Twitalyzer Handbook

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Dedicated to all the little people, you know, those of you who cant seem to crack a 4.0 Impact score in Twitalyzer
The Twitalyzer Handbook: Serious Analytics for Social Relationships
Table of Contents
Table of Contents ............................................................................................................................... 2 Welcome to Twitalyzer..................................................................................................................... 4 Why Twitter Needs to Be Measured ............................................................................................ 5 Putting Twitalyzer to Work ............................................................................................................. 7 Using Twitalyzer Scores as an Input Into Your Social Media Strategy............................... 8 Become a Twitalyzer Pro in Ten Minutes a Day..................................................................... 9 Want to Know How to Game Twitalyzer?........................................................................10 Section Two: The Twitalyzer Measurement Framework ........................................................11 How Twitalyzer Gathers Data ..................................................................................................12 Twitalyzer Metrics and Measures .............................................................................................13 Collected Measures.................................................................................................................13 Calculated Metrics ...................................................................................................................14 How to use Twitalyzer the interface ...................................................................................16 Administration ..........................................................................................................................16 Reports.......................................................................................................................................18 Profile..........................................................................................................................................19 Section Three: The Twitalyzer Reports ......................................................................................21 Twitalyzer Summary Reports ....................................................................................................22 Profile..........................................................................................................................................22 Metrics........................................................................................................................................23 Goals Report.............................................................................................................................24 Context ......................................................................................................................................26 Personality .................................................................................................................................26 Comparison...............................................................................................................................27 Recommendations Report.....................................................................................................28 People and Groups.......................................................................................................................31 Network Report ......................................................................................................................31
Copyright 2010 Twitalyzer, LLC.
The Twitalyzer Handbook: Serious Analytics for Social Relationships Retweeters Report..................................................................................................................32 Influencers .................................................................................................................................32 Locations....................................................................................................................................33 Find New....................................................................................................................................33 Lists .............................................................................................................................................35 Tweets and Tags...........................................................................................................................39 Tweets........................................................................................................................................39 Hashtags .....................................................................................................................................40 Sentiment Analysis Report.....................................................................................................41 Activity and Analysis ....................................................................................................................44 Activity by Day .........................................................................................................................44 Last Seven Days........................................................................................................................46 Activity by Hour.......................................................................................................................47 Site Referrals.............................................................................................................................47 Link Clinks .................................................................................................................................50 Twitalyzer Benchmark Reports.................................................................................................51 Twitalyzer Search .........................................................................................................................53 Stuff We Missed ...........................................................................................................................54
Welcome to Twitalyzer
On behalf of the entire team at Twitalyzer we want to thank you for taking the time to download and read this short guide. We wrote the document to help you get to know our application a little better, to help explain some of the metrics and measures found in the application, and to provide examples of how businesses, social media experts, and regular people are using Twitalyzer every day. As youre likely well aware, Social Media is still very much like the Wild Westa wideopen landscape where few rules exist, the opportunity is not yet clearly defined, and from time to time the loudest voices rule the day. While the free for all is certainly part of the appeal of the sector, as more businesses begin to participate in Social Media, we at Twitalyzer believe that the need for accountability becomes increasingly important. Put another way, its one thing to spend a little time each day sharing your thoughts with your friends and colleagues in Twitter, and another thing completely to dedicate resources entirely to monitoring the short-messaging sector looking for advocates and working to convert detractors. If all youre doing in Twitter is the formerjust shooting the breezethen you can stop reading now: this guide and our application is definitely not for you. But if youre one of the thousands of businesses, consultants, vendors, or personal brands with a serious interest in leveraging this new medium to your business advantage, well then by all means keep reading. Our goal for Twitalyzer is very simple: We want Twitalyzer to be the de facto measurement solution for short-messaging media (of which Twitter is the dominant platform, hence our name.) We want businesses and business-minded Twitter users around the world to spend ten minutes a day tracking their efforts, researching opportunities, and using Twitalyzer to inform their evolving approach towards this new and exciting platform. Thats not too much to ask, is it? After a brief but important diatribe about Why Twitter Needs Analytics the rest of this document provides details about the Twitalyzer Measurement Framework, describes each of our reports and tools, and then ends with our thoughts on how to put Twitalyzer to work for your business. As ours is a young company we welcome your feedback on this document and our entire application. You can reach us anytime, day or night, on Twitter by writing to @Twitalyzer or, if you prefer email, writing us directly at Feedback@Twitalyzer.com. Again, on behalf of the entire team we sincerely hope you find this document valuable and, more importantly, enjoy Twitalyzer!
Why Twitter Needs to Be Measured

