Brand Metrics Provided by

Brand Strength

Brand Strength is the likelihood that your brand is being discussed in Twitter. A very simple calculation of brand citations, divided by Twitter Search's data limit. We believe that for emerging brands, Brand Strength is an incredibly valuable measure.

Signal

In the context of brands, the signal-to-noise ratio describes the likelihood of when a brand is mentioned, it will be coupled with a URL or a hashtag of some kind. In both cases, these URLs and hashtags may prove to be valuable for further research.

By Twitalyzer's definition,
"Signal" will be counted for any update that includes at least one of the following elements:

• Links to URLs you can visit (defined by the use of "http://" followed by text)
• Hashtags you can explore and participate with (defined by the use of "#" followed by text)

If you take the sum of these two elements and divide that by the number of brand citations, you get the "signal to noise" ratio. For example, if your brand is cited four times and two of the citations contain links, your brand signal-to-noise ratio would be 50% (2 updates with signal / 4 total updates).

Brand Favor

Brand Favor is the ratio of citations that are generally positive to those that are generally negative. Keep in mind that, at least for the time being, we are using a very basic set of rules for determining "positive" and "negative" and so this measure is not hard and fast. Still, in our research the results vet well with a more exhaustive examination of the content of Tweets, and thusly we opt to present this measure.

Brand Passion

Brand Passion is a measure of the likelihood that individuals talking about your brand will do so repeatedly. For example, if you have a small group of very passionate brand advocates who talk about your products or brand all the time in Twitter you will have a higher Brand Passion score. Conversely if you have a 100% Brand Strength score and every one of the contributing updates are written by different people you will have a lower Brand Passion score.

Clout

Clout is often thought of as "special advantage, pull, or influence" in the real world, as in "the senator's nephew has a lot of clout with his uncle." In our usage, clout is the likelihood that other people will reference your brand in Twitter, as in "Man I love the TWITALYZER!" The more people who reference you, the higher your clout.

Our definition of clout is simply the number of unique individuals referencing your brand divided by the total number of possible references (as governed by the Twitter Search APIs).

Top Influencer

Top Influencers are calculated through similar metrics. Basically, if you are a Top Influencer it means you have a large following, your followers retweet you and you retweet your followers, you are often referenced by others, and you post updates regularly. Twitalyzer calls these metrics:

• Reach
• Authority
• Generocity
• Clout
• Velocity