Tuesday 25 November 2014

TweetLevel and BlogLevel: A GPS for Navigating Influence

Originally posted on Technobabble 2.0.

Today, we’re excited to share with you two of Edelman’s latest innovations: BlogLevel, and the “2.0 version” of TweetLevel, originally launched in 2009. Both tools are designed to identify who is influential on a particular topic, in any language, on a designated platform. TweetLevel finds the influentials on Twitter, and BlogLevel does the same in the blogosphere.

www.tweetlevel.comwww.bloglevel.com

How They Work

Using a specially developed algorithm, TweetLevel and BlogLevel track bloggers and tweeters in any language and in any country, and score them according to their influence, using 40 distinct metrics. People who rank highest are those who create unique ideas that are then amplified, and those who engage with their followers by providing informative and relevant content.

How These Can Be Used

Everyone now has access to these tools to gain real-time intelligence and plan and measure campaigns on your behalf. As the graphics on the left illustrate, we’re able to find the influentials on specific topics, and measure:

  • Buzz around topic
  • Who’s relevant and influential on that topic
  • Within the context of the topic, what else are people talking about
  • Within the context of the topic, which web links are most frequently shared
  • For any given tweeter or blogger, understand what they talk about, who influences them, who they influence and who else is talking about related subjects

How These Tools Are Different, And Why They Matter

A recent New York Times article referenced “the democratization of influence,” a paradigm shift we’ve been studying for some time. This is rich territory for marketers and communicators.

Most of the current tools for measuring influence focus exclusively on Twitter and Facebook profiles and ignore other online activities like blogging. With BlogLevel and TweetLevel, we can consider influence more holistically. For example, it’s clear that blogs are more influential when their content is search-optimized and discussed in social media channels like Twitter, so those are metrics we’ve built into BlogLevel.

BlogLevel and TweetLevel, and the underlying algorithm, differ from existing tools in a few other ways:

  • Distinct metrics for “idea starters” vs. “amplifiers”: BlogLevel and TweetLevel distinguish between people who are “idea starters”– the people who originate ideas or are first to surface news – and the “amplifiers”’ who spread other peoples’ ideas. Both are influential, but BlogLevel and TweetLevel recognize and emphasize their influence differently.
  • More engagement = better rankings: TweetLevel gives higher rankings on people who engage in conversation vs. simply post their views. TweetLevel analyzes every tweet to help us match brands and issues with the right people, increasing the efficiency and relevance of our influencer outreach and engagement efforts on your behalf.

Although we developed BlogLevel and TweetLevel primarily for our own use, we’re making both tools and the algorithm publicly available so that other communicators can contribute to the tools’ usage and evolution.

As always, we’re grateful to you who support and inspire Edelman innovation. We welcome your comments and questions.

Article source: http://feedproxy.google.com/~r/EdelmanDigital/~3/V7le8aBplLA/