Measuring your Twitter influence

2010 November 2

graphYou’ve been on Twitter for a while, your number of followers has been growing briskly, your tweets are being read and re-tweeted, you enjoy having chats with your followers and you’re on many followers’ lists. If this is the case, CONGRATULATIONS! You’re an influential Tweep. You’ve achieved this by sharing quality content and great ideas. In addition, you’re actively engaging with your followers by participating in discussions, helping with advice and/or tips and recommending other Tweeps. These aspects contribute to a higher level of influence within your Twitter community.


Influence is becoming an increasingly important measure of your presence on Twitter. It is your level of influence that stimulates a reaction from your followers: from clicking on links included in your tweets, to re-tweeting these tweets, and commenting or launching a discussion about your tweets. A high level of influence translates into a higher number of re-tweets and active discussions, as well as a strong awareness of your authority within your niche. For individuals, organisations and companies who utilise Twitter for marketing and brand-building purposes, achieving this level shows that you’re on the right track.

Measuring influence has always been tricky. The number of followers is insufficient to measure influence as it doesn’t say anything about how that person grew the follower base, if the follower base is actually ‘listening’ or how many people in the follower base are actually active. In this sense, analytics tools that use different variables provide a more concise picture. I’ve discovered various tools that do a good job at measuring influence levels. These tools’ ability to add context to a person’s influence is critical for businesses that want to leverage influencers in spreading the word about their companies or products. These are my two favourites:

Tweetlevel logoTweet Level is a tool that measures an individual’s importance on Twitter. According to TweetLevel: “Each score is rated out of 100 – in other words, the higher your score, the more important you are. There are four result metrics:

  • Influence – what you say is interesting and many people listen to it. This is the primary ranking metric.
  • Popularity – how many people follow you
  • Engagement – you actively participate within your community
  • Trust – people believe what you say

Klout logoKlout is an analytics tool that measures your influence or “Klout” on Twitter. “Klout allows you to track the impact of your opinions, links and recommendations across your social graph. We collect data about the content you create, how people interact with that content and the size and composition of your network. From there, we analyze the data to find indicators of influence and then provide you with innovative tools to interact with and interpret the data.”

Update 2 Nov. 2010: A new site Influencers in Travel now uses Klout scores to rank the influence of travel names in social media.

6 Responses leave one →
  1. November 23, 2009

    While I’m not a fan of these headline numbers which aren’t helpful, the underlying data looks useful. Having said that, Tweetlevel crashed on me twice. :-) Obviously it can’t cope with the load from VelvetConnect users!

    Thanks Keith for the tips.

  2. November 23, 2009

    Once more, great article Keith!

    These are definitely tools/apps that can better document a tweep influence and dedication.

  3. velvet permalink*
    November 23, 2009

    Thanks for your comment Andy! Yes, I agree with you, the underlying data provide some very useful insights. The TweetLevel site worked fine a few hours ago. The traffic generated from this post must be the culprit! LOL! 😉


  4. velvet permalink*
    November 24, 2009

    Thanks for your comment Nuno. Glad you for found the article handy.


  5. Rachelle permalink
    December 13, 2009

    Great article! I think Twitter is all about engaging conversations, making it two-way and transparent. That being said, I think these Twitter tools listed above need some tweaking. Both suggested people as my “influencers” that were not Tweeps I’ve chatted with in a LONG time. Thought for SURE Andy would be listed as one (wink). So many big companies are trying to put their thumb on Twitter and quantify it. It’s difficult as mass consciousness in continually changing.

    aka @Travelblggr

  6. velvet permalink*
    December 13, 2009

    Hi Rachelle,

    Thanks for your comment. I agree with you. These tools aren’t perfect but they do provide a useful gauge of how a user utilises Twitter. I’m sure many quant tools are being developed as I write this! :-)


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