This week, Edelman released TweetLevel, the latest web-based tool designed to measure one’s “importance” on Twitter.

For those who haven’t given in to peer pressure to join the site yet, Twitter is a “microblog” that enables users to share thoughts, activities and news via 140 character text updates.

Twitter’s founders had a pretty basic, yet novel idea. They wanted to create a platform where users could connect with each other online to answer one simple question, “What are you doing?”

I’ll admit that when I first joined (@almacy), I just didn’t get it. Besides a few close family members and friends, I remember thinking, “Who really cares what I’m doing?” In fact, my first tweet isn’t exactly going to assist in solving global strife.

Regardless, I pressed on and started to “follow” a few folks that I was interested in hearing from including those engaged in politics, public relations, press, social media and technology. Pretty soon, I started to build a bit of a community. I soon realized that I was learning a lot from them and hoped others found value in my contributions, as well.

As far as what I tweet, I try to strike a 30/30/30/10 balanced philosophy for tweets, retweets (RT) and tweet buzz (HT, via):

• 30% Politics: White House, Congress, government, E-Gov, campaigns, issues, advocacy
• 30% Communications: Internet, media, social networks, public relations, marketing, advertising, technology, tips, tricks, trends, insights
• 30% Personal: life, family, work, travel, hobbies, blog
• 10% Miscellaneous: Whatever doesn’t fall in the categories above i.e. humor, wit, thoughts, randomness, etc.

However, I often wonder whether any of it makes a bit of difference. So, I gave TweetLevel a try and scored 61. Not too bad.

TweetLevel then provided some uselful insights on how to improve my score which is based on four primary “result metrics” including influence, popularity, engagement and trust. The site also offers some sound advice regarding Twitter best practices and influence tips.

That’s why I really like this tool. Unlike previous attempts by other sites to measure a user’s level of influence based on pure number of followers or amount of tweets, Edelman developed a complex evaluation formula for TweetLevel in order to arrive at a more thoughtful conclusion:

Twitter itself is also rapidly evolving with the addition of periodic new features and functionality – and who knows where all this is going.

According to a recent Pew study in October 2009, Twitter’s future looks bright. Though the median user age is currently 31, the site’s popularity continues to grow, especially among younger audiences.

In addition to learning new things and meeting new people via Twitter, it can be fulfilling to know that the information you are “putting out there” has the potential to positivelty affect someone else.

Whether for an individual, company, brand, product or issue, TweetLevel results could be quite helpful in gaining a better understanding of one’s effectiveness in leveraging the Twitter platform and, thus… increasing influence.

Full disclosure: Edelman is my employer, but opinions expressed are my own.

A friend of mine on Twitter @MelaniePhung sent me a few interview questions to answer and asked me to post here on CapitalGig. She’ll post hers on her site, All About Content. Enjoy!

THE QUESTIONS

1. How long have you been working in public relations? What attracted you to it?

I officially entered the public relations industry when I joined Waggener Edstrom Worldwide in May 2007. However, I have been working in the communications arena for the past 15 years including the Republican National Committee, Phi Delta Theta Fraternity, Washington Business Journal, C-SPAN, GovTech Solutions, U.S. Department of Education and most recently, the White House. I have always been fascinated by the power of communications, meaning the ability to effectively disseminate and consume information through valuable channels of influence. Whether it’s by word of mouth, print, radio, television, the Internet, or a convergence combo of all the above, methods are quickly evolving to keep pace with societal needs for 24-7 news and information. It is as exciting to watch as it is to participate.

2. In your opinion, what elements are essential to a good digital PR campaign?

All good PR campaigns begin with defining the business challenge first. Then, identifying target audiences and establishing monitoring processes and success measures assist in determining the best strategies and tactics that map to those objectives. The Internet should simply be part of that overall plan, woven through accordingly to augment message and reach. Basic elements should include SEO/SEM (keywords & tagging), cross platform sharing, blogger outreach, multimedia (audio, video, photos), online community building and social media engagement.

