Category Archives: Havana Central

Social Media Scorecard & what Social Media is Good For – and ultraviolet light

I’m working on summarizing tracking Social Media Outreach for the Havana Central Restaurant chain – the same Restaurant chain I did a case study of a few months ago presented at Columbia Business School Alumni Club of New York.   In talking with Cecilia Pineda Feret (Online Marketing & Community Strategist for Havana Central), especially over the last week, while looking over the Social Media progress over the last month  –  we enabled Google Analytics tracking on the website to include all downloads, all outgoing links, all email links (via Google Analytics tracking scripts), all reservations to OpenTable, Tell A Friend, Get a Quote, VIP Guest List, etc.  Though the interchange with Cecilia I was able to come up with what we’ve accomplished and what we haven’t been able to accomplish, and why.

I did promote myself in this post – I didn’t intend to – but it appears to go with what I’m saying in this post – if your going to track ROI, you going to need a much more thought out strategy for metrics than most businesses have been willing to consider – and may be that they need help with this.

Update: As I thought more about this post I realized that much of the activity thought of as “Social Media” is invisible – similar to infra-red or ultra-violet light.  As we know, both types of light do not register on our visual spectrum, but we know they are present and some animals can detect one or both frequencies – but most humans can’t.  I think the same thing can be said for Social Media activities today – we know they are present but we do not have the necessary, calibrated tracking in place most of the time – so that activity is invisible – yet we do see some tangible results – (much as bread rises due to yeast activity) – but we don’t get enough information to actually operate with the data that way.

This post addresses my insight into the main issues in tracking and how to address them – it will also be a the subject of a white paper, shortly.

While a few more things could be done – much of Social Media isn’t going to show up in site analytics, as I pointed out last week, unless the website is part of  the transaction, and we have a way to segment the activity – we’ll never know if all the activity that happens as tweets, check-ins via FourSquare, promotions on Social Media, or even the Facebook Fan page  – translate into more reservations being booked, more people showing up at events, more money being spent in the restaurant locations.   We know that’s what most businesses want –  certainty that social media results in more money being made – and it can’t be shown conclusively unless certain steps and planning are done beforehand (and there most likely needs to be a good strategy in place in order to make that all happen).

But maybe we’d be better off, as many have been saying, if we did not try to make Social Media into an ROI mechanism – even though it might sometimes turn into an ROI Generator.   I think we’re better off admitting that most of the time, for now, what you’ll get out of Social Media outreach is soft metrics – and if you want more than that, hire someone like me to figure out how to make all the pieces fit together so you can track everything down to the last dollar.

Let’s look at what happened at Havana Central due to Social Media Outreach over the last 14 months as an example of what’s possible and what’s not so easy to do.

I used Radian6 to chart what I call the “OTS” or “opportunity to see” metric using Twitter Followers – Radian6 has some very nice reporting capabilities that make it easy to produce metrics like this one – basically, it’s a chart of the number of followers of all the people who tweeted about Havana Central every month since June 09 – and their followers.    If a person tweeted more than once, that’s added to the total count as we’re looking at “impressions” or “pageviews” – equating it with the opportunity to see a message.  It’s a crude eyeball metrics - and perhaps up to 10% of the followers  see the messages, probably less – but that’s no different than people who see a billboard plastered in a subway station by walking by – or people exposed to messaging on TV, Cable or Radio.

When I did some research, I found out why we were getting more reach – the more people we got to tweet, including those that had more followers – and the more often they tweeted – the more potential reach we had.

Here were the main things I found that accounted for the increases in OTS:

- August 09 – 600% increase due to getting people who had decent twitter followings to tweet more about the restaurant.

- February 10 – drastic increase in comments due to a band that plays at the restaurant promoting their appearances on – which had a lot of comments (though 99.9% had nothing to do with Havana Central) – and by doubling the number of tweets from January 2010, we got more OTS – opportunity to see messaging.

- April 10 – more uploads to Flickr page, more check-ins using FourSquare, much of this the result of community management – created more media online that could be commented on – as well as more tweets generating more OTS.

- July 10 – A coupon giveaway contest generated a lot of comments – 112 to be exact – which drastically increased the comment count for the month.

