Social Media Analytics: Twitter: Quantitative & Qualitative Metrics

Nov 24, 2009, by Avinash Kaushik

Twitter is amongst new media channels that are challenging how we communicate, with whom we communicate and perhaps most fundamentally how we (Marketers) influence people.

Sadly execution and analysis of these new social media channels has been hobbled by old world thinking. When it comes to marketing because of the old world thinking from the worlds of Television and Magazines, and when it comes to measurement because of the world of traditional web analytics.

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While there is some stale thinking in the new twitter tools, most of them have a lot of fresh thinking from people untainted by Omniture or CoreMetrics or WebTrends or, ok ok ok, Google Analytics.

I consider this massive proliferation of new thinking to be a gift from God.

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Klout. Twitter Analytics.

Klout measures a bunch of lovely metrics, specifically applicable to Twitter, that are grouped into four buckets: Reach, Demand, Engagement (!!) :), Velocity.

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