As we mentioned in the opening section of this document, we believe that with investment comes the need for accountability. If you are a business owner wishing to participate in Social Media the reality is that you are going to have to dedicate some number of resources to your efforts. As soon as you dedicate those resources and make that investment, the very next thing you should be doing is working to understand what benefit that investment brings to your business. Unfortunately, unlike other digital channels where measurements of success are relatively well defined, success in Twitter has been unfortunately nebulous and often times ill or inaccurately defined. For example, if you run a typical retail web site, your likely measures of success include your conversion rate, your average order value, and your percent growth in sales. And while you may attempt to define success in social media in similar termsperhaps treating Twitter as a marketing campaign channel and attempting to accurately count the impact of tweets on salesyou are setting yourself up to fail spectacularly by both introducing tremendous inaccuracy in your reporting and missing out on the value of Social Media near completely. True, some businesses are doing an okay job of leveraging Social Media to drive sales, but in our humble opinion this type of thing is a happy accident, similar to Maria Montessoris description of reading and writing among very young children. 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. Why? Simply because participants in Social Media do not behave the way you expect and, more importantly, the way you need them to in order to get the type of measurement youre looking for. Sure, some will click your specifically tagged and shortened URL containing your tracking codes, and others may land on your arduously created landing pages, but the majority will fail to follow your regiment and gleefully link to whatever page they find most relevant or worse, not link to you at all. Similarly if youre judging your success based on follower counts, lists, or retweets, while nominally better given that these measures are at least specific to the medium, we believe you are still likely to mischaracterize the value of your investment. All of these measures are extremely easy to game using inexpensive servicesbut the old adage cheaters never win is as true in Social Media as it is in life. Still, given the hype surrounding Twitter, we know that companies across the globe are assigning resources to participate in the conversation. And whether theyre dipping their toes in the water or doing the proverbial cannonball into untested waters, our core belief is and always has been, borrowing from the Management Consulting Guru Tom Davenport, anything worth doing is worth doing analytically. Given that our founders have collectively worked in the web and digital analytics industry for well over a decade we believe our position on this subject to be somewhat
The Twitalyzer Handbook: Serious Analytics for Social Relationships educated. With this in mind, our response at Twitalyzer to the measurement problem has been to craft a set of reasonable and easily understood metrics and measures that can be appropriately applied to Social Media, the Twitalyzer Measurement Framework.
Putting Twitalyzer to Work

As we said in the previous section, Twitalyzer is really designed to be a business application. Our only goal is to provide the best possible metrics and reporting for those individuals and organizations that have tangible goals in mind for their participation in short-message social media. Put another way, if you are just a casual Twitter user, someone leveraging the service to keep in touch with your friends and family, put this guide down now, close your web browser, and never return to Twitalyzer.com again. Were serious. If youre not pretty well committed to creating some type of measurable and positive outcome in Twitter, Twitalyzer is only going to make you feel bad and nobody likes to be made to feel bad, do they? But if you are running a businessbe it a food cart in San Francisco or a Fortune 100 multichannel retailer in Minneapoliswe believe that you will find great insights in Twitalyzer, especially considering the low, low price of absolutely free! The following three sections provide some suggestions for how you can use Twitalyzer reports as a valuable component of your overall Social Media Measurement strategy. As with this entire guide we welcome your thoughts and feedback on the following Twitter us @Twitalyzer to start the conversation!
Using Twitalyzer Scores as an Input Into Your Social Media Strategy

If youre using any type of modern analytics application, be it SiteCatalyst or Radian6, youve probably already noticed some pretty significant gaps in the reporting youre getting. The challenge is that most currently available Social Media Measurement applications are little more than bulk processing enginesapplications designed to churn through volumes of data and then somehow organize that data for easier consumption. The problem is that few businesses leveraging the Internet today have a data problem but nearly all of them have an insights and information problem. Twitalyzer solves that problem by being brave enough to take the time to actually translate the available data into meaningful key performance indicators like Impact, Influence, and Clout. If you take the time to read the rest of this guide, particularly the next section on the Twitalyzer Measurement Framework, we are confident that youll immediately start to understand how to evaluate your efforts in Twitter against this informative set of indicators.
Become a Twitalyzer Pro in Ten Minutes a Day

If youre busy like we are youre probably thinking, Crap, now I have another damn application I need to run. But trust us, you can really do an awful lot with Twitalyzer in just a few short minutes. Here are our suggestions for how to get the most out of the application if you only have ten minutes to spare: 1. Log back into Twitalyzer and check Your Profile & Metrics for any changes you since you last logged in (30 seconds) 2. Have a quick look at how youre doing against your stated goals, making note of areas where youre still under-performing (30 seconds) 3. Check your core Twitalyzer scores (Impact, Engagement, Generosity, Velocity, Clout) and make sure theyre relatively recent (e.g., within the past day, 30 seconds) 4. If theyre not, click the Update button to reprocess your data (30 seconds to three minutes depending on just how awesome you are) 5. Check out your Sentiment report and have a quick look at how the general tone of conversation around your account is going (two minutes) 6. Check out your Clicks report and, assuming youre using bit.ly or j.mp, have a look at how many clicks the short URLs youre sharing are getting (one minute) 7. Have a look at your Recommendations report (under Your Dashboard) and see if were suggesting any particular item that you should be working on (30 seconds) 8. Have a quick look at your Retweeters report to see if anyone of particularly high impact has been passing along your tweets (30 seconds) 9. Spend your remaining time browsing your Activity By Day to see if you should adding notes about efforts that are working (or not, two minutes) Amazing what you can get done in the amount of time it takes to make a good latter, huh?
Want to Know How to Game Twitalyzer?

Simply put, you cannot. Or you can, but youll look like such an amazing jerk in Twitter that people will stop following you, youll get angry email, and your mother will probably stop inviting you to dinner on Monday. The problem is that Twitter is pretty transparent, and everyone around you will immediately notice the amount of work required to game Twitalyzer. For example, have a look at this guy:
This follower-count pattern is highly indicative of someone who is basically buying followers. Rather than have a genuine approach towards Twitter and growing their audience based on the sharing of good ideas and information, this lazy sap is spending money trying to get huge numbers of people to follow him. Unfortunately these huge numbers are A) bots, B) dead accounts created by the service to help boost follower accounts or C) dead accounts created by people who arent really active in Twitter. Fortunately we catch for this. Have a look at the users impact profile for the same timeframe:
While the impact score only went into effect after the first follower fake out occurred, you can clearly see that the second purchase had only a very slightly positive effect on the users impact in Twitter and that positive effect quickly turned negative (only to recover a teeny, tiny bit.) Short answer long, if you spend any amount of time trying to cheat your way up lists and benchmarks people will notice and they will pay you the same respect you are paying them by un-following you.
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Section Two: The Twitalyzer Measurement Framework