We can keep on going on like this – and see that community management – outreach to bloggers – getting more people to tweet does impact online awareness, or at least, the potential for online awareness, by upping the amplitude of the messaging.

But none of this activity actually involves the website  (notice, the Social Media Visits didn’t change much over the last 14 months – why would they?)- where  Google Analytics lies – most of the action isn’t trackable or traceable back to the goals we set up in Google Analytics – or the event tracking. It’s not even trackable yet back to any coupon sales – it’s not even trackable to sales, period.

Who’s fault is that?   No one – it’s just that business has not yet learned how to have a work flow and process methodology that is amendable to Social Media – they are not structured to take advantage of Social Media and therefore, they can not accurately track it.  That’s it in a nutshell.

Social Media is trackable – right down to the ROI part, but in order to do that you’d practically have to change the way the business is run – it’s not technology – we have the technology to track everything – and new technologies are rapidly evolving to make it even easier like Spreadfast.

The most we could say, if I had the financials in front of me now, which I don’t, is that an increased period of social media activity results in higher earnings that month – but that’s almost impossible to track back to Social Media since there are so many other factors and variables involved – like events happening in NYC that could have produced more or less traffic flow (the bomb scare in Times Square a few months ago definitely hurt traffic and sales – even if the best-est Social Media outreach was going on that month – it would be really, really hard and a reach to tie it to finances).

That’s because, most of the Social Media Outreach isn’t meant to be tie to finances – but most people don’t realize that yet – in order for Social Media Outreach to turn into Money Earned – it would need to turn into something else – not Social Media anymore – more like Social CRM – much like what Jacob Morgan preaches- but that’s not happening here yet – that’s not happening at 99.99% of businesses doing Social Media Today, I bet.

I personally don’t think there’s much point in talking money and Social Media – unless we are willing to really sit down and examine how all the activity is flowing and what you can track and what you can’t – and what we have to do to make what you can’t track, trackable.

How could Havana Central made the entire Social Media outreach trackable?   Keep in mind – the restructuring that might be needed.

  1. Full time community management utilizing a Social CRM – constant active outreach.
  2. Radian6 Alerts set up against all competitors – every time someone goes into Carmine’s, Bond45, Blue Fin – they also get contacted and put into the Social CRM database.
  3. Coupons are generated with QR codes that tie back into the database.   The business locations have QR readers  and Bar Code readers so anyone that redeems coupons goes into the database.
  4. Active Segmentation of leads (which is what most of the online chatter will turn out to be) – the more they tweet, the more the come in and eat, the more they get rewarded – but in order to really know that you’d have to have steps 1-3 implemented.
  5. All the staff is trained – the training manager is a totally keyed into Social CRM.
  6. The staff is tweeting all day on their iphones or iPod Touch – if they don’t one, they get one for free to use at work when time is slow – everything is tracked in a database.
  7. Anytime someone shows up that’s been outreached to by community management – that gets logged – plus as the come in more – they move up into a different segment – and get rewarded.
  8. When people come in who have been contacted and reached out via Social Media – what they spend gets allotted to the Social Media Channel – in order to have that happen, steps 1-7 had to happen first.
  9. All transactions somehow tie into the Website – and site analytics is set up to track visits – there are more and more ways to incorporate social activity to site analytics, like Chartbeat, that can be set up to track buzz and incorporate it into the site analytics.

That’s just part of it – but how many businesses are ready yet to do steps 1-9 as they try out Social Media?

I think there will be more this year than last – and more next year than this year – but it does take a lot of thinking and planning and some money up front to do it – and that’s something I’m totally into helping figure out - but I have to admit – most businesses have not yet realized they have to do steps 1-9 before they are going to get any kind of real ROI numbers they can go to the bank with.

From my point of view, no point in talking ROI and Social Media without the Social CRM, without steps 1-9 – you’ll still get results – but it will not be the kind of “soft” metrics that most people have been getting for the last few years – the kind of soft metrics that most CMO’s don’t want anymore – they want hard metrics - and they can get hard metrics - but they will need people like me to figure out how to tie all that outreach together - or they will be stuck with soft metrics they can’t sell their Board of Directors with – or can’t sell anyone else with.

