cross-promotion

Quantifying the Performance of Brand Partnerships

Last week we released Market Intel for Twitter as a self-serve product. This product lets you sort and filter the followers of any public Twitter account. We’ve seen people use Market Intel for everything ranging from customer acquisition and targeted advertising to market research and recruiting.

One of the features we released with Market Intel is a new filter called “Compare to Another Account.”

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This filter lets you compare two accounts and see the overlap or difference of their followers. Who follows both Audi and Mercedes? Who follows Audi, but not Mercedes? Who follows Mercedes, but not Audi?

The obvious application here is to build stronger tailored audiences for your advertising campaigns. But over the past several months, we’ve discovered another intriguing use case for this filter: quantifying the performance of cross-promotion.

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What does that mean? Let’s say two brands are partnering together — they agree to post about each other on their respective Twitter accounts.

Before these posts go out, the brands track the overlap and difference in their followers. When the promotion ends, they check the overlap and difference again. In particular, these brands can use this data to ask the following questions:

  • Did the overlap increase substantially?
  • Did the difference increase substantially?
  • Which brand contributed most to any increase in the overlap?

If the overlap in followers increased a lot, this is great news. People who previously followed just one of the brands (or neither of the brands) now follow both of them. This partnership might be one continuing for the long-term (or at the very least, it might make sense to partner again on another cross-promotion). However, there’s the possibility that one brand contributed disproportionately to this increased overlap.

With this new filter, you can effectively quantify the performance of these types of relationships.

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Market Intelligence Goes Self-Serve

After a year in private beta, SocialRank Market Intelligence is ready for its public launch.

Market Intel is everything SocialRank already does, organizing your Twitter followers and giving you control of sorting and filtering them by location, interests, engagement, and influence.

Except now you can do that with any public Twitter account you want. Want to see Coca-Cola’s, eBay’s, or your competitor’s followers? That’s what Market Intel lets you do.

In this post, we’re going to roll up our sleeves and dig into Market Intel — what it is, how to use it, and why we think it’s going to change the way brands think about “social media strategy.

SocialRank Market Intelligence for Twitter

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Market Intel is very simple. Enter the handle you want to take over and, voila, it starts running. This handle could be one with over 10 million followers, or it could be your reclusive neighbor’s dog’s Twitter account. As long as the account is public and has more than 5 followers, it will run.

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Once the account processes, you’ll have full access to followers of their account. You can do all the filtering, sorting, saving, and exporting you want.

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Here are all of @Pepsi’s 2.8M followers, organized by Most Followed. For some strange reason, I’m really interested in finding only the followers who are based in New York, are verified accounts, and have the name Jimmy.

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It turns out that the only verified Jimmy in New York that follows @Pepsi is none other than Jimmy Fallon. This search took me less than five seconds.

Obviously this is a silly application of our filtering and sorting, but it shows the insane granularity of the Market Intel product.

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For more practical applications, imagine you are desperately in need of hiring a senior Python developer. In Market Intel, you could run accounts for the numerous tech companies (see example of @Github above) or blogs that an experienced developer might be following. A few minutes of sorting and filtering later, you now have a robust list of self-identified Python developers that you can reach out to or tailor your advertising to.

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Alternatively, let’s say you’re a marketer at a major sports brand that’s launching a new flight of shoes. You might follow a similar line of logic and target ads at Knicks fans who like shoes.

This level of granularity lets you know exactly whom you’re ads are being targeted at, and why. Which frees up your creative team to actually, you know, create.

Comparing Accounts Filter

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One of the new features we are releasing with the launch of Market Intel is the Account Comparison filter.

We saw a lot of beta testers exporting followers of multiple handles, hopping into Excel, and performing annoying VLookUp functions to compare the overlap and difference of accounts.

With the comparison filter, all of this is taken care of for you in-platform. We’ve visualized it for you because Venn diagrams are great.

