks on Twitter. In the throes of a national or international emergency or other breaking news, a lot of information comes pouring in quickly. Unfortunately, there is always bad information mixed in with the good. Here are some tips for making sure information is solid before you act on it, or choose to share it with others:

  • First: check the source. Is it a reputable news publication (The New York Times), or is it a publication known for publishing joke content (The Onion), or pushing out anything they think will get the most views (The National Enquirer)? If you don’t know, don’t act on it or retweet it. 
  • Take everything with a grain of salt. Even the biggest publications feel pressure to keep everyone updated, especially via social media, so they may share information that isn’t confirmed with authorities yet, or has been misinterpreted.
  • On that note, look for retractions or updates on claims, and remember that “allegedly”, “reportedly” or “hearing reports” doesn’t mean something has been confirmed. “Sources say” isn’t solid if you don’t know who the sources are.
  • Search hashtags to find repeated links and information; this can often show you the origination of a claim so you can see if it’s reliable. When breaking news is happening, hashtags will likely flood your feed and start trending. If they don’t, see which hashtags trusted publications are using, then search those.
  • News outlets will likely tell you which reporters they have in the area, or will confirm information from people who are tweeting on the ground.
  • Check Snopes. They quickly list and categorize anything that might be an unfounded conspiracy theory, or that needs confirmation. Sometimes old fake photographs resurface too, as these did during Hurricane Sandy in the fall of 2012.
  • Finally, be cautious of scams. While the best parts of humanity will reach out to help during a natural disaster or other tragedy, others will try to profit by creating false charities or funds. Verify before you donate with sources like Charity Navigator.

If you do share something that turns out to be false or unverified, say so and commit to sharing only the best information moving forward. Consider just listening until the situation becomes clearer, then use Twitter and other social media to see how you can help, no matter where you are.


Written by Sarah

April 25th, 2013 at 9:04 am

Posted in Events

Tagged with , , ,

Announcing the all new TweetReach Report 2.0!

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We’re so very excited to announce the all-new TweetReach Report 2.0! With a brand new look and some great new metrics, the updated, upgraded version of our snapshot report is smarter and better than ever.

Believe it or not, we ran our very first TweetReach report in April 2009. And in the two and half years since that first report, we’ve run millions and millions of reports for customers all over the world. But the report hasn’t really changed much since then. Until now, that is. We’ve given the entire report a massive facelift and added in a lot of the metrics you’ve been asking us for. Take a look…


New Report Changes

Some of our favorite new report features include:

  • Top tweets make it easy to identify the most retweeted tweets
  • Top contributors make it easy to identify the most influential and engaged participants
  • Graphical timeline makes it easy to identify when key moments occurred throughout the duration of the conversation
  • Integrated contextual help makes it easy to figure out what a metric means and how we calculate it

We haven’t removed anything from the old report; we’ve only added to it. And there won’t be an increase in cost for these new reports – quick 50-tweet reports are still free, and full reports are still $20. (As always, full reports will include all tweets made available by Twitter, which is usually up to 1,500 tweets from the past week.)

New Report Access

For the next few weeks, the new report will only be available to anyone who purchases a full report or anyone with a TweetReach Pro subscription or a free TweetReach account. So to try it out, either sign in to your current account or sign up for a free TweetReach account.

There’s more information in our helpdesk about the new report with detailed explanations of the new metrics, as well as list of new report FAQs. And please let us know if you have any questions!

Written by Jenn D

December 12th, 2011 at 11:19 am

Posted in Features,News

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Should #SFRiot have been “real” news?

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All fun and games until the riot police show up

If you don’t live in San Francisco you probably wouldn’t know that things got pretty out of control in parts of the city after the Giants won the World Series. I was at 22nd and Mission standing beside a smoldering mattress when the riot police showed up, so I got to see some of this first hand.

