Manchester Twitter Report - CultureHive · 2020-01-17 · Twitter is a social networking service...

Manchester Twitter Report

Manchester Twitter Report July 2010

(0161) 872 3011 twitter.com/theeword theeword.co.uk Page 2

Contents

1) Introduction Page 3 2) Measuring Manchester Page 4 3) Methodology Page 5 4) Results Page 9 a. Not for Profit Page 10 b. Nightlife Page 13 c. Leisure Services Page 17 d. Business Page 20 e. Retail Page 23 f. Culture Page 27 g. News and Media Page 31 h. Organisations Page 34 5) How Manchester uses Twitter Page 38 6) Lessons in Twitter Page 40 7) Ones to watch Page 41 8) 9)

Who has the most followers in Manchester? Leading voices

Page 42 Page 43

10) About theEword Page 44 11) The ranking algorithm Page 45 12) Index Page 46

Created July 2010 by theEword, Manchester http://theeword.co.uk http://twitter.com/theeword



What is Twitter?

Twitter is a social networking service which allows users to broadcast 140-character messages to each other. These messages are known as 'tweets'.

Launched in 2006, the site now has over 75 million users online, while up to 50 million tweets are sent worldwide per day.

The average Twitter user is female and between 35 and 44 years of age.

Twitter users include celebrities such as Stephen Fry and corporate marketing departments from the likes of Vodafone and Kelloggs.

Marketing on Twitter accounts for 5.5 per cent of online ad spend in the UK.

Overview

This report highlights the different ways in which businesses around Manchester use Twitter to market themselves and their services. The report will look at eight different industry sectors.

Why focus on the use of Twitter in Manchester?

Manchester has one of the most active Twitter communities in the country. (Twitter directory Twellow estimates there are 24,716 Twitter accounts based in Manchester. This makes it the second largest city in the UK for Twitter users.)

Manchester has a thriving network of events focused on Social Media; making it a city at the forefront of twitter use.

1. Introduction What is Twitter, what is this report and why are we analysing Manchester?



2. Measuring Manchester How did the report measure the Twitter activity of Manchester?

Introducing the Twitter categories The Twitter accounts were split into eight umbrella categories based on the industry or purpose of the company running them. The categories are:

Not for Profit

Nightlife

Leisure Services

Business

Retail

Culture

News and Media

Organisations The accounts were categorised based on the Twitter biography for each user and, where applicable, the company website. Only businesses based in Greater Manchester were considered for this report.

How did we pick the Twitter accounts to rate? The Twitter accounts featured in the report were gathered from these sources:

User-generated Twitter lists, including those from the Manchester Tourist Board and Espionage Manchester

Third-party Twitter directories Twellow and MyTwitterDirectory.com

The authors' knowledge of Twitter accounts in Manchester

Recommendations from third-party Twitter users and theEword team



3. Methodology How data was collected and applied

An introduction to the methodology A formula was designed in order to rank the companies in each category. (See section 11 for the full ranking algorithm). This formula took into account quantitative factors sourced from each account (examined below) and then applied a ranking algorithm designed especially for the project. The top accounts are highlighted in each category. The different methods used by these companies to promote their brand and advertise their services are then qualitatively examined.

What data was collected? 1. The two main types of tweet:



2. The average quantity of tweets per week and the number of followers:

3. The number of @ mentions and the quantity of accounts being followed:



Analytical methods An algorithm was created which measured the quantitative data taken from the Twitter accounts in the study. The following factors were deemed to be the most important when considering the effectiveness of an account.

Engagement

Engaging with followers is one of the most valuable aspects of marketing on Twitter. The medium offers unprecedented opportunities to communicate and, as a result, engagement should form a key part of any effective social media marketing strategy.

The engagement score focuses on the quantity of tweets, combined with the ratio between interactive and broadcast updates.

Popularity

Popularity demonstrates how successful an account has been at attracting attention. This criterion analyses how other Twitter users interact with an account. The popularity score takes into account the number of followers and @ mentions that an account receives.

