Thursday, October 31, 2013

Twtrland Offers Useful Brand Planning and Monitoring

A representative from Twtrland, a social media analytics company, reached out to me and gave me a test drive of their services.

I'm an academic and not a brand with a huge budget for such PR service companies, so I appreciated the gesture. I took some notes for my classes, and thought I'd blog an overview of the service here.

Twtrland offers analytics for Twitter, Facebook, and Instagram accounts. All can be connected for aggregated reporting, which can lead to integrated planning. There is a free version and a pro upgrade option, similar to other analytic services.

Brands can enter their brand handle as well as various versions of their brand name to get a variety of reports:

  • Audience analysis. Data is broken down in several categories--by celebrities, power users, casual, and novice; by age and gender; by top countries and cities. I especially like the breakdown of users' skills, and the audience interests with percentages in descending order for a variety of subject areas.
  • Fan base. This section gives a quick tiled view of users avatars and profiles. You can sort by followers, recent interactions, or amplifications (retweets, etc). There is also a conversations tab to see in at-a-glance view who is talking to and engaging with your brand.
  • Monitor. In addition to key words and key people, this section allows you to enter the names of key competitors--organizations and individuals--to test your game and maybe show comparison analysis reports to bosses and clients. It's the 'share of discussion' metric for social media.
  • Outreach. This tab allows you to find influencers so that you can strategize ways to engage them. This is also where your lists can be added to do analytics within your own prescribed groups of people.
There are a lot of social media platforms, and even more third-party services to help brands work and measure their efforts in this space. Twtrland is certainly one that could be considered as an option for social media specialists, as well as for public relations pros who have social media added to their long list of traditional responsibilities.

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