Archive for the ‘twitter’ tag
Reach is the size of the estimated potential unique audience for a set of tweets. We calculate reach algorithmically, based on data we’ve been collecting from Twitter since we launched more than five years ago. It’s a great way of estimating how large your audience on Twitter could be, and takes unique recipients into account, removing duplicates.
Impressions measure the size of total potential exposure. This shows you how many total timelines your tweets were delivered to – including multiple deliveries to the same account – so it’s a count of the maximum total impressions possible for a set of tweets.
If you’ve ever seen the analytics Twitter provides for your Twitter account, you’ve noticed they provide a count of actual impressions for each of your tweets. That impressions number shows how many times people actually saw that tweet. So you may be wondering how Union Metrics Twitter analytics impressions and Twitter impressions relate to each other. What do they each mean? Which one should you use? Why are they so different?
Twitter provides actual impressions for your tweets, while our Twitter analytics calculate total potential impressions for those tweets. You can use these numbers together to fully understand how impactful your tweets are. The number of actual impressions your tweets receive will vary from tweet to tweet and account to account, but your actual impressions will likely be between 1% and 20% of your potential impressions.
Knowing how your actual impressions compare to your potential impressions shows you exactly how well your tweets are performing, how large your activated audience is, and how large your potential audience could be. What’s the ratio of your actual impressions to potential impressions? Are your tweets on the low side? Do some tweets perform better than others? Ask yourself the following questions to help improve the ratio of actual impressions to potential impressions.
What tweets get the most impressions?
First, look at which tweets are seen – and engaged with – by the most people. What makes those tweets different from your lower-performing tweets? Maybe you used a particular hashtag or included a photo. Maybe you mentioned someone who retweeted you. Whatever it is, try doing more of that to see how you can activate more of your potential audience, and improve your ratio of actual to potential impressions. For example, we’ve found for our own content, hashtags like #smm and #measure help get our tweets in front of a receptive, responsive audience interested in social media marketing. And our tweets with an interesting photo or video get high rates of engagement. And when it comes to posts about our company, tweets using the #hiring hashtag generate a lot more impressions than an average tweet.
What tweets get the fewest impressions?
Next, look at the tweets that are performing the worst. Which ones have the fewest impressions and least engagement? Look for patterns in those tweets. Sometimes you can learn more from what’s not working than from what is working. For example, we’ve found that some of our text-only tweets get fewer impressions and lower engagement than our visual content does. But not every time – there seems to be certain types of images that work better than others for us. What do you see in your analytics?
What’s different about your outliers?
Finally, are there any tweets that get way more engagement or impressions than the rest of your tweets? Dig deeper into these tweets, in both Twitter and Union Metrics Twitter analytics. What exactly spurred that response? Twitter will tell you how many retweets, replies, clicks and favorites a tweet received, and our analytics can tell you who retweeted or replied to you and how much amplification they contributed to that tweet. Use this information to see what caused the spike, and think about how you can try to replicate this on future tweets.
Who engages with your tweets? And how?
Finally, you can use other metrics on engagement (like retweets and replies, average retweet rate) and contributors (such as the people who have engaged the most with your content and generated the most amplification for your content) to understand not just how far your content is reaching, but how and with whom. When taken together, along with actual and potential impressions, you can more completely understand what’s working with your Twitter account and how you can improve what isn’t.
You can run a free TweetReach by Union Metrics snapshot report here any time, on any hashtags, usernames or keywords. Try it now! Want more? Check out our comprehensive Union Metrics Twitter analytics, with real-time monitoring and analytics, starting at just $99 per month.
On Tuesday a new episode of Inside Amy Schumer aired on Comedy Central, and in anticipation of this boy band parody sketch, Amy posted a no-makeup selfie on Twitter and Instagram asking her followers to share selfies of themselves without makeup on either platform with the hashtag #GirlYouDontNeedMakeup.
And the response has been as sweet as a boy band’s choreographed dance moves.
— Amy Schumer (@amyschumer) April 29, 2015
Since it started on Tuesday, more than 13,000 tweets have been posted with the #GirlYouDontNeedMakeup hashtag by more than 12,000 different people, for a potential reach of 40 million unique Twitter users*. Many of the most retweeted tweets came from Amy herself, Comedy Central, or big media and tech outlets like Mashable or Slate, but some came from non-celebrity hashtag participants:
(Though of course funnyman Zach Braff did add his own somewhat inexplicable and terrifying entry.)
