Dennis Yu

Uh oh... your Twitter presence is 18 times smaller than you think!

Companies used to be able to fluff their Twitter stats by counting all followers as impressions.
So tweet 10 times to your 100,000 fake followers and you magically have a million impressions.
Need 10 million impressions because you’re behind on your Earned Media Value forecast?
Nobody knows, despite what they may claim, which accounts are real versus robots.
Even twitter doesn’t know.
Now that twitter has come out with organic reach reports, the house of cards comes crashing down– for the 3rd party tool vendors and for people using these reports.
One of our friends runs social for one of the largest agencies in the world– his screenshot above.
Instead of the 27,000 reach from Sysomos, the actual reach was 1/18th.
Because Twitter doesn’t provide organic impressions in their API, even if you pay for the reporting, no tool vendor can accurately report here.
We’ve told Twitter a few times that they need to get organic reporting right to be able to drive ad sales.
Certainly hiring a ton of salespeople after the IPO is a normal thing to do. But we recommend educating clients instead of just selling to them.
Some people will be shocked at getting numbers 1/18th of what they used to report.
  • Will they restate historicals so it doesn’t look like their current performance stinks?
  • Will they keep using the old method (assuming 100% coverage), since those numbers are “better”?
  • Will they decide that reporting impressions is a shell game, abandoning reach for engagement metrics?
  • Will they be unaware or apathetic, saying social metrics are hocus pocus anyway since revenue is what counts?
1/18th is just barely above 5%.
That’s right in line with newsfeed coverage for brands on Facebook.
So is there cause for outrage?
Readers, what will you do about the new Twitter organic insights?
Have you had a chance to play around with it yet?

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Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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