Involvement

Involvement focuses on how active the account is. A business must be engaged with other users on Twitter.

The involvement score takes into account how many other users an account is following.



Rank Each account was assigned an overall rank by entering Twitter data into the algorithm. A full analysis of the algorithm can be found on page 45. The data used in this report was collected over a 30-day period between 04/01/10 - 03/02/10. A number of tools were used to collect this data:

Twitter Analyzer was used to collect '@' mentions of a profile from other users.

Twitter Counter was used to collect follower/following data.

Tweet Stats was used to collect the average tweets per month of an account.



Each chapter focuses on the top Twitter profiles in each category, investigating how each industry sector uses the social network to advertise its brand and services.

Which industries have we ranked?

Not for Profit Nightlife Leisure Services Business

Retail Culture News and Media Organisations

4. Results



4a. Results: Not for Profit

This category focuses on not for profit organisations based in Manchester. A range of charities and community projects were considered for the category, although the following were eventually selected, based on their scores.

Company Twitter Account Name

Big Issue In The North @bigissuenorth

Nexus Art Cafe @NexusArtCafe

EMERGE Recycling @EMERGERecycling

Forever Manchester @4EVRManchester

Top Four Not for Profit Twitter Accounts

Company Purpose

Engagement

Popularity

Involvement Total Score

1 Big Issue In The North

Magazine 22.2 30.2 2.2 54.6

2 Nexus Art Cafe Cafe 15.7 25.6 2.8

44.1

3 EMERGE

Recycling Recycling Firm 26.8 4.7 0.3 31.8

4 Forever Manchester

Charity 2.0 10.0 1.0 13.0



Summary Big Issue In The North, the Manchester-based publication which raises money for homeless people, tops the not-for-profit category as a result of its high engagement and popularity scores. EMERGE Recycling also emerges as an account with a strong engagement factor. Not-for-profit eatery Nexus Art Cafe tops the involvement section.

Spotlight on: Conversation

The not-for-profit accounts all have high engagement scores as a result of frequent '@' conversations with other Twitter members and the organisations routinely engage with users, answering questions and responding to enquiries. This technique helps them to establish a relationship with the Twitter customer.

Why conversation works Forming a bond with other users is a vital strategy. High engagement scores show that these charities understand the importance of conversation. An example of conversation: Big Issue In The North



An example of conversation: Nexus Art Cafe

What conversation can achieve:



Top Five Nightlife Twitter Accounts

Company Purpose

Engagement

Popularity

Involvement

Total Score

1 Walrus Bar Bar 142.5 4.3 0.3 147.1

2 Clique

Manchester Club Night 87.1 12.0 1.7

100.8

3 Base Cafe Bar Bar 92.2 5.0 2.0

99.2

4 The Didsbury Pub 48.2 4.2 0.9

53.3

5 Band on the Wall Bar 13.8 14.6 1.0 29.4

Manchester has a thriving nightlife and it was not surprising to see a number of recognisable venues working to attract customers through Twitter.


Walrus Bar @WalrusBar

Clique Manchester @cliqueclub

Base Cafe Bar @base_cafe_bar

The Didsbury @The_Didsbury

Band on the Wall @bandonthewall

4b. Results: Nightlife



Summary Northern Quarter venue Walrus Bar leads the nightlife section with an impressive engagement score. The Clique Manchester account, a Twitter stream for a Friday club night at the Mint Lounge venue, also scores highly for the category as does Charles Street club Base Cafe Bar. Band on the Wall, Clique Manchester, Base Cafe Bar and South Manchester pub The Didsbury all score well on popularity.

Spotlight on: Relevance The nightlife section highlights the debate surrounding relevance on Twitter. While Walrus Bar leads the engagement column, its updates aren't always entirely relevant to the account.

A word cloud analysis of the different Twitter accounts Which words do Walrus Bar use the most on Twitter?



Which words do Clique Manchester use the most on Twitter?

Which words do Base Cafe Bar use the most on Twitter?