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The green overlap region selects followers that two handles share in common with each other. You can then filter through these followers even more specifically using the other various filters (Bio Keyword, Location, etc).

Of course, with a simple click on the corresponding circle, you can also select followers who either 1) follow another account but don’t follow you, or 2) follow you but not that other account.’

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Use Cases

The possible use cases for Market Intel are wide and varied. We try our best to stay out of your way, so the platform remains very open-ended to allow for creativity.

Here are two ways we’ve seen Market Intel used:

1) Promoted Tweet campaigns with highly tailored audiences

In the beginning of 2014, Twitter released some updates to Paid Products. Now you can run an advertising campaign targeted to a specified list of email addresses and Twitter handles.

The catch is that if you want to do it well, you need to provide Twitter with those emails or handles. To compile these handles, as we mentioned earlier, some brands have been exporting followers on Twitter, running time-consuming Excel functions to clean up the list, and then feeding it back into Twitter’s Ads platform.

Our Account Comparison filter takes care of the Excel jiu jitsu in mere seconds. Now all you need to do is export the list back into your campaign.

We’re so confident that when done right Market Intel makes campaigns perform better that we are currently using it to promote the product’s public launch. We’ll report back on its performance in a future article.

2) Detailed demographic and psychographic research for agencies

What we’ve seen countless times are agencies using Market Intel in preparation to pitch a new potential client.

For example, one agency was pitching a well-known female-focused athletic brand. They decided to use Market Intel to run some research on the brand and the competitive landscape it occupies.

The agency weaved this data into their presentation, showing their deep knowledge of the brand. The presentation left a strong impression on the brand; the agency ultimately won the brand’s business.

Pricing

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There were a billion and one different ways we could have set up Market Intel pricing. But we’re very simple people at SocialRank, so we ultimately decided on making it really easy to figure out.

We also want to note that SocialRank, the regular product you log into with your username and password, is free and will continue to be free. This pricing section just applies to using Market Intel and running accounts you don’t have login information and access to.

Free Tier

Just so you have an opportunity to try Market Intel before paying for it, we provide everyone with one universally free handle (@PMarca). Play around with it as much as you would like so you can see how Market Intel works.

Basic Tier

At this level, each handle will cost $150 per month to purchase and have access to. The Basic Tier gives you the unfettered ability to sort, filter, and search through whichever handles you have purchased. However, you will not have export access.

Pro Tier

This level costs $250 per month, per handle. In addition to all the features provided in the Basic Tier, the Pro Tier gives you the ability to export the followers of any handle you run and pay for.

Other Notes on Pricing

    • Seats: We don’t charge by seats, so your entire team has access if you have access.
    • Enterprise: For larger bulk purchases, please contact us for enterprise pricing at Enterprise@socialrank.com.
    • Nonprofits & Startups: We have discounted pricing available for nonprofits and startups – just get in touch with us at NPO@socialrank.com or Startup@SocialRank.com!
    • Journalists: If you are writing an article and need follower data on any account, contact us at Journalists@SocialRank.com and we will help you out.
    • Celebrities & Public Figures: We would love to hear from you or your team about ways you can use Market Intelligence. Please reach out directly at Communications@SocialRank.com.

SocialRank Market Intelligence for Instagram

While we are only releasing Market Intel for Twitter today, we are happy to also announce that Market Intel will be ready for Instagram very soon.

We are letting people begin requesting access as of today here (Log in with your Instagram account and you will be redirected). Beta access will begin very soon.

Where the Puck’s Headed (and Other Cliches)

We spend a lot of time speaking with marketers at big brands and agencies. Market Intel is the brainchild of all of these conversations we’ve had.

Digital marketing and social media teams (at both brands and agencies) are exasperated. They’ve been optimizing their content for sharing, posting it at all the right times, and building aggressive editorial schedules.

Yet at our meetings, we see stress and concern that this isn’t enough. The weekly metrics on engagement and conversion rates from click to buy don’t add up to the effort they’ve been putting in.