While fewer posts were made on Instagram in the same window, they still had quite the impact with a maximum potential reach of 1.5 million**. The three most popular posts with the #girlyoudontneedmakeup tag were these two from Amy and one from Comedy Central, respectively, but the rest were all from Instagram users sharing their no-makeup faces, not other branded accounts as on Twitter:
One of the most popular Instagram posts includes an important related hashtag, #catyoudontneedmakeup.
Have you posted your no-makeup selfie yet?
The smaller number of posts made on Instagram likely has a lot to do with the interconnected nature of Twitter as a platform with its built-in retweets vs Instagram’s third-party apps as the only option for regramming. Twitter’s constant flood of information also makes it acceptable to post original and curated content several times a day, making it more likely for others to see, share, and/or participate in a hashtag than with a more contained stream like Instagram where users are more selective with what they participate in and share.
Both of these are things to keep in mind when planning a campaign, either for a specific platform or to run across platforms; you want to play to the strengths of each.
*read more about how we calculate reach on Twitter here.
Ever wondered where we get the social data we build our analytics on at Union Metrics? Here’s a quick rundown on where our data comes from and what that means to you.
We get all our Twitter data directly from Twitter! We’ve had a relationship with Gnip since 2011, and now that Gnip has been acquired by Twitter, we have a direct relationship with Twitter. Specifically, our Pro Trackers access raw Twitter data directly through Twitter’s commercial real-time streaming API, which means full-fidelity ongoing coverage of any tweets you’re interested in. Our historical analytics are built on Twitter’s commercial historical stream, which is full access to the entire Twitter archive. And our snapshot reports use Twitter’s public Search API, which includes up to 1500 tweets from the past days. (This also means Twitter’s recent announcement about cutting off external data providers won’t impact any of the Union Metrics or TweetReach products you use and love.)
Our Tumblr analytics are based on full-fidelity Tumblr firehose that we commercially license through Gnip. We’ve been consuming that firehose since the summer of 2012. That means you’ll have full coverage of all posts for any blogs or keyword-based topics you want to monitor on Tumblr. We’re also a Tumblr preferred data partner, which means that Tumblr has certified us as legit.
At this time, Instagram does not provide a commercial firehose. However, we’ve built a custom robust system that works with the public Instagram API to deliver the closest thing to a full-fidelity streaming experience you’ll find for any Instagram analytics in the market. This means you’ll have full coverage analytics in real-time for the accounts and hashtags you’re tracking.
If you have any questions at all about our data, where it comes from or how it’s treated, please don’t hesitate to ask! We’re here any time you need us.
It’s no secret that in the never-ending stream of 140-character messages that is Twitter a snappy visual can make yours stand out; Twitter themselves did a study and found that across different content categories adding an image to your tweet boosted engagement in the form of a higher retweet rate.
So simply adding photos to your tweets is a great starting place and one that we’ve discussed before as Twitter has rolled out more image-friendly updates. But if you want to take it further than just adding relevant visuals to tweets, design a way to tell a visual story on Twitter. Put together something where the pieces can stand individually- after all, your tweets will be part of your followers’ stream- but when a prospective follower or curious fan looks at your homepage, they also see a cohesive visual story that communicates your campaign or company values, whatever it is that you’re trying to get across.
What does this look like?
Starbucks is great about using their timeline to tell little mini-stories, and they incorporate their fans and followers in them by retweeting their tweets as well. A great example is a recent celebration of National Croissant Day:
This example also takes it further, by integrating Snapchat. (We’ll talk more about expanding to other platforms in just a bit!)
Keeping things to Twitter, look at the timelines of any major brands you admire and ask yourself what makes their presentation successful or unsuccessful; do their visuals feel cohesive? Do they work together towards telling a single story and letting you know what they can do for you? Figure out how you can answer those questions and provide value to your own fans, followers, and customers.
Take it beyond a campaign.
