De l'info, de la fraîche. Deconstructing Twitter: Analytics for Reach and Impressions « B2B Marketing Savvy: ScoopDog's Blog. Other Twitter Topics: Tools for Business Teams Multiple Account Layering Strategy More Analytics Email The Scoopdog Team (Read time = 3 minutes) Forget for a moment, the promises of “messaging in the stream”… of “conversational marketing”… and/or the rush for “knitting together a branding fabric”…. At a practical level, early, B2B pros need to be able to discuss social media up the management chain using old-school terminology like: reach and impressions… like: messaging persistance, quality and velocity. This is one conversation that helps gets social media initiatives approved… and funded. But where do you find benchmarks… tools for consistent measurement? And what of Twitter’s “fuzzy math”? And don’t forget “Twitter Fuzzy Math” (nice blog post here).
Until such time as “new media” channels like Twitter, Facebook, et al are able to establish industry-blessed benchmark media standards, I fear much of the fuss and buzz will stay experimental to the larger B2B community, at least. Twitter Impressions: Three Factors To Consider « LoCul Reign. Twitter Impressions: Three Factors To Consider Posted by Logan on October 12, 2010 · 1 Comment As a Social Media Analyst I have worked with a wide range of clients. From Fortune 100 companies, to local mom and pop shops that are dabbling in social media because their kids follow Justin Bieber on Twitter. While there may be drastic differences between a clients’ social media mission, tactics, or goal(s)/K.B.I(Kick Butt Index); eventually (if you are doing your job) the question of impressions will arise. The ability to provide decision-makers (aka the people who write your check) with the measurable benefit of a managed social media channel will pay dividends; especially if they can compare those metrics to traditional marketing spend.
The definition of reach or an impression can be vague, and the calculations used to create these models vary across various media types; especially social media. Like this: Like Loading... New Twitter Research: Men Follow Men and Nobody Tweets - Bill Heil and Mikolaj Piskorski. By Bill Heil and Mikolaj Piskorski | 2:15 PM June 1, 2009 Twitter has attracted tremendous attention from the media and celebrities, but there is much uncertainty about Twitter’s purpose. Is Twitter a communications service for friends and groups, a means of expressing yourself freely, or simply a marketing tool?
We examined the activity of a random sample of 300,000 Twitter users in May 2009 to find out how people are using the service. We then compared our findings to activity on other social networks and online content production venues. Our findings are very surprising. Of our sample (300,542 users, collected in May 2009), 80% are followed by or follow at least one user. Although men and women follow a similar number of Twitter users, men have 15% more followers than women. Even more interesting is who follows whom. These results are stunning given what previous research has found in the context of online social networks.
I Piskorski, Mikolaj Jan. Twitter débride son compteur de retweets. Le célèbre réseau de micro-blogging s’est enfin décidé à retirer la fameuse limite des 50 retweets pour son compteur. Jusque là, si l’un de vos tweets devenait extraordinairement célèbre, vous ne pouviez pas vous faire une idée réelle de son nombre de partages, si ce n’est savoir qu’il avait dépassé les 50 retweets. Ainsi, que votre tweet ait été retransmis 51 ou 1 000 fois, l’indicateur ne vous affichait que cet ennuyeux et quelque peu frustrant “50+”. La seule manière de capter le chiffre exact était alors de passer par des applications tierces. Le changement effectué par Twitter est rétroactif, ce qui signifie que si vous vous souvenez de l’un de vos “super-tweets” et êtes curieux de voir à quel point celui-ci s’est répandu sur le réseau, vous pouvez maintenant, après une bonne petite session de scrolling, retrouver son nombre exact de retweets.
(Source) If Twitter Started Charging For “Premium” Features, Would You Pay?