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Twitter Analytics Fails to Impress at Launch

Posted on 6.12.2013

Twitter is making its Analytics products free to the general social media public.

The information it’s making available however is failing to impress much of anyone (at least me), as most of the data is likely already included in whichever social media listening/management tool that you’re currently using today. There are some bright spots however.

In addition to showing mentions, follows/unfollows, and the click performance of recent tweets (along with how many favorites, retweets and replies it received) it also reveals which tweets had the broadest reach when compared to normal tweets. For example, we were able to tell at a glance that one of our recent tweets had 3x the normal reach. That’s not a game changer, but it is certainly a nice feature.

The inclusion of advertising related analytics, or perhaps even real-time trending topics from a specific following in the future could certainly add some value to social media marketers. Twitter users can access their Twitter Analytics by visiting ads.twitter.com, and logging in with their username and password. Just clicks the ‘Analytics’ link to see the growth of a particular Twitter following, as well as some general statistics on the performance of individual tweets, or the ‘Timeline Activity’ option to dig into the individual tweet performance.

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