Twylah Bashes Brands

Aggregator service offers Brand Builder to Twitter users.

By Kevin RR Williams

SOCIAL MEDIA I have been singing Twylah praises for two years. The service amplifies tweets by formatting them on a website all categorized and arranged and linked by topics — automatically. It's nice because it provides a means for people without Twitter accounts to view content. As the Twylah team refined the code, use of the site was free. There were hints of a pro plan offering analytics but the exact details were under wraps. Over time, templates were added so users could have a more customized experience. Towards the end of 2013, the method of Twylah monetization became apparent.

Users have been encouraged to obtain a free Brand Assessment. By completing a series of online questions, a brand score is given based upon past tweets. For example, suppose your brand promotes food and recipes. The program analyzes engagement and searches for the words "food" and "recipes" to see if your tweets support your brand. You may have hundreds of tweets that say things like, "How to make peach cobbler" or "3-step guacamole" but if the keywords are missing, the algorithm is unable to verify that you actually tweet about "food" and "recipes." As a result, you could receive a disappointing Brand Alignment score. To improve your grade, you are urged sign up for a free trial to a new service for more than $300 per year.

The Twylah service monitors your tweets, making suggestions to coach you how to improve your social media brand on Twitter. That may be well and good for those who wish to go this route. Like any marketing strategy though, you should check to make certain that the social media demographics aligns with your marketing strategy. Personally, the market for monetizing my site and brand does not have a strong enough Twitter presence to justify the service.

So what happens to the free accounts after Twylah bashes your brand with its assessment? Well, apparently not much. Mine has ceased to import new tweets. After one complaint, it was manually refreshed. There was no response to the second request. Therefore, I have removed the prominent "Tweets" tab from this site's menu. Those interested may access the archive via the link in the page footer. If you are using Twylah, have you obtained a Brand Assessment? Are you benefiting from the Brand Builder service?

Tags: microblog, social media aggregation