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Geo-Local Social Media Monitoring and Missed Opportunity of Social Media

For my talk at the Columbia Business School Alumni Club on the evening of June 16th I’m preparing a case study of five local Times Square Restaurants.  As my readers may have guessed, I refine my ideas as I write and convey information – it’s as if the act of sharing the information with others, gives me more information.  I’ll stay away from Sentiment Analysis for the time being in this case study.

Clearly, I’ll be developing this idea more – and I welcome your input.

I also find considering other points of view are often helpful in getting a better result in Social Media Monitoring –  if  I can’t talk about what I am measuring and how, it’s difficult to get that information – and I bet that’s pretty symptomatic of many in this new, emerging field of  Social Monitoring – they don’t want to talk about and show the actual data they collect – which actually keeps the industry from evolving as quickly as it could or should.

My hypothesis starting out .. was that  I’m going to find  more Social Media Activity at Havana Central’s Times Square restaurant location on W.46th (because we have a community strategist, Cecilia Pineda Feret, and we’re actively doing Social Media Outreach and an owner that is supportive of Social Media) than the others (consisting of Carmines, Bond 45, Heartland Brewery/ChopShop and Blue Fin).  As I don’t know the management of the other restaurants in this study, I do not know for sure what they are doing or not doing with Social Media – except what I found in relation to looking at specific local restaurants in Times Square, Manhattan – not the chain or franchise.  My other suspicion, is that overall, I would not find that much Social Media activity in any of the 5 restaurants since Social Media is still emerging in this sector (dining).

Using Radian6, I crafted very targeted queries for each restaurant that included the FourSquare URL, the restaurant name + “Times Square”, and various references to meeting, dining, drinking and music.  I excluded references to Mayor Bloomberg dining at Blue Fin after the bomb attempt recently, and any references to police activity which sometimes crops up.

Here’s the first chart – over the last 30 days Havana Central Times Square had close to double the average number of social media references as the other 4 restaurants, and close to a third of the total references, period.

One of the problems I ran into was writing queries that reflected just social media activity or outreach – a form of marketing –  (a meetup, tweetup, FourSquare checkin, perhaps a tweet that some one was at the restaurant) vs. any information about a particular restaurant location that was online.   I reasoned that if I just focused on social media activities, I’d probably find next to nothing on any of the locations, even Havana Central would not show all that much – so I decided to open up the query to music, menus and dining in general – reasoning that act of showing up in Social Media is … Social Media (even though it might not have been caused by outreach).

According to Radian6, Havana Central had visitors who on Twitter that had the most followers (opportunity to see) – but the numbers of followers were much closer between Havana Central and Carmines and that might who happened to drop by and tweet there.

I think it’s worth comparing these results to the Roger Smith Hotel – because they went all out on Social Media and have made a name for themselves as the Social Media Hotel – something no restaurant has done yet.

One thing a restaurant has that Roger Smith does not – is the propensity to buy – just about anyone that who says they are at a restaurant is probably going to be a customer and will be ordering.

That might not necessarily be true at a hotel (on the other hand, when people do spend money at a hotel, as those who are staying there, they usually spend much more – case in point – just the cost of the room, not to mention eating and purchasing other items and  services there).

In either case, Restaurant or Hotel – the more social media activity detected (via Monitoring, in this case using Radian6) the more money is likely to be spent at that location.    Let’s step back a second and think about why that is.   Today, it is still next to impossible to tie Social Media activity (a Tweet, Checking, Post, Blog Post, Photo, etc) to actual purchases, but it is clear that such activities are proxies for actual purchases of services, or meals, or rooms – even if we can’t always prove it yet (but will in the near future).

So with that in mind, you would think the more people check in using FourSquare to a restaurant, or to hotel, for that matter – the better – as in both cases, people are going to more likely than not be purchasing something – and as more people use Social Media – more people will be “checking in”.

We know Roger Smith Hotel (and Roger Smith life) has been active almost two years now – I want to compare these five restaurants using Radian6, and I can’t go back more than 30 days with a new profile – so we’ll look at Roger Smith’s last 30 days.

Roger Smith Hotel has 11 times more “buzz” than Havana Central (and they work pretty tirelessly on achieving that, as well) and more than 3 times the amount of buzz of all 5 restaurants, combined, over the last 30 days.