We’ve had an inkling that maybe this is because not enough time has been spent thinking about the who.

Who exactly are you trying to resonate with? Who’s already listening to you? Who’s already sharing your stuff with their audience?

Once brands can more accurately focus on the who, they can more excitedly work on the what- the part of their day that got them pumped up in the first place about their line of work. Market Intel speeds up this process and makes it more effective.

Darren Herman, VP at Mozilla, wrote a piece several months back that echoed a similar sentiment. As technology makes marketing spend more targeted and more effective, Herman wrote, the creative part of this business will flourish:

I saw the future and it isn’t in media buying.

I saw the future and it is in media.

I saw the future and it is in creative.

This is a big day for us. We are excited to get Market Intel out the door and into your hands. Take it out for a test ride and let us know if you have any questions.

If you have any product feedback or suggestions – please don’t hesitate to hit us up at hi@socialrank.com – we really do listen!

 

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Easter Eggs: Location Filter

We’ve got two easter eggs for you to play with in our Location filter on SocialRank.

location-by-zipcode

 

 

 


1) Zip Codes
. If you’re looking for all your followers in the East Village, type in 10009. Or if you’re looking for your high-roller Beverly Hills followers, enter 90210.

location-by-radius

 

 

 


2) Radius
. Specify a location and the exact surrounding region (in miles) you want to search. Format: “[City/State/Country] : [Radius]”. For example, if I wanted to find all my followers within 30 miles of New York, I would search “New York: 30.”

More easter eggs to come soon!

If you have any product feedback or suggestions – please don’t hesitate to hit us up at hi@socialrank.com – we really do listen!

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SocialRank for Business Travel

I love using SocialRank when I’m away on a business trip.

In the past, whenever I went to San Francisco or Los Angeles (my two normal stomping grounds), I used to just look through my Linkedin contacts to see if there’s anyone I should contact and grab lunch with.

But I realized that I’m already in touch with most of these Linkedin contacts on Twitter and Instagram. And since people typically post on Twitter and Instagram more often than they do on Linkedin, I can find more up-to-date data on these platforms.

So I started using SocialRank as well. It’s been extremely useful.

Here is a quick walkthrough of how you can use SocialRank for Business Travel:

Using the Location Filter

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The obvious first step is to use the Location filter to find people based where you’re traveling to. This could be a country, city, or even a zip code. You can use this filter simultaneously with other filters to whittle down your search results even more.

Using the Bio Keyword Filter

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The Bio Keyword Filter is by far my favorite. The information that appears in someone’s Twitter bio is information that this person chooses to identify with. This is a strong signal that helps you get more relevant results.

So if you are going to SF looking to sit down with investors/founders, you can apply the Bio Keyword Filter (in tandem with the Location Filter) to find followers who are based in the Bay Area and have “VC” or “Investor” or “Tech” in their bio.

Using the Company Filter

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The Company Filter scrapes Linkedin to search for followers based on their employment history. This is really useful when I want to find followers at a certain company or in a certain role. I could just use the Bio Keyword Filter for this, but some people don’t include employment information in their Twitter bios.

With these three filters (and a few minutes of overpriced Gogo Inflight Internet), your Rolodex might as well stay at home for your next business trip.

If you are using SocialRank in an unexpected fashion, please get in touch with us at hi@SocialRank.com! We’d love to chat.

 

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SocialRank for Recruiting

Over the past few weeks we’ve been highlighting different ways brands, agencies, and professionals use SocialRank to help them with whatever their professional or organization goals are. Last week we wrote a post called SocialRank for Journalists, showing how journalists can use SocialRank to find sources for articles. Before that, we wrote a post called Using SocialRank for Local Events, highlighting the ways brands and nonprofits can use SocialRank to find people for location-based activation.

This week we want to show how companies and recruiters can use SocialRank to find quality candidates.

The first step of a strong recruiting process is often to look within your existing network of contacts. With SocialRank, we make this easy by allowing you to search your followers based on Bio Keyword and Company/Function.

