SearchFest has won the top spot on TMMPDX’s Top 10 Marketing Events chart for March. Our team is excited to see an entire track dedicated to Social Media. There’s still time to register for this event but don’t wait too long, as it’s only a few days away.
TMMPDX was fortunate enough to catch up with our old friend, Jeff Katz, promoter of Twitalyzer and speaker on the Twitter panel at SearchFest. Here’s what he had to say about the latest release of Twitalyzer 2.0 and the future of social media measurement:
Recently you and Eric released an updated version of your Twitter tool, the Twitalyzer. Can you give us a brief update on the newest features and how it has been received by the social media community?
Twitalyzer 2.0 was a major enhancement release of our leading analytics solution with an emphasis towards businesses and organizations to understand their use and impact in social media. We completely redesigned our user interface that makes it much more user-friendly using best practice designs.
Among the new features we introduced are:
* User Dashboard which includes key metrics, alerts & messaging and tags
* Consolidated Metrics report
* Goals: to allow benchmarking of key metrics.
* Trends: See how a specific metric or measure is trending over various timeframes. Also users can add date-based notes and view
* Tagging: Associate people by terms. Tags allow you to keep track of your friends, your favorites topics, and your other Twitter accounts.
* Segmentation to discover Twitter users based particular topics (i.e. hashtags). Once a segment is created a user can Follow all those people on Twitter or Tag them for reporting
We published a 50 page Handbook with this release to help people who are serious about measurement make better use of our solution.
The response from the SM community has been tremendous. The feedback (public and private) we have received since we released Twitalyzer 2.0 has validated our vision and product roadmap. We have seen our active user base to include some of the best known names in retail, technology, sports and entertainment, government and politics, nonprofits and nongovernmental organizations, and many of the best known social media experts working today.
Next week you will be speaking at Searchfest 2010, which has a dedicated social media track. Give us a sneak peak into your presentation, any new insights you’re going to wow us with?
My presentation as part of the panel I am on at SearchFest will focus primarily on measuring success & impact on Twitter, focusing on what businesses are doing or not doing to measure their investment on Twitter. I don’t think there will be any wows, but hopefully a room that will appreciate what I have to say :-)
How do you feel Twitter has changed the marketing landscape over the past year? Do you feel Facebook has taken over as the primary social media marketing tool?
I think Twitter has become less of a “why do we need to this?” and is now “How do I best use Twitter for my organization?” This of course means different things for different companies. Many marketing professionals still use it as one-way tool similar to email, while others are using Twitter more and more to improve communication to and from their customers. What is also interesting is seeing how government agencies and elected officials are leveraging Twitter to reach out to their constituents. Just look at our own mayor here in Portland. Mayor Adams uses Twitter to communicate with Portlanders during the water bacteria crisis a couple of months to fill the gap. He and his staff all use Twitter to share and gather information.
No doubt Facebook has a larger web presence then Twitter, but I am not sure it has taken over (or even ever lost) as the primary social media marketing tool. I see the two platforms as complimentary tools that often serve much different purposes. Personally, I use Twitter and Facebook in much different ways and who I communicate with.
Many folks claim that tracking social media is impossible. Do you agree? Eric has always discussed how hard it is to correctly attribute sales, actions, conversions to on-line campaigns. Is this still an on-going problem or has there been any solutions put in place to help attribute a hard ROI to social media campaigns?
I don’t think it is impossible, though it can often be hard as Eric often talks about when speaking about web analytics. People that use social media platforms, similar to the way they interact on websites – they don’t interact in a straight line from Point A to Point B as marketers would like. It is an on-going problem, but we are seeing organizations realize that they need to make the investment in resources to try to solve these issues. Tools like Twitalyzer are there to help organizations in collecting and analyzing data, but there needs to be a human aspect to the process as well. This next year, we should expect to see the maturing and standardization of how businesses use social media data…and we expect to see Twitalyzer a leader in this area.