is a tool for social media analytics

For those of you who are happily using Twitter as a business tool, it probably won’t take long before you start to wonder if all those shortened links are doing you much good.

Certainly you can look in your analytics for Twitter as a referrer. But that won’t tell you much as the link itself gets passed along. Also, if you’re linking to a site for which you don’t have analytics access, you won’t know your level of influence (or your followership’s interest in the topic you posted).

Cligs similar to ListingNumber: a service that will give you a short URL along with some basic tracking information. You can track your link as folks pass it along from Twitter to blogs to wherever.

Just like comparing impression-based advertising with click-based advertising, you can measure your influence and the “quality” of your followership. What’s your click-through rate on Twitter? Use Cligs and find out: Clicks divided by followers. Sweet.

Another handy thing with Cligs is that they forward with a 301 redirect. This means that search engines will index your content directly. Pretty handy for SEO.
To make things easier, Cligs has a bookmarklet, so you can quickly shorten links and dump them into Twitter. Then all you have to do is watch the clicks roll in.

Simple, fairly blunt instrument.

What kind of insights might you discover by measuring click-throughs from Twitter?


Image by Josh Russell via Flickr

Well, as with most social networking tools and sites, there gets to be an obsession with how many followers anyone has. At first, that’s always the easiest metric to gather: “I have 70 followers, I must be important.” But if you post your blog link and no one clicks on it, maybe you’re just a blowhard and folks are ignoring you. Or maybe all those followers are spambots or something. Who knows.

Since you are tracking your click through on a per-post basis, you might also use Cligs to help figure out what interests your followership.

Using to help you listen to your audience

As of today I have 71 followers. So outside of random people clicking from the Twitter home page, if I completely overload the Interest circuits I’ll get all 71 of those followers to follow the link. Pretty unlikely, I’ll admit. Here are some real world examples from some recent links I sent out on Twitter:

  • 13%: A mention of the internet marketing intern position that is open at Union Street (incidentally, I added the USM careers page as a result of feedback I gathered from 4q… boy I’m a good listener)
  • 18%: Quick thoughts about some information that @jowyang shared
  • 20%: Union Street’s Groundswell Award submission.
  • 21%: A link to my old animation reel
  • 34%: A notice about AnalyticsView having a free options

Based on this raw data it looks like I can maybe count on about nine or ten folks to follow my links on a regular basis. And perhaps upwards 15 if it’s something that really gets them.

Suggestion for Add the time of day the clig was created. Twitter, being mostly ephemeral, is very sensitive to time-of-day differences. We could, of course, Twitter-stalk all of our followers to identify when they are most likely to be active and then make your most important Tweets at that time… but the “time created” would probably be quicker and effective enough.

Update: Day after I posted this, updated their analytics interface. Now they have a graph how the Clig is used over time (at the resolution of one day). It would still be sweet to get a time-of-day chart for all Clig’s so we could identify what time is best to release our best Tweets.

Review of uses for Cligs in measuring Twitter

Here’s the rundown in a bullet list because everyone loves bullet lists:

  • Measure your influence
  • Find out what your audience’s interests are, based on what they click

What have I missed? How would you use the service?

5 thoughts on “ is a tool for social media analytics

  1. Pingback: Measuring Twitter | Real Estate Internet Marketing

  2. Pingback: Twitter Tools for Listening | Real Estate Internet Marketing

  3. G,

    This is a GREAT post. Although I don’t twitter about our properties it would be interesting to use Clig for split testing tweets about properties. Do you get more click without price in the tweet or with price? Town or no town? “Crafty” sales content or just the facts? What gets

    I can also see a “TwitterPLUS” functionality where the usual short tweet is optionally expanded with more content and the link measured by Clig. Do people WANT to know more or is Twitter functioning as intended with “short snaps” of daily life? I for one, tend to follow through clicks since there is a reason I am following my peeps.

    I am going to start using this with tinyurl next… Thanks g!

    “Anything worth doing is worth measuring”
    ~John Mackay | Whole Foods

  4. Using for A/B property tweets is certainly an interesting idea Sean. Nice, quick and easy.

    Perhaps a more complicated method might be to “campaign tag” your listing with two separate utm_content tags. One that signifies you tweeted it with a price and one without, for example. Then shorten the links and tweet those (with or without

    You would then have your A/B data via the Campaigns reports in your GA. Benefit that might outweigh the hassle of campaign tagging? Being able to learn what the price people did vs the no-price people: is one audience more likely to convert? is one more likely to consume more pages? etc.

    Let me know if that makes sense or not. I should probably make a whole post about it.

  5. Yeah, that’s true…much less work and now you have your stats data all in one place.

    I get that–I don’t get the implementation of it using “utm_content tags”. You have my vote for a future post on that G!

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