Twitter shouldn’t just be about selling to your audience; using it like a bullhorn to shout at your fans and followers is unlikely to result in a reciprocal, engaged relationship with them. Use your social presence to tell any number of stories about your brand. Here are some ideas to get you started:
- Tell the story of how your company came to be
- Tell the story of how two companies came together as one in a merger, or the story of a rebranding
- Show off company culture: Share spontaneous images your employees take of one another and let them tell daily office stories in their own words
- Show off company values: Share the story of a day spent volunteering, or the different charitable things employees do on their own time and how you support them
- Tell the story of an event or anniversary of your company
- Tell the story of a partnership of two brands or a brand and a celebrity spokesperson around a campaign
All of these are ways to show off the human side of your brand, in addition to giving your employees some storytelling power.
Take it even beyond Twitter.
Go beyond just adding a photo to your tweets and use photos to tell a story not just on Twitter but across platforms: Tailor your story so that it’s told on your Facebook timeline, on your Tumblr, across your Instagram page. You can choose different parts of your story to tell in each place, if that feels more appropriate for your brand. Don’t be afraid to experiment with your narrative as long as you stay true to your brand values and the voice you’re trying to build or strengthen.
See an example of each for inspiration: IKEA built a catalog on Instagram last year, Charity: Water mixes in stories from their different well-building campaigns with user-generated stories on their Facebook page (also seen below), and Sephora’s Tumblr acts as a combination catalog and digital magazine repository of inspirational images, tips, and tricks for their followers.
One woman even used Pinterest to tell the story of her Imaginary Well-Dressed Toddler, which eventually expanded to a presence on other networks and a book. In that case a powerful visual story became a brand.
Test content types constantly.
Finally, use the engagement levels on the types of visual content you use- images with words superimposed on them, images without words but with captions, etc- to plan content types moving forward. And you’ll want to keep testing; your audience’s tastes will most likely shift over time.
Our snapshot reports are a great way to get some quick analytics about a conversation or topic on Twitter, and we want to help you get the most out of them that you can! Here are five ways to make the most of your snapshots.
1. Maximize your results
Take your snapshot as soon as a tweet chat, event or campaign ends to capture the best data possible. Free snapshots include up to 100 Tweets and $20 full snapshots include up to 1,500 Tweets, both from the past couple days (up to one week back in many cases). The longer you wait to run your report, however, the better chance that you’ll miss the best data. So don’t wait!
2. Narrow your results
Taking a snapshot of a weekly chat? Use the “since” modifier (example: #RKChat since:2015-01-30 would go in the search bar) to get results from just that day’s chat, and not any anticipatory chatter from the night before. To narrow your search in other ways to get exactly the data you want, check out this full list of advanced operators.
3. Do your research
Running a few free reports around different keywords, topics or hashtags can help you narrow your focus and decide which will be worth paying for a full snapshot, or even going Pro if you’ve got that option in your budget. Test out a variety of queries to see how the metrics compare.
4. Scope out the competition
A snapshot report on a Twitter account can give you a quick idea of that account’s recent activity; which tweets are the most retweeted? Who’s talking to and retweeting their posts? How large is their social footprint? You can run a snapshot report for any public Twitter account, so take a look at how your competitors stack up.
5. Scope out influencers
Who else is important in your industry? Run a few snapshots on the influencers in your community to find common threads and use them to improve your Twitter content strategy. See what you can learn from the experts. You may find new hashtags or people to follow.
Give it a try! Run your own free snapshot report right now.
It’s Friday and that means it’s time for This Week in Social Analytics with 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.
On your audience
“. . .marketers must create and update their social media persona for each of their key audiences and assess where, when and how they engage on social networks.”
If you haven’t done an audience audit in a while, it’s time.
“Mining social data is entirely fallible, however.
It’s important to understand who you’re targeting, what you’re measuring, the quality of your data and the reliability your measurements in order to use social data most effectively.”
The Difference Between Popularity and Influence in Social Media [from Social Media Today; written by Brett Relander]
“It should always be kept in mind that a large number of visitors can sometimes stem from a significant number of one-time visitors. Of course, all visitors begin as first-time visitors, but if a user only visits your landing page and then quickly moves on, never to return, you are not gaining anything from them. You have no real opportunity to build influence with one-time visitors. With regular visitors, you are able to cultivate a true relationship. Over time, those visitors become invested in your brand and truly care about what you have to say. For this reason, it is vital to consider whether your viewership is based more on one-time visitors or on return visitors who are truly invested in what you have to say.”
