While using Twitter, some of the social marketing and account managers who are working in different digital agencies around the globe wants to measure their influence on world’s biggest micro-blogging platform along with the measurement of monthly performance, and also keep their analysis reports align with this information for their clients and personal use as well. This will help us to analyze your personal/brand’s daily activities on twitter.
Few minutes back, Edelman has launched a new tool which is known as TweetLevel Beta. TweetLevel allows you to analyze conversations, what weblinks are shared the most, to measure buzz and calculates the most influential tweeters about any topic on Twitter and Jonny Bentwood is the creator of this tool who works at Edelman.
According to the website:
This tool will be in permanent beta as we seek to continually improve its functionality based upon your feedback. Even though we believe that it goes a great way to understand and quantify the varying importance of different people’s usage of Twitter, by no means whatsoever do we believe we have fully solved the ‘influence’ problem. What we would appreciate is your views, advice and criticism is crucial in helping us understand social media measurement.
Jonny Bentwood has shared the methodology of this tool which is mentioned below:
Jonny has also shared the brief information about the following terms which you can read by clicking on them:
- Updates over past 30 days
- Lists (quantity and following)
- Updates over time period
- Name Pointing
- Retweets (quoted and edited)
- Broadcast to engagement ratio
- Idea Starter Score
- Topsy Influence Score
- Involvement Index
- Velocity Index
- Weighted for Popularity
- Weighted for Engagement
- Weighted for Influence
Let’s talk about the types of Influence in details. Jonny have divided Influence into 5 categories which are following:
Idea Starters – this small collective of people are the creative brains behind many of the thoughts and ideas that other people talk about. Even though they may not necessarily have a large audience themselves, their insightful opinions often flow and are repeated throughout conversations long after they have left. They are typically well connected to other idea starters (where they collaborate on thoughts) and amplifiers (who they often rely upon to spread their views). Idea starters tend to be well connected to curators and amplifiers.
Amplifiers – these people frequently have a large audience and following. Their expertise may be deep but often they rely upon other contacts to provide opinion to which they then let their readership know about. They often have professional or commercial motivations such as journalists or analysts but are also more often than not self-created experts and avid sharers of information. Their advantage and their burden is their huge number of followers they need to keep satisfied. This behaviour ensures that they need to receive pre-packaged content that they can easily repost, retweet or repurpose so that their audience does not diminish. Amplifiers are frequently well connected to idea starters as the source of their content.
Curators – this group though having a far smaller audience are perhaps one of the most influential groups. Long after the idea starter and amplifier have left a conversation, it is the curator that maintains discussion. This niche expert collates information about a specific topic and is frequently sought after for advice about this specific area. They often take part in discussions with idea starters and are avid readers of topic-specific amplifiers.
Commentators – these people individually have little influence. Their behaviour often resembles little more than adding a comment without contributing greatly to the conversation. Their influence should not be ignored but should instead be viewed as a collective to measure the trend of opinion around a subject. An interesting factor is that this group are often self-moderating – when negative comments are posted often these contributors will often intervene to correct inaccuracies or a unfounded negative views.
Viewers – In the conversation this invisible group who we call viewers don’t leave a foot print except through Google. Indeed it is through Google, and the impact of viewers on search results, that these other groups become influential and evolve their role within a conversation. Authority rests with the search patterns of those who simply observe in a democratic world.
The last part of this report is consist of my Influence score, Popularity score, Engagement score and Trust score, take a look at the below image:
Overall as a social media analyzer, it’s a very effective and useful tool which will surely help most of us in the social media industry. Do check this tool and share your feedback with us.
About Edelman, It is the world’s largest public relations firm, with 66 offices and more than 4,500 employees worldwide, as well as affiliates in more than 30 cities. Edelman owns specialty firms Edelman Berland (research), Blue (advertising), A&R Edelman (technology), BioScience Communications (medical communications), and agencies Edelman Significa (Brazil) and Pegasus (China).