The Union Metrics Blog

Archive for the ‘Union Metrics Social Suite’ tag

The future of video is the stream (but not streaming)

without comments

This article, written by our Editor-in-Chief Jenn Deering Davis, was originally published on AdWeek’s SocialTimes

We’ve read dozens of articles citing how many millions of views social video garners every day. We know that teenagers now watch more online video than broadcast TV every week. Adults watch many times more online video now than they did a few years ago. Social video is definitely a thing.

And so far this year, one of the biggest emerging trends in video has been streaming video. Facebook is adding streaming functionality. Meerkat has more than 2 million registered users. Periscope says their users watch 40 years of video every day, and claim 2 million daily active users. There are guides and listicles aplenty to help an excited new user get the hang of Meerkat or Periscope.

But streaming video is actually a very small portion of the overall social video conversation. Vine videos loop more than 1.5 million times a day. Snapchat gets 3 billion video views daily and has 100 million daily active users. Facebook gets more than 4 billion video views per day, with nearly a billion daily active users. YouTube watch time has grown 60 percent year-on-year and has more than 1 billion users. These sites are generating tremendous engagement with video content, and very little of it is live streaming. The future of video doesn’t lie in streaming; it lies in the stream.

The stream – your timeline, your newsfeed – is how you consume social media. You open a social app, and content streams past. And if you’ve been on social media for a few years, you’ve probably noticed your stream has gotten a lot more visual lately. How much of that content is video? A lot of it, probably. Why? Because video loves the stream and the stream loves video. Here are just a few reasons why.

#MondayMotivation: Coffee please ☕️☕️☕️ #Boomerang #Mondaze #coffeetime #catmug

A video posted by Union Metrics (@unionmetrics) on


Native video

Video that fits the medium the user is in – content created to make the most of where it’s posted – performs better than video originally posted on an external site. Facebook is very enthusiastic about native video and gives preferential treatment to videos uploaded directly to Facebook instead of cross-posted from YouTube or Instagram. Tumblr recently rolled out a new video player to improve the native video experience. And this makes sense; native video looks better in the stream. It’s easier to consume; it breaks up text posts and static images and brings life to your stream.


It may sound ridiculous, but removing something as simple as a click can significantly impact how a user interacts with a video. As more social channels like Twitter and Facebook have added autoplay, video views have increased dramatically. Now certainly some of this is due to the fact that now every display in every stream generates a view, but engagement with and attention to those videos has also increased. Removing any barrier, no matter how small, improves the video experience.

Better ads

Video ads keep getting better and more creative as brands get more sophisticated. Some of the most interesting advances in advertising are in digital media, specifically video. The more engaging and relevant an ad is, the more authentic it feels to the medium and the more successful it will be. Brands and agencies have figured this out and are creating high-quality content to achieve that success. Shown in-stream, the right video ad feels like it belongs there.

Vertical video

Maybe we really are too lazy to rotate our phones. There’s some evidence now that mobile viewers are more likely to stick around to watch content that’s intentionally created to be viewed vertically. Snapchat is spearheading this movement, but we’re seeing it more everywhere. Not having to change your phone’s orientation makes for a better experience, and is less interruptive to the mobile experience. This is a tough one for video purists who prefer horizontal video, but we’ll continue to see lots more vertical video, so you’ll need to get used to it.

But not streaming video

This streaming video trend will prove to be just that – a trend. The truth is, most of us just aren’t that interesting. On YouTube and Facebook, we can prepare a script, rehearse and edit to make a high-quality video. On Snapchat and Vine, the videos are short, forcing their own sort of creativity. But most of the time on streaming platforms, there’s just nothing there to watch. Getting more celebrities and brands who have more streamable content (and lives) will help, but the average user just won’t have much of their own to stream. Streaming video isn’t a standalone product; it’s a feature in the rest of the social stream.

If you’d like to monitor the performance of your social video, check out the Union Metrics Social Suite.

Written by Jenn D

November 16th, 2015 at 11:36 am

The metrics that matter on Facebook

without comments

This article, written by our Editor-in-Chief Jenn Deering Davis, was originally published on PerformanceIN

One of the best things about Facebook is all the metrics we can access through Insights or third-party analytics providers (like Union Metrics!). For brands, it’s a veritable data buffet! However, there are so many metrics that it’s hard to know which ones to pay attention to. Here are some tips on the metrics that should really matter to brands on Facebook and how you can use them.

