Measurement tool analyzes scope of Twitter's influence

Tweet Reach is a measurement tool for Twitter that analyzes the reach and exposure of an idea in a tweet.

What: Tweet Reach is a measurement tool for Twitter that analyzes the reach and exposure of an idea in a tweet. Using a specific URL, phrase, or hashtag, Tweet Reach "examines the people who have had it in their tweets, looks at how many followers they have, and does a calculation of reach based on that," explains David Erickson, director of e-strategy for Tunheim Partners, which uses the site for some clients.

How: Tweet Reach has a free version, which analyzes up to 50 tweets, or a more extensive paid version which analyzes either the most recent 1,500 tweets or seven days of content. Tweet Reach also breaks down the mentions of the phrase into original tweets, retweets, and replies.

Erickson notes that the site can be used for tracking clients or campaigns and has replaced the agency's need to do hand calculations of Twitter's reach.

Why: "Twitter search is very basic right now. It's very recently that Twitter and tweets are showing up in search results," says Archana Verma, director of marketing and communications at the International Association of Business Communicators (IABC).

"Tweet Reach, on the other hand, not only gathers that information for you," she adds, "it gives you additional information that would be very difficult to get on your own."

The site offers a list of the top tweeters of the phrase, provides a way to follow up, and explains who is the most influential, Verma explains.

Who: Tunheim uses Tweet Reach for clients like the Mall of America and local Minnesota eatery Izzy's Ice Cream. Another client, consumer research and insight company Iconoculture, used it to measure the success of a webcast with clients in January, using the hashtag #bigideas2010.

The IABC used the site during its June 2009 international conference in San Francisco, analyzing the way news from the conference spread across the Twitterverse, says Verma.

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