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Finding Twitter Content That Actually Matters

Jesse Riendeau March 18, 2021
Reading Time: 3 minutes

We are all drowning in data. How do we know what matters?

Over the course of Turbine Labs’ existence as a next-generation solutions service company, the biggest points of frustration voiced across our customer base were: 1) We are all drowning in data and 2) How do we know what matters? It is so easy nowadays to be overloaded with content, and a sharp rise in demand for easy-to-use-tools to cut the noise and truly understand what is impactful. 

This is especially true in Twitter where nearly 500 million Tweets are generated everyday.  Imagine staying on top of that volume!

Truly remarkable companies and tools have been brought to the market to tackle information overload. Over the past few years, several tools and techniques have emerged to find impactful Tweets such as Impressions, Reach, Engagement rate to help customers zoom into Tweets that matter. 

But these tools lack the robustness to effectively track a Tweets true performance, and can easily lead to missed and hidden influencer content. Take for example, measuring the impact of a Tweet based on strictly the amount of followers a user has (Reach) or only the number of Retweets and potential eyeballs the Tweet could garner (Impressions). You could easily miss a hidden Tweet that is low in Follower count but has significantly high engagements of Retweets and Likes compared to previous Tweets from that user.

A decisive tool to determine robust value 

This was the starting point of Turbine Labs’ very own engagement tool, called Twitter Impact and Engagement Rating (TIER) â€“ born from the frustration of engagement tools that were singular and limited in the components used to measure true impact. 

The tool itself is multi-faceted and takes into account a wide breadth of Twitter metrics. The algorithm’s calculations consist of four main components – Social Network Metrics, Interaction Metrics, User Metrics, and Comparative Metric. 

  • Profile Metrics focuses on the users’ profile, taking into consideration followers, the potential reach of your Tweets, the profile’s visibility, and if the account is verified. 
  • Interaction Metrics compiles and weighs the different public Twitter metrics available such as Retweets, Replies, Likes, and Quoted Retweets.
  • Post Metrics User/Structural Metrics takes into account user-specific metrics such as if the Tweet itself contains engaging content like images or urls, and if the Tweet is an original or a Retweet. 
  • Comparative Metrics compares and weighs the users average engagement rate across the account.  

These components are calculated on an individual basis and then weighted together to aggregate one final TIER score that lies somewhere between 0 and 1; 1, being highly impactful, and 0 having almost no impact whatsoever. 

Proven Results, Quicker delivery time with TIER  

Within our own SaaS offering, this tool has been integral and heavily used across our Enterprise product suite. As Twitter content is ingested into our AI powered platform, the content is processed through the TIER algorithm to output a score for every Tweet. Utilizing the TIER score, our platform can quickly eliminate noisy and irrelevant content to instead identify content that matters. 

Want to check out the TIER tool in action and see how your company saved time and efficiencies? Turbine Labs offers a free Daily Leadership Briefing surrounding the Coronavirus pandemic. The daily briefing includes high-level insights on the pandemic, alongside top impactful articles and influencer content. Our platform, coupled with human validation, utilizes the TIER tool to extract the most impactful influencer and consumer Twitter content. 

Want to find out how your company can benefit from the TIER tool? Register for a free assessment with one of our specialists and see how TIER can help you