What influence does Twitter have on your brand? Who is talking about you on Twitter? What are they saying? Is it positive? Negative? How far is that message traveling? Who are my brand's biggest customer evangelists and how can I find them in order to encourage them? Thanks to a couple of web applications it's now easy to find out.
TweetReach
Use TweetReach to see how often people have tweeted your brand in the last 30 days or 50 tweets (whichever comes first) then explore how many people those tweets reached, how many impressions resulted, and how often those tweets were forwarded or replied to.
Best of all, from a PyroMarketing perspective, you can see who is commenting on your brand. These folks, in many cases, are your driest tinder. If your brand has a Twitter account, consider joining the conversation. But, be careful to connect to them using Twitter and not some other method.
After a friend recently tweeted about a brand, that brand contacted him via email rather than joining the existing Twitter stream. It felt creepy to him--like the brand was stalking him. He said it would have felt much more natural had the brand simply joined the Twitter conversation.
Twitalyzer
Twitalyzer analyzes your brand's Twitter presence to provide five metrics.
Strength: Is the likelihood your brand is being discussed on Twitter. It's brand citations divided by total citations.
Signal: Twitalyzer publishes a "signal to noise" ratio. Signals are any tweets containing a link or a hashtag that allows the reader to easily explore further. Noice are brand specific tweets without further connections.
Favor: The ratio of citations that are generall positive compared to those that are generally negative. A computer makes this determination based on the presence of certain keywords. The system is not infallable, but does a pretty good job of sorting the good stuff from the bad.
Passion: Measures the likelihood that individuals talking about your brand will do so repeatedly. Again, this is gold when looking for your brand's driest tinder.
Clout: The number of unique individuals referencing your brand divided by the total number of individuals. In other words, your brand's clout is determined by the percentage of the totel Twitter universe is talking about you.
WARNING: If you check your brand strength on Twitalyzer they will Tweet your results without your permission for the world to see. If you are an emerging brand with a low brand strength score this can be embarrassing and harmful. If people see your score and perceive your brand as weak, they may disregard it.
I am very disappointed Twitalyzer does this. They are willing to sacrifice the privacy of a customer's analysis for their own self-promotion.
The base level of service is free for both TwitterReach and Twitalyzer so click through, type in your brand, and give them a try. They could be valuable tools in your PyroMarketing arsenal.Spread the fire. GS
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