Edelman launches Twitter monitoring tool

LONDON: Edelman has launched Tweetlevel to measure an individual's relevance on Twitter, a service that competes directly with several other tools, including Waggener Edstrom's Twendz data mining platform.

LONDON: Edelman has launched Tweetlevel to measure an individual's relevance on Twitter, a service that competes directly with several other tools, including Waggener Edstrom's Twendz data mining platform.

Jonny Bentwood, director of analyst relations and strategy at Edelman, developed the tool to give users a way to figure out someone's influence in a way other than tracking their followers.

“We looked at different things that actually measure importance on Twitter,” Bentwood said. Edelman worked with Twitter on the platform, which allowed them to access the social network's API to build an algorithm that calculates importance.

Individuals on Twitter are rated for their importance out of 100 points, with the higher scores boasting more importance. This score is based on influence, popularity, engagement, and trust.

“Some people are very influential but are not particularly engaged with communities,” he said, for example news organizations that use Twitter mostly to push their content.

Tweetlevel, which is open to the public, and competes head-on with Twendz, WE's free Twitter monitoring service that launched earlier this year. PR service companies also offer social media monitoring tools.

Karla Wachter, SVP WE, said the agency plans to launch a paid version of Twendz next week aimed at PR professionals that includes added data analytics.

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