Social data tool reveals value of an individual Tweet

SumAll also finds re-tweeting is worth less to businesses, but an Instagram follower is worth 10 Twitter followers

A US-based social data intelligence provider claims to have found the dollar value of a Tweet for businesses, offering marketers a sought-after revenue metrics into the social sphere.

According to the team at data visualisation analytics company, SumAll, a single business tweet generates an additional US$25.62 in revenue on average, as opposed to not tweeting at all. When it comes to re-tweeting, that value falls to an average of $20.37, due to its less-targeted audience. SumAll does note however that the dollar value varies by business, and that each social platform is defined by industry, product and marketing tactic.

The monetary value was derived via polling data from SumAll’s user base and looked at how a company performed before and after making its first Twitter post. SumAll’s tool links a company’s Facebook fan page and Twitter account to track social activity against web traffic and revenue.

The company also claimed successfully integrating Twitter into digital marketing efforts increases a company’s total revenue by 1-2 per cent. However, SumAll advised of a rapid decline in value after the first tweet, and said users needed to generate 6-8 tweets per day in order to double their return.

In addition, the user data showed the number of impressions is worth less than a penny, putting it far lower than the impact of direct email campaigns but higher than an AdWords impression. SumAll also claimed Instagram followers are worth 10 times that of one Twitter follower.

“It’s all about having access to all your data side-by-side so marketers can see what channels are really driving your business in real time,” SumAll CEO, Dane Atkinson, said.

As an example, SumAll outlined customer, The Loop Loft, which has more than 4,400 Twitter followers and estimates each tweet is worth $29.34, and each re-tweet $26.19.

“We can cross reference customer traffic from Google Analytics and engagement activity on Twitter and gross receipts for a host of valuable insights that it doesn’t take a PHd to understand,” The Loop Loft’s founder, Ryan Gruss, claimed.

The company has also discovered Twitter is 10 times more powerful than its YouTube following, which has registered 43,000 views so far this year. The Loop Loft said these insights will influence future customer acquisition decisions.

SumAll said its tool is deployed in 30 countries and tracks more than 290 billion social actions, 50 billion site visits and $2.2bn in revenue for 40,000 companies. The company has received $7.5m in venture capital funding.

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