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

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in