There are social media monitoring packages which allow companies to trawl the virtual world for mentions of their brand. Thesepackages include Meltwater, BuzzFeed, TweetDeck, Buzzcapture,Brandwatch and HootSuite. Many companies use software packages like these to interact with users in an attempt to be perceivedas excellent customer service providers or to “harness the negative”as they tackle customer complaints in the virtual world.
Twitter expresses success through popularity and numbers. Influential Twitter users are measured by their number of followers and tweets are “hashtagged” (#) by the user according to their content i.e., #worldcup, #skynews. “Trending” hashtags look at the most mentioned hashtags across the globe and success is yet again measured in basic statistics: who or what is trending, how often they trend.
Twitter themselves encourage brands to set their own metrics and
to grow followers, promote retweets and increase coverage. Twitter
also suggests you link your tweets back to your own site, thereby
increasing traffic and conversions.
When drilling down to the finest of details with regards to metrics,
Twitter has a two-pronged plan of action. The first is to analyse the
content of your tweets and interact with your followers to access impact. This is a qualitative, rather than quantitative approach. The second, is too partner with one of Twitter’s certified business service providers who will help deliver your metrics. Many of these companies also carry out Twittersphere monitoring.
The certified business partners are divided into three categories:Engagement, Analytics, Data. The Engagement partners can focus on reach, interactivity and content; Analytics partners can add values to these findings (they are often the same providers); Data partners will help you source existing networks and “piggyback” on existing activity.