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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in