A presentation I gave at Twittwoch Berlin on brand monitoring on Twitter. It is a research on the best brand tracking tools with a small part about brand monitoring and brand measuring methods.
4. ExpectaIons & Wishes
• VisualizaIon of trend lines
• Benchmark
• Web based (SaaS)
• Find „hubs“ and „evangelists“
• Make relevant tweets visible
• SenIment :) :(
• Save search queries for later searches
7. How to monitor?
• On a regular base (one Ime per week is
sufficient).
• Be.er track less and o[en than extensive and
irregular.
• Make brand monitoring part of your business
rouInes. (e.g. add Twi.er monitoring RSS‐
feeds to your personalized starIng page).
8. What to monitor?
• Which parameters should you choose to track or
measure your brand?
• There are different models for brand monitoring/
measuring.
Indicators for beginners (monitoring)
Company name, company URL, Key employees, Product
names, Product URLs, important industry “hang outs”,
compeItors
Indicators for advanced learners (measuring)
# of menIons, # of re‐tweets, senIment towards brand,
hubs & evangelists.
13. twi.er search
Easy to use
A lot of opIons (locaIon
based, person‐related,
boolean operators, date‐
specific, …)
RSS‐subscripIon for query
Shows trending topics
Basic, easy, good for a start
17. Inker
Basic: shows tweets containing
the query
Crowded site, not very easy to
use (adverIsements,
featured events, ...)
Good idea: people create
topics („events“) they twi.er
about.
Shows trending topics
Sign up and safe queries
Widget for toolbar
I didn‘t like it.
25. filtrbox
Good usability
Very powerful: search Twi.er or other networks, measures importance of
tweet, sort by importance, alert funcIon, import google alerts, add RSS
sources, block domains, tag cloud/serach term, different view opIons...
You can also create folders for mulIple queries
Freemium model ‐ RegistraIon reqired
Nice gimmick: „check you influence“
Powerful! Recommendable!
26. sm2.techrigy
Sign‐in necessary
Seems very powerful. A lot
of opIons but a bit
complicated.
IniIal search needs hours
or days!
I guess it is a good tool but
I was not able to use it.
(My iniIal search lasted
for more than 10 hours).
28. twi.er‐trends
Full of ads
Does not find as many tweets as other tools! (=> Does not works with
small brands).
Shows “trend se.ers” (persons who tweeted first about …)
Works slowly
Nice graphs but not very helpful
29. tweetvolume
Nice and easy visualizaIon
tool
Shows bar charts for up to
5 search terms
Don‘t tell you for which
Ime period!?
36. tweetbeep
It is “google alerts on Twi.er”
with hourly updates
Sign‐in necessary
Does exactly what twi.er
search can do (and even
looks the same)
Freemium model (10 alerts for
free)*
Ads in emails are a bit annoying
Not really „real ?me search“
39. Learnings
• I did not find on single tool to fulfil all my
needs.
• But two or three tools are totally sufficient.
• I can recommend: SocialmenIon, Filtrbox,
UberVU, trendisIc
• Before you start: Have a strategy/ have a goal.
(esp. if your brand is not big).
