Note: The following comes from WBC co-founder Joel Vincent, who wrote this while on his way home from the 2011 Wine Bloggers Conference.
So I did a small analysis of the Twitter hashtag #WBC11 to understand the reach and impressions it can generate. Looking into the tools readily available to me I quickly realized that the Twitter API only allows me to analyze the last 1500 tweets under #WBC11. As it turns out, that covers Sunday starting at about 3am until 4pm when I ran the analysis.
I have to admit the results are impressive! Here is a sampling
TweetReach for #wbc11
- Reached 404,903 people via 1,500 tweets
- Generated 3,006,183 impressions (that’s 6M+ eyeballs!)
- There were 431 Tweeters on Sunday meaning the community outside the WBC attendees was ACTIVE!
- So who generated the most impressions on Sunday? That would be @raelinn_wine!
- 809 Tweets were regular tweets, 245 ‘@’ replies, and 446 retweets!
Since Sunday is the LEAST active day, you can assume we had at least three days of activity like this. Extrapolating that would mean we generated somewhere near 10,000,000 impressions and reached nearly 1.2M people during the conference! That is quite a bit of exposure by any measure! (Allan’s note: Joel is being conservative here. Sunday is not only the least active but is also only 1/2 a day as compared to Friday and Saturday. Plus he is not counting Thursday. Just taking time into account, Sunday is about 1/6th of the conference and Joel’s figures above could easily be doubled to 20,000,000 impressions.)
The power that bloggers have is amazing! What a great community!
More later when I’m not sitting on a plane…
Overall, the numbers are impressive.
But I don’t see how the tweets could have reached 1.2M people. It looks like you multipled the 404K people from Sunday by 3, to account for the 3 days of the conference. But that does not appear to be a proper calculation, as most of the same people would have received the tweets for all 3 days. The total reach would increase, but I think it would be a more conservative increase, say by a few hundred thousand.
I also looked at the reach:exposure ratio, using the figures for Sunday, which gave a ratio of 0.13, meaning it is a low ratio. That means “a large % of contributors are tweeting multiple times about the hashtag…. you’ve measured, which means the message is limited in scope and is not spreading far beyond those people’s followers.” This can be fine in some cases, unless the goal is to seek a larger and more diverse audience.
Thanks, very interesting.
Joel V says
Yes, according to the site, it does. Goes through and analyzes the
connections in the social graphs and comes back with the numbers. The
report actually took about 2.5 hours to run for only the 13 hours it
took to generate 1500 tweets.
Yes, according to the site, it does. Goes through and analyzes the connections in the social graphs and comes back with the numbers. The report actually took about 2.5 hours to run for only the 13 hours it took to generate 1500 tweets.
Does the initial stat (Reached 404,903 people via 1,500 tweets) take into consideration potential duplication of people who are reached? Is that 404,903 unique individuals?