Today, I’d like to introduce a new weekly post to COMMScorner.com called Toolkit Tuesday.
The first edition focuses on an area that is becoming an increasingly important part of my day job: Twitter analysis and insight.
Instead of looking a the performance of Twitter accounts you manage, the following (mostly free) tools and resources are more relevant in keyword analysis and understanding Twitter accounts that belong to others.
Let’s get down to business…
There is a fee associated with TweetReach Pro but it is well worth the investment.
TweetReach allows you to search by keyword and it tells you how many people have been reached, number of impressions, the types of tweets sent by percentage i.e. 75% RT’s and who has been doing the tweeting (ranked by follower count).
The charts produced within each report are easy to export, making them a great fit for presentations.
Best use: When assessing the impact of a reputational issue or the popularity of a specific tactic.
This is almost the prototypical Twitter tool when researching keywords / topics.
It provides you with the most popular links, latest news links, a snapshot of influencers relevant to that topic (only an indication, I wouldn’t use this particular output on its own), the most recent tweets and live pictures being shared on Twitter.
Best use: This can be used on an on-going basis to stay on top of Twitter activity relevant to the keyword in question.
There is a paid-for version of this but the free version is more than adequate.
BackTweets tells you who has been sharing specific tweets and links on Twitter. It also gives you an idea of volume.
Best use: In both proactive and reactive situations this can give you an idea of how popular a link is. For example, a blog post may have been published in which your keyword / brand is featured. In this instance, you can take the link URL, paste it into BackTweets and it’ll show you who has been sharing that link.
BackType.com, the sister site of BackTweets, is also worth having in your overall social media toolkit.
Topsy is almost a cocktail of Twazzup and BackTweets mixed together, giving you a report of the most popular links based on a keyword but adds in the number of shares per link.
The only downside is that you can’t sort by popularity, only by relevance or timeline.
Best use: Getting an idea of link popularity over a specific timeframe using the advanced search option.
This is one of the most useful (and frustrating) Twitter tools going ’round.
It really only comes into play when you are dealing with very popular topics / keywords, giving you an idea of when something has increased / decreased in popularity – which, in theory, you can link to an event or announcement.
The frustrating bit is that it provides you with a percentage of overall Twitter activity, as opposed to raw numbers / data.
Best use: Comparing the impact of your brand / topic against a universally popular one i.e. World Cup and Nike.
This provides you with some basic insight into accounts that you don’t manage, including the geography of the account’s followers, key hashtags is use and common topics featured in that stream.
A snapshot of who the account interacts with is also provided, giving you a general idea of who they talk to the most.
Best use: Competitor analysis.
This are both good tools to use when you want to get a feel for the activity and use of someone else’s Twitter account.
I’ve only stumbled upon tweepstats recently and the data it produces is clean and detailed enough to make solid conclusions about how that account is being used.
You get access to data like tweets per day, most shared websites, who they talk to the most (by percentage) and more.
Best use: Like most Twitter tools (due to API restrictions) you only get a look at the most recent activity associated with that account, but when that account is being active about current affairs, this is pretty useful.
I’ve mentioned this tool a few times on this blog, mainly because there is nothing else like it out there for tracking keywords or hashtags on an ongoing basis.
The Archivist (which now includes a desktop option), gets around Twitter’s API limits by saving all the tweets mentioning your keywords to your account.
This means you can view things like the amount of Tweets over a specific period, who the most popular users are (by volume) and top URLs shared.
Best use: If you are about to launch a campaign with a specific hashtag, set up a file and keep tabs on the associated activity.
Like most free Twitter tools, this can be a little temperamental, but when it is working it gives you a very easy to interpret comparison of keywords / brand mentions.
For example, head over to TweetVolume.com and type in BlackBerry and Android – it will give you overall mention stats over a 24 hour, 7 day or 12 month period.
Best use: A product launch involving 3-4 retailers to see who is getting more mentions.
I think most people are aware of this tool which provides you with a bunch of stats, including predictions on follower numbers (sometimes that information is useful…sometimes!)
Best use: The graph which depicts Twitter output versus follower numbers gives you a good idea of how well that account’s content is being received.
More tools next Tuesday.