Until now, searching for patterns, hashtag history or social trends on Twitter has been fairly difficult to do, especially when a user wants to examine tweets from the channel’s almost 10-year database. But Union Metrics has unveiled a new search engine that can delve deep into the file cabinet that stores tweets from users all over the world, no matter how long they have been online. Echo, a Twitter archive analysis and reporting tool, is the first of its kind to offer the ability to explore billions of Tweets to create better marketing campaigns.
How does it work? Simply sign up, and search away. Users are able to search by hashtag, keyword, or handle, and can search any specific time period they choose, be it last month, last year or the entire ten-year period that Twitter has been online. The search results appear almost instantly, with a visual graph displaying mentions over time. Use the search function to immediately spot spikes in tweet volume and see how relevant conversation changes over time.
You can then more closely examine a particular time period within your search dates, compare your search results with up to five other search terms (i.e. “#cometogether” vs “@bluejays” vs “bat flip”), and, if needed, export the information into a formatted report, complete with analytics and data that will provide more insight. Echo also can identify the most notable tweets relevant to that conversation, in any time frame. Bonus: with this ‘backlog’ access, there’s no need to remember to set up a tracker before a campaign begins, because the tracker is always on.
What does this mean? When conceptualizing a new online Twitter campaign, be it advertising, contesting or simply increasing engagement, brands now have the ability to learn from past fan behaviour. Analyzing what works and what doesn’t, not only with their own campaigns but also with competitors’, allows users to make better marketing decisions and improve their social media strategy in the future.
Echo has its faults, of course; there is a fairly high price tag for any search going back more than 30 days ($1000 and up). It also lacks a sentiment analysis tool, so while brands can see how often they were brought up in Twitter conversation, there is no quick way to see whether that was largely positive or negative. But the fact that a third-party reporting tool has such an in-depth access to Twitter’s history makes us confident that these cons will be addressed sooner rather than later.
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