Brand stories have become a top marketing strategy, and the most successful stories make the collective voice of their audience the leading lady.

Finding the collective voice of your audience is no easy task. Basic tools, a bit of luck, and perhaps you’ll hear a little digital peep.You’ll need to upgrade the tools and create a strategy to hear the collective voice loud and clear.

My personal brand story was just beginning to find its voice earlier this year. But I didn’t have any technology or methodology to evolve my voice into something meaningful. 

I “met” Robert Moore , Co-Founder of oneQube, on Twitter back in February. We connected soon after he co-hosted a webinar on social listening and I was introduced to Spider: a social media listening platform.

With Spider, I have grown my following from 850 followers to over 5400 in 6 months! I’m an example of how someone with minimal social media experience can create a thriving and growing community with the right tool. 

So of course I’m excited to share my experiences and show you how Spider can help build sustainable communities to connect, collaborate, and learn from every day.

What is

You may be asking yourself “what is SpiderQube?!” is an incredible social media listening platform created by the seasoned Internet entrepreneurs of oneQube. Spider collects, analyzes, and presents Twitter data in simple and actionable analytic reports.

This post dives into one of Spider’s most powerful tools for audience analysis: The Signal Analysis Report!


Signal Analysis Report:


Every person in your audience has a unique set of Twitter attributes contributing to their “voice” in the platform.

The Signal Rank is a Spider classification system based on a proprietary algorithm. This system auto-classifies users by considering over 20 Twitter attributes, such as follower counts, number of lists, and Tweet frequency.

(Note: Spider rankings are for directional purposes only: they are not positioned as an “influence score” such as Klout or Kred.) 

Let’s take a look at Spider’s Signal Rank classification system:

  • Newbies And Emerging: These Twitter tadpoles are still wet behind the ears with no more than 1000 followers and on Twitter less than a year. Get them involved in your community to build brand awareness and make them feel at home in the Twitterverse.
  • Rising And Leaders: These are your well-seasoned Twitter peeps who’ve been navigating Twitter for more than a year and have a solid and growing following. They are also finding their way onto Twitter lists. Tap into this section of your audience for B2B networking, brand advocacy, and talent recruitment.

***Spider considers lists as a top attribute contributing to rank classification. Being listed increases a profile’s visibility and opportunities for engagement. Lists are powerful tools to segment an audience into specific communities. Being listed acknowledges profiles who consistently contribute valuable and shareable content with their audience: a powerful indicator of social influence.  

  • Powerhouses, Stars, And Superstars: The movers and shakers, influencing their way across the Twitterverse and beyond. Lots of Tweets, followers, and highly “listed”. Watch for these influencers popping in on Tweetchats and commenting on industry events and trends.

A Signal Analysis metric is created for each Signal Rank for the chosen topic you are following. The metric is the actual number and percentage of each Signal Rank measured against the total number of profiles participating in that discussion.

The Signal Analysis Report displays the distribution of those Signal Ranks:


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3 Ways To Use The Signal Analysis Report:


The Signal Analysis Report is a treasure chest of data and insights about your audience.

Let’s look at 3 ways the Signal Analysis Report can help build brand awareness, industry leadership, and brand communities.

1) Analyze Who Is Sharing Your Content:

Content marketing continues its online stampede across the digital wilderness at break-neck speed. How are you keeping up?

Spider gives content creators and publishers the ability to track and analyze the people sharing their content via Twitter: your front-line ambassadors. Knowing exactly who amplifies your content provides golden opportunities to acknowledge your most engaged readers.

This article from Ann Gynn, The Content Marketing Myths We’ve Left Behind:  Do You Still Believe? is a great starting point for understanding how a Signal Analysis Report can support content marketing efforts.


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This excellent article busts some common content marketing myths and reveals insights on building strategic and proactive content marketing programs. The Newbies created the strongest signal at 34% followed by Rising at 24%.

Once you’ve earned their attention with valuable content, here’s how to keep it:

Create Twitter Lists: Twitter lists are an excellent way to sharpen your content marketing strategy. Create a Twitter list for each section of your audience for a particular content source.

Include Clear CTA’s: This CMI article is a great example of integrating several clear CTA’s on the page: newsletter, ebooks, event invites, how-to guides, and social media connections. Give your audience reasons to stick around your website and engage with your brand. 