The Twitalyzer Measurement Framework is our response to the complete lack of appropriate measures of success applicable to Twitter and other short-messaging services. Given the ease with which the fundamental measures Twitter provides followers, following, updates, lists, and retweetsare gamed through the use of for-fee services or simple brute force, we set out in late 2008 to develop an objective, appropriate, and easily understood measurement framework. We believe by all measures that we have achieved this goaleschewing overly simplistic and unnecessarily complex measures for those that make sense to any reasonably thoughtful individual. Further, at Twitalyzer we pride ourselves on our transparency all our calculations are laid bare for anyone to see, as opposed to those services whose calculation of influence (sic) is composed of 25 different data as if more inputs into a system somehow made the result better or more powerful. In the end we have applied Occams Razor to all of our calculations, striking an appropriate balance between the need for new and novel measures of success with our learned observation that people will not embrace that which they do not understand. Again, we believe we have succeeded and we hope as you read the balance of this section you will agree. The fundamental metric reported by Twitalyzer, and the one that many of our reports are ranked by, is Impact. Impact, as youll read in the following pages, is a function of: The number of followers a user has; The number of unique references and citations of the user in Twitter; The frequency at which the user is uniquely retweeted; The frequency at which the user is uniquely retweeting other people; The relative frequency at which the user posts updates
Put more colloquially, impact in Twitter is a function of the number of people paying attention to a user combined with their measured participation in the medium. 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. The beauty of our measure of Impact is that it provides an equalizing measure of success across all kinds of participation models in Twitter. A user can have a high level of impact with a small number of followers, infrequent participation, while communicating original thoughts, or by simply passing along information that other people find valuable. Ours is not a strictly defined benchmark for success like conversion rate (where you make a purchase or you dont) or Followers where you have them or you dont, Twitalyzer is a framework for discovery.
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How Twitalyzer Gathers Data

Regarding data gathering, Twitalyzer is an on-demand analysis platform. What this means is that anytime you need updated data you can simply go to www.twitalyzer.com, log into your Twitalyzer Profile, and click the Update button to have us immediately reprocess your data.
NOTE: For Individual, Business and Agency accounts, data is processed automatically every day, though you may still manually update your data at anytime. When you click the Update button Twitalyzer does three things: 1. Makes a series of requests of the Twitter and Twitter Search APIs to gather as many updates from, to, and about your account from the last seven days as Twitter will provide; 2. Transforms the updates into our proprietary data storage format, making note of significant and measurable interactions; 3. Processes the transformed updates, updating your measures of success as we go, so that the results are immediately available Thats it, its that simple! A few things you should make special note of: For most Twitter users we are working with a seven day data set. What this means is that any calculated score you see reported (for example, impact) is based on the seven days of activity immediately proceeding the analysis; Twitter itself imposes some limitations on the amount of data they provide to their API clients. We do what we can to work within these limits and, when necessary, we will sometimes make estimates based on incomplete data. When we do this we are very, very conservative; You are not limited to Twitalyzing your own accounts, you can update any Twitter users score, anytime! The only limit currently in place regarding the collection of data is that we limit reprocessing to once-per-hour. While this limit is somewhat arbitrary, in our year-plus of data collection on behalf of nearly 500,000 Twitter users we have found that dramatic changes in scores are rare on a sub-hourly basis, even among the Twitter Elite listed in the Twitalyzer Benchmark. Once processing is complete you will immediately be returned to the Dashboard report for the user Twitalyzed.
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Twitalyzer Metrics and Measures