3. Whose blog do you read the most?

I read almost too many to mention but here are some of my favorite PR & social media thought leaders: Frank Shaw, Chris Brogan, Andy Beal and Avinash Kaushik.

4. How do you communicate the importance of new media strategies to your clients?

I usually begin by making the point that the Internet isn’t a panacea, but rather a tool that can assist in augmenting message, monitoring conversations and connecting key influencers and audiences in new ways. Some may be wary of the Web because it’s new, percieved as unproven, or pushes them outside their comfort level. The best way to allay their concerns is to provide real concrete examples, mapped to business objectives, that have produced successful results.

5. President-elect Obama’s social media campaign was credited for being the first of its kind. What’s your take on the role of new media and the blogosphere in Obama’s success?

Certainly, the Obama campaign understood the power of building online community. They used the Internet as an effective communications tool and, of course, to raise money. They also put the proper resources behind it with 95 Web staffers and almost $12M spent in two years for online efforts alone. That’s huge! Leveraging social media sites like Facebook (co-founder Chris Hughes joined the campaign) and Twitter helped connect his supporters but ultimately his election, in my opinion, was more a reflection of the promise of his candidacy rather than just his Web presence.

6. Please describe the biggest challenge you face in your current job.

Clearly, trends on the Internet move at a very rapid pace. It is very difficult to stay on top of the latest site or tool that pops up. Often, there’s a temptation to be wowed by a new site because it is “bright & shiny” but over time, it’s utlization will determine it’s value and market staying power. I think Twitter is a good example of that. When I first joined, I admit that I just didn’t get it – and many that I have spoken with about Twitter agree that they also initally felt the same way. Once I started to really use it, however, it has consistently demonstrated value to me in countless ways and although others have tried (Jaiku, Plurk, Pownce, Yammer), I keep coming home to tweet!

7. Do you have any advice for someone who is interested in working as a communications consultant in DC?

First, one must understand that even though Washington is a powerful world city, in many ways it’s also a small town community. So, I recommend getting out there, attend some Capitol Hill events, find others with like interests, join DC Facebook groups, follow DC folks on Twitter and explore all opportunities no matter how big or small they may seem. If just getting started, seek an internship at a PR agency or media outlet to get a foot in the door. To demonstrate knowledge of the digital space and it’s importance, start a blog and use it as way to connect with the DC set online.

8. If you could rank for any keyword phrase you don’t currently rank for, what would it be?

Hmmm, you mean besides “Nine-time Olympic Gold Medal Champion?” OK, seriously, let’s go with digital strategy expert. I personally think that it’s a little presumptious for anyone to call themselves an expert, but I certainly don’t mind if Google does it!

9. Assuming you had never gone into public relations, what would you be doing now professionally?

As a child, I dreamed of one day becoming either a dentist or a fireman. However, a couple cavities later and a fear of heights quickly dashed those hopes. Other than that, I probably would have become a stand-up comic or an international star of stage and screen. Ha!

10. Do you follow the Washington Nationals? Do you root for Teddy during the Presidents Races?

Believe it or not, I have never been to a Nationals game – I know, I know! I’m originally from Maryland and grew up during the height of Cal Ripken’s career, so naturally the Baltimore Orioles have always been my team. Go O’s! Plus, the Ripken family is from Aberdeen, Md. which is where my mom is from so I have always felt a little vicarious hometown connection. However, since I currently live very close to Mount Vernon, I have to root for the original George W!

Well that’s it! I hope you enjoyed reading this. A big thanks to @MelaniePhung for sending the questions for all to answer.

Thanks to everyone who participated. Please check out their sites and follow them on Twitter.

@almacy a Digital Strategy Expert
@melaniephung a DC SEO Strategist
@martinbowling a lover of Zima
@utahseopro a Utah SEO Consultant
@fairminder who offers Boston Website Design and SEO services
@cyandle a Google Adwords Professional
@melanienathan an Edmonton SEO specialist
@jackleblond a VP of Internet Strategy
@djpaisley a Digital Communications Strategist
@vinceblackham a Utah SEO specialist
@researchgoddess a Staffing Social Media Specialist
@monicawright a Maine SEO professional

Why watch the GOP Convention on television when you can get it LIVE on Ustream?

