I’ve recently been writing about tools that syndicate content from a single author to multiple destinations on the Web, making it possible for one person to spread a message far and wide with minimal effort. One of the new entrants in this market is dlvr.it, which is currently in a controlled beta.
On first look, I didn’t see much that was new about this tool, but I got a demonstration from founder Bill Flitter last week that showed some impressive utility. Flitter is the founder of Pheedo, a company that has a track record of success in the RSS advertising business. The service’s roots are in RSS feeds but it has plenty to offer the Twitter-only user as well.
Dlvr.it’s most basic function is to distribute information to Twitter, Facebook and a number of other forthcoming services without user intervention. The default service grabs the contents of an RSS feed and syndicates it to other sources, which is pretty cool in itself. You don’t have to create a specific tweet; dlvr.it does it for you.
The real power of the service, however, is on the back end. For each syndicated item, whether it be an article or a single tweet, you can see who retweeted the item, how many times it was distributed and how many clicks it received. There’s a metric called “direct reach” that measures the follower count of people who re-post an item. There’s also a calculated metric called “extended reach” that figures out how many people have tweeted your content using a URL shortening service other than dlvr.it. That’s pretty cool. In effect, dlvr.it can tracks citations of your content that don’t result from retweets. You may have no other way of knowing about this activity other than through by looking at server logs for referring URLs.
This is where the service’s Pheedo roots are evident. Most Twitter services track Twitter activity exclusively, but dlvr.it can grab content from a blog or website, syndicate it and track activity automatically without any user intervention. I’m going to add the RSS feeds of all my blogs to dlvr.it and seeing what insights I gain. Sign up for an invitation at give it a try.