Overall, the most popular words used by Walrus Bar, Clique Manchester and Base Cafe Bar were:

Company

Most popular words

Walrus Bar @WalrusBar

Good, great, oooh, thanks, today, twitpic, yay

Clique Club @cliqueclub

Clique, Friday, Manchester, tonight

Base Cafe Bar @base_cafe_bar

Base, cocktails, curry, good, game, live, night, party, tonight

Is relevance important? Despite the lack of relevant keywords in the word cloud of Walrus Bar, the profile is the leading account in the nightlife category. Both Clique Manchester and Base Cafe Bar feature a number of appropriate terms, although still fall behind the leading account overall. However, both Clique Manchester and Base Cafe Bar rank higher than Walrus Bar in popularity. This suggests that while engaging the customer on off-topic matters is important, posting relevant tweets attracts more followers interested in a particular service.



4c. Results: Leisure Services

Top Five Leisure Services Twitter Accounts

Company Purpose

Engagement

Popularity


1 Chill Factore

Entertainment Complex

68.0 9.3 0.5 77.8

2 Royal Exchange

Theatre Theatre 64.2 6.6 0.1 70.9

3 The

Cornerhouse Cinema 55.4 12.2 0.1 67.7

4 Manchester

Camerata Chamber Orchestra

44.3 13.7 1.9 59.9

5 Palace and

Opera House Theatre 53.8 5.6 0.3 59.7

The leisure services category incorporates sporting venues, restaurants, cinemas and theatres. There are a number of leisure venues in Manchester with active Twitter accounts.


Chill Factore @Chill_Factore

The Royal Exchange Theatre

@rxtheatre

The Cornerhouse @CornerhouseMcr

Manchester Camerata @MancCamerata

Palace and Opera House @PalaceAndOpera



Summary Popular indoor skiing facility Chill Factore emerges as the leading leisure account with a high engagement and popularity score. The Royal Exchange Theatre has a lesser engagement and popularity value. Chamber orchestra Manchester Camerata claims the highest popularity points for the category.

Spotlight on: Formality The leisure section highlights the issue of formality. The Chill Factore and The Cornerhouse accounts provide a mix of informal, conversational-style updates with formal tweets. This factor may account for their relatively high popularity.

Comparing the formality of three accounts:

Company

Formal Tweets Informal Tweets

Chill Factore @Chill_Factore

We are open today and advise all guests to allow adequate travelling time for their safe journey to Chill Factore.

That's (sic) the best way to make the most of your ski holiday, when and where are you off?

The Cornerhouse @CornerhouseMcr

Showing this week PRECIOUS - A PROPHET - UP IN THE AIR - THE POOL - KHOLA KA GHOSLA! - IF YOU ARE THE ONE + THE ROAD returns

We're open 12:00-20:00 today. Get in there!

Manchester Camerata @MancCamerata

Valeriy Sokolov is performing with Camerata in Manchester on 13.3.10.

Come along! It's open to the public.



How formal can you be? The top accounts in the leisure category balance formality with informality. The ability of Chill Factore, The Cornerhouse and Manchester Camerata to change their tone of address may account for their popularity on the social network.



Top Five Business Twitter Accounts

Company Purpose

Engagement

Popularity


1 Young Design Studio 43.7 53.3 0.2 97.2

2 Banana

Management Artist

Management 71.0 5.5 0.1 76.6

3 Ralli Solicitors 26.6 2.9 0.2

29.7

4 Infogroup UK Business Services

19.4 4.1 0.6 24.1

5 Gr. Manchester

Chamber of Commerce

Business Advice

8.0 14.8 0.2 23.0

4d. Results: Business

The business category focused on local businesses and business-related services based in Manchester and the surrounding area without regard for profession or sector.


Young @weareyoung

Banana Management @BNNMNGMNT

Ralli @RalliSolicitors

InfoGroup UK @InfogroupUK

Greater Manchester Chamber of Commerce

@gmchamber



Summary Manchester design studio Young tops the business sector with a large engagement and popularity value. Banana Management, while ranked second in the league, has the highest engagement total. Meanwhile, Infogroup UK scores the highest in the involvement category.