Many Twitter users include words like “engineer” or “marketing” or “biz dev” in their bios to quickly sum up what they do. The Bio Keyword filter lets you search for these keywords. Easy enough.

Not everyone includes their job titles in their bio, though, which is where the Company/Function filter comes in. This filter matches the public LinkedIn accounts of your followers, so you can search for anyone with the title “Product Marketing Manager” or the company “Google” listed in their profile.

A Step-by-Step Guide to Finding Candidates

There are two ways to find candidates using SocialRank. You can either look through your own followers, or you can look through someone else’s followers (using our Market Intel product).

Finding Candidates Using Your Followers

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Say you have a growing startup and are looking for developers fluent in the Python. We’d like to think that, unless you’re a snake enthusiast, putting Python in your Twitter profile is probably in reference to the programming language.

To find all your followers who have “Python” included somewhere in their bio, you simply search using the Bio Keyword filter:

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It looks like I have 9 followers with “Python” somewhere in their bio. Now that I have these followers conveniently up on my screen, I can reach out to them via Direct Message (DM). Hopefully this results in good conversation and, ultimately, a new team member:

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Finding Candidate Using Other People’s Followers

While the most effective way to recruit is to look within your existing networks, sometimes you need to search outside of it. There’s nothing wrong with that.

Our Market Intel product (currently in beta but contact us at Hi@SocialRank.com if you want to play with it) lets you run any public Twitter account and peruse these followers to find possible candidates. Once this public Twitter account is run, the process looks almost exactly like the one we walked through above.

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Technical recruiters looking to fill a CTO position for a client will find Market Intel especially useful. You can build a robust list of potential candidates by running the accounts of highly-followed tech influencers such as @Github or @Sacca.

For each of these accounts, simply use the Bio Keyword or Company/Function filters to target terms like “CTO” or “VP of Engineering.” After you narrow down these lists, you can export them to a CSV for future use.

Unfortunately, unless these people also follow you, you can’t DM them (as per Twitter policy). However, you can Tweet at these handles, or use them as the tailored audience for a Promoted Tweet campaign.

Other Notes:

  • Each profile card on SocialRank displays where a follower is currently working (“Currently Works At”) and where they have previously worked (“Previously Worked At”).
  • We encourage you to get creative with your search queries. If you’re looking for a developer, for example, they might not identify with “developer,” but rather with “Rails” or “dev” or “full stack engineer” or “programmer” or “writing code by day” (you get the idea).

If you are using SocialRank in an unexpected fashion, please get in touch with us at hi@SocialRank.com! We’d love to chat.

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SocialRank for Journalists

We’ve recently noticed journalists using SocialRank to find sources for upcoming stories. In hindsight, it actually makes a lot of sense – what better way to find domain experts than through a keyword search of Twitter profiles?

For example, a journalist may be preparing an opinion piece on the rise of drone technology. It’s one thing to find people sharing links and appending drone-related hashtags to their posts. But that’s generally a soft, unpredictive vote of confidence.

If someone actually includes the keyword “drone” in their profile, though, that is a much stronger signal. This person actively identifies with this specific word.

Using SocialRank’s Bio Keyword filter, a simple search for “drones” would yield all followers who have that word in their profile descriptions.

Here’s another hypothetical, this time with Bitcoin. I’m writing a piece on the future of digital currency, and I’d love to chat with someone with some experience with Bitcoin.

So I use the Bio Keyword filter, searching for “bitcoin,” and these are my results:

 

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I see here that Vinny Lingham is someone that is into Bitcoin and might be a great person to reach out to. I click the DM button in his profile card:

 

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Now I can directly hit him up to connect with him. Super simple.

h/t @EricFriedman for sparking the idea for this post.

There are tons of ways to use SocialRank and so we’ll be sharing many of these use cases with you all as we learn of them.

If you are using SocialRank in an unexpected fashion, please get in touch with us at hi@SocialRank.com! We’d love to chat.

