With the spread of social media (SNS), SNS data is now indispensable for web marketing. Especially in US, the usage rate of Twitter is high, and it is attracting attention as a target for data analysis and a means of promotion.
Twitter is one of the most anonymous SNSs, and it is easy to post your true intentions, so it is easy to get a frank response to your products and services. In addition, since the response is posted in real time, consumer reactions can be analyzed with almost no time lag.
Here, we will introduce the methods and issues of Twitter analysis.
Twitter analysis method / analysis tool
The Twitter analytics tool is suitable for analyzing the accounts you own, and the social listening tool is suitable for analyzing other companies, others, and general trends.
1. Twitter analytics tool for analyzing your account
By using the “Twitter Analytics Tool” provided by Twitter, you can analyze the information of posts and followers of your account. In addition, the following items can be analyzed.
- Monthly Twitter statistical data
- Numerical data for each tweet (views, retweets, likes, replies, etc.)
- Tweet activity
- Audience (follower attributes)
- Events (trend prediction)
You can browse popular posts, impressions by post, engagement, and more.
Audiences can also analyze information such as themes, regions, and genders that followers are most interested in. In addition, you can compare follower attributes with Twitter users other than your own followers, so you can analyze how the followers of your account differ.
With Twitter Analytics Tools, you can daily report on your account posts and follower information, and analyze your needs from there.
Anyone can use it for free, and the reports are extensive, so it can be said that it is an indispensable tool for Twitter operations staff of services and companies.
Social listening tool for analysis of other companies and trends
Accounts that you do not own, such as accounts from other companies, cannot be analyzed by Twitter Analytics. Use social listening tools for deeper analysis, such as analyzing competitors and general trends, comparing with the past, and focusing on hashtags and post content.
Social listening tools are tools that collect and analyze user feedback not only from your company’s accounts and services, but also from all SNS including Twitter.
Twitter analysis marketing usage example
It differs from the Twitter Analytics tool in that it can analyze specific keywords and topics from a huge number of posts on SNS as well as account-based analysis.
Therefore, you can investigate not only your own company but also competitors and general trends.
You can use it for various marketing research such as examining the reaction to creatives such as your own TV commercial, examining the reputation of tourists in tourist destinations, analyzing reviews of competitors’ products, etc. ..
Examples of marketing utilization of Twitter analysis
- Word -of- mouth analysis
- Competitive analysis
- Brand image survey
- CM effect measurement
- SNS campaign effect measurement
- Demand forecast
- New product promotion
- New customer acquisition
- SNS trend analysis
The use of Twitter analysis for marketing is being actively implemented overseas.
Issues of Twitter analysis by social listening tools
Twitter analysis is a social listening tool that can be used for all kinds of analysis and marketing, but there are also issues. Data security and accuracy are important in Twitter analysis. I will introduce them in detail.
Noise removal for accurate analysis
Twitter analysis can analyze the true intentions and needs of consumers, but Twitter has the problem that it has more “noise” than other SNS.
Twitter is an SNS that posts short tweets of 140 characters or less. Therefore, we often use abbreviations and pictograms to keep them within the number of characters, and often use the same word with different meanings, so it is difficult to collect the information you really want to get from Twitter.
Noisy data cannot lead to accurate analysis results and can lead to misjudgment. For social listening that collects a large number of posts, noise filtering will be indispensable because this noise reduction greatly affects the accuracy of analysis.
Understanding the context with natural language processing (NPL)
An accurate analysis cannot be made without a contextual understanding of the intent of the word. For example, it can be difficult to tell whether the word “bad” is used in a positive post or in a negative post by itself. It is necessary to use natural language analysis (NLP) etc. to determine what kind of intention it is used in the context.
Points to note when selecting a social listening tool
The most important point in selecting a Twitter analysis tool or social listening tool is how to acquire data.
The official Twitter analytics tool is fine, but some services may crawl on their own and collect information from Twitter.
In recent years, the enforcement of the EU Data Protection Regulation (GDPR) and the handling of personal information have become stricter, and there is a possibility that huge penalties will be incurred due to violations. Before using it, it is necessary to confirm whether the data of the social listening tool you use was collected and used in accordance with the rules.
Enhanced functions to solve Twitter analysis issues
With NetBase, you can rest assured that noise removal and data acquisition reliability, which are issues of Twitter analysis, are also reliable. It removes noise by natural language processing that makes full use of the latest AI technology and various filtering functions, extracts the posts that you really want to analyze in real time from the huge amount of Twitter data, and realizes highly accurate analysis.
NetBase is also an official Twitter partner, so we provide reliable data. The data conforms to Twitter’s rules, so you can use it with confidence.