Spotlight on: Time of tweets The business sector presents an opportunity to compare the results of regular and irregular updates on Twitter. Young tweets at all hours every day of the week, including weekends. This is in stark contrast to Ralli, which only updates during working hours, Monday to Friday.

The average tweet time of Ralli on Twitter

Ralli

@RalliSolicitors



The average tweet time of Young on Twitter

Young

@weareyoung

When to tweet The Young account demonstrates the benefits of running a Twitter profile throughout the day, rather than just during office hours. While the Ralli account has a respectable engagement score, its popularity is significantly lower than that of Young. There are lengthy periods of inactivity from the account which may have detracted from its popularity.



Top Four Retail Twitter Accounts

Company Purpose

Engagement

Popularity


1 FIFTYEIGHT

Clothing Retailer

112.8 5.6 1.3 119.7

2 Dabs.com Electrical Retailer

32.1 10.6 0.1 42.8

3 The Chocolate

Cafe Chocolate

Retailer 9.2 11.0 1.0 21.2

4 Lowry Outlet Mall Shopping

Centre 3.5 3.5 0.6 7.6

4e. Results: Retail

There are a number of Manchester retailers operating on Twitter. These accounts varied from those with real-world stores to companies based entirely online.


FIFTYEIGHT @FT8

Dabs.com @DabsDotCom

The Chocolate Cafe @welovechocolate

Lowry Outlet Mall

@lowryoutletmall



Summary Online retailer FIFTYEIGHT tops the retail chart with an impressive engagement score. Online electrics firm Dabs also reveals a high engagement value, complete with an impressive popularity ranking. The Chocolate Cafe scores highest in the popularity category.

Spotlight on: Promotion

These retail accounts actively promote their goods and services. However, each account approaches this task in a different way.

Types of promotion from three retail accounts

Company Tweet Marketing Type

FIFTYEIGHT @FT8

We have a big Summer delivery next week full of dresses.

Teaser marketing

The Chocolate Cafe @welovechocolate

The Chocolate Cafe is now on Posterous (http://chocolate-cafe.posterous.com)

Direct marketing

Lowry Outlet Mall @lowryoutletmall

Going to the derby tonight at Old Trafford? Parking is FREE at the Mall - just validate your ticket with a purchase!

Targeted marketing



Types of marketing tweets from retail companies: Marketing tweets from FIFTYEIGHT

Marketing tweets from The Chocolate Cafe

FIFTYEIGHT

@FT8

The Chocolate Cafe

@welovechocolate



Marketing tweets from Lowry Outlet Mall

Lowry Outlet Mall

@lowryoutletmall

Which types of promotion work best? The data highlights the different ways a company can promote its brand. The retail section suggests that a subtle mix of all three methods reaps the most reward. Indeed, those organisations with an even spread of promotional tweets are more popular in the rankings.



Top Five Culture Twitter Accounts

Company Purpose

Engagement

Popularity


1 The Whitworth Art Gallery

Art Gallery 35.3 18.7 1.0 55.0

2 Manchester

Science Festival Festival

33.0

13.3

1.4

47.7

3 Manchester Art

Gallery Art Gallery 12.2 32.4 0.9

45.5

4 People's History

Museum Museum 39.4 3.0 0.0 42.4

5 Manchester

Museum Museum 23.3 13.4 1.0 37.7

4f. Results: Culture

There are a number of museums, art galleries and cultural institutions on Twitter. This category focuses on the five highest-scoring accounts.


The Whitworth Art Gallery @WhitworthArt

Manchester Science Festival

@McrSciFest

Manchester Art Gallery @mcrartgallery

People's History Museum @PHMMcr

Manchester Museum @McrMuseum



Summary The Whitworth Art Gallery ranks top of the culture section, although the People's History Museum scores higher in the engagement section, while the Manchester Art Gallery earns the highest popularity rank. The annual Manchester Science Festival achieves the best score in the involvement category.