Union Metrics Facebook Analytics Tracker Overview Short

An overview of the Union Metrics Facebook analytics

Page-level metrics

First, it’s important to distinguish between page-level metrics and post-level metrics. The success of your Facebook campaigns depends on both.At the page level, you need to understand the size of your Facebook footprint and make sure it’s growing over time. The rate of that growth depends on your specific goals, so first get to know your normal growth rates, then decide if you need to increase those to meet your goals.

Facebook’s main page-level metrics are page reach and fans. Page reach measures the total unique audience for all your page and post content. It reflects the maximum audience size for your owned content, and grows through shares and stories spread across your fans’ News Feeds. Your fans count is the number of different people who have liked your page – your followers.

Post-level metrics

At the post level, there are several important metrics to measure to discover what content works well and what you can be doing more, including reach and a few types of engagement. Compare these metrics across individual posts, as well as across post types to learn if there are different types of content that work better than others.

First, monitor individual post reach over time. Identify how much reach you can expect from a typical post, and be able to identify posts that perform above or below that figure. Pay attention to your high-reach posts, as well as your low-reach ones. You may learn more from your lower performing content than your top content.

Beyond post reach, you definitely want to understand engagement with your content. Post engagement includes likes, shares and clickthroughs. Likes represent a simple acknowledgement of a post; they’re nice, but don’t do much to amplify or deepen engagement with your content. But shares are one of the most coveted engagement actions on Facebook. A share means someone liked your content enough to pass on to their friends. Plus, it amplifies your post to a wider audience beyond your own fans. Finally, clickthroughs on posts with links in them show you’re moving your audience from your Facebook page to your website or blog, furthering their engagement with your brand.

Next, look at where the engagement is coming from. Is it direct engagement from your fans (or those you’re advertising to), or is it downstream engagement from amplified content? Knowing how much amplified engagement your content gets can help you measure spread and uncover inflection points.

Finally, keep an eye on negative engagement actions. Hiding posts, unliking a page and marking a post as spam are all indicators – of varying severity – that your audience doesn’t like what you’re doing. It’s totally normal to see a few of these on any post, but if you see an increasing number or notice a post that gets more than normal, dig deeper. What are you doing differently? In general, negative engagement should represent only a tiny percentage of your overall fan engagement. If you receive negative engagement from more than 0.05% of your fans, something could be wrong.

Tracking these metrics on Facebook will help you monitor page growth and optimize your content. They’re a great place to start with Facebook analytics for your brand.

And if you’re interested in getting detailed Facebook analytics for your pages, take a look at the Union Metrics Social Suite!

Written by Jenn D

November 11th, 2015 at 8:50 am

The implosion of a brand: A Twitter timeline of the Volkswagen emissions scandal

without comments

Now that you’ve heard about our all-new Union Metrics Echo, we wanted to tell you more about what you can do with it. So we’ll be sharing a series of brand lessons learned from tapping into the full Twitter archive with Union Metrics Echo. If you’re interested in learning more about Echo, including how you can access it through your Union Metrics account, read more here.

When a crisis breaks, brands first need to asses the extent of the damage. How big is the conversation about it? Who’s talking about it? Sometimes news hasn’t spread very far yet, and the impact can be contained. But sometimes, like in Volkswagen’s case, news spreads far and fast.

On September 18, 2015, the EPA announced that Volkswagen was using a defeat device to circumvent emissions tests. One of the first tweets to break the news was posted at 8:49 a.m. PDT by @davidshepardson, Detroit News DC Bureau Chief. That was followed quickly by others like these at 8:54 and 8:59, and then it spread rapidly over the following hours and days.

Before this news broke, there were on average 10k tweets posted every day about Volkswagen. That number jumped to more than 100k daily tweets during the peak of the crisis in late September. Those numbers are still elevated now, a month later, generating 2-4x more Twitter VW conversation than occurred pre-crisis.

volkswagen tweets

There were more than 53k tweets about Volkswagen on September 18. Since that was a Friday, news stayed fairly quiet over the weekend, and then exploded on Monday, September 21, generating more than 1.3 million tweets over the next week and averaging more than 8,000 new tweets per hour about the news. At that same time, Volkswagen’s stock price dropped from a high of 169 to a low of 95. As the tweets increased, the stock price decreased.

volkswagen stock price compared to tweet volumes

When a crisis happens, brands need to react quickly. With Union Metrics Echo, a brand can instantly understand the impact of a conversation about anything on Twitter, whether or not they had real-time Twitter monitoring already in place. This is invaluable for brands managing a crisis, like Volkswagen was in September. By tapping into the Twitter archive easily and efficiently, brands can quickly learn how wide news is spreading, identify the topics their customers think are important, monitor new stories about the news, and report back to relevant stakeholders on potential impact. This allows brands to adjust their content and information strategies accordingly, and adapt in real time as the crisis evolves.

