It’s fading fast – Metrics gain a new importance

There's a problem brewing at Twitter, it's getting forgetful, and they are hiding search away.

Twitter's 'top tweets' search history only covers the last 4 or 5 days, if you try to go further back you get switched to real time search, i.e effectively what is happening now. That's great for immediacy, rubbish for latency.

Read more here >

You can still read an individual users history from their profile page, starting from now, and moving backwards, but you have to go at Twitters pace, and for prolific tweeters anything more than a few days ago just takes too long.

This changes the game, if you want to build a reputation, be known as an expert, or show authority to those who only use twitter and basic clients to access the data then you have to be active, all the time, and consistently on message. That's hard. Very.

At the same time this article > demonstrates the growth of calls to the Klout API doubling from 2 billion in June to 4 billion in July to over 6 Billion in August. That's about 2,500 calls for a piece of data every second, of every minute of every hour of every day in August. Klout is being used significantly and often.

Some of those calls come from twitter clients, and users accessing through those clients, for example Hootsuite includes a filter by Klout score (see here for details of how to use it >). But the growth of users, measured twitter accounts, and client usage isn't expanding anything like that fast.

Something else is at play here.

I think that as twitters history data shrinks more organisations are turning to Klout to identify not just what to monitor, but also who. After all if someone is not influential online they can safely be ignored, nobody is listening to them anyway. Metrics evaluations are the big growth area as brands get wise to the need to be monitoring and get more sophisticated in their use of filtering tools, such as Klout.

Since it's become impossible to search and review history, for new people, how can we know the topics and areas of influence that they have, how can we tell the subjects they talk about? Well Klout and other tools are recording and keeping that information in a searchable and usable way.

Data analysis and evaluation becomes essential when the flows of data are so large. When we use these things well they can save us time, give us a better result and drive more business, or better quality contacts to us. Brands know this, that's why they are using techniques and tools like Klout or commercial social scoring.

The trends are plain, our data is being monitored and what we are saying and doing and interacting with is being analysed and used to discriminate and segment markets and groups to provide preferential treatment, or identify possible business opportunities.

Other tools for metrics are being developed too, here is an example with Nike >

I think it's important to understand how other businesses and consumers are using these tools to help guide them and their activity and choices. In the last decade we talked a lot about SEO (Search Engine Optimisation) but in this one we may move to SMI (Social Metrics Integration). We are going to have to understand our Social DNA, and map our business menome >

Are you and your business ready?

William Buist
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William Buist

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