 

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New Feature: Most Popular Among Followers

We recently revamped some of our most widely used filters to include your followers’ most popular results on SocialRank. You’re now able to see your audience’s most popular locations, keywords, hashtags (for Instagram), interests (for Twitter), and companies (for Twitter).

All you have to do to view them is to click on a particular filter. The most popular results will appear in-line before you even search for anything.

Let’s see how this all actually looks.

Bio Keyword Filter
For Twitter and Instagram

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As one of the most popular filters on SocialRank, the Bio Keyword filter lets you query your followers by the words and phrases in their name, handle, and/or bio. Viewing the most popular keywords among your followers gives you a richer idea of how your audience tends to identify itself.

In my case, it’s mostly founders and marketers in the tech world.

Location Filter
For Twitter and Instagram

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The Location filter lets you search followers by where they are based. The application of Most Popular is pretty obvious here — you can now see the three most frequently-occurring locations among your followers. This could be particularly useful when planning local events.

Interests Filter
For Twitter only

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The Interests filter drills down into more finely-defined categorizations for your followers’ interests. (We pull this data thanks to Klout’s API).

My account’s Most Popular Interests align with the results from the Bio Keyword: technology entrepreneurship and marketing.

Company Filter
For Twitter only

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The Company Filter matches up your followers’ LinkedIn data with their Twitter data. This filter lets you look for organizations (i.e. Apple, Walgreens, etc) and functions (Director, CEO, etc).

So in this case, Most Popular doesn’t necessarily surface top companies, but rather a mix of companies, roles, and phrases that appear most commonly among my followers’ Linkedin accounts.

My audience again leans decidedly in the startup world (“ventures”, “capital”, “business development”, “founder”).

Hashtag Filter
For Instagram only

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This one is exciting and we will definitely be playing around with how to surface the most contextually relevant results here.

The Hashtag Filter is our newest and most popular filter that lets you see which hashtags your followers use. As you can see from my account’s results above, #tbt, #latergram, and #nofilter are no surprise. But we also see #nyc (represent!) and #sxsw, which gives you further clue as to who my people are.

Play around with this new functionality! You might be pleasantly surprised by what you learn about your audience.

If you have any product feedback or suggestions – please don’t hesitate to hit us up at hi@socialrank.com – we really do listen!

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Using SocialRank for Local Events

This past September, the American Red Cross and its supporters set a world record for simultaneous downloads of its Blood Donor App. This local event was part of a broader national grassroots campaign to get more people signed up to donate blood via this award-winning mobile app.

Getting people to show up for blood drives and other health-related initiatives is always a tall task, so we were very excited to hear that the Red Cross had used SocialRank to help market their event. Using SocialRank’s free tools, they discovered their biggest Twitter follower in Las Vegas (famous MMA fighter Wanderlei Silva) and partnered with him to get the word out:

Ultimately, over 40 supporters participated in the event and downloaded the mobile app (which significantly simplifies the registration process for donating blood). The Red Cross must collect 15,000 units of blood per day in order to meet the needs of accident victims and cancer patients, so grassroots events like these can make a significant impact on people’s lives. According to Curtis Midkiff, Red Cross Director of Social Engagement (now the Senior Advisor of Social Business Strategy at Southwest Airlines):

“Launching the mobile app for blood donors was a big step for the Red Cross in our ongoing efforts to leverage technology to fulfill our mission. SocialRank allowed us to quickly and easily connect with our influential Twitter followers in Las Vegas which included Wanderlei Silva and the local CBS Radio affiliate which featured us on a morning drive show. These connections, forged with the tool, were pivotal to our launch event.”

Social media is definitely in its first inning, and so there’s still no clear blueprint for how brands should leverage their online audiences. However, as the Red Cross has shown, there are many creative and out-of-the-box ways brands can engage with their followers. In this specific use case, local events can be very powerful. To give you some ideas on how you can use SocialRank for local events, we have included some examples below.