Written by Sarah

October 30th, 2015 at 7:06 am

On-demand demos available of Union Metrics Twitter and Instagram analytics

without comments

Curious about what exactly Union Metrics analytics can do? We now offer on-demand demos of our Twitter and Instagram analytics! Take a tour of our analytics using live data from real accounts to see exactly what our analytics can do for you— and do it on your schedule.

What you get in the Twitter demo

Sign up here to access our live Twitter analytics demo to see exactly what you get with a subscription to TweetReach by Union Metrics. Our Twitter demo features everything you’ll see in our paid subscriptions – including live data from real Twitter accounts and topics – and allows you to access all areas of our product in read-only mode.

Union Metrics Twitter analytics allow you to easily:

  • Monitor all the Twitter accounts, keywords and topics that matter to you, with full-fidelity data in real time
  • Identify insights into what’s working and how you can improve your Twitter strategy
  • Discover influential Twitter users and people driving the conversation forward
  • Learn how to craft better Tweets to increase engagement and followers

And more!

What you get in the Instagram demo


Sign up here to access our live Instagram analytics demo to take a tour of what you get with a subscription to Union Metrics Instagram analytics. Our Instagram demo includes live data from a set of Instagram accounts and hashtags, and allows you to click around in a fully-functional Union Metrics account in read-only mode.

You can see how Union Metrics Instagram analytics enable you to:

  • Monitor all the Instagram accounts and hashtags that matter to you, constantly updated and in real time
  • Identify insights into what’s working (and what isn’t) and what you can do to improve your Instagram campaigns
  • Discover your biggest fans and influential community members to see how and when they engage
  • Explore how to optimize your content and hashtag strategies to increase engagement and followers

This is great, but I want to measure Tumblr and Facebook too!

No problem! If you want multi-channel social media analytics for everything - Twitter, Tumblr, Instagram and Facebook – we can help with that too. Contact us to set up a demo of the full Union Metrics Social Suite, or check out a recording of a Union Metrics Social Suite demo here if you’re crunched for time or want to get a feel for things before getting a personalized tour. Happy measuring!

As always if you’ve got questions or comments, leave them below or come find us on Twitter at @UnionMetrics

Written by Sarah

September 30th, 2015 at 8:44 am

Union Metrics Twitter Trackers now include free 30-day backfill

without comments

Great news! Our Twitter Trackers now include automatic, complimentary 30-day backfill.

Next time you create a new Twitter Tracker in your Union Metrics account*, it’ll start by filling in with existing tweets to give you some data to start. That will include tweets from the past 30 days (up to 5,000 tweets for TweetReach Pro subscriptions, and up to 20,000 tweets for Social Suite subscriptions). And then it will continue to monitor all new and future tweets in real-time, just like before.

A few reasons why this is awesome:

  • No more missing tweets if you’re a few minutes or hours late to set up a Tracker
  • Get some baseline data right away
  • Twitter Trackers now get the same data to start as the other channels we monitor
  • Makes handling a social media crisis or last-minute client changes much easier

TweetReach Pro from Union Metrics starts at just $99 per month. Give it a try, and get your backfilled data now!

Need more or older tweets? We can always backfill more tweets in any Tracker for a fee, any time you want. Submit your historical data request here.

*Automatic backfill is available to all Union Metrics Social Suite and TweetReach Pro Small, Medium and Large subscribers. If you’re on one of our older TweetReach Pro plans (Mini, Basic, Plus, Premium or Max), you’ll need to change to a new plan to access backfill. You can change plans any time in your account’s billing settings. Or email us and we’ll help find the right plan for you!

Written by Jenn D

August 17th, 2015 at 9:25 am

Which Union Metrics product is right for you?

without comments

As we’ve built out the Union Metrics Social Suite, we want to be sure we continue to provide analytics for those at a range of available resources. Along those lines, we’ve created this guide to help you find the perfect piece of UM to bring clarity to your social efforts, organized by your needs.

I have little or no budget.