Kinda makes you feel like a delegate with a front row seat, minus the funny hat blocking your view.

I love Austin, Texas!  Seriously, what’s not to like?  It’s both a powerful capital city and a happening college town with great food, terrific music, historic films and, of course, the craziness of 6th Street!  I have been there several times over the years for work and conferences, as well as a couple visits with close friends who live/work in the area. 

A couple weeks ago, I had the pleasure of making another trip to the “Live Music Capital of the World” (as well as a side visit to Dallas) for work and to visit WE’s Austin office.  On Saturday afternoon, Social Media Club Austin and Waggener Edstrom kindly hosted an event at Scholz Garten to welcome me to their town.  I met some terrific folks, including David J. Neff, who then introduced me to … his house.  

You see, David’s day job is with the American Cancer Society as Director of Web, Film and Interactive Strategy.  So, when it came time to sell his house, of course, he turned to the Internet.  Makes total sense, especially considering the challenges of the current market – why not use social media to help make a sale?  He’s still using a professional realtor to assist with negotiations, mortgage advice and legal paperwork, but he has been quite innovative in his approach thus far. 

First step was to launch a section on his blog to track his progress: Selling My House the Social Media Way. Next, he solicited feedback from friends via LinkedIn then got to work. Now, one can become a fan of his house on Facebook, and “Rate His Space” at HGTV and on Zillow.com. If you leave a question, he promises to answer it or you can just ping him via Twitter: @daveiam.

Also, while in Austin, I had the opportunity to speak at the RightOnline conference hosted by Americans for Prosperity and the Leadership Institute.  At the same time, the DailyKos crowd gathered just across town to hear Speaker Pelosi, Al Gore, Howard Dean and other “progressives” speak at Netroots Nation - even the C-SPAN Campaign 2008 Bus was on hand to cover some of the events. 

I participated in the opening panel at RightOnline along with David All and Matt Sheffield, moderated by Robert Bluey. I discussed some of the Web 2.0 advances that have occurred in the “DotGov” world during my time as White House Internet director – and since. Here’s the video, courtesy of Danny Glover at Eyeblast.tv, and my PowerPoint for those who would like follow along: How the Internet is Changing the Way We Govern

Later that afternoon, I presented during another session entitled Social Networking: Getting Tapped In where I walked through some of the more common social media sites – with an eye toward what may be coming down the road next.

Major thanks to SMC-Austin and WE folks who helped set up, host and attend the Scholz event. Also, I really appreciate those from AFP and LI for their hard work to organize the RightOnline conference.

David, good luck with the house – I’m a huge fan!

Related

In Texas, the Right Boots Up to Gain Strength Online (Washington Post)

In Online Politicking, Republicans Play Catch-Up (Wall Street Journal)

Austin hosts dueling conventions on Internet-era politics (Dallas Morning News)

Almacy is RightOnline. Well, we all are. (David All)

Making progress online at RightOnline (Abby Alger, TechRepublican)

Pictures from Americans For Prosperity-RightOnline-Samsphere Conference, Austin, Texas (Dr. Melissa Clouthier)

Rep. John Culberson (R-TX) is on Twitter @johnculberson. So is Rep. Tim Ryan (D-OH) @timryan. For those who don’t know, Twitter is a microblog that enables users to “tweet” out short text messages in 140 characters or less (about a sentence or two) designed to answer this question: “What are you doing right now?”

