Destination Success

This week we’re discussing various types of tools that measure and analyze social media platforms. There are several generic ones available, such as Google analytics. There are even platform offered tools, such as Facebook’s Insights. I’m going to discuss three tools in this week’s blog, and I’ve chosen to focus on Twitter alone.

The first tool I’m going to talk about is Tweet Grader. It analyzes your twitter account and ‘grades’ you out of 100. They base this grade on various things, such as number of followers and the reach of those followers – how often you update, follower to following ratio, and engagement. All of these things are computed, and you are given a grade and a ranking among their users. I put in my own name, and scored the following:

As you can see, nothing surprising, considering I only started this account for this social media course. I am ranked 7,412,858 out of 13 million + users. My grade is 44 out of 100. I sincerely hope this doesn’t mean I’m failing Twitter. I also graded our instructor, Sara.

She’s clearly passing with flying colours. 97.1 out of 100! And only 322,251 users are ranked above her. Clearly, according to Tweet Grader, she is doing all the right things.

Tweet Grader isn’t a highly analytic tool by any means, but it allows users of Twitter to gauge their own reach. I think that though the depth of this tool isn’t necessarily the best, it’s a great tool for newer users of Twitter to check with. It’s simple, and easy to use and understand. Also free – which is never a bad thing.

The second Twitter specific tool I looked at was Twitrratr. I actually really like this tool for businesses, because it’s simple, easy to use, and free. It allows users to search for terms – for example a business could search for their name – and see how much that term is being tweeted about, if it’s positive or negative or neutral.

To display this, I searched for our class hashtag #smet. I was actually pleasantly surprised by how low the negative rating was. If you don’t know, smet is actually also a Dutch swear word – so it was nice to see the positive outweighing the negative.

How this tool works is it searches for the term you asked, and then runs an algorithm through the tweets to identify positive or negative terms. It’s not perfect by any means, but it definitely is a good tool for businesses to get a sort of snapshot of how they are being discussed on Twitter. But again, it’s not a very in-depth tool, and is only scratching the surface. It is not a tool businesses should use alone, by any means.

The last tool I am going to discuss is Twitalyzer. I can’t show you exactly how it works, since it is a paid service, but I can talk about it. Twitalyzer offers several sub-tools, such as visual timelines so a business or user can see trends in their posting and correlate surges in engagement with it. It can be used to analyze not only your own twitter, but any location (excellent for businesses who want to know what their local demographic is doing on Twitter), topic or hashtag as well.

Twitalyzer can profile any user – and can track several users, depending on the clients need. Businesses can profile their own customers and followers to be sure they are tailoring their own tweets for maximum impact. They offer a dashboard that users see when they sign i – offering them a snapshot of recent reach and impact on Twitter. It offers a trending tool that can work in conjunction with Google Analytics,  and there are full data exports available for customers.

Even though it is a paid subscription service, they offer several packages, so businesses are able to choose the best package for their size business. It is by far the best and most comprehensive Twitter tool for businesses to use so they can understand just what they are doing on the social media site. If a business is focussing only on Twitter – this tool is a fantastic way for them to understand how to best wield the tool that is Twitter.

Tools such as these take social media beyond simply something to do – tweet or start a Facebook or a blog and start talking. These tools teach businesses how to use these social media tools properly – what to post, what works and what doesn’t. How they should be engaging their customer base. It is not enough for businesses to simply hop on to social media and go. Social media is not a bus route that you get on, and it will just take you to your destination. It’s more like a car you’ve never driven before, that you have to get in, learn how to drive it through practical experience and reading the manual, and maybe then – if you’re a good driver – you get to your destination. Maybe you get a bit lost, or it takes longer than you thought because you didn’t check the maps for the best route possible. These tools are those maps. It would behoove every business looking to reach Destination Success to use them wisely, and consult them often.

 

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