Spotlight on: Crisis management

Data for the culture section was collected during a period of bad weather which resulted in the closure of many of the cultural institutions. Each account responded to the situation, informing customers of new opening times.

Crisis management: The Whitworth Art Gallery

The Whitworth Art Gallery

@WhitworthArt



Crisis management: Manchester Museum

Crisis management: Manchester Art Gallery

Manchester Museum

@McrMuseum

Manchester Art Gallery

@mcrartgallery



What's the best way to respond to a crisis? The cultural institutions above responded quickly to the uncertainty caused by the bad weather. Manchester Art Gallery quickly posted an update about its status, as well as telling followers when to expect new information. Meanwhile, Manchester Museum responded individually to customer queries, while also apologising for an hour's delay before answering.



Top Five News and Media Twitter Accounts

Company Purpose

Engagement

Popularity


1 MediaCityUK Blog 60.6 13.0 0.2 73.8

2 Manchester Radio Online

Radio 0 28.5 1.8 30.3

3 XFM Manchester Radio 7.5 20.5 0.1

28.1

4 MEN News Desk News 3.5 16.6 0.0

20.1

5 How Do Media News 1.7 16.3 0.1

18.1

4g. Results: News and Media

There are a variety of news publications, blogs and media outlets using Twitter in Manchester.


MediaCityUK @MediaCityUK

Manchester Radio Online @manchesterradio

XFM Manchester @xfmmanchester

MEN News Desk @MENnewsdesk

How Do @howdomedia



Summary

MediaCityUK, the unofficial Twitter feed for the Salford Quays development, heads the news and media sector with a high engagement score. Despite scoring badly in this area, Manchester Radio Online comes second in the industry. The Manchester arm of XFM ranks third, while the Twitter feeds for the MEN News Desk and local industry site How Do rank fourth and fifth respectively.

Spotlight on: Purpose

Arguably, each account in the news sector operates under a different remit. The MEN News Desk and How Do feed promote content on their respective sites. Conversely, the MediaCityUK account takes a different approach, posting news, advice and rumours on its profile.

Comparing the different agendas of three News and Media companies

MEN News Desk

@MENnewsdesk

How Do

@howdomedia



MediaCityUK

@MediaCityUK

How do different news organisations use Twitter? Both the How Do and MEN News Desk account are dedicated to the promotion of their own websites, while MediaCityUK shares information and interacts with its followers. Each account has a specific attitude towards reporting news on the channel. The MediaCityUK profile is more willing to retweet updates from third parties and converse with others, arguably creating a more well-rounded experience for the user, while still fulfilling its remit as a news source.



Top Five Organisation Twitter Accounts

The organisations sector covers the variety of publicly funded organisations operating in Manchester.


Creative Tourist @creativetourist

Visit Manchester @visit_mcr

Salford University @salforduni

Spinningfields @spinningfields

Manchester Libraries @manclibraries

4h. Results: Organisations

Company Purpose

Engagement

Popularity


1 Creative Tourist

Tourism Information

57.2 16.1 0.8

74.1

2

Visit Manchester

Tourist Information

51.7 21.0 0.7

73.4

3 Salford University Institution 13.1 18.4 0.2

31.7

4

Spinningfields

Tourism Information

23.8 6.1 0.3

30.2

5 Manchester

Libraries Library 8.5 15.0 2.0

25.5



Summary

Creative Tourist, the online travel magazine, tops the public services sector with an impressive engagement and popularity score. Visit Manchester, the Twitter feed for the local tourist agency, narrowly comes second. Salford University follows with a total score of 31.7, while the official feed for business district Spinningfields and the account for Manchester Libraries come fourth and fifth in the total rank.

Spotlight on: Rich media

All five accounts use rich media to enhance their feed. Creative Tourist and Visit Manchester both post images of exhibitions, events and locations around Manchester.

Rich media posted by the Creative Tourist Account:

Creative Tourist

@creativetourist



Creative Tourist

@creativetourist

Rich media posted by the Visit Manchester account:

Visit Manchester

@visit_mcr



Why use rich media? The two tourist accounts use rich media to enhance their followers' experience. Images and videos present users with another layer of interaction. Rich media enriches an account, providing more involvement and entertainment.