The popularity of the site has certainly grown, especially in the world of politics in recent months:

• The White House has been on Twitter for about a year.
  UPDATE 1/2009: President George W. Bush’s Twitter account (@TheWhiteHouse) was closed shortly after President Obama was sworn-in. The new account may be found at @whitehouse.
• Many presidential hopefuls were Twitterng early in the 2008 campaign including Sens. Edwards, Obama, Clinton and McCain.
• At the Personal Democracy Forum (PdF) on June 23-24 in New York, Ana Marie Cox moderated a policy debate between Liz Mair (for McCain) and Mike Nelson (for Obama) via Twitter (hashtag: #pdfdebate).
• Just this past week, British Prime Minister Gordon Brown was Twittering live from the G8 Summit in Toyako, Japan.

Although the U.S. House (@HouseFloor) and U.S. Senate (@SenateFloor) are both on Twitter, supposedly the leadership feels differently about individual Members of Congress using the tool.

Can We Be Frank?
So, what’s the issue? According to the House Administration Committee, any official communication with constituents needs to be approved by their Franking Commission which issues policies related to mailings from Congressional offices.

Rep. Culberson believes that preventing Members from Twittering is a violation of First Amendment rights regarding freedom of speech. House Republican Leader John Boehner (R-OH) agrees and fired off a letter to House Speaker Nancy Pelosi.

It has come to my attention that the Democratic-controlled Committee on House Administration, at the recommendation of the Democratic chairman of the Commission on Mailing Standards (Franking Commission), is considering the adoption of new congressional rules that would effectively shut down what has emerged as a free and helpfully uncensored pipeline of real-time information between the American people and their elected leaders.

I believe Members of Congress should have the ability to choose whichever service they believe will best assist in communicating with their constituents, and not be limited to only services “approved” by the House Administration Committee or any other government entity. We must encourage, not restrict, the free and open flow of uncensored information between the American people and their elected leaders over the Internet.

Members should be allowed to use technologies, websites, and services (paid or unpaid) to communicate with their constituents via text, video, or audio, so long as the content posted by the Member complies with House rules and Franking content regulations.

So, should tweets fall under House franking rules or does Congress need to adapt to 21st Century technology? I vote for the latter – and I am not alone.

Others, such as The Open House Project and the Sunlight Foundation are also calling on Congress to update their policies to reflect our changing digital world.

‘Twitter’ origin
A side note: After reading a few books to my 5 year-old daughter a couple weekends ago, I came across a character named “Twitter” in a Disney published fairy tale called “Beck and the Great Berry Battle.”

In the story, the hummingbirds get into a blackberry battle (actual berries, not RIM devices!) with the chipmunks over a big misunderstanding. Beck, an animal-talent fairy, attempts to resolve the dispute along with her friend, Twitter, a little blue hummingbird. They fly between the various animal factions delivering messages and attempting to broker peace, all the while dodging flying blackberries.

Hmmm. Note that the Twitter logo is a little blue bird. Coincidence? Don’t know, but for some reason I felt the need to tweet about it (@almacy).

UPDATE

During an interview with Chad Pergram from Fox News just outside the House chamber, Rep. Culberson LIVE streams via Qik and discusses the issues surrounding the proposed House rules to restrict Member content to only a list of “approved” websites. Look out CNN iReport, here comes iHouse.gov!

Related

Republican = Open, Democrat = Closed (Patrick Ruffini, The Next Right)

Pelosi: New Bipartisan House Rules Won’t Quash Free Speech Online (Wired)

Why does Pelosi want rules she already violates? (Soren Dayton, The Next Right)

Speaker Pelosi to Leader Boehner on Proposed Franking Changes (The Gavel: Speaker Pelosi’s official blog)

Culberson, Capuano, and the Struggle for Relevance (Michael Turk, Kung Fu Quip)

Sunlight Foundation launches LetOurCongressTweet.org, complete with @LOCT08 Twitter page, #LOCT08 hashtag “tweme” and this recommended tweet:

Nice work by Andrew (@agfhome) over at Washington Internet Daily to nab this Qik interview with Rep. Culberson.

Very flattering indeed.  I was thrilled when Diana Falzone called although my wife wasn’t too pleased to hear that I hang out with Maxim models.