Twitalyzer reports on nearly two-dozen measures and metrics, ranging from the mundane (Followers, Following, Updates) to those specifically derived based on the Twitalyzer Measurement Framework. We differentiate measures and metrics using the following definitions: Measures are those values taken directly from Twitter and are essentially raw values. The most common measures we report are followers, following, updates, list participation, references, and retweets; Metrics are calculated based on the collected measures and our Measurement Framework. The primary metrics Twitalyzer reports include Impact, Influence, Engagement, Signal, Velocity, Generosity, and Clout As part of our commitment to be the most transparent measurement solution in all of Social Media, the following sections contain the complete definition of all metrics and measures used throughout Twitalyzer. These definitions are also available online in both the Help page that can be accessed from every page on the site and within the reports themselves. If youre not sure about what a term means, click the link!
Collected Measures
The following measures are collected and reported in various reports throughout Twitalyzer, keeping in mind that those measures not directly reported by Twitter are summed over the seven days immediately preceding the analysis: Followers are the number of followers directly reported by Twitter for the user; Following is the number of people the user is following, directly reported by Twitter for the user; Hashtags Cited are the number of updates that included at least one hashtag (evidenced by the presence of "#") published; Klout Score is a measure of the impact of opinions, links and recommendations across an individual's social graph. This score is calculated and provided by our friends at Klout. Lists reports the number of Twitter lists the user was a member of, directly reported by Twitter; Referenced reports the number of times the user had been referenced or cited by other people based on the presence of a @ proceeding their Twitter username; Unique References reports the number of unique people referencing the user based on the presence of a @ proceeding their Twitter username; Referencing Others reports the number of times the user wrote or responded directly other as indicated by the presence of an @username at the beginning of the update. Unique References to Others reports the number of unique people the user referenced based on the presence of an @username at the beginning of the update;
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The Twitalyzer Handbook: Serious Analytics for Social Relationships Retweeted reports the number of times the user had been retweeted by other people as indicated by the use of rt @, rt@, rt:@, rt: @ , retweet @, via @, retweet :@, or r/t. We are also now tracking Twitter-specific retweets. Unique Retweeters is the number of unique people retweeting the user based on the use of rt @, rt@, rt:@, rt: @ , retweet @, via @, retweet :@, or r/t; Retweeting Others reports the number of times the user had retweeted other people as indicated by their use of rt @, rt@, rt:@, rt: @ , retweet @, via @, retweet :@, or r/t; Unique Retweets of Others is the number of unique people the user retweeted based on their use of rt @, rt@, rt:@, rt: @ , retweet @, via @, retweet :@, or r/t; Updates is the number updates published in Twitter over the seven days immediately proceeding the analysis; URLs Cited is the number of updates that included at least one URL (evidenced by the presence of "http://"). While tracking these measures is certainly helpful, at Twitalyzer we believe that numbers as easily gamed as these cannot define real success. Because of this we have taken the time to define a series of metrics that are simultaneously more useful and more difficult to artificially inflate.
Calculated Metrics
The following calculated metrics are the secret sauce in Twitalyzer and are the result of our decade of experience in digital measurement. More importantly, these metrics are those that businesses, Social Media experts, and brand representatives have told us they consider important to their successful participation in Twitter: Clout is the relative likelihood that an individual's Twitter username will appear when searched for in Twitter. Clout is calculated based on the number of times the username appears immediately preceded by the @ and is scored out of the maximum possible results based on the Twitter Search API; Engagement provides a measure of the type of interaction the user has in Twitter by examining the ratio of people referenced by the user to the number of people referencing them; Generosity is the percentage of updates in which a user is retweeting other people. Generosity is calculated as the number of retweets recorded by the user (based on the definition of retweet given above) relative to the total number of updates the user posted, weighted to reflect that few real Twitter users publish nothing but retweets; Impact, as defined by Twitalyzer, is a combination of the following factors: o o o o o The number of followers a user has; The number of unique references and citations of the user in Twitter; The frequency at which the user is uniquely retweeted; The frequency at which the user is uniquely retweeting other people; The relative frequency at which the user posts updates
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The Twitalyzer Handbook: Serious Analytics for Social Relationships The use of the term "unique" above indicates that Twitalyzer is focusing on the number of people you are engaged with, as opposed to the depth of conversation. For example if three people retweet you 100 times, the contribution to the retweeting component of the calculation is "3" not "100"; Influence is a function of the likelihood that a Twitter user will either A) retweet something the user has written or B) reference the user. While this definition is similar to clout, influence takes both retweets and references into account, whereas clout only looks at references; Signalalso referred to as "Signal to Noise Ratio"indicates that one of the following is present in measured updates: o o o o A hyperlink containing "http://" A reference to another person as evidenced by the "@" symbol A hashag as indicated by the "#" symbol Some type of indicator that the update is retweeting someone else;
Twitter Ratio is the ratio of followers to people the user is following. Twitalyzer did not invent this ratio rather we borrow it from the fine folks at TFFRatio.com; Velocity is an indication of the relative frequency at which a user publishes updates in Twitter. Velocity is calculated based on the number of updates the user publishes in Twitter scored out of the maximum possible results based on the Twitter Search API with a generous weighting applied as a reflection that few authentic Twitter users actually publish thousands of updates each week. Retweets per 1,000 Followers normalizes the number of retweets of the user relative to their follower base. References per 1,000 Followers normalizes the number of references to the user relative to their follower base. Retweet Ratio reports the relationship between retweets of the user to retweets of others by the user. Reference Ratio reports the relationship between references of the user to references to others by the user. While we believe that all of these metrics are useful, we typically refer to impact, engagement, generosity, velocity, and clout as the core measures of success in Twitalyzer. If you start using Twitalyzer on a regular basis and have any questions about any of these definitions please dont hesitate to contact us directly.
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How to use Twitalyzer the interface

For long time Twitalyzer users, you will probably notice some changes to the user interface and some different terminology.
Administration
For Individual, Business and Agency subscribers, you can now manage your account in one place. There are three primary pages within the Administration section Administration Dashboard: This is the first page you will see when you log into Twitalyzer. It shows all the accounts you are tracking (authenticated and nonauthenticated), with their most recent Impact, Engagement and Influence scores. By clicking on the account name (i.e. @katzpdx) or the avatar, you will be taken to the Profile page for the selected account
Clicking on the Two-Week Trend link will open a pop-up window with 2 week trends of the primary Twitayzer Metrics, as well as Followers, Following and Updates. If you click on the sparkline of one of the metrics, you will be taken the Activity by Day report of selected metric
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The Twitalyzer Handbook: Serious Analytics for Social Relationships Account Settings: This page allows you to perform several functions regarding you your Twitalyzer account. 1. View all linked accounts. 2. See when you linked accounts were last processed by Twitalyzer. You can manually update your data for an account by clicking on a link to the right 3. View the know locations of accounts. You can update the location of an account by clicking 4. Export Data by account 5. For Business and Agency subscription accounts, add up to three (3) email addresses of people who should receive the weekly reports. 6. Upgrade or cancel your paid account
Add Account: For Business users, you can add an authenticated account; for Agency users, you can add both authenticated and non-authenticated accounts to track.
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What is the difference between authenticated and non-authenticated accounts? An authenticated account is an account to which you know the Twitter accounts username and password. We user Twitters oAuth authentication protocol which allows users to approve application (like Twitaltzer) to act on their behalf without sharing their password. If you are using the Agency option, you can track client, competitor and just about any other Twitter account to track. If you are tracking a non-authenticated account, there are a few things that are not available. You cannot Set Goals, Find New Follower or create Lists for that account.
Reports
In many of the table reports, there is cog-like icon for each Twitter user that looks like this By mousing over the icon you will be presenting with a list of options depending in the account. If Twitalyzer knows the user, you will able to view the profile of the user, Add them to a Twitter & Twitalyzer List and Follow them on Twitter. If Twitalyzer does not the user (you will see a ? in the scores for that user), you can quickly run their data by selecting Analyze Twitalyzer knows user
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Twitalyzer does not know user
Profile
In many of the reports you can look at a snapshot of any Twitter account. The profile snapshot provides the following features and information: 1. 2. 3. 4. 5. 6. 7. 8. Name and Twitter account. Bio information from Twitter. Click to view Twitalyzer profile. Display any recent conversations between this user and you. Add the user to existing or new list Send a tweet to this user Follow user in Twitter Add to your Twitalyzer account. For Business subscription users, it needs to be an account you can authenticate; for Agency subscription users it can be an authenticated account or non-authenticated tracking account
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The snapshot profile can be accessed by clicking on the Summary choice in the various reports or by clicking on the account name next to the profile picture as show below:
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Section Three: The Twitalyzer Reports

