Twitter Inc. (TWTR) Analytical Dashboard Is A Threat To Third-Party Apps

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It gets really disheartening when we post a tweet or share a link on Twitter Inc. (NYSE:TWTRand discover that the tweet received no replies, retweets and even zero favorites. It gives a feeling that the tweet lured nothing and nobody even bothered to have a glimpse of it. But this is not always the true case because sometimes the deadest seeming tweets actually reach a large number of folks whilst gaining a substantial number of clicks. Twitter has now expanded its reach to one and all to know how their followers are engaging with their tweets in terms of acclamation and views with the refurbishing of its analytics tool.

The micro blogging site had spruced up its new analytics dashboard back in July this year, but it was limited to just the advertisers and those with verified accounts. On the day before yesterday analytics.twitter.com ended this disparity by allowing all the populace to deduce the performance of their tweets.

The most exciting quotient

Twitter recorded a growth of 6% in its user base in the second quarter, but its total hearers are two to three times more than the active user base as most of them audience it without actually logging-in. Hence, by launching of this analytics tool, now the account holders can really whet their impact on this social network.

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The most stimulating part of this analytic dashboard is the Tweet Activity Section, wherein the user can see a pictorial representation of his or her tweet impressions over the past 28 days. It also includes tweet-by-tweet metrics that divulges impressions, engagement and engagement rate for each post. In addition, the tool kit gives a breakdown of a user’s followers, revealing their gender, location, shared interests and more.

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On the other side of the fence there’s also a huge probability that people comment and favorite one’s tweet but for some reason don’t go and click the link. Although the clicks are not disclosed publicly, but for most endorsers they are the only thing which matters to them. Talking specifically about this micro-blogging platform retweets and favorites are equally important, like clicks, but the crux for promulgation is the visible engagement for the marketers.

Twitter joining the party late

The other social media competitors for Twitter like the Facebook Inc. (NASDAQ:FB) and Google + had provided this feature of revealing the engagement quotient of a post to their users’ long time back. Due to this Facebook has taken a huge lead in the context of being the most preferred social avenue for checking out a local enterprise by the virtual commuters with 62% of them relying on Facebook and a mere 11%  of them on Twitter. Also the closing gap of Google+ in the number of users along with its +1 feature is attracting many of the marketers as an alternative platform for their promulgation; hence Twitter would have to work hard to make this analytic tool as a favored choice for the users amidst these tough emulators.

Also, to use this feature of analytics, the users must have had an account for at least two weeks and it should have not been deleted, restricted or suspended. Along with this, the languages in which the tweets must be written are English, French, Spanish or Japanese.

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Proving a Threat to the 3rd party Analytic tool

The embarking of this analytic feature for the entire social mob has not only proved to be a benefice to the whole, but also posed a threat to the third-party Twitter analytics tool. These effective marketing tools for business provided a metrics, which improved and tailored the Twitter campaigns of the endorsers for yielding better result, for eg. TweetReach, TwentyFeet etc. But their hardships are sure to increase with the revamping of analytics.twitter.com due to the reduced dependencies of promoters and analyzers on these add-on pulpits.

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Conclusion

Twitter has been working hard for emerging as a lucrative platform for the marketers for some time now, and hence undergone several facelifts recently some of which include the introduction of nine products during the second quarter, surfacing new ad formats in August, unveiling significant timeline Tweaks and now the recent one being the revitalization of the analytics dashboard. With all these experiments and many more of them expected to knock in soon, the “SMS of Internet”  has completely justified its worth for being the most preferred platform by the elites of Fortune 500.

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