In my previous post I did quick and dirty analysis of the twitter map I developed for one of the brands.

Here are some more examples (created by Marc Smith):

After looking at multiple maps created for brands, events, people it became obvious to me that there are certain attributes of the map I am paying attention to. And those visual graphs represent so good the things we should be looking at when evaluating our twitter activities. Though there are no perfect tools that will give you a full and complete and detailed analysis of everything you do on Twitter, there are some that will help you to get just enough data to be able to make high level assessments and take actions.

Here is your high level check list that will help you – the social media network analysis executive – to assess the success of your brand’s twitter engagements by specific areas. By no means is this a complete check list of everything you need to measure and analyze on Twitter, but should give you a good starting point.

The measurements below depend on your business goals and will have different weighting factors specific to your business.

Examples of the ways to capture a) analysis strategy; b) results analysis strategy.

b) And for each measurement on a specific date you will document results, action items, why previous actions worked/did not, what changes if any need to be applied.

People

• How many people follow my brand on twitter;
• How many people I follow on twitter;
• Do I follow people who have mentioned, RT, @reply to my tweets?
• How many people who follow me have high level of influence?
• Are people who tweet about my brand connected?
• Are there clusters of people who tweet about my brand? [by geography, by interests, etc..]
• Do I follow competitors?
• Do I follow influencers [analysts, reporters, etc..];
• Do influencers follow me?
• Who do I need to follow?
• Who do I want to follow me?

Analyzing your twitter people data is very important – I do not think you’ll argue with me here. You can learn so much from the data collected, like we found out from our analysis of one of the conference maps that there were two clusters of communities of people who attended the conference: mathematicians and social scientist. We also found out that those two clusters had just a few interaction points between them. And we found couple of people [bridges] who were well connected with both clusters. The recommendation for the conference organizer in this case might be to talk to those “bridge” people and ask them to connect more people from each cluster.

Tweets

• How many people RT my tweets?
• How many people @reply to my tweets?
• How many people execute an action based on a link in my tweet?
• What people tweet about: product info; product purchasing decisions; product quality;  etc..?
• How many influencers RT my tweets?
• Sentiments analysis – good, bad, etc…
• Lists you are in and their categories.

Assessment of your tweets will indicate quality and business relevance of content you provide. Quality is easy to understand. How many people RT, @replied, etc .. should give you a good feel on quality. Business relevance is as important as quality of content. Example: you might be tweeting all day long great barbeque tips and have zillions of people RT and follow you, etc.. but is this relevant to your business if you are not a barbeque sauce maker, cook, etc.. if you are in a different industry all together? Probably not. To meet your business strategy you want to make sure that most of the people who follow you and you converse with are the people who either own or want to own your product or use your services, people who know a lot about the space you are in, people who write about the space you are in, etc.. Again, we are talking about “tweeting for business” here! If you are not capturing the attention of your target audience on Twitter you definitely need to do some work on a content side of your tweets.

How about you? What strategy worked or did not work for your brand on Twitter?

What do you measure and how?

Share your thoughts!