Category

Engagement

Popularity


1

Nightlife 76.8 8.0 1.2 86.0

2

Leisure Services 57.1 9.5 0.6

67.2

3

Business 33.7 16.7 0.2 50.6

4

Retail 39.4 7.7 0.8 47.9

5

Organisations 30.9 15.3 0.8 47.0

6

Culture 28.6 16.2 0.9 45.7

7

Not for Profit 16.7 17.6 1.6

35.9

8

News and Media 14.7 19.0 0.4

34.1

Average 37.2 13.8 0.8 51.8

5. How Manchester uses Twitter Analysing the rank of the different sectors



Summary Nightlife is ranked in first place with a considerably stronger engagement score. The leisure services category ranks second, while the business sector is in third place overall. Despite finishing in last place, the news and media category has the highest popularity score of any sector. The not-for-profit group, which ranks in seventh place, has the highest involvement value of any other sector.

Engagement

The nightlife group ranked highest for engagement. The informal and conversational nature from profiles in that group, notably Walrus Bar, contributed to this leading total. Leisure services have the second-highest score in the engagement category. The poor engagement scores of those profiles in the news and media category results in its last-place ranking, although the low engagement values from the not-for-profit category contributes to its seventh place rank.

Popularity

The news sector scored the highest popularity total across all eight categories. The large scores of the Manchester Radio Online and XFM Twitter profiles both contributed to the achievement of the sector overall. Not for profit scored the second highest popularity value, while those in the organisation category ranked third, tied with business. Retail was the least popular category, while the leisure sector also scored badly.

Involvement

The not for profit category scored highest in the involvement rankings, while cultural and nightlife were ranked in second and third place. The least involved groups were the news and media, leisure services and business.



Be personable Many of the successful Manchester accounts took a human approach to Twitter. A personable, informal tone is easier for followers to relate to and interact with.

Stay professional While personality is important, those in charge of company social media accounts should take care to stay professional in their views, attitudes and behaviour – and avoid the account becoming just a personal profile.

Post relevant links The most popular accounts post relevant links to third-party blogs or Twitter profiles. This demonstrates the profile's willingness to interact with followers and related industry sites and profiles.

Know when to tweet Some of the most successful accounts are those who tweet regularly throughout the day. These accounts successfully establish a presence on the channel, constantly contributing information and thoughts to their followers.

Know your goal When embarking on a social media campaign you should have defined goals. Twitter has the potential to be a marketing, recruitment or engagement tool; to appeal to the correct audience, a profile has to have aim and you should have a plan.

6. Lessons in Twitter Using your tweets more effectively



7. Ones to watch Companies which show promise for the future

Gigs and Tours @gigsandtours

Pannone @thesolicitors

What: Manchester-based music promoters SJM. Active since: February 2009 Why follow them: Capitalising on massive follower base with increased '@' mentions as well as substantially more interaction with users.

What: Solicitor's firm in Manchester. Active since: April 2009 Why follow them: Steady increase in account activity and engagement. Increased percentage of '@' mentions and RTs. Recently started engaging through Facebook and LinkedIn.

Didsbury Life @didsburylife

Mad Lab @madlabuk

What: Local magazine and promotional service Active since: June 2009 Why follow them: Account has become increasingly active over time, especially with regards to RTs and engagement figures.

What: Office space Active since: July 2009 Why follow them: Increasing rise in followers and following. Substantial growth in the number of tweets per week.



Account Twitter biography Number of followers

Number of tweets

Manchester Airport

@manairport

The official Twitter stream for Manchester Airport. Follow us for the latest news, offers and travel talk from the big friendly airport in the North of England.

8,577 2,393

Sweet Mandarin

@sweetmandarin

Sweet Mandarin - Award Winning Restaurant, Cookery School, Corporate Team Building Events Organizer. On Iron Chef. Read our book too. Follow me!

7,106

2,920

Young Design Studio

@weareyoung

Design studio. Updated by Geth & Pete, creative partners at Young.