But what is even more compelling is the amount of twitter followers (the opportunity any follower is going to see a tweet or re tweet is small – but when you have close to 700,000 Twitter followers who could have seen an offer or message – that is impressive, and can not be ignored (see below).

We know “OTS” or Opportunity To See isn’t the same thing as money in the bank but it starts to count a lot who might potentially see a post or listing.  Want to know who is making up the bulk of the OTS opportunities for Roger Smith Hotel over the last 30 days?   Think Paul Baron (the same guy I met a few months ago) – the “Agent of Change” and @Jakrose, etc – you can sort the River of News by Twitter Followers (too bad it doesn’t do Facebook Friends as well – oh well – next year).

Last year I spoke with Brian Simpson who started Social Media outreach at Roger Smith Hotel and he told me that he could trace as much as 20,000.00 per month in additional income to the hotel as a result of the Social Media Work he and his team are doing there – and I bet that he’s not captured everything – and he listed out what he captures – including Lily’s Restaurant – etc.

When you add all the people who stay at Roger Smith – like @iJustine and @ChrisBrogan, you kinda figure – that a good turn comes back – over and over – and mind you – the charts above just show activity over the last 30 days – the cumulative charts over the last two years would show far more.

But wanted to end this post on the starting point – the missed opportunities all the restaurants in this study have – there’s so many possibilities to get people coming in and saying they are “in the restaurant” which means – they’re spending money there – creating value – it’s a wonder that more focus hasn’t been put on Social Media, before now.

And here’s the activity over the last month as a trend chart

The peaks in activity at Roger Smith Hotel is closely tied to events – in this case (May 9th/10th) a Clambake on the 16th Floor Terrace and a Digital Somethings panel – I bet Brian is able to tie every activity at the hotel to increased income – and everyone who Tweets is usually with someone else, several people.

So lets take another step back and go to the restaurants – which are all comparable in prices for a meal – let’s eyeball it and say a typical meal for 1 is between $30-$40 dollars (in the “moderate range” even at Blue Fin, which is fairly expensive – I have been there.

Assume that your social media activities generates 100 people a month that come in due to social media – check in – and they are with at least two other people – (average reservation is usually for 3 people) – that means every check in is worth close to 100 bucks – every tweet could be worth that much as it’s a proxy for activity – we know these people who are tweeting are eating and drinking – and not all of the people in a party tweet – one will, maybe the others won’t.

If we look at 100 people (reasonable in Havana Central’s case – as we’ve documented that much, at least, in all three restaurant locations) per month – we get 10,000 dollars per month due to Social Media Activity – and that’s not counting all the people in the Follower and Friends stream who see the message – even if they don’t act on it.

Finally, the missed opportunity is in finding ways to distinguish people who tweet and check in who were coming in anyway (we should encourage this – give them a drink – that is what I helped come up with) vs those who would not ordinarily come in  – but will now – because they will get a discount via a promotion – or  a friend ate there and liked it (recommendation).

I don’t think there is any doubt Social Media Activity translates into Money – for now, we’re still using proxies, but in the future – we’ll have the exact dollar amounts – even now, we have a pretty good idea about Social Media ROI – and if you don’t believe me ask Brian Simpson over at Roger Smith Hotel – he’ll tell you.

But I can not end this post by throwing out how we can start recording new activity – a new visit vs repeat visitors (just like we do in Web Analytics).

Ok, say we go back to Havana Central – and talk about Twitter and FourSquare check ins / tweets.   Say we use Radian6 to export a River of News for as long back as we can go (in this case, over 6 months) and de-duplicate – so we have a list of all the people who have checked in – but only one instance of each.

Every month – we get a list of all those who have checked in or tweeted – and compare it to the list I have just mentioned above – if the tweet or checkin comes from a new account/handle (someone has not checked in before, or tweeted before about Havana Central) it counts as one acquisition  (or $100.00 as I suggested – it will all equal out even if it turns out sometimes less is spent and other times, more).