Why wouldn’t you know this? Well, mostly because it wasn’t reported anywhere – even in the local “traditional media”. The Chronicle’s (very minimal) coverage calls the scene on Mission an “old fashioned street party”. However, if you follow any San Francisco users on Twitter, you would have quickly seen all sorts of first hand accounts and pictures of the mayhem. As usual on Twitter, these started to converge around the #SFRiot hashtag.

And, as is also usual on Twitter, this rapidly became a conversation about how social tools and citizen journalism have eclipsed traditional media as a means of reporting what’s really happening since these old media dinosaurs can’t or won’t do the job. But is that really true? Was the #SFRiot an overblown bit of real-time naval gazing by nervous San Francisco tech kids or was it legitimate news that should have been covered by more mainstream media?

Let’s take a look at the conversation that happened around #SFRiot by the numbers. Using the TweetReach Tracker, we started tracking the hashtag around 11pm PDT last night – not long after it appeared. After tracking through this morning, here’s what we found:

  • Peak activity was from 11pm to 1am with about 5,900 tweets (out of 7,920 total) during those hours
  • 45% of those tweets were retweets
  • 3,949 users generated those 7,920 tweets
  • The most exposure was generated by none other than Vinod Khosla who retweeted some of the more amusing tweets followed by Twitter developer John Kalucki
  • There are essentially no tweets from any news organizations

Tracker for #SFRiot

You can download the Tracker report (pdf) to see this for yourself.

As you can see from the numbers it appears there was a pretty significant echo effect. To a Twitter user following other Twitter users in San Francisco it might have seemed like the apocalypse but most of the traffic was generated by a relatively small number of people. A quick review of the tweets also shows that much of the chatter was snarky jokes, commentary and notes about what was happening on the police scanner. There were relatively few actual eyewitness accounts.

So what does this all mean? My interpretation is that while Twitter is a powerful way to keep up with real-time developments, especially those of local interest, we need to be aware that it doesn’t provide any context. In that environment it’s very easy for relatively minor things to get blown way out of proportion. That said, it was pretty scary watching people throw bottles at a line of riot police marching down Mission Street.

What do you think? Should the mainstream media have covered this? Or did Twitter just provide a platform to blow things out of proportion?

Written by Hayes D

November 2nd, 2010 at 2:17 pm

Posted in Trends

Tagged with , ,

Measuring the real-time impact of news on Twitter

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A Shooting on Campus

University of Texas at AustinOn Friday, September 28, 2010, a 19-year-old college sophomore took an AK-47 to the University of Texas at Austin campus, fired numerous shots, and then killed himself in the Perry-Castaneda Library. Fortunately no one else was injured in this incident, but it was a scary and sad day for thousands of students, faculty, staff, family members and Austin community members.

Even though it happened in Austin, Texas, the shooting was national news. And for us here at TweetReach, it hit pretty close to home. We started TweetReach in Austin, and lived there for five years before moving to San Francisco. And I recently earned my Ph.D. from the University of Texas at Austin, where, in addition to my coursework and research (which meant I spent long hours in the P-C library), I also taught undergraduate communication courses for four years. Many of my friends and colleagues still work there and were on campus on September 28.

For several hours on the morning of September 28, it was unclear how many shooters there were and how many people were injured, and the entire campus was on lockdown. I anxiously watched as some of my closest friends posted Twitter and Facebook updates about armed police officers in the hallways outside the classrooms where they were sequestered. It was a tense day.

Twitter and Real-Time News

But the day was made less tense with lots of updates from friends on campus and off, as well as plenty of information coming from local news sources. Social media have certainly impacted how we consume and create news. For good or bad, breaking news spreads incredibly quickly in new media channels like Twitter.

There’s really no need for me to spend much time writing about the impact of Twitter on news – just do a quick Google search and you’ll find all the history and analysis of real-time news you could ever want. This is not a new idea. For example, two years ago, ReadWriteWeb wrote a nice piece on how they use Twitter for journalism. What I do want to write about is the specific example of how Twitter was used the day of the UT shooting.