The viral nature of customization is what’s cool here. I see a number of applications, especially when building community, generating awareness or just pranking friends. Well done, News Channel 3.

Of course, I couldn’t resist and had to try it for this candidate. It’s actually quite funny when you match up the images with the reporter’s words. Simple, but funny.

Now go vote for a real candidate this November!

Despite my United Airlines snafu, I finally made it to Austin and had a couple productive days at SWSW Interactive (SXSWi).  However, I had to leave a little early for an offsite meeting in NY on a rainy Monday morning before the conference officially ended.  In fact, the music and film portion of SXSW - the highlight for most attendees – was just gearing up. 

On my way to the Austin airport, my cab driver remarked that I was leaving before all the real fun began!  Thanks.  So, I boarded my plane and started thinking about what he said and had to disagree.  I learned a little bit, met some great new people and actually had fun doing it.  

Not sure there were any groundbreaking new developments this year, but this was my first SXSW so somewhat hard to judge.  Having said that, I felt confident when I walked out of each discussion that I had a strong grasp of the material covered.  Wow, sounds like I am in college again.

The first session I attended was entitled ”Filching Design: When the Shoe Fits.” I really liked Luke Wroblewski’s (LukeW Interface Designs/Yahoo) presentation who showed various sites with similar designs and polled the audience as to whether they were “filch or fair.”  

For example, in April 2007, AOL’s new site looked strangely familiar to Yahoo! users.   Yahoo! was filched again (this one by Google is just plain blatant) when they launched a new page promoting Internet Explorer 7.  Google has since launched an updated IE7 page.  Then, in an amazing twist of irony, blogger Matt Cutts took Google to task over it but it was later pointed out that he failed to credit the author of his own Wordpress template design in exchange for use of the free download (btw, thanks again for freshblue, Robbie Williams). 

Of course, code can be filched, too.  Both desginers and programmers admitted to borrowing from each other and many agreed that the ability to share is one of the reasons for the rapid expansion of the Internet.   However, be sure to give credit where it is due.

I have never seen such widespread use of Twitter en masse and in real time as I did at SXSW.  Specifically, hundreds of tweets simultaneously dubbed Sarah Lacy’s interview with Facebook founder Mark Zuckerberg a “train wreck.”  I imagine that Twitter chatter and server load reached unprecedented levels that day.  Just brutal.

I also witnessed a similar reaction to a panel entitled “Social Marketing Strategies Metrics, Where Are They?” the day before.  The session really disappointed – about half walked out midway through.  As the Q&A began, many were still asking “Ummm, about these metrics… so where are they?”   The audience further responded by coughing loudly, and filling Meebo (the conference provided chatroom) and Twitter with nasty comments.  Ynema Mangum (aka “Y”) with BMC Software was the only saving grace. She was the only one who provided an actual case study with tangible results.  Unfortunately, it happened just before the end of the session so few people actually saw it.

Speaking of Twitter, my friend Mike told me about a unique tool called Twemes which allows users to categorize user tweets by theme.  For example, SXSW created a tweme related to the conference.  All one has to do is include “#sxsw” in a specific tweet and it automatically aggregates on the SXSW Twemes page.  

This is yet another in a long line Twitter companion sites/apps seeking to augment the microblog’s effectiveness, reach and influence.  Among my favorites: Twittervision (real time pop-updates), Twitterific (desktop software), and Twitxr (instant photo sharing).  Now, with GeoTwitterous, you can even find out where your Twitter buddies are when they post.  (Thanks for the tip, Kristine!)

All in all, a great trip and I really enjoyed meeting/catching up with Fleck, Patrick, Julie, Colin, Kristine, Jim, Andrew, Mike, Chris, Tristan, Rick and everyone else I may have forgotten.  Already making my plans for SXSWi 2009!

Related

Amazing conversations and meeting amazing people at SXSW Interactive (Just Write Click)

SCHED: SXSW 2008: almacy’s schedule

BarCamp Austin III