Nothing reminds us more of the transparency and fast-moving nature of the Internet when we see well-known brands and their social media gaffes splashed across headlines. Remember the uproar Gap caused with its logo change? Loyal Gap followers digitally provided intense negative feedback to the point that the pressured company reverted back to its old logo. Then there’s the recent Kenneth Cole debacle, where one insensitive tweet caused so much outrage he promptly deleted the tweet and issued an apology.

Wow, that’s powerful stuff.

Your tweets can be influential no matter the size of your business. Granted, you may not elicit, nor want, the same reactions as the two companies above, but it’s essential to know your place in the Twitter-verse.  If your goal is to build your brand on Twitter it’s important to understand your audience, measure your interactions and determine the quality of your conversations. 

Not sure where to start? The following presentation outlines six Airfoil recommended Twitter analytical tools to help measure your Twitter influence. While no single online tool is the be-all, end-all of social media measurement, the price cannot be beat (e.g., they’re free). Also, while these tools provide you with a starting point, nothing beats human analysis and insight relating to your business objectives. Airfoil’s social media audits combine these and other tools to provide complete analysis.

—Lauren Irwin