Analytics Dashboard Open to Non-Paid Users
Recently reported by Mashable, social media giant Twitter has opened its previously paid account-only dashboard to all Twitter accounts. Originally built in June as a tool for advertisers, the micro-blog site has clearly recognised the desire for an analytics system for users as a total collective entity.
Much in the manner of Facebook’s ‘Insights’ mechanic, Twitter’s Analytics tool allows users to drill far deeper into the statistics than people and businesses have been allowed before. The ease with which users access details is also greatly enhanced. Digital marketers know all to well the difficulty that exists with harvesting statistics from Twitter’s linear notifications tab so a system that harvests the data into one base is an invaluable tool.
Despite remaining subordinate to the behemoth of Facebook, Twitter’s growth has seen only Tumblr really challenge the social networking site’s position of power as the premier microblogging site on the web. It’s ‘always on’ nature has made analysis somewhat of an uphill struggle in the past, particularly for more successful accounts with a high level of engagement, so adding Analytics will certainly help Twitter to consolidate its superiority over services.
The Analytics dashboard monitors data on the page as a whole, foregoing strict analysis of singular engagements in favour of an approach more concerned with the overall growth (or indeed shrinkage) of the account. From a cross-channel measurement point of view, the dashboard is an excellent tool, measuring engagement as a single entity (accompanied by more details figures surrounding favourites and retweets), which allows data to be standardised against analysis from other popular channels.
Perhaps the most enjoyable aspect of the dashboard is the analysis of interests associated with the page. By Twitter’s nature it cannot measure demographics in as comprehensive manner as its counterpart Facebook, so the addition of interests is a unique and long awaited approach to understanding one’s Twitter audience. Again, from a marketing point of view, the tool is an invaluable resource, with strategies and content to be created with a far greater understanding of how it is being engaged with.
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