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Twitter Measurement via TweetReach Report

TW 115 walks through Twitter measurement via a TweetReach report, making the key distinction between the reach and exposure numbers. This course also walks through the other data and metrics pulled and incorporated in a TweetReach report.

This course is part of Social Media Residency, a project of the Mayo Clinic Center for Social Media that provides in-depth, hands-on learning to promote effective application of social media tools for health-related purposes.

Watch

Slides are interspersed within the video. You may download the PDF for reference or open in a separate window on Slideshare.

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Assignment

Go to TweetReach.com. Without creating an account or signing in, conduct a trial search (only will pull up to 50 tweets) by entering a hashtag from a recent Twitter chat you participated in or a hashtag of interest that you follow. Review the data (reach, exposure, contributors, tweets, etc.). Answer the followings questions in a comment to this blogpost:

  • What piece of data was most surprising to you?
  • How do you feel about the exposure breakdown? Is it good or bad? Why? (HINT: You will want to look at the reach also.)

OK. That is amazing!! How on earth is all of that activity crunched and made available so quickly? Hash tags…is that it? Amazing.

Liked by MakalaArce

COMMENT

Pretty cool, huh? Yes, in this case, it’s pulling all tweets over a certain time period that included the specific hashtag.

COMMENT

#hcsm had 50 tweets in 3 hours?! I’m not sure about the exposure measure… reach seems like a more accurate measure.

Liked by MakalaArce

COMMENT

My tweetreach search is on #weekendeats (which I’m familiar with since it’s a recurring tweetchat that @LATimesFood hosts on Monday mornings) – most surprising is that BJ’s restaurants is highest exposure; breakdown is significant (84k for 50 tweets isn’t bad at all) but could definitely be higher.

Liked by MakalaArce

COMMENT
@ben_forstie

#hcsm had 50 tweets in 3 hours?! I’m not sure about the exposure measure… reach seems like a more accurate measure.

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I agree that I prefer reach over exposure. But, when people do use exposure, I urge them to know what it means and accurately report it.

COMMENT

Can you clarify the difference between reach/exposure and impressions? I’m still not clear on the difference.

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@Newcomb_Lisa

Can you clarify the difference between reach/exposure and impressions? I’m still not clear on the difference.

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Impressions is just the unit used when talking about exposure, whereas the unit measured for reach is accounts. So, the question boils down to reach vs. exposure. Reach only includes each account once, whereas exposure counts the number of impressions, meaning the same account may have counted five times.

COMMENT

This is a pretty nice tool. Any ideas on how much it cost to gain full access?

COMMENT

Very interesting to see how a relatively small following can have a large reach.

Liked by MakalaArce

COMMENT
@sterling_morris

This is a pretty nice tool. Any ideas on how much it cost to gain full access?

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Not promoting this platform over others, but here is a link to answer your question regarding different plans’ costs. http://tweetreach.com/plans.

COMMENT
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