Category Archives: Analytics

Why you need an analytics platform

Why you need an analytics platform

It is useful to know what your audience thinks about you but without an analytics platform, keeping track of what is going on can be overwhelming.  Basic metrics tracking is provided in several social platforms that care useful for marketers.  Seeing how others are responding to a post that has been shared across the network can be an incentive for users to keep sharing the post.

Rewards are created by platforms to keep users engaged on the platform. These rewards can take the form of reputation enhancements such as  badges, tallies of user approval  such as “likes”, or other emotions (found on Facebook’s reactions emoji bar), and “retweets”). There are also and indicators of user recommendation on promoted posts which can be upvoted or downvoted on  social platforms such as Reddit, Metafilter, and Slashdot.

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All of these rewards systems have been created by social media platform designed to keep people active on their services. These public displays of activity are  very valuable to the marketing team, who can understand how well their message is getting across to the user base. It  can also, show how their online customers feel about them and whether they are satisfied, or dissatisfied with the marketing activity as a whole.

The problem for the marketing teams is that the amounts of comments and social shares can sometimes overwhelm. With platforms that have a large user base and a continually updating front end It can become impossible for anyone to keep up with the stream of tweets.  As Twitter has permitted only certain companies a license to access its data, trying to find out what the  user sentiment happens to be, or extracting meaningful analysis can be difficult. The marketing team will need to consider using a platform that is licenced to access the stream and has a useable dashboard to  view metrics from a range of different social platforms.

Analytics platforms

Analytics platforms should be able to aggregate the data from your marketing efforts and deliver it in real-time and an easy-to-read format. It should be able to display visualizations  and summaries for executives and should be configurable should you want to dig deeper into the data.

Make sure you choose an analytics platform that is able to measure the aspects that matter to you, and does not merely duplicate information that you can get from the social media platforms themselves.  Being able to tailor the analytics platforms to do deeper research studies around the business customers’ behaviour can be an invaluable feature that will reward the amount of effort made .

There are hundreds of free and paid for social analytics platforms and tools across the web. Many of them do a single task such as measuring conversions, or traffic to a website. Others perform a variety of tasks.

If you want to calculate video views, or measure your social media traffic, or how your social sharing is driving conversions, then you need to do your homework to get the most suitable tool. There are commonalities and techniques that cross most platforms Tools and measurement technologies will come and go, and you will need to keep abreast of the latest developments in monitoring tools. What is important however, is understanding the frequency, quality, and effectiveness of your connection with the customer.

Analytics platform – choosing the right one for you

Here is a list of some of the many thousands of analytics platforms that might be useful in your campaigns.

Adpow Social platform for influencer engagement and reach

Birdsong Analytics Pay-as-you-go social media reports for Twitter, Instagram YouTube and Facebook.

Brand 24 Brand mention analytics with influence score and sentiment analysis.

Brandwatch Social listening and reputation management platform across blogs, forums, videos, reviews, images, Twitter and Facebook

Crowdbabble Analytics platform for Facebook, Instagram, Twitter, LinkedIn, and Snapchat. Also analyses hashtags and competitors.

GetSocial GetSocial tracks sharing not easily recognised by social sharing including private shares across Facebook, Twitter WhatsApp and email.

Google Analytics Digital data and marketing analytics to give a complete picture of the online customer.

Hubspot Inbound marketing traffic analysis and lead conversion toolset

Instabrand Marketing platform to create branded content for identified influencers

Justmetrics Audience and follower analysis with post analysis and engagement metrics.

Kuku Social media management syndication platform and analytics to manage multiple social accounts.

Lithium Social media analytics platform that uses six ‘health factors’ to create an index-like credit score to analyse the health of your online community.

Quintly online analytics tool to benchmark and track social media performance against competitors

Sotrender social analytics for Facebook, Twitter, Instagram, and YouTube analysing top posts, competitor comparison and audience analytics

Sprout social Social media management, advocacy and analytics software

SumAll Social media and metrics tracker and analytics platform

Synthesio social media intelligence platform that measures and delivers KPIs ad ROI metrics

Visibrain A media monitoring platform for marketers, monitoring brands, influencers and trends.