With this release we have continued to improve the most robust and most easy to use analytics application for Twitter available today. The reports are now more logically grouped by similar functional reports. This section walks through all of the currently available Twitalyzer reports. We strongly recommend new users take the time to read this section so that you become familiar with all that Twitalyzer has to offer. It is important to note that there are four links that will appear at the top of every single Twitalyzer report. These links provide you access to some basic and universal functionality: Account Name. Sign Out, Help, and Print.
From left to right: The Name of the account. For users using one of the subscription-based accounts, you can switch reporting views by clicking on this link. Twitalyzer reminds you which @account youre currently using and gives you the option to Sign Out The Help link is pretty much what it sounds like, a link to help and definitions The Print button, strangely enough, formats the page nicely for printing or conversion to a Word or PDF document The bottom of every report in Twitalyzer also has some useful links:
Links to information about Twitalyzer, details about our API data program and of course a link to help you get in touch with us if you simply must know more about Twitalyzer and the wicked, wicked smart people behind it.
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Twitalyzer Summary Reports

The Profile reports are: Profile Metrics Goals Context Personality Comparison Recommendations
Profile
The Profile report is the starting point for accessing and exploring all the ton of great information and is the best possible starting point when using Twitalyzer. This report includes your Impact score, Influencer Type and Location. Additionally, you can who are the top people in our network and most commonly used hashtags. You can click on one of the hashtag links to see who has the most impact and influence discussing that hashtag topic.
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Metrics
While these 20 boxes may look a little intimidating at first theyre really not. Take any score from top to bottom and youll find: The name of the metric or measure which can be looked up in this document The most recent score, made big and bold so you cannot miss it An indicator of the most recent change in the score A spark-line showing the 30 day trend for the metric or measure Links to more details and the definition of the metric or measure
The change indicators, spark-lines, and title links are all clickable. For example, clicking the indicator images will give more detail about the change:
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Goals Report
The Goals report is our effort to help you create a sense of accomplishment and accountability in your use of Twitter. By setting goals, even reasonable ones, we will help you work towards something other than more followers which we have already established can be easily gamed.
All you need to do is go into the Goals report, pick some reasonable numbers, and click Update Your Goals. These goals will then appear as a red line in your Activity by Day report as well as the pop-up box from the Metrics report.
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The Twitalyzer Handbook: Serious Analytics for Social Relationships Goals from Activity by Day Report
Goals from Metric Report
Being Proactive: Setting and Tracking Goals One thing that an unfortunately small number of businesses participating in Social Media are doing today is working towards a defined set of goals. Rather, at least in our experience here at Twitalyzer, people are spending a lot of time twittering without any expectation other than participation. While this is almost certainly an excellent outcome for casual and individual users we are less sure this is the case for business users and other Social Media experts. To help combat unfocused Twittering, Twitalyzer provides the aforementioned goals report. We believe that by drawing a line in the sand and committing to an outcome that our business users efforts in Twitter will be more focused and ultimately more valuable to the whole company.
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The Twitalyzer Handbook: Serious Analytics for Social Relationships For example: If you challenge is to increase your brands awareness, consider setting a Clout goal; If youre trying to foster a relationship with your peer community, consider setting both a Velocity and Generosity goals; If youre trying to rapidly increase your follower counts and want to do so virally, consider setting an Influence goal (and keep in mind you will likely need to also increase your Velocity); If youre trying to justify your overall efforts in short-message media consider setting an Impact goal In all of these cases the act of setting the goal is almost half the effortthe rest will likely come provided you have a genuine respect for the community that youre participating in online. Note: This functionality is only available for authenticated accounts
Context
Comparisons report is designed to show you your scores relative to everyone else we're tracking. Your average value is shown in red and the average for all tracked users will appear in blue. We have removed extreme outliers and values much greater than your own for clarity's sake. You can drill-down by a geographically location, by adding a city, state/province or Country in the Location field
Personality
The Personality report leverages TweetPsych to evaluate your tweets for a variety of social and psychological cues. TweetPsych lists creates a psychological profile of any public Twitter account and compares it to the thousands already in the database. This identifies those traits that are used more or less frequently by the user analyzed. How do we use TweetPsych scores?
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The Twitalyzer Handbook: Serious Analytics for Social Relationships Twitalyzer takes all of TweetPsych's scores and combines them into five categories: Business, Pleasure, Social, Sensual, and Attitude. These categories are composed of the following TweetPsych scores: Business: Numbers, Work, Control, Constructive, Thinking, Money Pleasure: Conceptual, Leisure, Time, Future, Sex Social: Social, Self-Reference, Media, Present Sensual: Senses, Anxiety, Emotions, Primordial Attitude: Positive, Negative The combined score is a direct comparison to the "average Twitter user" according to TweetPsych.
Comparison
The Comparison report allows you to visualize two user's core Twitalyzer scores as well as side-by-side comparison breakdown of each score. Simply enter the two Twitter accounts that you want to compare and click the Compare Users Button. In the side-by-side table, you can see which account has the advantage (i.e. a higher score) over the other.
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Recommendations Report
More than anything at Twitalyzer we get asked, How can I improve my scores and my general impact in Twitter? While we are somewhat loathe to provide this information for fear that people will behave unnaturally within Social Media, we are from the give
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The Twitalyzer Handbook: Serious Analytics for Social Relationships the people what they want school and so we provide the Analysis report. This report compares your most recently collected scores with the average scores for people having 25% more impact than you in our system. At the top of this report you will see our point-by-point summary of the exact things you need to do to increase your measure of impact in Twitter:
As youll likely see, some of these points we make emphatically and others we hedge our bets. Trust that if we say something is very important that following our guidance will create a noticeable change in your impact score, that is assuming you do a good job. To view the supporting details we provide that is the actual basis for our recommendations, click on the Want the supporting details? link.
Again we provide a point-by-point comparison to that average user with roughly 25% more impact than you. Finally we break this comparison down over our core metrics and measures of success: Impact, Engagement, Generosity, Velocity, and Clout.
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The Twitalyzer Handbook: Serious Analytics for Social Relationships What you do with this analysis is entirely up to you, but we can tell you with 100% certainty that people who have embraced the advice we give have improved their Twitalyzer scores and subsequently their measurable impact in Twitter. Were not saying you should let data be your guide, but if your boss wants to see more impact, well, you cant say we didnt tell you how to get results!
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People and Groups