6,997

1,557

Gigs and Tours

@gigsandtours

Tour Announcements, Music News, Priority Booking! Subscribe for FREE at www.gigsandtours.com/subscribe to receive twice weekly email announcements.

6,406

3,531

8. Who has the most followers in Manchester? Twitter accounts with the most followers to date



Sandy Lindsay @sandylindsay

Phil Jones @philjones40

Who: Managing director of Tangerine PR Active since: September 2008 Tweets: 778 Why follow them: A strong voice in the local PR industry, Sandy's insightful comments and strong opinions make her an outstanding Twitter user.

Who: Director at Brother UK Active since: November 2008 Tweets: 1,840 Why follow them: One of the leading business minds on Twitter in Manchester. Regularly cited as an example for effective use of the channel.

Tom Bloxham @tombloxhammbe

Mark Garner @gordomanchester

Who: Chairman of Urban Splash Active since: March 2009 Tweets: 1,049 Why follow them: Chair of Urban Splash and Manchester International Festival, Bloxham is one of the leading voices in the local Twitter community.

Who: Publisher of Manchester Confidential Active since: February 2009 Tweets: 3,572 Why follow them: Vocal and opinionated, Garner has established himself as one of the main local commentators on Twitter for restaurants or otherwise.

9. Leading voices Some of the major business leaders in Manchester



About theEword

theEword is a digital marketing agency based in Manchester. Founded in 2006, the company specialises in search engine optimisation (SEO), pay-per-click (PPC) marketing and social media management. It works with a broad range of clients, from SMEs to multinationals, across a range of different sectors. theEword operates social marketing campaigns over a variety of different channels including Facebook, Twitter, YouTube and LinkedIn.

About the authors Tom Mason Tom is the social media manager for theEword. Having joined the company in 2008, Tom handles the bulk of the social marketing campaigns for theEword's clients on Twitter, Facebook, YouTube, LinkedIn and Flickr.

Ric Roberts Ric joined theEword as part of the Manchester Masters placement scheme after graduating with a BSc in Management from the University of Manchester and taking part in the previous year's Manchester Masters scheme.

Emily McCleave Emily joined theEword team at the start of 2010 for a three-month placement within the company's online marketing department, organised through her participation in the Manchester Masters scheme.

10. About theEword Introducing the authors



How did we calculate the scores? Rank score = [( i / ttweetspw) – 0.2] . 100 + no.followers + av.tweetspw + @mentions + no.following

[(b/ ttweetspw) – 0.2] 100 1000

i = interactive tweets b = broadcasted tweets ttweetspw = total tweets per week no.followers = number of company account followers av.tweetspw = average number of tweets per week @mentions = number of @mentions of the company no.following = number of accounts company is following rank score = the rank score of the measured company highest rank score = the highest rank score of the highest scoring company

Additional information

A company’s Twitter interaction is the first priority measurement of the algorithm. Therefore the ratio of the company’s interactive tweets versus its broadcasted tweets is worked out as percentage figure (using the total number of tweets per week) and multiplied by 100 to achieve a higher score.

Companies have to have an interactive tweet percentage of over 20%, therefore 0.2 is subtracted from the ratio in order to guarantee this. Companies with an interactive tweet ratio of less than 20% receive a score of 0.

The number of followers, average tweets per week and @mentions of the company are of a lesser measurement priority and so are added and divided by 100 to produce a score.

The number of accounts the company is following is of lowest measurement priority and so is divided by 1000 to produce a score.

All three scores are added together in order to produce an overall ranking score.

11. The ranking algorithm



Analytical tools used for data collection

Twitter Analyser www.twitteranalyzer.com

Twitter Counter www.twittercounter.com

Tweet Stats www.tweetstats.com

Wordle www.wordle.net

Notes Additional designs by Rachel Shillcock All information correct at time of publishing theEword assumes no responsibility for any errors or omissions that may appear in this document theEword assumes no responsibility for the content provided in third-party accounts

Copyright theEword 2010

12. Index

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