Measuring Twitter’s Influence to Brands

KMP’s research and development team have recently been exploring models to measure a brand’s influence on the explosive new social medium, Twitter.

To do this we’ve been using the following criteria:

• An account’s number of followers
• Level of engagement
• Networks of influence

The objective is to try and place a value on the network of twitter, and to provide an indication of both the breadth and depth of its social engagement with its customers. We’re then looking to explain and explore how this engagement can be increased.

Incumbent in this analysis are three questions:

1. What is valuable to a brand on Twitter?
2. How can we break that value into metrics?
3. How can we increase that value?

If we can measure, track and improve the value of a brand with it’s audience on Twitter, then we’ve come a long way in understanding how and why a company should sign up and start spreading it’s word. More to follow in the coming weeks….!