These set of reports focus on your network of people that you are having conversations with in Twitter. The People and Groups reports are: Network Retweeters Influencers Locations Find New Lists
Network Report
The Network report identifies most impactful people who are members of the users recent social network. We provide both the super-cool scatter-plot we described and also a list view that gives you the ability to learn more about the users social network.
Clicking on any of the avatars or usernames will open the profile box.
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Retweeters Report
The Retweeters report is almost exactly the same as the Network report except here we are visualizing and listing the people most likely to retweet the user, again ranked by impact.
Depending on what youre trying to learn about the Twitter user, the Retweeters report can be incredibly valuable.
Influencers
The Network by Influencer Types report shows the people the selected account has been in conversation with in the last seven days in Twitter ranked by influence but grouped by influencer type which are defined as:

Sources are individuals with smaller networks who are often originating ideas in Twitter Spiders are individuals with mid-sized networks who are socially connected Suns are individuals with large to very large networks of first-level connections
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Locations
Content here
Find New
The Find New report is a great exploratory tool that allows you to search for Twitter users associated with a particular topic. You can use this report to look for Twitter
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The Twitalyzer Handbook: Serious Analytics for Social Relationships users having specific sets of Twitalyzer criteria, for example a high level of influence or a low propensity to retweet other people using the drop-down lists. Enter a term or tag to search for, set your criteria, and click "Find Users" For example, lets say you were interested in people talking about the measure. You would simply enter measure into the Search for box:
As soon as you tab over Twitalyzer will go an estimate how many Twitter users we are tracking that meet the criteria you entered. You can then start to apply filters to get the number of users down to a reasonable and manageable number. Perhaps next you would look for highly influential people: You can add more criteria by clicking the "Add" button or clear your segments with "Start Over. You can add these users to your Twitter List by clicking Add All to Twitter List or add to your Followers by clicking Follow All in Twitter
Note: This functionality is only available for authenticated accounts Conducting Research: Using the Find New Followers Tool One of the key challenges facing Social Media professionals and brands alike in Twitter is knowing who to engage and how best to approach them. Especially when youre reaching out and looking for new potential champions, knowing where to look can be especially arduous. To solve this problem Twitalyzer provides the ability to mine recent conversations among tracked visitors using our Find New report. More importantly, the Find New report provides the ability to look for specific types of Twitter users based on their average Twitalyzer scores. For example:
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The Twitalyzer Handbook: Serious Analytics for Social Relationships You can identify a segment of Twitter users who have recently talked about metrics and who are likely retweeters by segmenting against Generosity scores; You can identify a segment of truly influential Twitter users by segmenting against Velocity and Influence, looking for low Velocity, high Influence contributors; You can determine which tracked users are most likely to be of greatest value to your business by searching for your brand name segmented against a relatively high follower count and high Impact scores The list goes on and on. More importantly, once youve identified a segment of potentially valuable Twitter users you can immediately add them to a new or existing List them and Follow them for your ongoing tracking efforts.
Lists
The Lists report shows you the recent scores and activity for all of the users on your various lists. Add people to this list by clicking the "LIST" button in any user's profile or by using the Find New Users tool. NOTE: For users of Twitalyzer 2.0, Tags are now Twitalyzer Lists Click on any of the links of the lists you have created
You will then see all people that are part of that list.
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The Twitalyzer Handbook: Serious Analytics for Social Relationships You can delete the list from Twitter & Twitalyzer or just Twitalyzer but clicking on the Delete button as shown here
A pop-up box will appear. Select whether you want to delete the list from Twitter & Twitalyzer or only Twitalyzer
Note: This functionality is only available for authenticated accounts
How are Lists created? There are several ways in which a person or group of people are added to a List. In many of the reports, you can add a single person to a list by clicking the Add to List in the profile drop-down (as shown below) or in the Profile pop-up
When you add a user or group of users to a list, you will be presented with a pop-up box. You can create a new list simply by giving it a name, description and whether you want to make the list Public or Private both for Twitalyzer and Twitter.
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You can also add the person or group people to an existing list by selecting from the Existing List pull-down field.
Once you have selected the list, the person or group people will be added and a message will appear that the person or group people were added to the list and you will be taken back to the report where you added to the list
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Tweets and Tags

