Realtime social analytics provider Topsy has just made Topsy Pro Analytics broadly available. Targeting marketers and journalists, Topsy Pro -- the world’s only index of the public social web -- is Topsy’s free service on steroids, offering a more granular breakdown of data, historical context, and a snapshot of the most influential tweets and tweeters.
Five-year-old Topsy Labs, one of a handful of companies with access to Twitter’s data stream, has refined their index to analyze multi-year access to information from millions of socially active websites and hundreds of billions of public tweets.
Topsy is on top of a burgeoning market for brands using social media measurement to assess the success of their messaging, and make quick course corrections. Their big data project dubbed Twindex, as Brandchannel has reported, is unprecedented in its reach. “Its scale of the data that makes this project so powerful," notes BuzzFeed's Matt Buchanan. "With Topsy's access to the full Twitter firehose, it's processing 400 million tweets a day in real-time. To compare, on Election Day 2008, there were 1.8 million tweets. There are that many tweets every six minutes today.”
Topsy vice president of product Jamie de Guerre demoed the tool for General Motors, showing them, according to CNET, that “its brand had 35 million impressions in a 90-day period. It looked like an impressive amount until Topsy Pro pulled up competitor Ford's brand impressions, which had seven times the exposure.”
“The functionality is breathtaking, for multiple reasons,” writes Wired.
Beyond fundamental keyword and related term search, its sentiment-analyses feature tracks trending topics, up and down, adding a layer of context.
“For example, searching on @RepToddAkin shows a massive decline in sentiment scores, from 50 percent (completely neutral) to 5 percent in a 24-hour period, combined with a massive uptick in the overall activity (people tweeting and using his @name),” explains Wired.
“If you lived in a news void, this might be curious, until you viewed the related topics in a search for his name, and saw the entries for items like “#legitimate rape” “forcible rape” and “redefining rape,” which would inevitably lead you to the news of the day about Rep. Akin’s controversial comments about rape and abortion and the discussion taking place around it.”
Topsy's technology could work with Facebook, but chief revenue officer Eddie Smith commented, "It's not something we're interested in. Our technology is designed to manage huge amounts of data, and Facebook doesn't have a comparable Twitter fire hose where you can just plug in and get all the data."
Topsy will charge a flat monthly subscription fee based on a customer's size and data requests, with an upfront 30-day free trial.
“We use Topsy’s powerful trending capabilities to detect and track what’s bursting in culture and feed these insights into our dynamic culture mapping and content creation processes,” said Tim Ettus, director of operations at sparks & honey, an early user of the service along with The Washington Post.
“It’s a deep dive into big data that has the ability to pluck out not just meaning but also individuals,” notes Wired. One more example of a digital brand turning the world topsy-turvy.
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