(My favorite) The metric definitions are not "crap". The factors used are laid out as individual metrics making it easy for you understand the data and pick metrics that work for you.Ģ. Joe and team have wonderfully avoided the temptation make these compound metrics (as in Reach = Followers / Total Retweets * Friends + Pixie Dust). There are two lovely things about these computations.ġ. Klout measures a bunch of lovely metrics, specifically applicable to Twitter, that are grouped into four buckets: Reach, Demand, Engagement (!!) :), Velocity. Mercifully there is so much more to Klout than that. They can be subjective, inapplicable to many and efficiently hide the insights you need to understand what actions to take. While on the surface they might seem useful, I am always suspicious of compound metrics. It is easy to understand the market demand to boil things down to one number, but this is perhaps the least useful thing in Klout. Klout is a wonderful little tool that measures Klout Score, a proxy for "influence": Here are some that I humbly believe look promising. You must pause and think: So what is this saying? What action can I take?Īlways, always, always ask that question when faced with tools that simply puke data out at you (twitter or Google Analytics or whatever).īut as I mentioned at the start of the post one of the beauty of twitter's open API is that there are a few pockets of truly innovative thinking. They find numbers that can be computed and then proceed to puke at you as many as they can find, with wonton disregard of value being provided or outcomes being measured. Most twitter analytics tools just do data puking.
Are not just reporting "hits", rather coming up with clever metrics. Truly understanding the medium and uniqueness of the channel andĢ. In this post four twitter analysis tools that while not yet fully developed show sweet signs of:ġ. To all of you developers who are toiling out there, you have my love and gratitude. I consider this massive proliferation of new thinking to be a gift from God. While there is some stale thinking in the new twitter tools, most of them have a lot of fresh thinking from people untainted by Omniture or CoreMetrics or WebTrends or, ok ok ok, Google Analytics. That mental model is, sadly, extremely clear in the metrics and analysis they provide with "twitter integrations".
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Their constant focus is on "let's figure out how to collect and report ever more data and not bother with a truly immersive understanding of these channels and what makes them unique". Perhaps the most beneficial thing to me is how much out of the box innovation this has brought.įor example just look at traditional web analytics tools, there is absolutely no fresh thinking when it comes to Social Media Measurement.
Anyone and their brother and ma-in-law can develop a tool, and they have! Much to the benefit of the rest of us. One of the things I love and adore about Twitter (besides all that connection and conversation) is how its open API has lit a fierce fire of innovation when it comes to analytics. One common thing between the all tools in this post is that they were built by "outsiders". My new book Web Analytics 2.0 covers social media measurement, but I am going to cover something very different in this post. The blog post is also sprinkled with my own words of folksy wisdom as to how you should use the channel for maximum impact. So in this post my hope is to share with you what is unique about measuring one such channel, Twitter. Stale marketing or measurement thinking applied to them results in terribly sub optimal results for all involved. These new channels, Twitter and Facebook and YouTube and Tumblr and, yes, even blogs, are very distinct customer / participant experiences. When it comes to marketing because of the old world thinking from the worlds of sTelevision and Magazines, and when it comes to measurement because of the world of traditional web analytics. Sadly execution and analysis of these new social media channels has been hobbled by old world thinking. Twitter is amongst new media channels that are challenging how we communicate, with whom we communicate and perhaps most fundamentally how we (Marketers) influence people.
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