Twitter has revealed a new suite of analytics tools enabling advertisers to measure their share of conversations on the social network, especially against rival brands.
Offering medium and large businesses access to ‘Brand Hub’, Twitter looks to show brands how well they perform on social media against rivals with the newly devised TrueVoice metric (share of conversation against that of top competitors).
The tool promises to give marketers key data on who is speaking about the brand (broken down by gender, location, job and income) and what they are saying to help marketers understand the best demographics for targeted ad campaigns on Twitter.
A statement from the company promises “a bird’s eye view into the impressions, engagements and mentions” of each participating brand, enabling advertisers to “add a personal touch to future content”.
“Every day, millions of people tweet about brands. Each tweet has the potential to give advertisers new insights to better understand what customers, prospects, and influencers are saying, thinking, and feeling about their brand.
“To date, marketers haven’t been able to gather these valuable insights in one place.”