I help run various brand campaigns that include Twitter as a tactical channel. The tools below help my team monitor our brands’ opportunities, organize our efforts, understand our progress, and report our success to clients.
Input: Twitter Username
Info: Graphs of the user’s tweet frequency by month, period of time during the day, day of the week, interface used(eg hootsuite, tweetdeck), and users who reply to and RT most. The site also generates tag clouds of user’s tweet content.
Benefit: Team management, Targeting Tweeters, and Reporting
I use this site to make sure our Twitter teams are tweeting on a good schedule (covering times of day, days of the week, etc). It’s also helpful to see who we reply to and retweet frequently–are we missing anyone? are we focusing on the right people? etc. Finally, the tag clouds (click through to the well-designed clouds from Wordle) are great to share with clients b/c they’re quick to digest and cool to view.
Info: All of the tweets that have linked to that URL (you can choose a specific period of time too)
Benefit: Targeting Tweeters and Measurement
Helpful in understanding how viral brand tweets are, who is tweeting about your brand, and how successful your link-building is on Twitter. Also great to understand who is tweeting about your competition, or related sites.
White Pages for Twitter
Input: Keyword (including location, brand category, subject matter, profession, etc
Info: Tweeters who have registered themselves in the directory under this keyword. You can sort results by influence (how often they are retweeted) or number of followers
Benefit: Monitoring, Targeting Tweeters, and Localization
Critical to use in a campaign to understand the most influential Tweeters for your brand. Also, at the start of a campaign, you can look at the top Tweeters to get a sense for how popular topics appropriate to your brand are on Twitter. For example, 484 users are registered under the word “DIET” and there are 15 users with 10,000 followers or more. In contrast, there are 223 users listed under “ANTHROPOLOGY” and none of them have 5000 followers.
The Esperson blog recommends http://www.JustTweetIt.com as a good Tweeter directory. I’m experimenting with this one too.
Input: Twitter Username
Info: Provides a tag cloud made up of the descriptions of the people following your profile
Benefit: Monitoring, Targeting Tweeters, Reporting
Tells you how your followers identify themselves. What do they have in common? What words do they use to describe themselves most frequently? What other complementary topics come up frequently?
You can also use this tool to understand the keywords in your brand category. Use WeFollow to find the top Tweeters related to your brand and analyze their followers. Check to see how followers of your competitors compare to yours–do the results expose a point of difference about which you were unaware? Finally, the tag clouds are great to show clients, especially when the clouds reflect the messages of the campaign/brand
Input: Username and email
Info: Sends you an email when someone stops following your account on Twitter
Benefit: Monitoring and Reporting
During the campaign, your follower numbers will (hopefully) keep going up, so it’s difficult to track retention rates. It’s good to know if you start losing people, so you can investigate if there’s a topic, specific wording, or link that’s causing an exodus. It’s also nice to demonstrate how ‘retentive’ the page really is. (also, I’ve got to give props for the pleasant design of the site)
There’s another resource called TweetEffect that claims it will tell you which post caused an individual to stop following. I experimented with this tool, and did not find it useful or accurate.