SocialRank for Local Events

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You can use SocialRank for Twitter or Instagram to run detailed searches on all your followers and organize them along a handful of powerful parameters. These include: Most Valuable Followers, Most Engaged Followers, bio keyword, location, interests (only on Twitter), hashtags (only on Instagram), verified accounts (only on Twitter), and more.

If you host tech events in New York, you can filter your followers by your Most Engaged Followers who live in New York City (location filter) and have an interest in Technology (interests filter on Twitter or #technology on Instagram via the hashtag filter). Now you have a robust list of people to invite and reach out to for location-based activation. Or you can save this list for future reference (just click on the green “Save & Export” button).

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Another way to use SocialRank for local events is to target individuals who themselves have large audiences. People usually call these people “influencers” (although we don’t love the word, we think everyone is a snowflake). The “Most Followed” or “Most Valuable” sort options and the “Verification” filter are probably the easiest ways you can compile a list of these influencers. You can combine these with a location filter if you want to narrow your search to a specific city. As discussed above, the Red Cross used this method to find their most followed follower in Las Vegas and partnered with him to market a local event.

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A third way we have seen SocialRank used for local events is for local media coverage– specifically, to find reporters and journalists. This is where filtering by bio keyword, interests, or organization comes in. Setting up a Bio Keyword filter for “Writer” or “Reporter” or a related term will populate a list of people you could contact for a story. Running similar filters under Interests (ex. “Journalism”) or Organization (ex. “Editor” or “Producer”) would work just as well.

Other Use Cases People have been using SocialRank in ways we hadn’t imagined, and so we’ll be sharing many of these use cases with you all as we learn of them.

If you are using SocialRank in an unexpected fashion, please get in touch with us at hi@SocialRank.com! We’d love to chat.  

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New Bio Keyword Filter

New Bio Keyword Filter
New Bio Keyword Filter

We’ve pushed an update to the Bio Keyword Filter (for both SocialRank for Twitter and Instagram) to give it a new look and better functionality.

What’s different about it now?

1. Unbundling Search Results

Previously, we bundled the bios, names, and handles of your followers together whenever you used the Bio Keyword filter. But what if you only wanted to search for a specific handle, or a specific keyword? In this old version of the filter, you might have gotten some irrelevant search results.

So we unbundled this filter to let you choose specifically whether you want to search just for bios, just for names/handles, or if you want to search through all of them at once. This becomes useful when trying to filter down for everyone with the name “George” or for everyone who has “journalist” in their bio.

2. Similar v. Exact Words

The new functionality also gives you the option to search for “exact words” and “similar words.”

So let’s say you are searching through your Twitter followers list for anyone with the name “Mike.” Keeping the “search for similar words” box checked surfaces accounts with not just Mike, but also Michael, Micha, Mitch. etc. If you only want to see search results for Mike, simply uncheck the box.

Our Latest Update

We have one final change, which is going to be its own blog post, but you’ll also notice “Popular Among Your Followers” under a handful of filters. This includes the most popular words in your followers’ bios. We’ll share more about this soon – stay tuned.

If you have any product feedback or suggestions – please don’t hesitate to hit us up at hi@socialrank.com – we really do listen!

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A Revamped Account Refresh

This may not be very obvious, but your SocialRank account doesn’t update automatically.

Actually, this hasn’t been obvious at all (our bad).

Up until now, the Refresh button had been tucked away in the side navbar. But you guys continued to give us feedback wondering why your stats weren’t up to date.

So we’ve gone ahead and done two things:

1. If you haven’t refreshed your account in the past 3 days, you’ll get a pop-up message:

 

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2. We’ve moved the “Refresh List” option to the top of the page, where it’s easier to find:

 

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Eventually we’ll have an automatic refresh. But for now, these changes should make it more obvious when your SocialRank account needs to be updated.

If you have any product feedback or suggestions – please don’t hesitate to hit us up at hi@socialrank.com – we really do listen!

 

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