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.