Fear not my friend, we have some free tools to help you track your social efforts, even with $0 in the budget for it. As long as you plan accordingly, you should be able to cover a small Twitter campaign- a weekly chat, your own account growth, a hyper-local contest, etc- with TweetReach snapshot reports. Just make sure you run a snapshot within a couple days of your event – they can only go back 1-7 days. You get analytics on 50 tweets for free! If you do go over the allotted 50 tweets for the period you’re capturing on a free report, you can purchase a full snapshot report covering up to 1500 tweets for just $20.

The More You Know

As for Instagram, you can run a free Instagram account checkup to see which of your photos and hashtags are performing the best (plus more, like the best day and time for you to post!), and you can refresh your report once a day for updated metrics.

Account Checkup Small

I want to track an upcoming campaign on one social media channel.

Union Metrics offers single-channel analytics starting at $99 per month to monitor two accounts or topics on one social media channel. You can get analytics for Twitter, Instagram or Tumblr with one of these plans. You can keep your subscription running for new campaigns or clients (and change what you’re monitoring at any time), or you can cancel when you’re done. It’s an easy way to get the real-time analytics you need without a long-term commitment.

UM Single Channel plans

Simply pick the channel where you’ll be running your campaign, and sign up for the plan that meets your needs. We can walk you through a demo to show you exactly what you’ll be getting. We offer monthly and annual pricing.

I want to track an upcoming campaign across multiple social media.

For our larger customers or anyone wanting analytics across social media channels, the Union Metrics Social Suite is a great choice. With it you can monitor your social efforts on Twitter, Tumblr, Instagram AND Facebook, all in one place. That includes analytics for all accounts and topics you’re interested, plus cool features like our actionable insight stream.

Union Metrics Multi-Channel Detail InsightsDon’t worry, we still have different plan sizes to choose from so you can pick the one that best suits your needs, or the needs of your clients. The Social Suite starts at just $500 per month!

Why should I use Union Metrics?

Fair question. You can read more about Union Metrics and why our social media analytics are the best in the industry, let us know if you’d like a demo, or ask us any burning questions you might have.

We’re always happy to help!

Written by Sarah

July 20th, 2015 at 8:26 am

Announcing the updated Union Metrics Social Suite: Now with multi-channel analytics AND Facebook!

without comments

At Union Metrics, we strive to build the best social media analytics possible and we are so excited to finally share with you the latest result of our work: the addition of multi-channel reporting and Facebook page analytics to the Union Metrics Social Suite!

Union Metrics Multi-Channel Detail Trackers by Channel

If you’ve been a regular user of TweetReach or our Instagram or Tumblr analytics and have been thinking of upgrading, there’s never been a better time! Now you can have everything you need to monitor your social efforts and strategize for the future in one seamless place; these updates are only available in the Union Metrics Social Suite.

If you want to learn more, join us for a webinar onThursday, June 25, where we’ll demo the new functionality and show you how you can use our multi-channel reporting to improve your social media strategy. Or email us to talk to our sales team right now.

Want more details on what’s included? Keep reading!

Multi-channel dashboard

Our new multi-channel analytics provide a holistic view into campaign performance across social media channels, in one easy-to-read dashboard. To provide answers to our customers’ biggest social media questions, we now bring you insights across all the social channels you monitor. You can:

  • Compare content across channels to see what’s working where
  • Identify spikes in engagement across social media to uncover trends
  • Easily measure share of voice and benchmark against competitors
  • And so much more!

Union Metrics Facebook Analytics Tracker Overview Short

Facebook analytics

We’ve also added another social media channel to our offering – Facebook! Starting today, Social Suite subscribers can now access Facebook analytics in their account and pull all their most important social media analytics into one place. You can:

  • Learn which posts are performing the best – and why
  • Understand the impact of paid and organic activity on your page’s success
  • Analyze fan growth and demographics to better know your audience
  • Create more relevant content that generates more engagement

Learn more at and please let us know if you have any questions!

Written by Sarah

June 23rd, 2015 at 9:21 am

Join us for webinars 4/22 and 4/23 to learn more about our Instagram analytics and Social Suite!

without comments

Want to learn more about our new Instagram analytics or the Union Metrics Social Suite? Join us for a webinar or two; we’ve got one covering each new product. Learn more and see the new analytics in action.

Union Metrics for Instagram

April 22, 9:00 a.m. PDT

Union Metrics Social Suite

April 23, 9:00 a.m. PDT

ig3-1A screenshot of our Union Metrics for Instagram analytics. 

Written by Sarah

April 22nd, 2014 at 7:57 am