As first reported by ReadWriteWeb, Twitter plans to launch sophisticated analytics tools in the future. During last week’s social media conference at Columbia University in New York, Manager for News and Journalism Erica Anderson made a comment that the tools will help publishers track the reach of their tweets across the network. In that case, the micro-blogging site will become an analytics heavyweight which can outdo rivals like HootSuite, Klout and bit.ly.
Twitter vs. Third-party Providers
According to Punch, a British public relations company, Twitter’s own analytics API can be too much for marketers to understand their social media campaign. As stated by Punch’s Managing Director Pete Goold:
“Whilst there are numerous analytics tools available which can look into Twitter in depth, having an analytics platform embedded within the network itself is likely to improve the quality of future campaigns as a whole.
“This development may also be part of Twitter’s strategy to try and persuade more brands to invest in the platform from a marketing perspective, since the pool of information and insights which could be available through Twitter is astronomical.”
Twitter’s highly-praised open applications program interface has enabled companies like HootSuite to develop platforms that can manage and analyze users’ marketing campaigns. However, the micro-blogging site is starting to compete against third-party providers.
It should be recalled that they’ve acquired TweetDeck and redesigned it to mimic some of HootSuite’s popular features. This only means that Twitter’s upcoming analytics tools can be a threat to its competitors.
It’s the Same Story
Despite the promising reports, many people argue that Twitter has been promising analytics tools for at least two years. Every time they roll out their own version of a particular feature, it threatens third-party developers. But it always turns out that these developers create more Twitter stuff and make a living out of it.
Twitter apparently has a stained track record of delivering its analytics tools for free. After making promises, they’ll discover that they can’t deliver it. That’s why most users are not excited to what Anderson stated as sophisticated analytic tools.
As of the moment, Twitter’s existing analytics tools are only available to its advertisers. Whether they can keep their promise or not, the feature can help users better optimize their marketing efforts across the network. Nevertheless, letting its users understand the impact of their campaign can encourage more brands to invest on the micro-blogging site.
search engine marketing campaigns search engine marketing companies
No comments:
Post a Comment