This set of reports give you detailed information about the reach, topics and sentiment of tweets. Tweets Hashtags Sentiment
Tweets
The Tweet report allows you to estimate the impact and number of impressions served for Tweets, hashtags, ideas, and more. Lets say you want to see the likely reach of a specific tweet as shown in this example below.
Copy and paste all or part of the tweet into the text box and then click the Track this Tweet button.
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Twitalyzer automatically saves your Tracked Tweet for future reporting. You can come back at any point and view updated metrics of a specific tweet search by clicking the Update button You can also delete a saved tracked tweet by clicking the delete button.
Hashtags
The Hashtags report highlights some of the hashtags you use most frequently and gives you the ability to explore other Twitalyzer users using the same tag. Click on one of the hashtags or use the Search for Hashtag feature
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After searching on a hashtag term, you can view who the most impactful people are using this hashtag. From here you can add them to an existing list or create a new list!
Sentiment Analysis Report

The Sentiment Analysis report provides you the ability to easily track the general tone of conversation for an account. And, while theoretically you are fully aware of negative sentiment Tweets, the report provides a more objective point of view regarding who your supporters and detractors are.
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The Twitalyzer Handbook: Serious Analytics for Social Relationships When you load the report youll see a graph showing the number of updates in Twitter referencing your account over the last seven days with a bar graph highlighting positive and negative sentiment:
Clicking on either the green or red bands will reload the page and show the updates weve flagged as positive or negative (depending on which band you click):
You might notice that we say Potentially positive or negative Tweets about your account at the topwe say potentially because of the sheer complexity of language and peoples tendency to get creative when limited to 140 characters. Put another way, Twitalyzer is not perfect when it comes to sentiment analysis.
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The Twitalyzer Handbook: Serious Analytics for Social Relationships If youre wondering about the basis for flagging a Tweet as positive or negative you might notice that some words in the image above are colored green. The same thing happens when you look at negative sentiment, and the reason is because were matching on individual words found in the update. If you want to look for different words or expand the range of positive and negative words we match on, you can simply change, add or delete words from the Positive and Negative Terms lists below the charts and then click Change Terms
Feel free to play with these words to your hearts content but remember two things: 1. We remember your terms, but we remember them in a browser cookie. That means that if you run the report from another computer or delete your cookies youll have to recreate the list (and we hope to update this in a future Twitalyzer release) 2. The more words you add, the slower the report will run. This is just the reality of life, sorry! Hopefully your Twitter stream is full of great, green, positive sentiment and completely lacking in the other stuff!
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Activity and Analysis

This section focuses on your ongoing activity and trends in Twitter Activity by Day Last Seven Days Activity by Hour Site Referrals Link Clicks
Activity by Day
The Activity by Day report is perhaps the single most valuable report in the entire application. Here you can literally look back in time and generate a view of the growth and change occurring in any Twitter users Twitalyzer data for as long as weve been collecting it. NOTE: in Twitalyzer 2.0, this report was called Trends.
Much like the User Profile report there is a lot going on here so lets break it down. From top to bottom you have the ability to: Add Notes to particular instances in time * Export the trend data and notes * Tweet about the trend youre looking at Change the measure or metric youre looking at Change the timeframe youre looking at Examine changes over time in great detail using the chart itself
* We should probably tell you that the Add Notes and Export functionality is only available if youre looking at your own data. Obviously the only way we know youre you is if youve already Signed in with Twitter
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The Twitalyzer Handbook: Serious Analytics for Social Relationships Notes can be Good, Bad, or Neutral news and are represented by different icons in the graph. You can get a reminder about the note two ways: 1. By mousing over the note and reading the pop-up bubble 2. By clicking on the note itself which will open a dialog window
In terms of the measures and metrics that you can trend, were really pretty proud of the amount of detail were making available for free and lowcost subscription options.
As we said you are able to change the timeframe youre looking at as well.
Custom Date Ranges For Business and Agency subscription users
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All paid subscription users can export all the available avalb Finally, the bottom of the Activity by Day report has the definition of whatever measure or metric youre looking at, just as a friendly reminder!
Hopefully youll agree that this one report sort of redefines awesomeness in Social Media Measurement! Communicating Success: Notes in Twitalyzer One of the features we believe to be most valuable to business users of Twitalyzer is the addition of notes to the trending reports. Now, for the first time, Twitter users are able to annotate their efforts and start to better examine how changes in behavior impact their Twitalyzer scores. For example, when you start to more actively engage your followers in a conversation, launch a new campaign focusing on social media, or upgrade your software or service you can make a note. From that point on anyone examining your Twitalyzer scores will gain context on why the numbers might be changing. More importantly, notes are associated with dates, not individual metrics, and so you can begin to explore how a change in behavior designed to impact a particular score affects all of your other measures. For example, if you change your communication strategy in an effort to drive engagement, you will also be able to see if the change impacts the rate at which you attract new followers. Or if you are responsible for your companys Twitter account and you go on vacation, a note will help you understand the impact on the entire set of Twitalyzer metrics and measures.
Last Seven Days

