Interests & Scoring:
1. How are interests defined?
For Twitter, we define interests as accounts that report members follow; this is based on the assumption that if a user is interested in a particular account, that is why they follow it. Interests can span both individual influencers such as authors and celebrities, as well as influences such as brands and teams. Reports include the top 1000 interests for the audience as a whole and each cluster.
2. Can I evaluate interests that fall outside the top 1000?
Yes, you can do this by adding Owned and Competitive Accounts as Tracked Interests. Scroll down for questions about Tracked Interests (previously referred to as benchmarks). Tracked Interests are only available for Twitter Reports.
3. What is the Affinity score?
The Affinity score is a custom calculation for how many times more likely this audience is to follow a given account as compared to the entire network; this can help you identify long tail influencers.
4. What is the Relevance score?
The Relevance score is a custom calculation for how contextually influential (or relevant) an interest is to a particular cluster (or audience). Relevance takes more factors into consideration than Affinity, such as the interest’s audience size and the number of cluster members who are interested. In this way, Relevance helps identify influencers by over-emphasizing the unique interests of a cluster. Do not read Relevance as a percentage: 15 indicates a group of like-minded people, 30 is high, and above 40 indicates an extremely high level of shared interests. Every interest (or tracked interest) is measured for Relevance. The Relevance Score of a cluster is the average score among their top 100 interests.
Tracked Interests (previously referred to as benchmarks):
1. What is the difference between Owned and Competitive targets?
Owned accounts are held within your company, whereas targeted accounts represent things such as potential competitors, sponsors, partners, etc.
2. Where will I find Tracked Interests within my report?
You’ll find Owned and Competitive as subsections within the Interests section of a report.
3. Can I add individual targets, or do I have to create groups?
You can add individual targets at the time of report creation (Step 5: Add Benchmarks).
4. I added Tracked Interests through my Settings, but I don’t see the accounts tracked in my report. What happened?
These settings need to be activated during Step 5 (Set Tracked Interests) of report creation. Before launching your report, check that these settings have been applied in the “Audience Summary.” See above screenshot in point 3.