Social Media? Get Serious with the Twitter Web Analytics Tool

Tweet! Tweet! Tweet! Twitter needs no introduction. Marketers know that the hottest barometers of popular culture are social networking sites like Facebook, Twitter, and LinkedIn. These social networking websites have changed consumers from silent, isolated, invisible individuals, into noisy, public, informed consumers.

Twitter unveiled a new Web analytics tool, Twitter Web Analytics that will help businesses to keep track of Twitter-driven traffic. Until today, however, in depth analytics from the micro-blogging site wasn’t available. Separately, the company also announced plans to expand its Promoted Tweets platform.

Twitter now has over 100 million users; businesses are hoping that their tweets will help drive traffic to their websites. There are millions of twitterers and tweets, but all are not noticed and read by others. Many times, it has happened where I thought to write something down and get someone to read it, but the moment and the context have disappeared.

Part of the problem is that “Web analytics software hasn’t evolved as quickly as online sharing and social signals,” Twitter’s Christopher Golda wrote in a blog post. This tool will help businesses to understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites.

Previously, it was feasible for anyone to monitor web traffic coming through blogs and larger websites. Twitter has been described as a 140-character blog. The blog itself, so to speak, might be small, but visits to the blog can be massive, as the day Michael Jackson died, when Twitter sites crashed.

This new tool is a sophisticated one as it does more than just count heads. It helps users understand how much website content is being shared across the Twitter network, how much traffic Twitter sends to a site, and how effectively a site’s Tweet Button is being integrated.

Earlier, businesses have had difficulty to accurately measuring the amount of traffic Twitter is sending to their websites, in part because web analytics software hasn’t evolved as quickly as online sharing and social signals.

Connecting on twitter allows someone to communicate with his or her Windows Live Messenger world by sharing information like your profile, photos, or friends with twitter.com. One can also find people on Yahoo, Gmail, MSN messenger, AOL, and LinkedIn.

The Promoted Tweets advertising program is also being expanded. These are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to interest a deeper level of engagement from their existing followers. These Tweets are labeled as promoted when an advertise pays for their placement on Twitter. Otherwise, they are just like regular Tweets. They can be re-tweeted, replied to, and so on. They are first displayed as regular Tweets to the people following an account. Advertisers can then promote those Tweets to fuel further conversation.

Because all Promoted Tweets begin as regular Tweets, there is not a single “ad” in the Promoted Tweets platform that isn’t already an organic part of Twitter. This is not the same as both traditional search advertising and more recent social advertising.
The value of promoted Tweets: Users see Promoted Tweets at the top of relevant search results pages on twitter.com. Promoted Tweets from Twitter’s advertising partners are called out at the top of some search results pages on Twitter.com and through select partners.

In search results for a Promoted Trend, users may also see a Promoted Tweet when they click on a Promoted Trend. On some occasions, Promoted Tweets may be visible within a user’s timeline if an advertiser has promoted a Tweet that is relevant to that user.
Promoted Tweets from Twitter’s advertising partners may also be displayed through Twitter’s official desktop and mobile clients, including TweetDeck, Twitter for iPhone, and Twitter for Android, and others. Regarding third-party Twitter clients, Twitter is currently syndicating its Promoted Products suite to some third-party Twitter clients, including HootSuite.

Businesses can now not only track traffic through Twitter to their specific site by using Twitter Web Analytics, but they can also get more bang for their Twitter advertising buck by using Promoted Tweets.

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About Mandira Srivastava

Mandira Srivastava is based in Bangalore, India. Equipped with mass communication degree, she started her career as editor-coordinator at Vadamalia media. She is a professional writer with over 4 years of experience and specializes in article writing, article rewriting and custom content development for websites & blogs.