Twitter launches tool to help brands understand users’ opinions

PanARMENIAN.Net - Twitter has launched a new tool out of beta that’s designed to help brands better understand just how much of the conversation on Twitter is focused around them, VentureBeat reports.

With its new Brand Hub, Twitter says marketers can now better understand their share of the conversation, key audience demographics, and pertinent trends. In short, brands have another analytics offering to help them understand why they’re using Twitter.

“Each tweet [sic] has the potential to give advertisers new insights to better understand what customers, prospects, and influencers are saying, thinking, and feeling about their brand,” Andrew Bragdon, a product manager in charge of tools to help Twitter generate revenue, wrote in a blog post. “To date, marketers haven’t been able to gather these valuable insights in one place.”

The Twitter Brand Hub provides metrics that help marketers glean insights from real-time conversations about their company. First off is TrueVoice, Twitter’s proprietary analytic that lets brands track real-time share of conversations. This metric is calculated by looking at the tweets around both a client’s brand and its competitor’s before identifying the percentage of impressions focused on the client’s brand.

Another offering within the Brand Hub is an audience view tool that provides insights into the people who are chatting about a particular brand on Twitter. Besides any private information available, marketers can find out the gender, location, income levels, occupation types, and other demographic information about these users. It’ll also showcase the top influencers, enabling brands to better engage with them.