TweetLevel for PR, public affairs and corporate communications

TweetLevel badgeThere are a lot of Twitter analysis, influence, measurement and evaluation tools. A lot! However, for PR and corporate communications professionals TweetLevel from Edelman is definitely worth a look and there is new version just released. For a start it is designed by people who really understand public relations, corporate communications, public affairs and the relationship between influence and reputation.

TweetLevel lets you analyse by Twitter ID and topic or hashtag. Unlike some tools you don’t need you don’t need to authorise it on your Twitter account to analyse a Twitter ID. This means you can easily use it to analyse an account that you are interested in. It also doesn’t ‘force’ you to tweet about it in order to see your full report.

The topic or hashtag analysis lets you see who is talking most and is influential about the most relevant issues. The advanced search options on TweetLevel are also impressive with the ability to filter specific date ranges, languages, include/exclude words and phrases and search within a Twitter user ID. You can also analyse how a specific URL is being shared.

For the topic search you get three graphs. The first is level of buzz over the period, showing the peaks and troughs. The second is a pie chart showing the top users by share of voice and the third is a bar chart showing the most shared web links. You also get a ‘related phrases’ word cloud. The related phrases can be a really useful tool for helping to refine not just the words and phrases you monitor for, but also the ones you should use in conversation and engagement.

Another interesting feature is that once you’ve performed a simple or advanced search you can enter your email address to be mailed with a list of the most influential tweeters (not simply the most popular). This isn’t an email harvesting exercise either as Edelman don’t keep your email address.

A tip for PR or public affairs people is that one way of using the Twitter ID analysis is to identify other topics that someone is interested. You might already know that they are a relevant stakeholder for your issue or organisation, but what else makes them tick? Do their other interests make them potentially more of an ally or perhaps a threat? Do you share other common interests so you can engage on more than just your issue?

Once you have done the Twitter ID analysis you get a graph showing where someone sits on an influence/popularity axis and is categorised into different types of Twitter account: Viewer, Commentator, Curator, Idea Starter and Amplifier. You also get a word cloud showing the topics they talk about most, an activity graph showing when the user has been most active and the time of day that they tweet most. You can also compare one user with another.

One improvement that I’d like to see is the ability to filter the word cloud, in particular to remove hashtags. If someone frequently uses a hashtag or has recently been at an event with a hashtag then this can skew the word cloud and make it difficult to see what they actually talk about.

My influence score is 80.8 and TweetLevel identifies me as an Idea Starter / Amplifier.


Idea Starters are the “small collective of people who are the creative brains behind many of the thoughts and ideas that other people talk about… their insightful opinions often flow and are repeated throughout conversations long after they have left.” Amplifiers are “people who frequently have a large audience and following.”

TweetLevel’s general verdict on my Twitter ID influence score is:

You are a Twitter superstar. In your segment, you have a huge number of followers who find what you are saying interesting. As Spiderman said, “with great power comes great responsibility”. Carry on tweeting and sharing your opinions – people like what you have to say.

One of the big criticisms levelled at Klout is that it doesn’t really measure influence and it can’t be trusted because it keeps its algorithms secret. Personally I find Kred and PeerIndex to be far more useful tools. Unlike Klout TweetLevel is transparent about its methodology and publishes the formula of how it calculates the TweetLevel. It uses more than 20 different variables, all of which are explained. Because the science of influence isn’t really a science then much of this is open to challenge, but that’s exactly what Edelman want you to do:

This tool will be in permanent beta as we seek to continually improve its functionality based upon your feedback. Even though we believe that it goes a great way to understand and quantify the varying importance of different people’s usage of Twitter, by no means whatsoever do we believe we have fully solved the ‘influence’ problem. What we would appreciate is your views, advice and criticism is crucial in helping us understand social media measurement.

TweetLevel was created by Edelman director and head of influence engagement @jonnybentwood.

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