Raj AnandDigital Business Innovators

Twitter tools to measure(and score) engagement [kwiqq]

Posted on | February 5, 2009 | 3 Comments

User Engagement [Source: customersrock.net]

User Engagement (Source: customersrock.net)

On Twitter like several other online mediums, success matrix is not merely about page impressions but how engaging your Tweets really are. Traditionally measuring success of blog posts, article in journals or far worse, print media has been tricky. A lot of assumptions have been made, generally more traffic = more engagement. Although with Twitter the process can be more scientific.

Below I’m presenting a way (almost an algorithm) to quantify engagement on Twitter:

1). Get Retweeted (RT)

One of the most powerful application from a marketing perspective is RT or Retweet. Retweet simply means another user re-broadcasting your message using Twitter. See Paul Walsh’s tips on How to get RT. If you are getting a retweet you are almost guaranteed to get more people listening to you i.e. higher chance of engagement.

Score Yourself: A nice way to measure engagement is by using retweetrank.com. The Retweet rank would give you a percentile, multiply that by ’0.05′. For instance my retweet percentile is 93.19% hence using this algorithm my score would be 4.65

rajanand's Retweet percentile

@rajanand's Retweet percentile

2). Replies from users

The more @yourusername you receive from users, the more conversations you are having with people. You can keep track of number of conversations through physically counting uniquereplies on your TweetDeck, search on Twitter or use replies on Twitter.com.

Score Yourself: Multiply each unique visitor reply by 2 and from the same user by 1. For instance on average I get 5 unique visitor replies and 1 from the same person, hence my score would be 11.

3). Oops ! Someone just unfollowed me

http://kwout.com/cutout/f/43/3i/feh_bor_rou_sha.jpg

Qwitter

If you really annoyed someone or were posting blogs they are not interested in, there is a good chance that they would unfollow you. This is a very good indicator of what people expect from you and how much noise are you contributing to. My personal experience of tweeting about non social networking items makes me loose followers. You can keep track of this using Qwitter, Social Too or following @unfollowr. Amongst the three I prefer @unfollowr, as it seems to be the most accurate.

There is major short coming of this method though, there are many users whose sole purpose is to follow as many users as possible in order to get followed back. Hence we need to discount this from your score.

Score Yourself: Subtract 0.5 for every user who quits following you. Multiply by 0.9, discounting for inaccuracy of spammers. For example if you have 5 qwitters, your total score would be -2.25

4). New Followers:

New followers implies more poeple to potentially engage with. That certainly deserves a point.

Score Yourself: Give yourself 1 point for every new person who follows you.

Scenario:

Now in the case I have Retweet percentile of 93.19%, 10 followers, 5 replies and 5 qwitters my total score is: 23.40. My personal target is to get 15 points everyday, this helps me to mark myself as a performer.

Oh ! And if you can’t be bothered to calculate all of this just use TwitterRank.

Tip for developers:

If you are developer looking to build your own Qwitter see Bobrik’s blog in Russian, translated in English.

My Twitter Profile: rajanand

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