VPEPR RT @IvetteZurita #HPRA NY Kick Off June 15, 5:30-7:30 pm, Havana Central, Times Square, RSVP #pr #latism 2352 2369
ENVIRALMENTALST Best Cuban food you can get without a communist dictator looking over your shoulder (@ Havana Central – Times Square) 1260 1575
TELENOTICIAS_ Inaugural HPRA-NY event on June 15, 5:30 pm @ Havana Central Times Square, NYC. Please come…you’re invited!!! #HPRA #HPRANY #HispanicPR 966 749
_DAVIDHENRY_ Inaugural HPRA-NY event on June 15, 5:30 pm @ Havana Central Times Square, NYC. Please come…you’re invited!!! #HPRA #HPRANY #HispanicPR 788 542
EZMAC99 I just ousted @laurenkristine3 as the mayor of Havana Central – Times Square on @foursquare! 601 500
IVETTEZURITA #HPRA NY Kick Off Event June 15/ 5:30-7:30 pm at Havana Central, Times Square, 151 West 46th Street, NY RSVP 452 496
CHRISTINASEES Ahhhh dame comida!!! (@ Havana Central – Times Square) 732 430
CEASETHEDAY @HavanaCentral love my droid. gowalla’s photo upload feature is neat. buzzed is great cause it integrates to droid easily, but 4sq is my fav 322 325
JUSTINLEUNG Getting some lunch. (@ Havana Central) 339 305
WONDERMARQ Cuban tapas and mojitos! (@ Havana Central – Times Square) 246 286
CORYRYANFRANK I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 392 237
PAULOBETO77 Following the 4sq tip. î„… (@ Havana Central – Times Square) 263 217
SPINSTRIPES I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 425 215
LAURENKRISTINE3 I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 354 154
ANDREAVERDURA Yum!!! (@ Havana Central – Times Square) 304 148
LISA_FAYE RT @ChefBoyAnde: I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 366 143
CHEFBOYANDE I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 367 115
TRIN14 …yum… (@ Havana Central – Times Square w/ 2 others) 262 94
WANTTOBDELUDED @THATdudeDomO well, there’s sangria 46 and victor’s cafe. i’m a fan of both. i’m a tad anti Havana Central because the food just isn’t wow 126 84
SHORTYS2CUTE Lunch @ Havana Central with the Hubby (@malafe15) 50 79
ALLDAYBOOGIE At havana central for lunch..paying my tibute to cinco de mayo 95 78
PABLOCRAYO Chillen w/ @tom_fishman (@ Havana Central – Times Square) 120 50
BRIANHGIBSON I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 60 35
EFBAUM I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 55 26
EBONYBEAUTY305 Is in times square with my loved ones eatin @Havana Central. Anyone wana join? 49 20
APT_6 Try the new and improved @apt_6 hat trick: Lillies for breakfast, Hale & Hearty for lunch, Havana Central for dinner 30 18
IAWILLIA I’m at Havana Central – Times Square (151 W 46th St, btw 6th & 7th, New York). 16 12
REDSPDR Time for mojitos. (@ Havana Central – Times Square) 24 11
ROBERT_SAYLOR @OGOchoCinco next time your in the city try havana central. its off of times square. awsome food! 31 6
SROD2010 moooojitos!- (@ Havana Central – Times Square w/ @redspdr) 6 2

In this case, over the last month – these Twitter/FourSquare accounts are logged – next month if any of these show up they are tracked as customer loyalty while new visitors are treated as aquisitions.

The list of visitors who have returned in the following month gets handed over to the community strategist to reach out to – these are encouraged to come back in.  Meanwhile, the new visitors are also treated differently – and when possible – are asked how and why came in the first place – this information is put into a CRM (a spreadsheet will do as an interim solution).

That’s how you start building ROI – that’s how you start showing the results of what your doing – this is where it all starts adding up.  You need to build these lists and keep updating them  – then you have something you can take to the BANK.

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Is a tweet worth a drink? Steven Baker @SmartDataCollective asks ….

My post yesterday at Smart Data Collective on the Analytics of Geolocation was replied to by another from well known (and former BusinessWeek Insider) Steven Baker in a post titled Is a Tweet worth a Drink?

The answer is Yes – and I’d say it over and over again - a drink costs next to nothing – what it can help build can be priceless.  That’s just my opinion, btw, I don’t speak for Havana Central in this – the whole thing was my idea and it came to me spontaneously.   And as Steven says, maybe that idea needs to be fine tuned.

