Omniture is launching a tool that enables marketers to measure brand activity on Twitter.
Through its SiteCatalyst API, Omniture users are able to determine the number of times a term is mentioned on Twitter. The data can then be reviewed and sorted by customer, vendor, employee and other categories. With a little further hacking, brand names can also be paired to other keywords or phrases for more granular tracking. Perhaps the most value-added aspect of SiteCatalyst's Twitter tracker is the ability to set alerts. When a customer's brand has been mentioned a certain number of times in predetermined amount of time, it will send notifications by email or text including the actual tweets, users' Twitter account names and even geographical location.
If you're not an Omniture user, there are few viable options for tracking Twitter. While not nearly as robust as Omniture aims to provide, some minor Google Analytics hacks can provide some insights into how the conversation circulating around your brand affects its products or services. The best option might be to just use the search feature on Twitter and track brand mentions through the available RSS available on search results pages at search.twitter.com.
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