TweetLevel – Twitter Analytics @ Edelman

Edelman sure has been active over the last day – yesterday they released a Digital Brand Index with Brandtology and today …. TweetLevel.

It’s interesting that Edelman comes up with it’s own Twitter Analytics – and blurs the line of what PR firm is (sure, a lot of PR firms have their own backend analytics, but I haven’t seen many, or any, play in the public arena … with their analytics …. Edelman PR just did ).   The obvious benefit of offering Twitter Analytics to the public is the data Edelman will collect – much in the way that Google Analytics and Yahoo! Analytics offer their platforms for free – often to collect data that makes their advertising better.

I don’t know if all the factors above should be weighted equally – otherwise, the factors themselves are the right ones to use, as far as I can tell.

The other thing have TweetLevel does is effectively increase the Edelman Brand and it’s intellectual products such at the Edelman Trust Barometer – of which the trust score listed in TweetLevel, is a derivative.

I wonder if Edelman, in releasing TweetLevel to the public, is issuing a direct challenge to other PR firms to innovate?  I think so.

At any rate, collecting the information using their analytics tool could lead to more case studies – and more of feeling of Trust for Edelman – and that’s a good thing, I would think.

As far as the scores – I’m not sure if they are really that meaningful – however I don’t mind being just a little less influential than @Matt_McGowan and @jowyang.     Also, note there are some features Edelman temporary disabled such as “Location”, “Job Category” and “Industry“, each had sub-levels, and they’re clearly trolling for more information – information I’m sure they’ll use at some point.

There’s also tips on how to improve your scores – though I rarely look at that stuff – I feel the whole point of these metrics is measure your actual activity – I don’t want to change my behavior just to up my scores – I would take that to be “artificial” and … who cares,  anyway, what your, or my score on TweetLevel is?

Perhaps, the main point is to engage people – Tweetlevel does that.

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