One of the most dreaded and least understood aspects of writing is marketing our writing. Yet most writers have a twitter account because we've been told to. We make posts about our books and check our account periodically, but we don't know how effective we are.
There are numerous free apps to help writers analyze how effective we are with our twitter marketing. I used many separate programs until I found Twitalyzer, which does about everything you could ask. But it’s not just a numbers cruncher.
I appreciate the knowledgeable Social-view that underlies all their stats, because solitary statistics can be misleading, especially since effectiveness in Social Media marketing doesn’t rely on sales numbers. Social Media users are a different breed than walk-in store customers, and we need statistics, and analytics of those stats, based on this understanding.
Reading from the Twitalyzer Handbook:
“ If your plan is to evaluate your success in the Social space based on the number of directly quantifiable sales generated, our advice is to give up and go home.”
Similarly, we can’t judge our effectiveness just by the number of followers. And it goes far beyond how much we are retweeted, and we retweet others, though all this is part of our overall twitter effectiveness. There is so much written about the philosophy of Social Media marketing, but this is the first analytics program I’ve used to include all the varying metrics to reflect this.
Twitalyzer, a free analytics application created by Eric Peterson and Jeff Katz, is used by over 400,000 people (so far), and is changing the way that authors think about their investment in twitter.
Owned and operated by Eric and Jeff (Customer Intelligence, web analytics and data analytics professionals) the company uses stats researched by Forrester and TweetPsyche to name a few. It analyzes dozens of your stats to measure you twitter effectiveness and reports each of them separately. And further, you can get a few basic stats on any other tweeter, like your competition.
I like that their calculations are laid bare for us to see, and to prove their worth. Twitalyzer strikes a good balance between the new and novel and serves up a basis of knowledge so we can understand their stats, because as they observed, “People will not embrace that which they do not understand.”
They call themselves a “framework for discovery.” And I agree. I discover so much about my twitter marketing effect every time I use Twitalyzer. Check out just a few of the areas analyzed.
Impact, as defined by Twitalizer, is a combination of the number of your followers, the number of each reference and citation about you throughout twitter, how many times you are uniquely retweeted, the frequency at which you retweet other people, and the relative frequency at which you post updates. It’s one of the core measurements you’ll want to watch.
Impact in Twitter is a function of the number of people paying attention to you combined with their measured participation. So if you have two million followers, you will have Impact in Twitter. But if you have 2,000 followers who reference and retweet you like crazy, and you are an active member of that community, you will also have Impact in Twitter.
My impact score for the seven days ending June 29, 2010 was 3.7, which is in the 84th percentile. I had hoped that was at least a decent score, but you’ll understand my laughter when I read the dedication to their 55-pageTwitalyzer Handbook, which reads: Dedicated to all the little people, you know, those of you who can’t seem to crack a 4.0 Impact score in Twitalyzer. I’m still chuckling. (Update: I've since broken the 4.0 Impact score. Do I hear any applause?)
Clout & Klout
Clout, as defined by Twitalyzer, is the relative likelihood that an individual's Twitter username will appear when searched for in twitter.
Klout's K Score is a measure of the impact of opinions, links and recommendations across your social graph. This score is calculated and provided by Klout. http://klout.com/
Influence & Engagement
Influence is the likelihood that another twitter user will either A) retweet something you have written or B) reference your posts. While this definition is similar to clout, influence takes both retweets and references into account, whereas clout only looks at references.
Engagement provides a measure of the type of interaction you have in twitter by examining the ratio of people referenced by you to the number of people referencing you.
Lists & Generosity
Lists reports the number of twitter lists you are a member of. If the number of lists looks wrong to you, update the user's profile. As of today’s date Twitalyzer reports that I’m on 421 lists. Not many , but I didn’t know I was on them. I wish the program could report whose lists.
Generosity is the percentage of updates in which you retweet other people.
This is one of my favorites. It starts with a graph of yourself compared to “you choose the tweeter.”Eric and Jeff useTweetPsych reports, so you just click on the “TweetPsych report for @yourtwittername.”
This list starts with your largest percentage of tweet topics. Mine was Learning with 243%. The report said, “This user Tweets about learning and education 243% more than the average user. This includes Tweeting about school as well as self-teaching activities.”
The personality scoring list areas like Media, Senses, Emotions, Positive, Social, Money, Work, Conceptual, Leisure, Primordial, Sex, Anxiety,
Time, and much more. And at the bottom is a short list of “People Who Think Like You.” This short-list might be helpful, but mine listed people who have absolutely nothing in common with me.
Comparison, Recommendations & Site Referrals
Comparison allows you to compare your scores with another tweeter in the areas Impact, Engagement, Influence, Generosity and Clout. Type in your competitor to find out how well you compare.
Recommedations give a report recommending your areas for improvement, and how important they are to improve. You can even demand supporting details.
Site Referrals link with your Google Analytics to show your traffic data side-by-side with Twitalyzer scores. Thetwitter users listed in the report are people who have somehow linked to the site you're tracking. The Google Analytics metrics reported tell you about people clicking from your updates on twitter.com.
Want to know who is most influential in Twitter? How about for a specific hashtag or geographic location?
Twitalyzer does so much more you’ll just have to register and play around with it. Be sure to download their handbook to really grasp how much this simple (looking) program can do for your author/artistic business.