Wishpond Wishpond enables marketers to create landing pages and manage customer leads


How to become an Influencer

Influencer marketing is becoming increasingly popular, but not all influencers can be considered equal. In most cases celebrity influencers don’t have as much influence over your consumer decisions as you think. A new wave of influencers are equally important. Micro-influencers – like you and me, are just as likely to influence our peers as celebrities.

So how easy is it to become an influencer?  Here are my top tips for becoming recognised as a credible voice in your industry.

Be a consistent  influencer across platforms:.

Whether Facebook or YouTube, Twitter or Instagram, have a consistent voice. Influencers talk about the same topics, use the same hashtag, post similar pictures. You will start to become recognised for your knowledge in that topic. Whether it is icing cakes, fixing phones, or top-notch welding, the same message reinforces that you are the go-to person for that topic.

Use the same hashtags:

You will be able to use analytics tools to measure the success of a particular hashtag, or campaign across all platforms that you use if you use the same hashtag across Twitter, Facebook or Instagram for example.  You will then be able to get a fuller picture of your breadth reach as an influencer you see your hashtag propagate.

Focus on a few credible platforms.

Try to stick to two or three main channels to broadcast. People will tend to follow influencers across two or three platforms. If Instagram and YouTube are the channels of choice, then make sure you add quality content to them on a regular basis. Frantic bursts of activity followed by long periods of silence don’t tend to work well with media followers.

Influencers use followers and fans to deliver their message for them:

92 percent of people trust word of mouth recommendations  so make sure that your existing followers get fabulous content that they would be happy to propagate further to their network.

Be  an authentic influencer:

Authenticity is a really important part of the news we want to receive from our influencer connections. Facebook has recognised this for a long time, and has honed its algorithm to make sure that you get the news that is most relevant to  what you want to see in your life.

Avoid the single point of failure:

Try not to rely on one channel to get the word out. Google stopped focusing on Hangouts, Facebook has throttled organic reach for brands, and there is no longer any guarantee what your fans will see. Try to spread your message across different channels, so that if your message fails to deliver on one site, then it might get through on another

Get your followers to a place that you own.

Point people to your own blog, your own newsletter, encourage signups on your own site. Then if your chosen site disappears, restricts visibility of your posts or goes behind a paywall, then you have a list of loyal followers that you can move to another platform.

Keep at it. over time, your fans will come. If they like what they see, they will stay…

Twitter rolls out analytics for its users

Twitter has rolled out the ability to see a deeper level of interaction and analytics for your Twitter stream. Not only for brands, anyone can now see what is happening with their Twitter account.

If you are curious about the activity on your Twitter feed and wonder why your follower count fluctuates regularly, you can see graphically what is happening with your followers.


The information has been quietly rolled out by Twitter is well hidden for users not familiar with Twitters Ad Manager.  Users need to sign in to Ad Manager at and select the Analytics tab in the tool.

In this tab you can see your mentions, followers and unfollowers and match the increase or decrease in followers to blog posts and tweets. Often users will follow you in the hope of you following them back. They then unfollow you again after their follower count has increased.

You can see the tweets which have received the most faves, retweets, replies and clicks. Tweets with extra reach are highlighted in the list.


The tool also shows locations of your followers, interests and locations of your followers. It also shows the gender split of your followers and your mutual followers.


Conversion tracking enables you to measure your return on investment by tracking the actions a user takes after viewing or engaging with your ads on Twitter. Twitter’s conversion tracking lets you attribute conversions beyond last URL-click, to include actions driven by all types of ad engagements (like clicks, retweets, or favorites) and impressions.

You should set up conversion tracking on your website if your want to analyze, compare, and optimize your direct response campaigns on Twitter.

Go to Conversion tracking tab in Twitter Ads to  generate the code snippet for your conversion tags.  You need to place the conversion tag on your website where it will begin measuring conversions from Twitter users.

