The results are summarized under a dedicated tab "Listening" inside of the "insights" section of each social profile:
It's possible to select a "Listening period" to check the insights of only one specific listening or select a generic period of time to compare the results of simultaneous Listenings, i.e. compare the results of one Listening against others.
When selecting a "Listening period" an headline title and indication of initial/final dates appear on top, followed by sections of several relevant KPIs. Each section can be expanded by clicking on the preview of results or the "lens" button on the right.
Selecting generic dates will display all the Listenings active at that time allowing for easy comparison of results:
This is the set of metrics that are available for Listening:
Tweets / posts per day
Daily volume of tweets and RTs ( or videos if it's a Listening on Youtube) matching with the search terms of the Listening. The box below is the the total volume over the selected period of time.
Impressions
The number of times that messages associated with the Listening have been viewed. It's an estimated value calculated from the followers count of the contributors (a correction factor is applied to reflect that only a portion of the followers are online and will actually read the tweet). The box represented the sum of impressions over the selected time range.
Reach
Total number of people who has been exposed to any of the posts of a Listening. As soon as new contributors appear, new impressions are cumulated, since the followers of the contributors are exposed to the tweets. No matter how many messages a contributor sends, he will contribute only once to the total reach count. It's an estimated value, similarly to impressions, and it doesn't account for contributors having common followers.
Daily Reach
Similar to Reach, but it reflects the total number of people who has been exposed daily to any of the messages of a Listening. The counter in the box is the average daily reach over the selected range of time.
Contributors
Unique users who contributed to a Listening with one or more posts. This metric is useful to monitor how many new users are joining a contest or #hashtag or start to talk about a specific keyword/topic.
Socio-demographics : Gender & Location
Based on the public data shared from some of the contributors we build up a distribution of gender and popular cities. There is always quite a high number of contributors who are neither male nor female: this social profiles correspond to organizations, brands or media. Only a small fraction of users actually share their geocoordinates, so we gather data about locations also from the information available in the Bio of the Twitter accounts.
