Understanding Social Media- Understanding and Quantifying Twitter Usage

Just how do we to obtain the greatest bang for our social networking buck? Put simply, understanding the metrics of Twitter is on everyone’s mind these days. As marketers attempt to determine the efficacy of these overall social networking marketing strategy and how “the newest kid on the block” fits engrossed, the task becomes, how do we optimize and monetize our efforts? Put simply, how do we quantify Twitter?

As noted in the initial two articles in this series, Twitter has brought the planet by storm. Or to employ a corny pun, Twitter gets the Internet a-flutter! The truth is, the growth rate of Twitter is nothing in short supply of phenomenal. The mini-blogging phenomenon has brought the social networking world by storm, 140 characters at a time. On Thursday, June 25, 2009, Alexa ranked Twitter #17 on earth, up 66 in 3 months, by having an average rank of 36. The growth has been steady, with quite a few peaks and not many valleys. In reality, the valleys seem to be reflective of daily usage patterns rather than any type of a swim in popularity. The only two aspects of decline have been in Pageviews/User and Time on Site, down 14.2% and 5%, respectively. smm panel The popularity of Twitter in the United States is immediately apparent, with 43.5% of most traffic coming from the States. However, the social networking phenomenon is also ranked full of South Africa at #10, #13 in Australia with 2.6% of most traffic to your website originating Downunder, #14 in the US and UK, with 6.2% of most Twitter traffic originating in the British Isles. Significantly, Germany is ranked #20, contributing 8.7% of most traffic to your website, second and then the US. Finally, Japan #137, Russia #153, France #161, and China #169 are in the bottom of the list, in terms traffic rank for those countries listed by Alexa.

One of the very remarkable reasons for having Twitter is it is entirely free, at the very least with regards to dollars and cents. Interestingly, the actual cost, and one difficult if not impossible to quantify, is the cost with regards to time. As Marc Warnke notes in “ONO: Options Not Obligations,” his masterpiece on “Family First Entrepreneurship,” “money is time.” Marc Warnke discusses, at length, the web link between family and business, the book is an awesome template for business and life. “Money is time,” not the other way around! An interesting point, imperative to understanding the actual value of time, one that takes time to really get your thinking wrapped around. The book is an awesome template for business and life, one that places emphasis where it belongs and creates a brand new awareness of the value of time and family.

Money is time!

With Marc’s words in your mind, it’s easily recognized that Twitter can be addictive. Beyond that, the actual advantages of having a presence on the social networking platform might be difficult to track with regards to traditional “metrics.” Yes, I know I just used a gobbledygook term! “Metrics!” The true and lasting value of an on line presence on Twitter, an Internet image if you’ll, may rest with the truth that the social networking platform offers the “newbie,” just starting to emerge as an Internet marketer, to establish himself or herself with a foothold, a spot to try the waters and hone their message and skills. The advantage to this type of presence must be immediately apparent, especially if the entrepreneur has chosen the Internet marketing niche, a niche that may appear incredibly incestuous at times. A cultural media presence may allow the newest marketer a chance to assert himself or herself in what some have referred to as an “old boy network,” and others have referred to as a “high school clique,” of sorts. Whether a valid point or not, the difficulty for the “newbie” to break into the Internet marketing niche is eased somewhat by the capability to connect, build relationships, and indeed bond with perspective clients and fellow entrepreneurs, alike.

So, how do you track the potency of your social networking marketing campaign on Twitter or on every other social networking site for example? Remember, I called that phrase, “social networking marketing,” an oxymoron in a previous article! Beyond that, what’s the return on investment (ROI) in this case; and, the main investment being…time? Before we enter into the many tools open to track message and impact, the balancing act between message and selling should be addressed. Put simply, when does your message become spam and when is it posting useful information? Because of the nature of this very unique social networking platform, it’s recognized, even by Twitter, that since you consent to follow along with someone, either by following or following back, that the dynamics of the connection come with an implied permission to message. If that you don’t such as the message, you might simply unfollow the messenger!

During an unscientific study conducted within the length of one hour on one of the slower days for Twitter, Saturday, June 27, 2009, I counted links. Peak days are now Tuesday and Wednesday, respectively. The following highest “tweeting” day of the week is Friday, probably as a result of #FollowFriday, then Monday, Thursday, Saturday, and finally, Sunday. I counted tweets throughout the peak period for tweets on any day, from 12:22pmEST to I:22pmEST. And, I counted the amount of links per page at 5 minute intervals, for 10 minutes at a time. The amount of links was really pretty surprising! Of 800 tweets, 20 per page, 200 every 10 minutes, there were 636 links given by 612 Tweeple.Interestingly, 2 Twitterers or Tweeple linking up over and over again on the same tweet, 1 with 3 on the same tweet. That’s 79.5% of most tweets having links, provided in 76.5%of all tweets provided on the in-patient Twitter result pages or TWRPs!

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