Note: The idea of giving customers a drink was an evolution – the community strategist, Cecilia Pineda Feret, and I were in Havana Central to check on a customer who had tweeted ahead they were coming (and did not show up that night).  Outreach was already being done; having set up the Radian6 alerts, I took the step of saying “while we’re here, and customer is tweeting that they’re at this Havana Central location now – let’s reward them with a drink”.

It’s not the drink – that’s not the point – it’s the thought and caring that counts.  It’s giving back instead of taking – it’s in  recognizing the value of a customer – a customer Havana Central, in my opinion, is in the business  to serve.

Yes, a business needs to make money and be profitable – perhaps not everyone can get a free drink just for tweeting or showing up – though I bet if businesses are doing that a lot more within a year or so, we’ll see the bar raised higher and customers will still be rewarded – but for other actions more in keeping with specific business goals.

So maybe, just showing up and tweeting is OK now, and next year – ordering a specific menu item that is being promoted will be what is being measured and rewarded – things always progress even as they stay the same.

Here’s what Steven said in his post minus the last paragraph which I will elaborate on here.

A New York restaurantHavana Central, gave free drinks to a woman who was tweeting about the place. Marshall Sponder, who was monitoring the tweets,orchestrated the promotion. And the pay-off was that the woman, Kimberly 819, tweeted to her 126 followers that Havana Central was her ‘new favorite spot!!’

Seems like a good deal for all concerned. But if the news about Havana Central spreads (as it is at this moment) and others go there hoping to get free drinks for tweets, what should the restaurant do? Are thousands of tweets worth thousands of well drinks? What if someone is tweeting to a following of two? Or one? If Chris Brogan walks in there with his following of 136,000, should he get better drinks?

Connie Mack Stadium

Decades ago, after the Philadelphia Phillies moved from the venerable Connie Mack Stadium to a big concrete-and-astroturfed donut called Veterans Stadium, I went to a game. I paid more and got far worse seats than at the old park, and I wrote a letter of disappointment to the team. Within days, I received a letter from the club president, along with a voucher for two box seats for the game of my choice. My best friend promptly wrote a similar letter, and got the same treatment. Then his 12-year-old brother wrote one. He got back a letter, but no tickets.

And what if Chris Brogan came into Havana Central and got a free drink -wouldn’t that be good deal for everyone concerned?  In fact, I hope next time he’s in NYC, Chris Brogan does come in for a drink.

Somewhere between the second letter and the third, the humans in the Phillies office sniffed a scam. The challenge, for Havana Central and others, is to make automated systems just as smart.

The automated systems don’t have to be as smart – we’re not trying to automate anything – rather, we’re working on creating a system and methodology/process that allows us to respond in real time.  No automation is need – except, perhaps in collecting the data and classifying it – but even there – all we really need to do is know some one is in one of the locations – is planning to attend, or was there earlier in the day.

FourSquare, for one, allows tracking some of this via the Venue Dashboard they released last month – if you are the owner of a venue and it’s on FourSquare – you can get the dashboard (once you get authenticated as the owner by 4Sq).  I predict Facebook won’t be far behind – and there are other services trying to do the same thing in their own way.    In fact, you don’t to automate the whole process because what makes it effective is the a human response – otherwise, you might as well just put EasyPass in venues and just get credit by blinking your card as walk in and out the door.

Analytics wise – up till now – including now – setting up alerts via Radian6, Biz360 even Google Alerts (though Google Alerts is not really the right tool for this because it’s not granular enough) or something similar might have been the way to go – and the way I have been going.

I noticed that, besides any social media strategy that we might employ – customers are coming into Havana Central anyway – and they are tweeting that they are there – usually they also say they are having a good time –  you want know how many followers collectively are seeing those messages?  More than a half million!!!!!!  Over the last 90 days – that’s right.

This chart was a quick data pull out of Radian6 based on the most common parts of a tweet that indicate someone is in the restaurant, was in the restaurant or will be coming – but I admit -the queries I used could use a bit more work and care and would improve the accuracy of the data pull.

I’m putting this chart out to make a point – any way you cut it – a drink for a tweet is worth it  it could be improved and I bet if it was, the number of followers would be higher.

But that’s for another day.

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