Step Into Twitter’s Brand Hub
Twitter is making it easier for brands to understand their impact on the social network with the launch of a new service called Brand Hub.
Brand Hub helps advertisers understand their share of conversation, key audiences and trends about their brand’s conversation. For starters, Twitter developed a new metric called TrueVoice, which is determined by analyzing tweets about the advertiser’s brand and its competition. Then Twitter identifies the percentage of these impressions that the advertiser’s brand owns. For instance, as consumers see an ad about a company and its competitors on TV, display or social, they publish tweets that are then counted in real time through TrueVoice.
In addition to TrueVoice, advertisers can check out audience insights that shed light on the people actively talking about their brand on Twitter, including details like gender, location, income levels, occupation types and other demographic attributes. This section of Twitter’s Brand Hub also highlights key influencers.
Lastly, the Brand Hub offers conversation details that help advertisers understand how people are discussing their brand on Twitter. This report enables users to see how many impressions their brand has received, how many tweets mention a specific brand or product and other top phrases associated with the advertiser’s brand or product. What’s more, users can see breakouts on key topics like brand loyalty, purchase intent and more. Large companies with sub-brands can also further segment their data by product or sub-brand.
Twitter notes that Brand Hub is now available to select brand advertisers and medium-sized businesses in English-speaking countries. To get started, users must visit brandhub.twitter.com or go to analytics.twitter.com and choose Brand Hub.
“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,” Twitter said in its announcement. “Today we’re excited to announce Twitter Brand Hub, the newest addition to our suite of analytics tools.”