You know something’s a hot trend when Google’s on it – which is how you know that real time social media feeds are a big ticket item for search engines. Google implemented Twitter feeds into search results not too long ago, but with the juggernaut that is social media, are updated Twitter feeds in social results enough? No. Which is why Topsy is so powerful.

Topsy is the real-time search solution for “social” web – which includes just about any social media or social media based website you can think of. Topsy tells you what’s trending right now, and even breaks it down by links, tweets, photos, videos and experts. Basic searches can be conducted (with a setup that looks a lot like Google), or users can take advantage of more advanced searches that include the option to filter words, domains, Twitter users, specific result types, languages, relevance and time of publications. Think of it as your social media archive.

Why Topsy Matters

Topsy matters simply because of its unique and powerful ability to harness social media intelligence. It’s free to use, but yields a wealth of information about any general to specific item you’d need to know about in social platforms. What are people saying and where are they saying it? That’s the type of question Topsy is able to answer. They don’t assess the data for you, but they do provide you the raw and accurate data you need to take the next step. Topsy identifies “the most important content seconds after it has been posted to the social web.”

What makes Topsy so great is that at its core it has fused what made both Google and Twitter so great. Google gives real time results, but it was Twitter’s incredible ability to be an agent of social change and a representative of people’s voices that boosted it as a near overnight success in the eyes of mainstream media – even to those people who had no idea how to use Twitter. Everyone identified its value and potential. Topsy does the same thing but with arguably more accurate metrics and a more scientific approach if only through its inclusion of all spear-heading conversations across all social channels.

How You Can Harness Topsy

Because it’s able to gather real-time data, Topsy is great for keeping tabs on trends or even getting an idea of where your core market would be. You will gain access to “social signals” that let you know where user groups are headed. Social signals include getting a feel for the impact of events, be it something related to your clients, industry or your company directly. These feelers could be the difference between a success and failure as you and your colleagues determine the next step forward, which can save you a considerable amount of money. Speaking of money, with Topsy’s social signals, you get cued to fluctuations in market trends so you’re on top of the game and able to redirect your marketing attention to what’s next on the horizon.

Through keyword searches, you can see who is saying what and what platforms your core demographic is most actively engaged on. Whether you’re in PR or offering a service/product, you can utilize Topsy’s advanced search filters to see where valuable conversations are taking place. Next, step in and contribute to them to attract an audience and build valuable conversations that convert into sales, customer loyalty and brand authority.


作者 Shireen Qudosi

Shireen Qudosi is Benchmark Email's Online Marketing Specialist and Small Business Advocate. An Orange County based writer, Shireen specializes in online marketing and public relations. She has written for over 75 publications and has launched nine successful new media campaigns to date. Her work has been featured in the New York Times, Denver Post, the Oklahoman and Green Air Radio, among others.