Edelman sure has been active over the last day - yesterday they released a Digital Brand Index with Brandtology and today .... TweetLevel.
It's interesting that Edelman comes up with it's own Twitter Analytics - and blurs the line of what PR firm is (sure, a lot of PR firms have their own backend analytics, but I haven't seen many, or any, play in the public arena ... with their analytics .... Edelman PR just did ). The obvious benefit of offering Twitter Analytics to the public is the data Edelman will collect - much in the way that Google Analytics and Yahoo! Analytics offer their platforms for free - often to collect data that makes their advertising better.
I don't know if all the factors above should be weighted equally - otherwise, the factors themselves are the right ones to use, as far as I can tell.
The other thing have TweetLevel does is effectively increase the Edelman Brand and it's intellectual products such at the Edelman Trust Barometer - of which the trust score listed in TweetLevel, is a derivative.
I wonder if Edelman, in releasing TweetLevel to the public, is issuing a direct challenge to other PR firms to innovate? I think so.
At any rate, collecting the information using their analytics tool could lead to more case studies - and more of feeling of Trust for Edelman - and that's a good thing, I would think.
As far as the scores - I'm not sure if they are really that meaningful - however I don't mind being just a little less influential than @Matt_McGowan and @jowyang. Also, note there are some features Edelman temporary disabled such as "Location", "Job Category" and "Industry", each had sub-levels, and they're clearly trolling for more information - information I'm sure they'll use at some point.
There's also tips on how to improve your scores - though I rarely look at that stuff - I feel the whole point of these metrics is measure your actual activity - I don't want to change my behavior just to up my scores - I would take that to be "artificial" and ... who cares, anyway, what your, or my score on TweetLevel is?
Perhaps, the main point is to engage people - Tweetlevel does that.
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