It has been said that if you didn’t pay for the product then you are the product.
Nowhere is this more evident than with the plethora of social media analytics applications currently available on the Internet. For example, there are dozens of applications that provide feedback on your use of Twitter (see in particular the list under, “Twitter Account Analysis tools”). In the former era where web sites such as Tucows acted as a repository of web-based applications where you could download a utility (e.g. an FTP or telnet application) and use it without concern that data on your usage was being collected and sold. I do not claim to know the financing structure of the companies that provide these newer applications but I do know they must have some paid employees in order to function.
The field of analytics has grown from log file analysis that track movements online to consumer-oriented web surveys to include data extraction from message forums, Twitter, blogs, wikis and using purchasing patterns in the form of recommender systems. The social analytics application ThinkUp, which refers itself a Social Media Insights Platform (http://thinkupapp.com/) is one if the first (if not only) open source tool to help evaluate use of various applications such as Facebook, Twitter and Google+. Recently out of the beta this tool is installed and maintained by the end user. Therefore you have complete control over who can access data from your social media usage.
I have ThinkUp configured to display tweets from one account as well as geoencode by plotting their location on Google Maps. The main page provides links for following sections: “Dashboard”, “Tweets”, “Followers”, “Who you follow” and “Links” (Image 1). Under Dashboard you will find “Hot Posts”, “Recent Activity”, “Followers by day”, “Followers by week”, “This week’s most re-tweeted ”,“ Post types” and “Client Usage for all your posts”.
Image 1: Twitter Options in ThinkUp
I have Twitter configure to email me when there is a re-tweet or reply or when someone new follows me on my account when so I do not find many of these metrics very useful. I can easily keep track of my account activity (four to six posts per day with an average of one re-tweet and about five hundred followers) in regard to this metric. Others with more active accounts may find this feature invaluable.
Recent activity does not provide the date (Image 2).
The “Post types” (Image 3) categorizes my tweets as being 87% broadcaster (defined as “post contain links”) and 3% conversationalist (posts are replies). I believe this is an accurate representation of my tweets. However, since this only adds up to 90% I am left wondering as to how the other 10% tweets would be categorized.
For those who have more than two categories it might be easier to read if a dashboard colour scheme were employed. Using the same shade of blue for every bar in the chart makes it even harder to distinguish the values.
There are similar colour issues with the pie chart used to display the “Client Usage” (Image 4).
Image 4: “Client Usage (all posts)”
To be more cognitively efficient bar charts should be used instead of pie graphs as bar lengths are easier to compare than the angles that are intended to be representational in the pie. In addition the pie chart graph inadvertently cuts of some client application names I have used to post tweets. This is a minor problem as in this case I am able to determine which is being referred to since most of the letters in the name do appear. This may not be true for others. I do not find this information of much use but for those who share a Twitter account (e.g. one that is used by more than one person at a company or organization) may find this information to be of value.
The information provided under “Tweets” include: “Your Tweets”, “Tweets to You”, “Most Replied-To All Time”, “Most Retweeted All Time”, “Favorites” and “Inquiries”. The categories of “Your Tweets”, “Tweets to You” and “Favorites” are already provided by many Twitter applications. The “Most Replied-To All Time” and “Most Retweeted All Time” could be of value but do not include the date. Instead the number of days or months since the post was made is provided so you are required to count back and guess the actual day the tweet was made. Knowing the exact date could provide a context helpful in explaining why this occurred. “Inquires” is merely a list of tweets that end in a question mark. This is deceptive because not all of these tweets represent a question. They could be the title of a post or an article that happens to include a question mark. In other words I am not asking a question.
On the page under “Followers” the “All-Time Most Discerning Followers” and “Most Popular Followers” are provided. This information would be of more value if I were able to discern if any of these accounts were re-tweeting my posts or clicking on my links. The “Follower count by day”, “week” and “month” is provided. See Image 5 for an example of “Follower count by week”. Also included is the list membership by day, week and month. This information is also of little use without understanding the context by which increase or decreases occurred. Did I suddenly obtain or lose a large number of followers based on a certain tweet or set of tweets? Providing the ability to cross tabulate the “followers” by the “tweet” may lead to some insights in this area. The ability to view the tweets and conduct text analysis would make this a much more powerful tool.
Image 5: “Follower count by week”
The section “Who you follow” includes “Chatterboxes”. Presumably those who tweet a lot, but to what extent is not provided. This could be context dependent – it may represent Twitter accounts that post 100 or 10 tweets per day. Is this calculated in relation to “Deadbeats” (who are presumably those who rarely post) and “Popular” (those who have many followers)? I do not need to know if someone is followed by a lot of people. I need to know if the content they post is relevant to my needs. Providing me with information on how many times I’ve clicked or emailed a tweet in a topic area is of much more value to me. It provides me with information that I need to know – relevance.
Under the final section, the “Links” you will find “Links by favorites”, “Links by friends” and “Photos by friends”. Neither of the first two provides me with any “actionable” information. I can find the links in my favorites by using the Twitter client. Photos by friends could be useful if you forgot to save something when it was first tweeted but you have no control over how far back ThinkUp renders this data.
I could not get the geoencoding function to work on my installation.
Overall I would say that this application has great promise. It is only recently out of beta and has a lot of potential. I appreciate very much that it is open source and hope the programming community continues to find time to contribute to its development. However, as a social scientist it does not yet provide me with the kind of information I would like to see in an analytics application.












