Friday, November 11, 2011

Twitter Tool Analyzes Its Own Impact

The social media analytics business is hardly booming. In fact, recent changes to the way Klout measures influence have left thousands of users angry and confused, and they were the best thing going when it came to measuring your impact with sites like Twitter and Facebook.

I am hardly a programmer, nor am I tech-savvy beyond the commercial uses of social media, but I fail to understand why no one has stepped up to the plate to design a decent social media analytics tools.

Twitter has decided they don't want to wait for someone else to tell them how effective a Tweet is. Their new Twitter Web Analytics tool will track Tweets, clicks from Tweets and traffic derived from Tweets. This is handy information if you are using Twitter to drive customers any where. The fact Twitter is providing this information itself makes perfect sense. Who better to analyze their traffic?

Facebook could use a similar, sensible tool. You can check the Insights for your Fan Page but this information is hardly useful. You get a generalized view of your shared information, but nothing very specific to your page except how many "Likes" and "Shares" you've received.

The Twitter Web Analytics tool intends to show you exactly what, if any, impact you get from every Tweet you post. This is definitely a step in the right direction for Twitter users. Hopefully other social media sites will follow their lead rather than waiting for someone else to do it for them.

Part of the problem is that “Web analytics software hasn’t evolved as quickly as online sharing and social signals,” Twitter’s Christopher Golda wrote in a blog post. This tool will help businesses to understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites.

Previously, it was feasible for anyone to monitor web traffic coming through blogs and larger websites. Twitter has been described as a 140-character blog. The blog itself, so to speak, might be small, but visits to the blog can be massive, as the day Michael Jackson died, when Twitter sites crashed.

This new tool is a sophisticated one as it does more than just count heads. It helps users understand how much website content is being shared across the Twitter network, how much traffic Twitter sends to a site, and how effectively a site’s Tweet Button is being integrated.

Earlier, businesses have had difficulty to accurately measuring the amount of traffic Twitter is sending to their websites, in part because web analytics software hasn’t evolved as quickly as online sharing and social signals.

Click here to read more about the new Twitter Web Analytics tool.

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