Twitter recently rolled out a new analytics feature that allows advertisers to see engagement metrics for organic Tweets.
From Twitter’s blog:
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For the first time, advertisers will be able to see how many times users have viewed and engaged with organic Tweets, so that they can more effectively optimize their content strategy. The Tweet activity dashboard is now available to all advertisers, Twitter Card publishers, and verified users around the world.
With the new dashboard, you can:
- See how your Tweets are performing in real time.
- Compare impressions (times a Tweet is viewed by anyone on Twitter web and Android or iOS apps, including logged-out users), total engagements and Retweets month over month.
- Use the Tweet details page to see how many Retweets, replies, favorites, follows, link clicks and embedded media clicks each Tweet received.
- Export your Tweet performance metrics into a CSV file, which now includes both organic and promoted data.
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Only advertisers, Twitter card publishers and verified users have access to the Twitter analytics dashboard. Previously, impressions and engagement data on the dashboard was limited to Promoted Tweets.
In recent months, Twitter has rolled out several new features to complete with advertising giants Facebook and Google. In April 2014, Twitter reported that it beat its ad revenue expectations for Q1 with an estimated 119% increase year over year. However, Twitter is still playing catch-up with its competitors, as its new organic Tweet feature is similar to a feature already offered by Facebook for some time.
With new insight into organic Tweets, a challenge for marketers has become apparent. MarketingLand.com’s Danny Sullivan reports that, “Just like Facebook, what you share on Twitter isn’t seen by all your followers.” Marketers’ frustration about Facebook’s algorithm may now spill over into Twitter campaigns, as well. Organic reach on Facebook has fallen in recent months, leading to frustration for marketers who have come to rely on that mass reach of organic Facebook content. Only time will tell how Twitter will face the same criticism.
Further reading:
- ‘Introducing organic Tweet analytics’ via Twitter’s Advertising Blog
- ‘Twitter shares drop on fears of ‘stalling’ growth’ via The Guardian
- ‘Twitter Revamps Analytics To Show Impressions & Engagement On Organic Tweets’ via MarketingLand.com
- ‘Facebook Again Explains Why Organic Page Reach Is Falling, But Will That Satisfy Marketers?’ via MarketingLand.com
-Posted by Elizabeth Pace–
aspiringCMO 