The Austin American-Statesman has been a paragon of how local news outlets can use Twitter in innovative ways. I know Robert Quigley and the other folks at the Statesman work hard to make sure the @statesman Twitter account is useful, accurate and timely. In the past year alone, the Statesman has informed and guided the Austin community through several significant local news events, including the November 2009 Ft. Hood shooting and the February 2010 Austin plane crash. The September 28 campus shooting was no exception. And this time, we have tweet data to analyze.

How @Statesman Kept Us Informed

We’ve been running a TweetReach Tracker for a few months that measures Twitter activity with and about the @statesman Twitter account. [Note: The Statesman is not a customer of ours, nor did they sponsor this research.] On September 28, @statesman regularly tweeted updates and important information about the shooting. Those tweets were retweeted and discussed repeatedly, resulting in a huge Twitter reach day for @statesman. Huge.

On a normal weekday, the @statesman Twitter account, which has more than 26,000 followers, reaches on average around 75,000 unique Twitter users through retweets, mentions, and replies. We’ve been tracking this activity since mid-July, and before 9/28 it peaked at a daily reach total of almost 180,000. On the day of the UT shooting, that number skyrocketed to a unique reach* of 1.45 million unique Twitter users. That’s more than eight times its previous peak reach day and 19 times its normal reach.

The overall exposure (total potential impressions generated*) on September 28 was nearly 3.7 million, up from a typical weekday average of 125K and a previous peak of 292K. 2,700 Twitter users posted more than 4,500 tweets that day. In fact, 56% of all tweets with “@statesman” in them for the entire month of September were generated that day. @Statesman tweets were retweeted by many other news outlets, including the @washingtonpost and @dallas_news. They were also retweeted by lots of Twitter notables, many of whom don’t even live in Austin (a surprising amount from the Bay Area, actually).

Statesman Twitter Reach Stats

These numbers are impressive and show the power of Twitter. How often do Statesman stories reach almost 1.5 million people in one day? I’m guessing never (their daily print circulation is about 140,000). But what else does this information tell us?

What We Can Learn

These data demonstrate the potential impact of someone in the right place at the right time (remember the first Twitpic of the US Air plane that landed in the Hudson?). As a well-respected newspaper, the Statesman was already positioned as the go-to news source for Austin area current events. But over the past few years, they’ve built a loyal following on Twitter of people who are eager to contribute to the news process. People send photos and updates to the @statesman, essentially expanding the paper’s news staff. And by making their Twitter updates consistently relevant and timely, the @statesman is insuring that they’ll be retweeted when something like this happens, drastically expanding their circulation.

These data also reiterate the importance and potential pitfalls of real-time news. If no one cared what was happening on campus, then no one would retweet the @statesman’s updates. But people do care; we demand information in real time, especially when something scary is happening. And we’ve all heard what the 24-hour news cycle does to news – stories are rushed out before being fact-checked or properly edited, stories that aren’t actually news are published just to fill space, sources are faked to get information out as soon as possible.

Finally, these data are a good reminder that you never know when something like this will happen. You need to be prepared. If you work at a news outlet (or any company or business, really), build your following now. Start measuring your impact now. You can’t suddenly have the reputation of the @statesman; that has taken them more than three years of dedicated effort to achieve. And you can’t go back and measure certain kinds of Twitter activity after it’s happened. Once it’s passed, it’s gone. The real-time speed of social media means that events can flare up and then flame out in just a few hours.

Fortunately, no one besides the shooter was killed at UT on September 28. But on that day, when no one knew what was going on and many people were assuming the worst, Twitter and the @statesman helped communicate vital information to those who needed it.

*If you want to learn more about how we calculate and define our metrics, including reach and exposure, read this.

Written by Jenn D

October 13th, 2010 at 3:29 pm

Posted in Trends

Tagged with , ,