Posted September 14, 2011 3:06 pm by with 1 comment

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Want to know how many people clicked on your Twitter link today? Pretty soon, you won’t need third-party software to find out.

The company unveiled their new web analytics component at the TechCrunch Disrupt conference today. It’s currently being tested by a small beta pool of partners, but according to the Twitter developers blog, it will be available for everyone in the coming weeks.

Here’s a screenshot of the interface:

Nothing terribly new or exciting, but that’s not what matters. What matters is that Twitter is slowly adding on all the functionality we get from third-party apps and that’s got to be making HootSuite and other providers nervous.

I’m a pro HootSuite user mainly because I can access a variety of accounts from a single dashboard. Once Twitter adds on analytics, multiple account access will be the only thing they’re missing. Should they add that functionality, there won’t be much need for HootSuite anymore. Unless, of course, Twitter starts charging for services.

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It seems like Twitter could make a go of it by creating a tiered usage system. Free for basic Tweeters and a small fee for those who want business functionality. I’m not looking to pay more money for my social media usage, but right now I’m still flipping back and forth between Twitter and HootSuite in order to get the best of both worlds. If Twitter can close the gap, then I’d be happy to give them my monthly fee for the convenience of having it all in one place.

Will the addition of Twitter analytics get you to abandon your current third-party provider? If not, what are they providing that you’re not getting from Twitter itself?

  • Having Twitter provide the analytics would definitely streamline the process. I’m still waiting for the “perfect” social media marketing management tool to come along, a kind of one-stop-shop with everything I could need. Until that day comes I’m fine with making small improvements along the way.