Assorted Twitter metrics by Tweetreach

Post date: May 28, 2011 8:25:56 AM

From service Tweetreach http://help.tweetreach.com/entries/139336

Reach is the total number of unique Twitter users that received tweets about the search term.

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Exposure is the total number of times tweets about the search term were delivered to Twitter users. We call each receipt of a tweet an impression.

Here's the detailed explanation accompanying the chart below:

Reach provides an understanding of the overall impact of your message or campaign.

• A high reach indicates that a broad base of different users found your message interesting and spread it to their followers. It often means that multiple unrelated people found out about your campaign from sources outside of Twitter. A high reach will often be combined with a high exposure.

• A lower reach means that your message is likely only being shared among a smaller group of people who may be more interrelated e.g. people in the same geographic area.

Be careful if you notice your campaign has a low reach and a high exposure. A high exposure among a small group of people may mean they feel "bombarded" by your message.

For more about this, see the separate blog post from Tweetreach about the reach:exposure ratio and how to interpret it.

This is an example from Tweetreach of how reach and exposure are used to determine number of impressions:

The complexities of Twitter and consequently, Twitter metrics

Regarding Tweetreach reporting:

... how many tweets were standard tweets, how many were retweets, and how many were replies. We break the data down like this in order to give a complete picture of how people heard about your search term. This is particularly important when it comes to replies. On Twitter, a reply is only seen by a Twitter user's followers who also follow the person being replied to. For example, let's say Twitter User A replies to Twitter User B. Twitter User C follows both A and B, but Twitter User D only follows A. C will see the reply, but D will not. We take that into consideration when calculating a search term's reach. We count Twitter User C in our final tally, but not Twitter User D....

You can also see how many impressions individual Twitter users contributed to understand each user's share of voice. We calculate this metric by taking the number of followers a Twitter user has and multiplying that by how many times that person tweeted about the search term. In the case of an @ reply from one user to another, only their mutual followers will see that tweet, so the impressions generated will be the number of mutual followers multiplied by how many replies there were. This helps you know more about who your biggest advocates are.

Further details here http://blog.tweetreach.com/2011/01/benchmark-metrics-for-full-tweetreach-reports/.

Interested in trying it and just playing around?

This is the place to go! http://tweetreach.com/ Free fun for casual Twitter users. Note that paid plans are available for the serious.