7 things to look for when shopping for Twitter management tools

Posted on January 20, 2015 by

Although there are hundreds and perhaps even thousands of 3rd party Twitter vendors online, we didn’t find one that matched exactly the way we wanted to use it. That is why the team at Agorapulse built their own Twitter management tools.

The tools you use will depend on your needs, and it’s incredibly important to pick the right one because the wrong tool will:

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  1. Slow you down
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  3. Create miscommunication in your team
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  5. Disrupt your workflow
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  7. Cause you to lose leads and customers
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  9. Make you more inefficient than you were before

We surveyed our customers across the globe and returned with a universal list of 7 key things every brand should look for when shopping for Twitter management tools. Each of us social marketers can identify with the need to:

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  1. Track tweets with all of our most important keywords
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  3. Assign tweets to the right person for follow up
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  5. Submit tweets for approval before publishing
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  7. Identify our most important Followers
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  9. Make sure all the mentions and DMs are replied to
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  11. Schedule our tweets
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  13. Gain actionable analytics

1. Track tweets containing ALL of our important keywords

A key edge Twitter holds over all other social media platforms is the ability to listen to what people are saying and monitor those conversations.

With 500 million tweets sent a day, there’s an incredible amount of conversations and comments going on.  If we aren’t monitoring the tweets in that pie that are relevant to our business, we’re leaving money on the table.

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  1. We’re losing customers who have unresolved complaints
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  3. We’re losing potential customers who are influenced by unhappy ones
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  5. We’re not listening to what customers are trying to tell us

There are plenty of free tools that can search for relevant tweets such as Mention, Topsy, and Twitter’s very own advanced search engine.

But, when looking for a tool that will notify us when a tweet containing specific keywords we care about is published, only tools such as TweetAlarm or Agorapulse will fit the bill.

To set up an alert using Agorapulse:

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  1. Go to the monitoring dashboard
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  3. Click on the “monitoring” button on the right sidebar
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  5. Click on the button that says “New Search”
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  7. Enter a search name that’s meaningful to you, the keywords you want to search for, and the ones you want to ignore, the language, then click on the button that says “Preview”
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  9. Look at your alert preview and confirm it by clicking on the “Add button”

Monitoring on Twitter using Agorapulse

 

2. Assign tweets to the right person for follow up

Some brands have a designated person to comb through the timeline, lists, and all the tweets that mention them.

Some have as many as 5 to 7 people with access to the corporate Twitter account allowing anyone to tweet and respond to tweets. In such cases, different people may have different roles, such as different industry verticals or managing different types of enquiries in a bank.

In both scenarios, brands need the ability for anyone with access to the Twitter account to assign tweets to another. So if any team member sees a tweet and he knows who to assign it to follow up, they can actually do it.

I don’t know of many tools that allow you to do this, but Hootsuite does offer this feature if you sign up for a paid account. Agorapulse allows you to do the same.

Assigning tweets to people is simple:

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  1. From the Dashboard, click on “Inbox”;
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  3. Then click on any tweet you want to assign to someone and a sidebar will appear on the right;
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  5. Finally, click on the “Assign” button to reveal the list of people in your team and choose who to assign the tweet to

Assign someone to respond or follow up with certain tweets

 

3. Submit tweets for approval before publishing

If you’re working in the in-house social media team of a medium size business, you may want to submit a tweet for your account lead’s review before publishing it.

If you’re working in an agency, you may want to review a team member’s tweet before you let it go “live”. This is especially true if you have a new team member who is in charge of composing tweets.

If you need examples on just how prevalent a Twitter-led PR crisis is, look here:

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  1. DiGiorno Pizza
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  3. US Airways
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  5. Fleshlight
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  7. Dave Busters
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  9. Cleveland Cavaliers

Submitting content for approval is an integral control process within reputable organisations these days. It’s both a pre-emptive and preventive measure in case of a potential PR crisis.

 

4 – Identify our most important followers

Engaging with followers on Twitter is a must and we invest a lot of time into getting it done.

