1. Why is the number of tweets found on the Content page higher (or lower) from the overall audience size of my Tweet Content report?
We get the audience of a Tweet Content report from GNIP; this makes up the number you see on your Audience Overview. We then hit Twitter's API with these users to get their most recent tweets with the following caveats: 1) limit of 3200 most recent tweets per last 30 days (i.e. super active users could have more tweets and we'd miss them) 2) We limit it to 5 tweets per day per user (e.g. someone could tweet something 100 times everyday for 30 days and we would only capture 150); this is the number of tweets you will find on the Content page.
In other words, we capture the audience of everyone who mentions the term(s) input in the time frame specified (default 30 days), but the Content page will only show a maximum of 5 occurrences per user per day.
2. Why are the numbers different for the same handle that appears in both modules, Mentions and Tweet Keywords?
Mentions are pulled from Twitter's detected entities meta data. Tweet Keywords are extracted from the tweet text body. Affinio doesn't remove the "@" prefix from keywords, so "@something" and "something" would be counted separately. But with Twitter's meta data, a mention with or without the @ prefix is being counted as a mention. e.g. A user tweets "I love justinbieber." Twitter detects the mention and serves it to us in their meta data, but Affinio does not count it as a mention. In this scenario, Affinio would identify the keyword as "justinbieber."
3. What is the significance of the topic relatedness scale?
Some audiences have a greater cohesion of topics they share than others. For an audience that shares a lot of links on the same topic, you may want to increase the relatedness to narrow down the topic categories. Similarly, for an audience that has higher dispersion of topics, you may want to decrease the scale to understand where connections may exist. This scale is designed to give you more control of how these topics are categorized.
4. Can I search for specific terms in the Content Topics section?
Yes. Above every content module, you will see a search bar, allowing you to search for metrics within or beyond the top 20 items in a module.
When building a report, you can also track specific terms, which will appear as a separate module in your report.