The Twitter geo-tagging feature is used by less than two percent of all Twitter users, yet despite that fact the team at Topsy claims they can pinpoint the location for 95 percent of all tweets nationwide. The social analytics company on Monday released a new geo-inference tool for local marketers.
The tool can be used by companies to optimize Promoted Tweets with the most accurate location data possible. The platform for example could be used to react in real-time and to identify emerging markets and areas of struggle.
Topsy is one of Twitter’s first partners and has maintained access to the company’s entire data network. Currently Topsy sifts through 450 million tweets per day.
To accomplish its goal Topsy examines users’ profiles, language, Tweet text, use of local websites, and other signals.
While not 100 percent accurate Topsy says its system can pinpoint 95 percent of all tweets even when GPS info is not shared by the Twitter user.
The platform can also identify 50 percent of tweets by state, 30 percent of tweets by county, and 25 percent of all tweets on the city level.
According to Rishab Aiyer Ghosh, co-founder and chief scientist at Topsy:
“Twitter is used throughout the world as a way to converse and share information, and analysis of those conversations has proved immensely valuable to brands and agencies. Our updated geo-inference model continues to push the envelope with what is possible with enhanced geographic information. Now you can monitor whichever portion of the world’s largest conversation is most relevant to you.”
Do you like that your tweets can still be easily tracked by location even if you have turned off geo-tagging?