Twitter yesterday rolled out what it’s calling the “Brand Hub,” a single dashboard designed to give advertisers what it refers to as a “360-degree, real-time” look at the following:
- Share of voice: They refer to this as “share of conversation” but the gist is the same in that it’s a measurement of how well your brand is performing in the conversation against the competitors you’ve identified.
- Audience insights: This shows key influencers, demographic information on the audience and more.
- Conversation insights: If knowing more about who is talking is important, then knowing what they’re talking about is even more so. This provides a breakdown of impressions, mentions and more so you can see what the conversation is about.
Unfortunately this is just available to advertisers (and medium-sized businesses) right now, though it’s to be hoped these insights will become more widely accessible over the near future. More data is always a good thing in content marketing so publishers can see what’s resonating, what’s not and who it is or isn’t resonating with. Audience insights and conversation tracking can both help tailor editorial to achieve more and better-targeted success.
Outside of that, it’s interesting to see Twitter, which for so long offered no native analytics, now expanding on what it currently offers. This is certainly part of the company’s efforts to make advertisers more comfortable spending money on the status network since if they can see more clearly how those ads are performing they’re likely to spend more dollars. There are plenty of outside tools that do this sort of analysis, but now Twitter wants to own more of that directly.
But it seems to me that content marketers – even if there is no paid component – have even more to gain from these numbers. Share of voice and such are going to be of interest to advertisers, sure, but for those engaging in the daily content grind that’s going to be invaluable as the program tries to make inroads against competitors.