Twtrland: A Social Intelligence Tool that Gives Business Insights Too

by 4 11/02/2013

Looking for a good way to understand what’s going on in your Twitter world?

You’re not the only one. Israeli entrepreneur Guy Avigdor needed this functionality so much that he invented Twtrland to help him.

“Twtrland came from a personal need for me to understand people on Twitter,” says Avigdor, “but then it evolved into a tool for marketers and a dashboard for business.”
twtrland profile 1

Described as a social intelligence tool, Twtrland has some key differences from others in the space. For one thing, it’s information rich. Twtrland stores Twitter profile data for more than 200 million users.

Even more importantly, the web tool has analyzed tweets and Twitter interactions over a three-year period to come up with rich data useful for personal users, marketers and social media influencers.

So what does this look like in practice?

Getting Started with Twtrland

Twtrland has two versions — one that’s free for all users and paid versions offering additional data that businesses and marketers find useful.

When you sign up (via your Twitter account, of course), Twtrland grabs the last seven days of Twitter data or your last 1,500 tweets to build your profile. After that, it stores all Twitter data from the day you sign up, something which Avigdor admits takes a lot of database space and processing power.

What can you learn?

Avigdor says there are two layers of data. The first is your public profile which you can see by going to Twtrland and searching for your username.

This ad-supported free profile includes your name and Twitter bio, stats on your Twitter activity, a breakdown of that activity, top tweets, follower demographic analysis photos, videos and links shared, skills and expertise and similar people in those fields. It pulls in data on the topics you tweet about as well as your Twitter network.
twtrland profile 2

Twitter Activity Insights

When you’re logged in to Twtrland, there’s even more data available, including insights on the various types of data, such as the main sites you share links from. You can also look deeper into your network, getting data on who you reply to, who replies to you, the top people you have Twitter conversations with, and your followers.

Additional filtering tools allow you to break down your network by type of Twitter user (celebrity, power user, casual user or novice), by location, age, gender and skill.

And you can also use the search box at the top of the page to find users matching certain parameters (such as those tweeting about marketing, for example).
twtrland profile 3 twtrland profile 4

Deeper Analysis with Pro Plans

You get more data in the paid versions, which start at $19.99 per month for the Pro plan.

There are also more expensive Business and Deluxe plans. My Business trial provided even more useful data for marketers and brands. The interface is divided into several sections — your username, monitor and outreach — which you can access from the left-hand menu.

Enhanced Profile – Section 1

Under your username are four sub-sections.

The overview gives access to some of the same information on your personal Twtrland profile, but also includes brand awareness tracking of different iterations of your brand over the past day, week or month. There’s information on the sentiment of the mentions, the tweeters’ top countries and the key skills of the audience.

twtrland-conversations
Next comes audience analysis, which provides insight into the gender breakdown of your followers and whether they are celebrities, power users, casual users or novices, as well as the age, country and city breakdown. There’s an analysis of the main topics they are interested in, drawn from a database of 60,000 possible topics. You can also analyze mentions from within this same dashboard.

The next section is fanbase, which allows you to segment your followers in different ways. By default it shows the people who follow you, ranked by followers, enabling you to see the likely reach of any of your content that your followers retweet. You can also look at people who have mentioned you and those you have had conversations with.

All of these can be filtered by influence, location, skills, gender and age. That would allow you to easily identify Twitter power users with an interest in marketing who are based in the US.

All these views can be seen either in the default card view or in list view. In the latter, you get more options, including the ability to follow them, send a tweet to them or view their Twitter profile. You can also add them to a private Twitrland list or check them out on LinkedIn in order to deepen your relationship.

The last sub-section under your username looks at content that mentions you, with a range of filtering options. As well as influence, locations, skills, gender and age, you can assess content over a period of a day, week or month, and look at the retweet count, number of tweets, followers or recent mentions.

Enhanced Profile – Section 2

In the monitor section, you can identify competitors and key people and monitor their Twitter performance. These become part of a chart which assesses mentions and tweets per day, number of retweets and followers, how many people they are following and their potential reach.

You can also monitor different keyword phrases and key people. The account level determines how many you can monitor. In each case you get an overview report covering many of the same data as in your personal profile.
twtrland-kissmetrics

Enhanced Profile – Section 3

The final section is the outreach section which is where you identify influencers and manage your on-site lists. This is the chance to search the database of 60,000 skills to find the people most important to you.

Twtrland makes some suggestions based on your current profile and follower base, though you can find others by typing in the search box. You can also find people by skill and location. The results give you the chance to add them to a list and get an overview of their amplification, reach and relevance.

twtrland-crazy-egg

Five Ways to Use Twtrland for Outreach and Marketing

So what can you do with it? Here are some of the ways that marketers and others could use Twtrland’s tools:

  1. Use the pie charts on people’s profiles to check out the relative proportion of links and replies so you can easily gauge who’s likely to talk back to you if you engage on Twitter.
  2. Assess which tweets on your own or another profile have been well received (via the famous words section of the profile) and use this to craft compelling new social media updates.
  3. Monitor your own brand and those of your competitors by username or keyword.
  4. Track important keywords and hashtags to keep on top of what the people you are most interested in are saying about the hot topics of the day.
  5. Build your own outreach lists from within the tool.

And that’s not all. The paid plans include some CRM features, so that you can add private comments to profiles, and download all info and stats on your list members to CSV. And all accounts can benefit from built-in integration with Nimble.

New Features

Since its soft launch, Twtrland has added other features which give away its eventual purpose. You can now add Instagram and Facebook to your profile and soon there will be more.

“Eventually, we will have all the major niche networks,” says Guy Avigdor. When that happens, the current profile will become an overview and snapshot of a personals social media interaction, with separate buttons for stats on each services.

That’s a lot of functionality for one tool, but Avigdor says it’s easy to use. “Everything is visual, simple, and you can master it in an hour.” That’s true, in this reviewer’s experience.

He sees it as a key business development tool where you can see who your competitors are talking to and decide if you should be talking to them too.

Asked how the tool compares with social influence sites like Klout or PeerIndex, he says: “We are different because of the richness of our profiles. Everything is based on knowing who people are. Our secret sauce is correlating the information and the unique way of displaying the information.”

Now you: What are you using social intelligence tools? What’s working for you?

About 

Sharon Hurley Hall is a professional writer and blogger. Her career has spanned more than 20 years, including stints as a journalist, academic writer and ghost writer. Connect with Sharon on her website.

About 

Sharon Hurley Hall is a professional writer and blogger. Her career has spanned more than 20 years, including stints as a journalist, academic writer and ghost writer. Connect with Sharon on her website.

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4 COMMENTS

Oded Ben Dov

Sweet!

Followed your great break down of the tool, and found some very intersting facts about my Twitter presence.

Thanks Sharon!

November 3, 2013 Reply

Ash

Hi Sharon,
Another great review!
There are so many Twitter (and SM) tools out there, it is hard to find the time to look at them all. This review is helpful for us to decide if we want it, need it, can afford it on top of all the others. I think for the moment I will stick with the few I use and if I become rich and famous, pay for this service :>
thanks
ash

November 4, 2013 Reply

    Sharon Hurley Hall

    Glad you liked the review, Ash. I agree, it can be difficult to decide on which tools are right for you. The beauty of Twtrland is that you can get something even from the free version. :)

    November 4, 2013 Reply


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