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Twitter launches analytics but will it fly?

The big news in social media this week is the launch of Twitter Analytics. It hit the streets of the virtual highway on Tuesday, but as with so many new launches it is only available in Beta to a limited audience in a small part of the world. Twitter launched its analytics tool at TechCrunch Disrupt. In the three-odd days since the launch, despite its limited availability, it’s managed to garner its fair share of reviews – not all of them favourable.

The TechCrunch article states that Twitter Analytics will help publishers make sense of inbound and outbound traffic from publisher sites via the Tweet butting and from links.

Chris Liversidge, on the other hand, says, “… we may only be in for some pseudo-analytics from Twitter’s official product: i.e. metrics which appear to be giving you lots of information but which are actually next to useless in delivering insights and outcomes.”

TechCrunch says, “Another extremely useful feature is the ability to see the top links by day, week and month by Tweets and clicks … Additionally, Twitter will show users what the average number of clicks Tweets received within given time periods and well as the percent of Tweets that were generated using the Tweet button.”

Liversidge says, “… a pull out showing the percentage of Tweets tracked that were generated by your tweet button tells you…almost nothing. Also, what useful action is generated? Is 10% high or low? We’d only know if we had a comparison relative to sites of similar size. Context that’s missing currently.”

The truth …

… is, as ever, somewhere in between.

Twitter Analytics is a good thing. It provides information previously unavailable in an easy to understand and disseminate manner. It has a lot of potential, and therein lies the key – potential.

Twitter Analytics is very, very new. It’s still in Beta. It’s not available to the broader public.

We can and should expect that it will improve. This is something that Liversidge allows, comparing it to early Google Webmaster Tools.

In the meantime, Twitter Analytics allows you to:

  • See how Twitter content is being shared around the web.
  • Track the amount of traffic from Twitter to a company’s website – including clicks per tweets.
  • Measure the effectiveness of ‘official’ Twitter buttons.


(Image by JoshSemans, CC by 2.0, via Flickr)

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