What’s left at the end of day?  Better awareness? Maybe. Stronger relationship with the right people? We hope so. Anything measurable? Not really…

It’s frustrating, isn’t it? It was for me!  No wonder so many brands shrug their shoulders at social as one more thing they have to do to run their business.

Another thing I love about Agorapulse is the ability to tag users according to my criteria. Agorapulse’s user management feature automatically assigns badges to my most engaged users as well.  When someone interacts with my Twitter account, I know who they are, what they are and why they matter.

The tool assigns 3 types of badges to my followers:

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  • engaged user
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  • ambassador (retweets me or tweets links to my website), and
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  • influencer (gets a lot of retweets)

Twitter-badges

 

These badges and my tags are priceless tools for prioritizing my engagement time!

I ask my virtual assistant to tag all my followers who are working in agencies, since this is a segment valuable to me. When I filter all Twitter users and followers who have interacted with me using the Agency tag we assigned, I immediately see the ones who have already engaged, retweeted me or tweeted links to my website.

This makes is so easy to spend my scarcest resource- time -engaging with users who are the most likely to respond positively!

twitter-agencies

 

5 – Make sure all mentions and DMs are replied to

One of the biggest challenges with Twitter is the volume of tweets that we all have to manage.

If managing Social Media isn’t your only role, you can quickly get lost in the ever growing noise of your Social Media feeds.

I was.

And I was craving for a solution to get better organized and stop stressing about the things I may miss.

Agorapulse has developed a unique solution that allows us to focus on the “new” tweets and review them. It’s a little like Mailbox, the famous iPhone app recently purchase by Dropbox: a system built to quickly and easily get us to Inbox Zero!

The first component is a very clear dashboard that shows us how many new items we need to check for each account:

twitter monitoring

Then, we see one unified Inbox for each account. No more stressing over multiple tabs that are hard to read:

Twitter dashboard & inbox

Finally, it’s east to “review” tweets.  We can review each tweet manually (replies to tweets automatically mark them as reviewed), or all at once. Once reviewed, tweets are taken off the “to review” filter and you get that fresh, fulfilling feeling of “Inbox Zero” 🙂

Twitter inbox zero

 

6. Schedule your tweets

The native Twitter app does not allow you to schedule tweets.

But, there are plenty of tools to help you do that, including popular ones like Buffer.

To schedule tweets with Agorapulse’s all-in-one Twitter app:

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  1. Click “New Tweet” on the dashboard
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  3. Compose your tweet and click the “ON” button to schedule it.

Schedule your tweets using Agorapulse

There’s also a calendar view to schedule Tweets and view past or future content.

 

Agorapulse Twitter Schedule Calendar

 

7. Actionable Analytics

We can find loads of information on impressions and engagement in Twitter’s tweet analytics dashboard.

Twitter dashboard analytics

We can view the trend of your tweets’ impression counts over time.

Twitter engagement

The engagement metric is not a basic one – it is a sum of its parts. With Twitter analytics, you can break it down and look at individual components like link clicks, replies, favourites, and retweets.

Followers dashboard part 1
You can also find aggregate information on your followers with Twitter’s analytics tool. You can look at their top interests, where they are from, gender proportions, and who they follow on Twitter.

If you want to find the best time to post, you’re going to need a tool like Tweriod. This tool will analyse your followers’ activity to detect when most of them are on Twitter.

If, for some reason you can’t make use of such tools because you need to give these tools permissions to your Twitter account, then you can refer to research findings conducted by practitioners or plot your tweet schedule and impression counts on an excel sheet to look for patterns with spikes in impression count.

Conclusion

We understand the difficulties you face when it comes to choosing a Twitter management tool – they’re so many out there! I hope we’ve narrowed the field for you a bit in your search.

Agorapulse’s Twitter management tool was built to meet our needs and the needs stated by our customers- social media managers from across the globe. It’s the way we use Twitter to interact with our users, provide valuable information and customer service.

If there’s something you’re looking out for that we haven’t already covered, please let us know what it is in the comments below. If you would like to share your experience about a tool you’re currently using we’d love to hear it!

 

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