Measuring John Fell & Richard
Dalke @FreshNetworks www.freshnetworks.com

Measuring Twitter.... What information can
I return From the Twitter API? www.freshnetworks.com

Data on Twitter User data:
Users are at the centre of everything on Twitter: they follow, favourite, tweet and re-tweet. Friend & Follower data: Users follow each other through both one-way and mutual following relationships on Twitter. Tweet data: Tweets are the atomic building blocks of Twitter; 140 - character status updates with additional associated metadata. People tweet for a variety of reasons about a multitude of topics. Places & GeoUser data: Attach a place or location to tweets, or discover the location of tweets from all around the world. www.freshnetworks.com

User data Use the Twitter
API to find out: | User ID | Screename | Username | Favourites | Account restrictions | Biography | Picture | URL | Location Return user data information for up to 100 123213213 users, specified by either user ID, screen name, or a 123213213 combination of the two. 123213213 123213213 Access the profile Run a search for users, similar image in various sizes. to the ‘Find People’ button on Twitter.com. If you return extended user data information for a given user through the API, (specified by ID) the author's most recent status (tweet) will be returned inline. www.freshnetworks.com

Friend and follower data Use
the Twitter API to find out: Followers | Following | IF following | IF not following | Relationship to | Multiple relationships to IDs for every user IDs for every user the following the specified user. Allows you to specified user is following. test for the existence of friendship and details about the relationship between two users. If you send 100 screen names or user IDs in a csv file to the Twitter API it will tell you the relationship to the authenticated user (ie, follower, following, no relationship). www.freshnetworks.com

Tweet data User the Twitter
API to find out: Tweet ID | Tweet content | Tweet creation date | ID of original tweet | Screen name & ID of original author Show user ids for up to 100 users who retweeted a status. 123213213 123213213 123213213 123213213 Search up to 100 of the first retweets for a A single status, specified by the id given tweet. parameter, will return the author’s most recent status (tweet) inline. 123213213 www.freshnetworks.com

Places and GEOuser data Use
the Twitter API to find out: Selected Language | Tweet coordinates | Type of place | Place name | Country | Return information about a known place or location. Search for trends via place names. Search for tweets near a place. www.freshnetworks.com

Limitations of the API •
Twitter only stores 6-9 days worth of tweets so historical search is limited. • A very small percentage of tweets are accurately geo-coded, (estimation is about 1%). • 150 unauthenticated (when not signed in) data request calls are permitted per hour to the API. 350 authenticated calls (when signed in) are permitted per hour. • A search can only return 1500 results at a time. NB: Most free tools that can be used to measure Twitter can access all or parts of this data but usually fall victim to the API limitations www.freshnetworks.com

Measuring Twitter.... Which measurements are
important? www.freshnetworks.com

Measuring Twitter - Impressions •
The aggregated number of followers that have been exposed to a brand/message. A B C D E • This is a top line measurement which does not take into account individuals seeing multiple messages. • The danger of this metric is that it does not X highlight if a message has spread across a narrow or wide audience. Impressions = 5 www.freshnetworks.com

Measuring Twitter - Reach C
• The total number of unique users exposed to a message/brand. D A • If an individual sees a company message E twice from different sources, the reach F figure is still only one. B G Impressions = 8 H Reach = 6 www.freshnetworks.com

Measuring Twitter - Frequency D
• The number of times each unique user E reached is exposed to a message. A F • Frequency is important as it increases the G likelihood of message retention by a user. B H Impressions = 12 I C Reach = 8 J Frequency = 1.5 K www.freshnetworks.com

Measuring Twitter - Relevance •
Whilst it is great to reach a high number of people, if the message is of no interest to them, it will not resonate. • It is therefore essential to reach the Target specific demographics right people with the appropriate message – be relevant. • Measure reach to specific demographics and then, if necessary, re-target your campaign. www.freshnetworks.com

Some initial tools to consider
Tweet Reach - http://tweetreach.com/ Useful tool with a simple user interface. Provides reach and impression data. Twitter Analyser - http://www.twitteranalyzer.com/ For reviewing Twitter accounts. Can show reach, follower growth, follower activity and more. Tweet Grader - http://tweet.grader.com/ Find out specifics about people you intend to target and how the site ‘grades’ them. Twitalyzer - http://twitalyzer.com Useful for comparing tweets. Could be used for industry benchmarking. www.freshnetworks.com

ROI While you may have
a high number of ‘followers’ on Twitter, it is important to clearly demonstrate your Return On Investment (ROI) in measures that are comparable to other marketing disciplines. www.jenders.com/blog/2011/04/25/calculate-social-media-roi-through- impressions/ www.freshnetworks.com

Sources http://datasift.net/a/wp-content/themes/datasift/images/tweet_diagram.pdf https://dev.twitter.com http://conversation.cipr.co.uk/posts/jon.carlson/deconstructing-twitter- analytics-for-reach-and-impressions
http://www.jenders.com/blog/2011/04/25/calculate-social-media-roi- through-impressions/

© Copyright FreshNetworks 2011

About us FreshNetworks is a
pure-play John Fell – Account social media agency. Manager We help global brands, like john.fell@freshnetworks.com Telefónica, Allianz and Jimmy Choo, engage customers, develop advocacy and drive sales. Our strategies blend creative Richard Dalke – Account concepts with technical Manager deployment, and the metrics, framework and key performance richard.dalke@freshnetworks.com indicators we set help businesses get measurable value from social media.