Why potential reach and impressions matter on Twitter
All TweetReach reporting includes a number of engagement and listening metrics for Twitter. Two of the main metrics we provide are potential reach and impressions. Let’s talk a little more about what reach and impressions are, and why they’re so important to your Twitter strategy.
Reach is the size of the estimated potential unique audience for your tweets. TweetReach calculates reach algorithmically, based on data we’ve been collecting from Twitter for more than five years. It’s the best way of knowing how large your audience on Twitter can be, and takes unique recipients into account.
Impressions measure the size of total potential exposure. This shows you how many total timelines your tweets were delivered to, so it’s a count of the maximum total impressions possible for your tweets.
Both of these estimated audience metrics are essential for understanding the full impact of your tweets, especially when used alongside Twitter’s internal analytics. Here’s how.
“In order to break through the noise, the successful content marketing program will have a plan for creating visual and longer form content. And some adventurous brands are even moving beyond informational content into entertainment and comedy to add variety and drive loyalty with their audience.”—
“Okay, so there are approximately 72 million posts a DAY on Tumblr. Which means that approximately 7.2 million of those are original. Now some are offhand comments or pictures of Starbucks coffee drinks, but many posts are amazing graphics, drawings or gifs, compelling essays, novels in progress, fanfiction, cogent political discourse … and those reblogs often have responses, comments and additions. Just thought I’d add a number to the “ONLY” ten percent is new content complaint.”—Aspiring Polymath's excellent reply to this post. (via kenyatta)
We don’t have to do anything with these responses but they offer a nice way to interact with listeners [and pick up new followers on Twitter].
The Wider World
Tory Starr of PRI’s The World sends in this useful set of takeaways from ONA Chicago:
To bridge the connection between engagement and impact, hold events with the local community — it will matter to people. Hold “solutions summits” and talk through ways to make an impact. (Lesson from CIR’s “Dissection F”)
We are on Twitter. Our audience is not. Our audience is on Facebook. (Lesson from “Charting a Course Through The Twitter Tempest”)
Create a bite-sized analytics report with info that matters to people. Don’t emphasize page views, but sharing and comments. (Lesson from “Read This First: Using Analytics To Improve Readership”)
ChatApps are a huge time investment for little return right now. But their potential reach is massive. (Lesson from “Chat Apps: New Frontiers of Mobile Audience Engagement”)
Attribution does not excuse infringement — if you want to display someone else’s images without written consent, ONLY embed or Storify will suffice. (Lesson from “Hey, That Photo’s Mine!”)
Ephemeral content will become more mainstream in the next 24 months. Experiment with Snapchat or other ephemeral tools like Slingshot or Cluster. (Lesson from “10 Tech Trends in Journalism”)
Start using Twitter lists! That’s the advice from Gene Demby for people who want to tame the chaos of Twitter. Create lists of coworkers, industry peers and close friends. Lists allow you to see and enter conversations more easily. Check it out:
This is the first post of a new social sandbox series, “Socially Speaking,” where we talk to NPR reporters about their experiments in the social space. Have a suggestion about who we should interview next? Tweet me.
I usually go to Twitter, my RSS feeds, Feedly. I’ll look at the newest stuff going back an hour or so and then I’ll start sharing whatever I come across. Sometimes it’s specific to this beat, but sometimes it’s just stuff that’s interesting and newsy or fun.
What are the top five social media accounts you follow?
Mallory Ortberg (@mallelis) because she’s hilarious. I also have a Twitter list of people, including Joel Anderson (@blackink12) at Buzzfeed, Jamelle Bouie (@jbouie) at Slate, Tracy Clayton (@brokeymcpoverty) at Buzzfeed and a few more. I’m always having conversations with those people.
What’s your favorite social media platform for sharing news?
Twitter. I tweet anything I find interesting. On Sunday afternoons, I’ll send out a tweet and say, “hey everyone, if you’ve created anything or written anything in the last week that has a link that you want to share, I’ll retweet it and give it a signal boost.”
Do you feel that helps you as a reporter?
Part of what you want your followers to do is to point you in the direction of stuff that you wouldn’t have seen otherwise, right? Everyone is sharing all kinds of stuff that wouldn’t necessarily be in your field of vision. And I think that’s sort of the joy of Twitter. There’s a serendipity of stumbling across something you wouldn’t see otherwise. Sometimes I just want to drink from the hydrant, and Twitter is that best way to do that.
“…what’s very interesting about millennials is that you can’t scare them into behavior. They actually really respect transparency, and a marketer who tries to use fear to engage this audience will probably be disappointed. … The young adult audience is impressed by honesty and transparency.”—
“Social has become the top media platform for small and medium businesses when it comes to usage and spending, according to a new report from research firm BIA/Kelsey. The report found that 74.5% of small and medium businesses — defined as those with fewer than 100 employees — now use social media to advertise or promote their businesses. This is up from 71.7% last year.”—
Yet another sign that social media has become mainstream (and works as a customer acquisition medium).
“This is where I think Tumblr’s evolution is best illustrated; in the interaction between and creation of various subcultures on this platform. What started as a way to micro-blog (a change of pace from the Blogger, Livejournal, and WordPress days) has turned into a thriving eco-system of content. Tumblr gives you a platform to post about art that you have created, articles that you enjoy, TV and movies that you adore, and discuss and argue on everything from the latest fashion trends to the ontological value of the pineapple in SpongeBob Squarepants.”—