Everything Brands Should Know About Twitter’s New ‘Recap’ Feature [from Social Media Today; written by Tim McMullen]
“The catch here is that Twitter is taking into account your inactivity. Which presumably means tweets posted at mostly inactive hours will–in a way–be rewarded. We could all be bombarded with midnight brand Tweets in the race to be displayed in the coveted morning recap. Eggs just taste better with a side of subliminal messaging.”
If your brand is looking to expand your strategy on Pinterest, check out these two pieces: The Definitive Guide To Pinterest For E-Commerce from Marketing Land and Five Keys for Using Pinterest to Market Your Business from Social Media Today.
If the recent changes to Snapchat have you wanting to investigate how your brand can use that platform, learn by example with Econsultancy’s Eight brands experimenting with Snapchat for social marketing.
“. . .average usage times for social media sites rose from 1.66 hours per day in 2013 to 1.72 hours per day last year.
Micro-blogging, which includes Twitter, is also up slightly to 0.81 hours per day, and now accounts for about 13 percent of total time spent online.”
The 72nd annual Golden Globes aired last night and as usual the show didn’t disappoint, and neither did the social activity we tracked in conjunction with mhCarter Consulting and the Hollywood Foreign Press Association. Yesterday 704k contributors posted 2.4M tweets about the Golden Globes for a unique potential reach of 361M and it wasn’t just the normals live-tweeting the show either; a lot of celebrities weighed in on everything from the winners to what the show should be called, making for an extra entertaining evening. The most retweeted tweets included this from Demi Lovato about Gina Rodriguez’s win for Jane The Virgin:
This year’s Cumberbatch photobomb courtesy of Entertainment Weekly:
Oprah’s approval of Common’s acceptance speech:
And regular Twitter funny man and Vampire Weekend frontman Ezra Koenig’s critique of the show’s name:
The golden globes would be much more elegant if they were called the Gold Globes. Watches & medals are gold. Grahams & corrals are golden — Ezra Koenig (@arzE) January 12, 2015
The official Golden Globes Twitter account also encouraged fans to take a look at their Instagram account, where they posted more than a hundred behind-the-scenes photos. With the growing emphasis on visual content marketing, this was a very smart move and the payoff in engagement was huge. Yesterday the Golden Globes Instagram account posted 112 times and received 398k likes and 16k comments. That’s an average of more than 3,500 likes per post!
The most popular photo from the evening features Benedict Cumberbatch and Jennifer Aniston in the Instagram photo booth manned by photographer Ellen von Unwerth:
Already, that photo alone has gotten more than 25k likes! (Instagram event takeaway: Hire a professional photographer to boost the quality of your event snaps, and boost your engagement to boot.)
9 out of the top 10 most popular posts were from the Instagram photo booth, and featured everyone from winners Amy Adams, Matt Bomer, Gina Rodriguez, George Clooney (Cecil B. Demille Lifetime Achievement Award Recipient) and Eddie Redmayne to attendees Adam Levine and Paul Rudd, Jared Leto, and Kate Beckinsale.
The 10th most popular photo was Channing Tatum and Jenna Dewan Tatum on the red carpet.
The most popular hashtags around last night’s show highlight hosts Tina Fey and Amy Poehler and their bit starring Margaret Cho as a North Korean reporter for entirely real publication Movies Wow, in addition to expressing interest in the upcoming film 50 Shades of Grey:
Meryl Streep is, of course, an eternally popular subject.
The most popular Twitter hashtags were similar, focusing on the red carpet and variations on the official broadcast hashtag, #GoldenGlobes:
The latter is Entertainment Weekly’s official Globes-related hashtag, similar to the approach we saw for Mashable and TechCrunch creating their own CES-related hashtags last week. E! News (#eredcarpet) always runs a popular red carpet countdown show prior to the beginning of the Globes and promotes their hashtags onscreen. (A best practice for any large-scale event, even if you’re just promoting them on conference-wide screens rather than national television.)