Repurpose Content: Take existing content and break it down into its parts. Use your Twitter lists to create targeted campaigns based around your content:

  • Dive deeper into a subheading with a webinar targeting your Rising and Leader B2B network.
  • Interview one of your influencers in a podcast, invite them as a Tweetchat guest, or ask them to guest blog.
  • Invite Newbies to an industry Tweetchat, try out an ebook, or sign up for your newsletter.

**Producing and publishing great content is not enough: acknowledge the front-line ambassadors of your content with more value.


2) Analyze Audience Conversations About Industry Conferences:


Audience conversations about industry conferences are chock full of valuable data to create targeted marketing strategies.

Let’s take a look at the Signal Analysis Report for Content Marketing Institute’s yearly Content Marketing World 2014 event:


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Newbies and Emerging lead at about 43% with Rising and Leaders just behind at 41%. Dive into each of these sections of your audience and start engaging online:

Nurture the Newbies:

The jury is still out whether these Twitter tadpoles will survive out there in the unforgiving digital wilderness. This is a fantastic opportunity to engage this community within your audience and make them feel welcome.

  • Create a Twitter list of Newbies: Being included on a dedicated list will make them feel welcome and appreciated.
  • Target your content marketing: Tailor your content around the trending conference topics. You already know what they are interested in: give them more!
  • Target product/service marketing: Would they be interested in your products/services? Offer them free trials, ebooks, consultations, etc.

**Connect and nurture newbie relationships: the seeds for future brand superfans.

Network With Rising And Leaders:

The Rising and Leaders are the workhorses on Twitter. They have earned their place as influential leaders and are exceptional B2B networkers. Connect with this community of your audience and do the same:

  • Step Up The Networking: Continue conversations in a private HOA. Meet IRL if possible. Send a thank you note. Yes, a snail mail thank you note!
  • Trade Content: Write a guest post for each other’s blog.
  • Trade Products/Services: Offer to write reviews on each other’s product/services.
  • Talent Recruitment: Search here for industry talent.
  • Create another Twitter list: Keep track of your connections and conversations.

**Relationships with this community are essential staples in your digital pantry: your Twitter bread & butter.  

Reach For The Stars:

The Powerhouses, Stars, and Superstars may only represent a very small percentage of the audience. Take advantage of the small number of contacts: reach out to each one individually:

  • Reach out to them on Twitter. Ask an open-ended questions and start conversations.
  • Offer to do a review of their product/service and post a blog about it.
  • Create yet another Twitter list for the stars!

**Don’t be afraid to connect with these heavy-hitters: every Superstar was once a nebulous Newbie.


3) Analyze Audience Conversations With Industry Influencers:


Who is your favorite industry influencer? What blogs are always on your reading list? The good folks at Content Marketing Institute are always on my must-read list.

Let’s peek in on the Signal Analysis Report for CMI’s @JoePulizzi:

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Joe is pulling a strong Newbie Signal Strength followed by Leaders.  Let’s dig deeper:

What content are they sharing? What kinds of conversations are happening? How much does the influencer engage with his audience?

Run a few influencer Signal Analysis Reports and one on yourself. How do you compare? Are you attracting the same kind of Signal Ranks?

The goal here is not to compete head-to-head with an industry influencer, but to learn from them.

**Don’t focus on becoming an influencer: set your sights on becoming influential.


Answer to the diverse needs and unique voices of your audience with creative and innovative strategies. The collective voice of your brand must sing in harmony if you want to be heard in the ever-expanding and noisy digital world.

Key Takeaways:

  • Keep your online strategies dynamic and diverse: just like your audience!
  • Give a little social media TLC to the Newbies: be kind and helpful.
  • Have conversations: one-way broadcasting is out.
  • Make lists: a lot of them…and then make some more!
  • Be creative! No one wants to listen to the same ol’ tune.

Spider has been a huge success for me. As a #BizHeroes and Spider fan I spoke to Robert about an extended trial for the #BizHeroes community. You can put Spider to work for you (and your business) with a special extended free trial for #BizHeroes and members. Go to and use invitation code: paperli . You’ll be able to use Spider for 21 days at absolutely no cost ( no credit card required either)!


If you are using Spider, or you try it out, please leave me a comment below with your thoughts. I’d love to exchange best practices, tips or answer any questions. You can reach me on Twitter @connect2life, too.

Jessica Roberts

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8 Responses to “Twitter Tools: Analyzing The Collective Voice of Your Audience with SpiderQube”

  1. Lynne

    Great article Jessica. Very informative. I definitely need to start my twitter lists and just get myself organized. Will definitely have a look at and use invitation code: paperli . Love your writing 🙂


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