Going Deeper Into Social Media Monitoring

I recently stumbled upon a poll about Twitter that posed a question:

Is Twitter mainly used for the broadcasting of information or for conversation and engagement?

The results were very interesting.  About 60% were of the opinion that Twitter was primarily used for broadcasting while about 40% felt that the primary usage of Twitter was conversation and engagement.

Just last year, Social Media expert, Dan Zerrella looked at 100k randomly selected active Twitter accounts and analyzed the percentage of tweets that contained a link (broadcasting) and the percentage that had the @ symbol (conversation). To no surprise, links get reteweeted much more than conversations do.  If you review the numbers, you will see that the percentages are so far apart as to announce broadcasting as the clear winner!

Twitter Percentage

Stat or retweets that broadcasted VS conversation

Because the most retweeted tweets are links, it is becoming increasingly clear that the real power of Twitter is in link sharing. This is the reason why the 140 character limit of a tweet is not the problem people imagined it to be.  You don’t need 140 characters to say, “Playoff dreams dashed for Maple Leafs and their fans http://cbc.sh/61QfqOil” on Twitter.  Even a cursory glance of an average Twitter feed will reveal links to various categories of linkable information; some business, some political, some news, and some just plain advice.  The real question that arises out of this insight is how does one validate between a useful link versus one that sends the user to an endless gallery of cats and sloths.

We decided to examine this problem from the Gnowit perspective.  As an analytics company that has sophisticated artificial intelligence based media monitoring solutions, could we not leverage our technology to help users by giving them a window into what sits behind a URL?  This would not only keep people on the referring site longer but would also make the company sharing that link much more valuable to its users by providing useful context to links before users actually click on them.  With over 30% of tweets being links and 80% being retweeted multiple times, this is something that should cannot overlooked anymore.

That is why we’ve been working on a bunch of new features that will enhance social media analytics in general. Even though we do not do social media monitoring yet, we have developed an API for social media and link sharing sites to employ.  Furthermore, this tool is perfect for companies that have developed social media analytic tools or for those that provide their users with links to articles and other content.

Despite this, we have a resource guide about media monitoring for you to use.

On a related note, Gnowit’s deep discovery is a tool that allows users to “see” what is sitting behind a URL.  We can provide users with an intelligent summary – not a snippet or introductory paragraph – of content that reside at the end of a link.  In addition, users can now see the core topics that are in the text behind the URL as well as the sentiment of those topics as well.

With Gnowit’s deep discovery tool, you get increased value, instantly created by allowing user to see what is hiding beneath shared URLs.

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