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Twitter Analytics: The Beta Test is On

Mashable is reporting that the anticipated Twitter Analytics roll-out has begun. Word is that Twitter has invited a select group of Tweeters, which doesn’t include me, to test the new product. This goes along with previous estimates that the product would be live for all by the end of the year.

Measuring success on Twitter has been a problem for marketers, one they’ve solved with the use of third party programs like HootSuite. But with the hoot going to a pay model for big users, Twitter will have the upper hand with their free version that will likely have more bells and whistles.

Twitter analytics will allow you to see which of your Tweets were successful by looking at who RT’d and how often. It will also graph mentions, follows and unfollows over a six hour period. The oddest part is the use of “best,” “good,” and “all” as filters. Shouldn’t that be “good,” “better,” and “best?” And I love that there’s no filter for “Never Do That Again.”

Twitter’s Evan Williams was the final speaker at the Web 2.0 Summit conference today and in addition to wishy-washy comments about the new analytics (an “analytics dashboard-y thing” was being used by “a very few users.”) Williams commented on the lack of cooperation from Facebook regarding data sharing, good results on the promoted Tweets program and a potential Twitter version of Klout.

All of the reports from the summit read as if Williams wasn’t very enthusiastic about anything. I was particularly intrigued by this line from CNN Money.

“There’s a million ways to make money on Twitter, though,” Williams said, shrugging. “I’m sure we’ll try more.”

I’m sure they will.

Twitter’s next problem is “information overload” and that’s a real issue. With so many people jumping on the Twitter train, the ability to aggressively sort and filter data is becoming increasingly important. I hope Twitter Analytics will be the first step toward finding a better way to manage all of the data.

  • http://www.personalinjurydefenders.com/ Dylan

    I already encountered overload capacity problem while updating twitter account. Anyway, it’s good to learn about this twitter analytics.

  • http://www.d3so.com d3so

    It’s a shame that I didn’t get invited to beta test either. I hope twitter analytics will work well enough so that we won’t depend on third party apps.

  • http://140dev.com Adam Green

    Saying that Twitter analytics will eliminate third party tools is like saying that the Google Adwords tools eliminates the need for search engine marketing tools. It is the exact opposite. Twitter analytics will increase demand for high-quality third party apps and customized Twitter development. Once business people see that tweets are more than a bunch of kids talking nonsense about Justin Beiber, they will want even more detailed data. Analytics will show them that it is possible to find the key influencers and most effective communication strategies. It will only increase their appetite for more of an advantage.

    • Cynthia

      This is true that growth breeds competition. The big advantage to the third party sites is that it allows people to monitor multiple accounts from one space. I don’t see Twitter doing that. But certainly, the changes Twitter has already made to the way their site works has brought people back who had abandoned the home page in favor of a third party reader.

  • http://www.datadrivendigitalmarketing.com Data Driven Marketing

    Informative post. I really think this is the functionality we’ve long been waiting for from Twitter. For too long, people have had to try to cobble together a measurement approach using a number of different tools, all of which had their flaws. By providing this integrated with Twitter and for free, Twitter is giving the people what they need.

    My biggest question is what happens to the existing Twitter tools? How many of them will be put out of business by this change?

    Cheers,
    C
    Data Driven Marketing