Last Seven days report is designed to show you when an authenticated or tracked account is most active in Twitter. The timeframe covered is the seven (7) day period
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The Twitalyzer Handbook: Serious Analytics for Social Relationships immediately prior to the user's last analysis in Twitalyzer. The times presented come directly from Twitter's "published at" timestamp and should be adjusted to the user's local time
Activity by Hour
Activity by Hour report is designed to show you when an authenticated or tracked account is most active in Twitter. The timeframe covered is the seven (7) day period immediately prior to the user's last analysis in Twitalyzer. Paying Twitalyzer customers are able to adjust their timezone to their local time in our account administration page.
Site Referrals
The Referrers report is the first report that gets a little more involved and requires integration with an external system, in this case Google Analytics. What you get, providing you agree to Sign in with Google using the extremely, extremely secure oAuth protocol, is the ability to see the traffic clicking to your site from Twitter.com combined with core Twitalyzer scores. No more wondering who all those people are sending you traffic from Twitter! Now, to use the Referrers report you need three things:
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The Twitalyzer Handbook: Serious Analytics for Social Relationships 1. A web site tagged with Google Analytics, which more or less everyone has these days 2. Traffic actually coming to your Google Analytics tagged site from Twitter.com (for example, clicking a link to your site from http://twitter.com/twitalyzer) 3. Willingness to give us very secure and easily revocable access to a small part of your Google Analytics data Assuming you have all that youre all set! HOW THIS REPORT WORKS To get started with the Referrers report simply click the big Sign in with Google button in the middle of the page:
When you do this you will be taken to an appropriately boring page on the Google Accounts web site that will either ask you to log in (securely) or verify that youre willing to give us temporary access to your Google Analytics data:
Once you click that Grant access button youll be returned back to the Twitalyzer web site. Keep in mind that A) you can go back to Google Accounts and revoke our access at any time and B) were only getting permission to use your data for a single session. The second point means that youll have to give us permission every time your run the report but that is the most secure alternative (and were big on data security here at Twitalyzer!)
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The Twitalyzer Handbook: Serious Analytics for Social Relationships When you get back to Twitalyzer youll be asked to select an account youd like us to gather data from. Once you do that and click Set Account youre in business.
You will now get the following data from Google Analytics presented alongside Twitalyzers impact score: Visits, New Visits, Page Views, and Bounce Rate:
You can change your account and the timeframe for data we gather at any time. If you have another Google Account that has other Google Analytics Accounts you can click the Start Over button at any time. Also, there are two buttons at the upper-right of this report: Account and Export. The first button gives you another way to change your account and the second will create a comma separated file (CSV) with the top 100 referrers (ranked by Visits) to your site with Twitalyzer data. While the CSV may look a little boring we actually think this is pretty useful for sharing Twitalyzer and Google Analytics data with other folks in your office.
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Link Clinks
The Clicks report is exactly what it sounds like: a report on the number of clicks your shortened and shared URLs are getting from other Twitter users.
This report details how many clicks have been counted by the bit.ly, j.mp and ow.ly link shortening services. Clicks that appear in dark gray indicate that these are aggregate clicks across multiple users and not based on short URLs that you yourself have created. This data can be export to a CSV file simply by clicking on the Export button * In the future Twitalyzer will add other URL shortening services that provide clicktracking reports via an API. If you have a favorite and know it provides click tracking, shoot us a note @Twitalyzer and let us know!
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Twitalyzer Benchmark Reports

One universal truth is that everyone likes to know how theyre doing, and in our experience Twitter users are just like everyone else. To account for this weve created the Twitalyzer Benchmark reports: a complete listing of every single person we track, ranked from 1 to 1,000,000 based on their most recent average Influence score.
You should note that in stark contrast to every other report in Twitalyzer, the Benchmark report we are using Influence to rank people. We do this for one very simple reason: Twitter users seem to have an almost annoying interest in the level of influence that other Twitter users have, purport to have, or pretend to have. Were not saying this is right. Were just sayin If youre less interested in everyone in Twitter and more interested in your own little world you can refine the Benchmark report by clicking on the Map button and entering a geographic location. Youll hopefully notice that when you start typing in a location we will suggest the most commonly used variations on that location in our system.
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The Twitalyzer Handbook: Serious Analytics for Social Relationships By entering a location you can actually create really super useful lists! For example, here are the most influential people living in Portland (Oregon) who have been tagged with the measure Twitalyzer tag:
And dont forgetbecause were more than happy to capitalize on the rampant Im more influential than you are shenaniganswe have provided the obligatory Tweet and to let you spread whatever word you want to spread.
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Twitalyzer Search
The final super-cool feature found in Twitalyzer, at least for now, is our Search tool. Search basically takes Twitter real-time search and smashes it together with Twitalyzer data to give you what we believe to be a much, much more useful view of Twitter Search.
As you can see, you can Add Tags to anyone you find in the Twitalyzer Search results and, just in case we dont know the person, youre able to click the ? button to have us process the users scores and return you to your search.
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Stuff We Missed
Kidding. This document is nearly 50 pages long so what could we have missed! We just wanted to leave you with a few impressions to hopefully shape your use of Twitalyzer: We hope you like our work, and if you do, wed love to hear from you! Even if you dont like our work, were open to ideas and suggestions! Despite being a free product, we are totally committed to Twitalyzer Feel free to contact us with any questions you might have: Via email by writing jeff@twitalyzer.com or eric@twitalyzer.com Via Twitter by sending a message to @Twitalyzer On the phone by calling Eric at (503) 282-2601 (Pacific GMT -8:00) We sincerely, sincerely hope you enjoyed reading this guide to Twitalyzer and, more importantly, we hope you enjoy the product. Happy Twitalyzing!
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T HE HA B ND OOK

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Copyright 2010 Twitalyzer, LLC.

The Twitalyzer Handbook: Serious Analytics for Social Relationships

Copyright 2010 Twitalyzer, LLC.

The Twitalyzer Handbook: Serious Analytics for Social Relationships

Why Twitter Needs to Be Measured

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Putting Twitalyzer to Work

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Using Twitalyzer Scores as an Input Into Your Social Media Strategy

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Become a Twitalyzer Pro in Ten Minutes a Day

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Want to Know How to Game Twitalyzer?

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Section Two: The Twitalyzer Measurement Framework

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

How Twitalyzer Gathers Data

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Twitalyzer Metrics and Measures

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

How to use Twitalyzer the interface

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Twitalyzer does not know user

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Section Three: The Twitalyzer Reports

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

Twitalyzer Summary Reports

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

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The Twitalyzer Handbook: Serious Analytics for Social Relationships

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Goals from Metric Report

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People and Groups

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