(Tweet)Reaching for the Stars

Savvy Social Media Marketers know that leveraging social media has a lot more to do with building relationships than ‘making the sale,’ but somehow the rest of the world just doesn’t ‘get’ it. Fixated on the bottom line, they demand we put a value on success while crying out for numbers. And so, if only for them, we quest for those perfect tools to report the metrics of conversations…

TweetReach, one such tool, is a fantastic site that helps track the reach of discussions on twitter. By entering either a hashtag or general topic, the program pulls statistics including:

•    The number of tweets about the topic
•    The type of tweet (tweet, retweet, @reply)
•    The number of people the topic reached
•    The number of impressions of the topics

Even better, the program factors in community when calculating reach to tell you not only how many time the topic was put out into the Twitterverse, but the number of times a person could have seen the tweet.  For example, if 3 people have discussed ‘MomCentral,’ then the total number of impressions would be the sum of their followers. But, wait! What about the followers that they share? TweetReach also breaks down the impressions according to how many times the shared followers saw the tweet.

Here’s the actual report I pulled for MomCentral (pretty, isn’t it?):

What’s the catch? TweetReach pulls information for free for the first 50 tweets but charges $20 for a full report covering 7 days and up to 1500 tweets. So if you’re looking to track a substantial conversation, you’ll have to ante up. As for the ‘full report,’ 7 days isn’t enough time to track a complete campaign, so it’s likely you’ll have to purchase a few to get the full picture, but the $20 price tag is low enough to make multiple purchases OK.

Have you tried TweetReach?

Comments

[matt ceniceros @mattceni]

Megan- Thanks for the post. This would have a pretty cool application if your brand was going through a significant flare up, planned or unplanned. $20 doesn't seem to unreasonable, especially if you're trying to find additional ways to show value to the business. Nice job detailing this out and adding yet another thing to worry about.

MC