Twitter Analytics

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We never knew that seven years before that the power of 140 characters could reach in Billions of dollars. Twitter just made us realize that. In a span of few years, Twitter has its use spread over all the domains viz. culture, society, economics, political and most importantly business. Millions of people have adopted new behavior using Twitter – creating virtual committees, organizing political activities, trending global gossips, unfortunate natural and manmade disasters. Forming, Maintaining and breaking social bonds are now taking place online. Twitter has served for everything from getting the latest political news to what movie to watch and who has goofed up how in the public domain. Twitter, in fact, has served as a great medium to connect to people who are inaccessible otherwise. It has given the power to a common man to create the content and collaborate, rather than just consume. By 2011, 72 percent of companies surveyed using social technologies in their businesses and 90 percent of those users reported that they are seeing benefits. [2]The speed and scale of adoption of twitter has been much faster as compared to his peers yet the consumers and companies are far from captivating the full potential impact of insights that tweets offer. Twitter disintermediates commercial relationships and upend traditional business models. Roughly speaking, Twitter helps to create the value creation opportunity by means of direct communication and collaboration within and across enterprises. Companies that rely heavily on consumer insights for product development and marketing purposes have hit a jackpot through Twitter insights and conversations. Twitter has empowered individuals to form communities for causes, resulting into societal benefits.

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Objective:

The objective of the report is to study the analytics of Tweets through various parameters. It also mentions the sectors it impacts and how the analytics can be used to make a strategic business decision.

Methodology:

While Twitter Account may appear to be simple with list of followers, those who you follow, no. of tweets etc. there are a lot of insights that can be brought into for marketing and branding purposes. The engagement parameter can be understood in the following ways:

1. Performance of your own Account[3]

• Total Engagement
• Unique Engagement
• Follower Change over time
• Account Activity by Hour, Day, Month etc.

1. Competitor Analysis

1. Engagement with Audience compared to ours
2. Content Analysis
3. Follower Analysis

1. Audience Analysis

1. Demographic
2. Fake and Real
3.        Follower Distribution by Influence
4. By No. of Followers
5. Potential Reach
6. Potential Impressions

1. Comparison Against Social Networks

1. Audience Growth over time
2. Brand Posts across Networks
3. Engagement Change
4. Brand Post Mix

1. Geographical Analysis

1. City Trends
2. Citywise, Statewise and Countrywise Analysis
3. Location Based Content Display

1. Content Analysis

1. Keywords & Trends
2. Image
3. Video
4. Link Sharing
5. While You Were Away
6. Negative Keyword Targeting

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Analysis: How can this data be used across various sectors?[pic 19]

Twitter has not left even a single field all across the globe untouched. As Twitter migrated to Mobile devices(e.g. smartphones and tablets), consumer uses of Twitter will continue to multiply. More than six billion phones are in use worldwide. The structure and nature of interactions among individuals help different sectors to cash on the analytics provided and increase their business reach.