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analytics(Read Time 2-3 minutes, unless you link out to play)  “Need to know…”  drives much of the marketing conversation.  Who’s listening, what’s competition saying, reach and extended reach.  For Twitter to evolve to a useful B2B platform, metrics must keep pace.  So…you’ve succeeded a B2B Twitter initiative- whether as a client with a first internal campaign, or an agency pro finally coaxing  clients to engage, or the marketing consultats whose careful coaching has tipped the balance.  And results were positive.  Where do you go from here? 

Our observation is that the blush of starting is quickly followed by a “need to know…”  about you your follower community compares to others and/or the competition;  about which topics are trending up;  about norms and numbers and what you don’t know that you should. 

Tweeps.info  Nifty free tool that lets you track on individual Twitter accounts (think YOUR competitors). Inside look at #tweets per day, current and prominent keywords, to what degree the account is using hashtags, following snapshot. Also has a keyword search which is useful if you’re looking to build your follow list around a particular topic.

Twitteranalyzer  Google Analytics for Twitter users.  More than 50 statistical measures displayed with graphics and maps.  Among the views:  Reach, Subject Matter, Follower Growth, Follower Density Map, Follower Activity, Sharing capability.  Primarily a tool for Twitter users to analyze themselves or their friends.

Twitterstats  Hour-by-hour and for any 24-hour period, track up to three keywords (think competitors) w/g/t click volume.  Useful if, for example, there’s news being dropped during the same time period and/or an event/tradeshow and you want to compare message volume/activity around keywords or companies.

BackTweets  A real-time, conversational-tracking tool which allows for keyword and/or URL searches to find conversations related to a post or article; connects: WordPress, Blogger, TypePad, Tiwtter and Friendfeed. Useful for community buzz centralized listening, brand monitoring. An “alert” function.

TwitterFriends A “reach/extended-reach” tracking tool that helps you discover information about the network behing your follower/their follower lists.  Identifies meaningful users you should be talking to, or who are feeding you useful links.  Capability to account search/compare (think comparing your company to your competitors, or thought leader accounts, etc.)


BONUS: Articles that Business Professionals Can’t Afford Not to Read

Omniture Adds Twitter Analytics to SiteCatalyst for Enterprise Clients (3/09) Omniture/SiteCatallyst is one of the most widely installed enterprise website metric suites

Twitter.com on Analytics  Twitter themselves, on Twitter.  Seriously… the company’s Twitter account that discusses Twitter analytics.  If you’re not following, you’re missing good conversation.

Social Networks that matter: Twitter under the microscope (1/09 by HP Fellow and Director of Social Computing Lab). Not the easiest read; research and academic but well worth the time it takes.


The Tool I Want But Haven’t Yet Discovered

If there, probably user-error that I haven’t stumbled upon it: an app that easily counts the sum of my followers followers.  Essentially, an  “extended reach” calculation in old-media terms.  Anyone know of such a beast, please clue me in;  Share any others of particular value, particularly if you’ve got a favorite likely to have been overlooked.



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