You can specify a time window after a campaign runs to determine what happens after a user has engaged with your ad and discover whether users have seen your promoted content, did not click on it – but later visited your web site

A nice tool – and worth a look…

Eileen Brown is a social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Connect with Eileen on Twitter and or contact her to find out how she can elevate your brand and help your business become more social.

Tweetdeck adds engagement metrics to search

Twitter has added a useful feature to its search icon on Tweetdeck. Now you can add engagement context to your tweets.

Here’s a screen grab from Tweetdeck showing a search for the phrase ‘EverydaySexism’ and tweets that have been retweeted over 100 times:


So why would you use this feature?

Getting context for your campaigns are important. After a campaign has started with its designated hashtag statistics start to appear. You can tell which of your messages resonate the most with your customers.

You can check which offers have been rebroadcasted, which messages have been marked as favourites. You can track messages that have generate the most responses to the brand.

You can tailor your messages based on previous popular tweets and generate a higher hit rate by monitoring your activities over time.  Different columns could watch which messages are favourited – and which generate responses. You can then target these customers in other campaigns

It is a useful way to measure your Twitter campaign  — within the Tweetdeck interface and very useful too.

Image: Tweetdeck

Eileen is a social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Contact Eileen to find out how she can elevate your brand and help your business become more social.

Twitter maps the world of Tweets

Twitter has mapped the world of Tweets and displayed images on its blog and its Flickr page. This image of Europe is amazing. Towns, villages and roads perform a network of Tweet density.

Each tweet made with a geotag was captured and used to make the map. Even tweets from ferry routes can be seen detailing the popular routes cross Channel, Irish, Mediterranean and Baltic seas.

The map of Seattle is also fascinating:


The horizontal lines joining the west and east side are the bridges across lake Washington. The northern line is the 520 bridge, famed for its slow traffic, hold-ups and delays.Obviously a perfect place to Tweet

The High density of Tweets on the Eastside isn’t Redmond, but Bellevue. Redmond is the larger area north west of Bellevue with a lesser density of tweets.

Have a look at some of the other cities on Twitter’s Flickr page and the Twitter blog

Images: Twitter blog

Eileen is a social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Contact Eileen to find out how she can elevate your brand and help your business become more social.

Tweet on a Saturday to increase click through rates

Are your Twitter click through rates lower than you expect from the amount of followers you have?  Check out this Infographic from Sign up to and stop trying to get more followers… 

Focus on engaging the followers you have and initiate conversations using the @.  Broadcasting messages will not catch all of your followers. If your followers are following hundreds or even thousands of people, there’s a really good chance that your tweet will get lost in the noise.

Remember that there is a best time to send your tweets too



Eileen is a social business and social media strategist and consultant at Amastra, a columnist at ZDNet and author of Working The Crowd: Social Media Marketing for Business. Contact Eileen to find out how she can help your business extend its reach.

US leads the world in terms of Twitter users

Semiocast has been analysing which countries use Twitter the most. the US leads by a very long way with over 140 million users.

In June 2012 Semiocast listened to over a billion Tweets and worked out the location of users based on fields such as user profile, language, time zone and GPS co-ordinates.

The US now represents over 27 per cent of all Twitter users.  These users produced almost 26 per cent of the Twitter traffic.

Interesting that certain cities come out well individually. London is 3rd in the world by numbers of posted tweets. With 32.2 million user accounts, the UK is 4th in the worldwide table.

These numbers are not a true representation of all of the microblogging that happens in the world as Twitter, although world wide, is not the platform of choice in all countries.

In Taiwan, the preferred platform is plurk, with 37 per cent of all plurks coming from Taiwan. Qaiku is popular in Finland. Tebncent Weibo is popular in China (although Sina Weibo is the most popular site in china with over 30 per cent of internet users). Fafou is another Twitter clone.  Me2day is popular in South Korea.

But as the leader in Microblogging platforms – by a long stretch, Twitter is doing well with half a billion users. it won’t be long before it catches up with Facebook as it tries to reach a billion accounts in 2012.

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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