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

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...

Drishti Khurana

7 innovative brand chatbots

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in