Howdy! We’re back for another edition of ‘Tool Time Wednesday’, our weekly series about a tool we’ve been using in the past week to help us be more productive with our inbound marketing campaigns. If you’ve missed out on our recent posts (for shame!), we’ve covered Trello, IFTTT and Sniply so far. If you have any questions about any of these tools then be sure to hit us up in the comments section down below.
Our Tool Of The Week
This week we’re revisiting a tool which we fell in love with a long time ago and have continued to use ever since. It couldn’t be a more appropriate time either as new features have just been announced that make it even better for link prospecting, building relationships and amplifying the reach of your content through Twitter.
If you haven’t heard of Followerwonk yet, it’s a social analytics tool that allows you to deep dive into Twitter data in order to identify people you may want to follow, any fluctuations in your follower gains and losses, and every other fancy pants way that you’d like to analyse your Twitter account. You may be thinking that this sounds a little bit similar to other social media measurement and reporting tools, but let us walk you through 3 quick ways that set it apart and you can then decide for yourself. Firstly, you need to setup your Followerwonk account.
Setting Up Followerwonk
If you want to use the basic features of Followerwonk, you will need to have a Twitter account which I’m sure you already do! In the top right-hand corner click the ‘Sign in with Twitter’ button and then enter your Twitter account details to get started. However, if you have a Moz PRO account, also be sure to link it up with Followerwonk to get access to more advanced functions of the platform.
1) Measuring Follower Gains and Losses
Once you’ve had your Twitter account linked to Followerwonk for some time, it will begin to show the statistics relating to your follower gains and losses in a pretty interactive graph on the ‘Track followers’ tab. At first it appears to be one of the more basic features of Followerwonk, but when you start to track the performance of competitors Twitter accounts as well, you can begin to analyse the success both you and your competitors are having at audience growth.
At a quick glance you can see the days you’ve gained a particularly high volume of new followers or the days you’ve lost followers. Why is this useful? You can go back and review the tweets that had the biggest impact on the size of your audience and then use these learnings to tailor the future content you share through Twitter. Did a particular tweet offend a lot of your followers and caused them to unfollow you? Delve into the data and find out.
2) Identify Influencers By Topic and Location
Followerwonk is at its best when you are trying to identify influential people to build a relationship with. Let’s say we’ve just opened a coffee shop in Dublin and we wish to get our business in front of a target audience consisting of journalists, the guys at Lovin Dublin (we’re big fans!) and coffee enthusiasts living within the city. Followerwonk makes it easy to search through the Twitter bios of people by location, URL, keywords, follower count and number of tweets.
If we take the above example, let’s start by finding journalists who live in Dublin and love coffee –
- Select the ‘Search bios’ tab within the top navigation bar.
- Enter the keywords you wish to search Twitter bios for. In this case, it’s ‘journalist’ and coffee’
- Add the location to drill down the search by. For this example, we want people living in Dublin.
We can try broadening out the search (e.g. food blogger) if it doesn’t return a large enough sample size for us to work with as can be seen in our example shown below. We could also export the list as a CSV to play with in Microsoft Excel for easy data manipulation.
If you wish to find the Twitter bios of someone that works for a particular company, you can enter the URL of the company website into the appropriate box. Followerwonk will then try to find Twitter profiles that reference the URL you entered. As an example, in order to find the staff that work for Lovin Dublin, we would enter LovinDublin.com into the URL box –
If we really wanted to get coverage on Lovin Dublin about our new coffee shop, we could get in touch with Louise, Emma and Nicola directly to see whether or not they’d be happy to provide some exposure for our new venture. A sneakier approach would be targeting their Twitter handles with an Ads Campaign so our advert shows up in their Twitter feeds in order to grab their attention.
If you’re still not convinced by Followerwonk, you should take a look at the ‘Compare users’ tab which is immensely powerful as it allows you to see the follower intersect of up to 3 Twitter users at a time.
Staying with the Lovin Dublin example, we can quickly see that only 1.9% of the same Twitter accounts are followed by Louise, Emma and Nicola. Another sneaky way to grab the attention of the Lovin Dublin crew about our new coffee shop would be to firstly get ourselves in front of the 62 people they’re all following. Maybe one of these people have their own food blog that we could get featured on?
Content Analysis and User Profiling
Fresh off the conveyor belt at Moz towers this week are the new content analysis and user profiling features which allow you to analyse your own tweets and those of other Twitter accounts.
With the new profile pages you can:
- Find the people that any Twitter user interacts with most
- Visualise when these conversations take place and view the actual tweets being posted
- Identify the most important tweets from any Twitter user
- Locate the domains being shared most by any Twitter users
1) Find the people that any Twitter user interacts with most
If we dive back into Followerwonk and take at Niall Harbison’s Twitter account as an example, we can quickly see that the 3 people he interacts with most often are Michael Kane, Sean Fee and Lovin Dublin. Maybe if we wanted to grab Niall’s attention about our new coffee shop, it would be best to get the attention of one of these guys first. If you fancy coming in for a free latte and muffin then just give us a shout Michael and Sean; the service will be great but the coffee (Nescafé Gold Blend) will be terrible.
2) Visualise when these conversations take place and view the actual tweets being posted
So we know who Niall speaks to regularly on Twitter, but we still need to identify whether or not the people he interacts with are the target audience for our new business. By clicking the ‘See engagement’ link below each user shown above, we can begin to see the conversations Niall has had with each person so we understand the context of that relationship. Let’s try this by checking our the engagement between Michael and Niall –
It appears that Michael and Niall often talk about football so we’re out. Sorry Michael, no free coffee for you afterall.
3) Identify the most important tweets from any Twitter user
This is a great way to quickly see what tweets have performed best for a particular Twitter user. While there may be other tools which allow you to see your own list of popular tweets, there are very few tools that allow you to check out what tweets have performed best for other users in terms of RTs and favourites. It’s a great way of identifying what content performs best for someone and from that you can begin to understand their audience.
If we take a look at Niall’s account, we can see that two of his top-performing tweets are about dogs.
Now if only we could find a subtle way to combine Niall’s love for dogs with the launch of our coffee shop.
4) Locate the domains being shared most by any Twitter users
And finally, you can now use Followerwonk to create a list of the top domains shared by a particular Twitter user. It’s a great way to understand the types of content a user is regularly sharing and it helps you to determine the websites you should go after if you want to grab the attention of a particular influencer.
We can quickly see in the photo above that Niall often shares content on Twitter from Lovin Dublin, Lovin Trends and the main social media channels. While these are not a surprise, we may need to delve a little bit deeper to find websites which are better suited to the type of business we wish to launch. We know he likes to keep on top of what’s happening in the news and he loves all the latest happenings in the tech industry. Maybe we should have a tech meetup event in our coffee shop and invite Niall to speak?
To Wrap Up…
If you want to quickly profile Twitter users for link prospecting, content outreach or relationship building, Followerwonk is an excellent tool. The new features released by Moz this week have helped to confirm its place as one of the best Twitter analytics tools in the market; but if you haven’t got a Moz PRO account then you’ll be missing out on some of the more advanced features of the tool.
Let us know in the comments section below what you think about the new Followerwonk profile page.