That brings us to the one big difference between the platforms: While official publications like People Magazine, MTV, E! Online, The New York Times, The Huffington Post, InStyle, Entertainment Weekly, Vogue, and the Today Show all featured in the top contributors to the Golden Globes conversation on Twitter, the top participants on Instagram were all fans who liked hundreds of photos tagged #GoldenGlobes. Compare that to an average of 4 tweets per contributor to the conversation on Twitter, fans and publications alike.
The Golden Globes successfully executed their social presence across platforms last night, drawing their engagement on Instagram to new heights using the established platform of Twitter. We can’t wait to see how their social strategy continues to grow and evolve in the next few years!
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
On Tuesday we looked at the conversation around early #CES2015 tweets, but this year for the first time we also wanted to look at the conversation on other networks.
Photo from Mercedes-Benz USA Instagram account.
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.
“Pinterest users are highly active on other social media networks according to Global Web Index. As a result they don’t need the same input from family, friends and colleagues that they get from other social media platforms.”
On emotions and trust
Why trust is vital if brands are to make the most of consumer data [from Econsultancy; written by David Moth]
“Digital technology has given marketers access to an unfathomable amount of customer data, however it should be used in a responsible manner for risk of destroying consumer trust.”
- We build relationships with brands like we build relationships with our friends. It takes many positive interactions over a period of time.
- Loyalty trumps everything. If the world turns upside-down, your loyal customers will be there. So our ultimate goal is to create loyalty.
- It is impossible to achieve true brand loyalty in the long-term without emotional connection.
- Emotional connection comes when we feel a brand becomes part of our self-identity.
Funny, followers and follow back; how social cues affect our perceptions on Twitter [from Marketing Pilgrim; written by Cynthia Boris]
“But without evening knowing it, your choices are based on social proofs that you’ve picked up in a split second – unconscious cues that help you quickly decide what’s worth your time and what isn’t.”
Also covered by Digiday with Why people don’t like your brand on Twitter, in five charts.
“Marketing strategies must overlap
At some point, your marketing strategies need to converge to give you the best outcomes. For instance, if you are selling software, you can find new customers and educate or inform the existing ones about new products or updates through social media and/or the use of video in creative ways. But, if you sell farming equipment, you might split your marketing efforts into two ways – social media for educating customers, combined with traditional methods like direct mail, banner ads or TV spots to help you do the actual selling.”
The Content Habits of B2B Enterprise Marketers | Infographic [from Marketing Profs; written by Ayaz Nanji]
“More than half (53%) of B2B enterprise marketers spend fewer than two hours a day engaging with industry content. Moreover, 31% say they probably overestimate how much time they spend with this sort of content.”
Pair with B2B Content Marketing Trends for 2015 [Infographic] also from Marketing Profs.
On measurement and everything else
“This small victory gives me hope. If a bureaucratic company with 1,000 lawyers like GM can embrace an embarrassment and use social media in a wise and fun way, maybe there is hope for all of us! Here is what they did right:
1) In a PR crisis, they cut through the bureaucracy to let the storytellers, instead of the lawyers, run the show.
2) They responded IMMEDIATELY and set the tone for the reaction. If they had reacted in a formal or legalistic way, they would have become part of the controversy instead of part of the fun. They would have reinforced an image of being stiff and out of touch instead of being playful and cool — like their trucks.
3) Instead of focusing on the bumbling #ChevyGuy and the negative implications for the brand, they hijacked the meme with #TechnologyAndStuff which is still funny but also connects the brand to something positive. And stuff.
In a world where traditional media often pokes fun at social media mess-ups, it is refreshing to see a traditional media mess-up become a social media success story.”
Pair with Why Brands Should Stop Idolizing Oreo’s Social Media Strategy, also from Social Media Today.
The Danger Of Focusing Expectations On A Single Metric [from Marketing Land; written by Kendall M. Allen]
“When doing our business, marketing plan and any given initiative within it justice — do we always slow down and really think through what we are trying to accomplish and why? Do we take the time to lay out the strategy and tactics, and then determine the various (operative word: various) things we should care to learn?”
What Fashion Designers & Publicists Need to Know about Product Photography [from PR Couture; written by Lori Riviere]
Quality product photography enhances a consistent brand image.