As Senior Community Manager of Silverback Social, it’s my job to enhance and monitor the robust social presence we’ve developed for each of our clients. This includes maintaining each client’s social places as well as measuring the results of our social strategies. I’ve recently started using a technology to help me with my day-to-day responsibilities. It’s called Topsy.
Topsy does a beautiful job of providing useful information regarding any Twitter analytics you wish to measure. With Tweet information from all the way back to 2006, Topsy allows you to track Tweets and categorize them based on whether they include links, photos, videos, or just plain text.
Topsy also provides an “Influencers” function, which allows you to identify who has the most social influence for your product or brand. You can even track your competitors’ social influence, giving you a much broader perspective of your product or brand’s impact on the social space. You can track your brand’s Twitter analytics within a specific time period as well as view trends of your brand’s influence within Twitter. And as if that wasn’t enough, you can upgrade to Topsy Pro to get even more statistics regarding your brand’s impact on Twitter.
Topsy Pro provides a myriad of additional features, including the ability to track the geography of users who interact with your content, measure your content’s reach and exposure, and even observe metrics across web domains, including Facebook, Tumblr, and Pinterest.
Topsy Pro also lets you use operators that can help you narrow down your search even further. For example, by typing “from:@silverbksocial” I can observe every Tweet shared from @silverbksocial and track how many accounts each Tweet has reached. Or, by typing “site:mashable.com” I can view Tweets that contain links within mashable.com.
One limitation Topsy has, in my opinion, is that its free version leaves something to be desired. There is a huge disparity between what the free and pro versions offer, and without the features of Topsy Pro, I don’t find the free version valuable enough to continue using. I think if the free version included a few more functions that are featured in the professional version, I’d be more likely to recommend it.
Having only used this tool for a few weeks, I already feel that Topsy has added incredible value to Silverback Social. Not only can we measure the reach of content we share, but we can also observe trends and track which users are serving as the most significant brand advocates for our clients, based on how often those users are retweeting and responding to our content. Overall, by using Topsy Pro we have been able to attain a much deeper understanding of our clients’ impact within the Twitter community.
You can test out Topsy Pro with a 14-day free trial by clicking here.
Have you used Topsy to measure social analytics? What social media analytics platforms do you use? Tell us in the comments below.