Use: Increase engagement by surfacing relevant topics and conversations on Twitter; generate by helping ad customers target messages
Topsy is a tool that mines the full stream of Twitter tweets and, according to All Things D, “offers a set of professional analytics tools for sale, so that customers can find key data points like influential Twitter accounts, relevant content for specific time periods, even sentiment analysis around tweeted terms.” There is also a free, limited tool at topsy.com.
News organizations can use the tool to identify topics and conversations that might suggest an interesting news story or possible story sources. They can also use the tool to identify locally trending topics (e.g. “best lawn care tips”) that they can use to help local advertisers target promoted tweets.
Among the media organizations currently using Topsy are The New York Times, The Washington Post, ESPN, Gannett and ABC.