Topsy,
the popular social search engine, has released a powerful new feature for marketers today deemed Topsy Pro Analytics. Different than the basic analytics offerings announced last year, the new Pro Analytics will allow users to see view and analyze more than 100 billion Tweets over the past several years.
Unlike many social tracking tools, the licence that Topsy has to the Twitter Firehose allows the service to analyze all Tweets, not just a specific set of kephrases being tracked. Specific keyphrases can be mined down to provide more information thanks to the dynamic navigation options and comparison tools. Users can enter in a query an breakdown the data using the following options:
Dashboard
The dashboard allows users to see the big picture on search terms including mentions, top posts, top links and top media:
One thing that marketers will notice immediately is the ability to see back in time, by location, language or sentiment. These tools can be quite beneficial for marketers as the specific searches and data from any screen can be further segmented if needed. Additionally, all Tweets from a specific website can be found if the website name is included in with the search term.
Activity
The activity screen is a powerful tool for brands as any keyphrases can be tracked and analyzed. The following graph looks at four football teams from the NFC East:
By clicking on the large peak in April the activity can be further broken down by top posts for that specific period. In this example, it allows us to see that the large peak can be attributed to the Redskins draft of Robert Griffin III. The term view will show users the overall activity and stats during that time period for the given query.
Discovery
The discovery tab allows users to breakdown a search term to see exactly what people are talking about. The discovery tab can show the top related terms or “experts” around that term. Here’s how the breakdown of #nfl looked over the past 30 days:
The functionality of the discovery looks to be a bit off, especially around the experts. Topsy told us that the overall influence metrics take into account more than just followers, but we found that many times the real experts around a keyphrase were left out.
Top Results
For users/brands looking to see the hottest Tweets/links/media over a given time period, the top results tab will be your best friend. Here’s a look at a search for”Ford” Tweets over the past 90 days:
The links tab will show the actual shared article instead of the Tweets, and each of the other media tabs will further breakdown the targeting.
Geography
Twitter allows users to tag Tweets with a specific Latitude/Longitude data, but only about 1% of all Tweets fall into this category. Topsy has created an algorithm that creates geographic data for 99.6% of all Tweets. With this data, users can segment in their main filter options, and can also be viewed in the the Geography tab:
The geography tab lets users see top countries around a search term by both overall mentions and % of activity. Clicking on a country will let users see more data including top posts.
Exposure
The Topsy exposure metric allows people to see just how many potential users viewed a Tweet. The exposure number is created by multiplying the number of Tweets/links by the number of followers.
Again, clicking on a specific period will allow for more in-depth analysis on a term.
Sentiment
One of the most beneficial tabs for marketers & brands is the sentiment tab. This tab allows users to see overall sentiment scores as well as positive and negative mentions around a topic. Here’s a look at the sentiment around #olympics:
Users can filter Tweets by sentiment using the main filtering options to see either only positive or only negative data.
Overall, the sheer volume of Twitter data that Topsy Pro Analytics captures is staggering. While some elements like the Discovery tab leave a bit to be desired, the ability to pull data from several years on any topic and the ability to analyze makes Topsy a powerful tool for all marketers.
Topsy pricing is on a pay-per-account basis and hasn’t yet been released. When inquiring about the exact pricing of accounts, we were told that “the price is dependent on the size of the customer and their data needs” and has a “flat monthly fee.” Anyone can try Topsy Analytics Pro for free for 30 days.
For more information, see the official Topsy overview.
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