Twitter is expanding its analytics product with the launch of what it’s calling the Twitter Brand Hub.
Even though it’s a tool for Twitter advertisers, the Brand Hub seems less focused on specific ads or campaigns and more on the broader conversation around different brands and products — though of course that data could help businesses see where they need to boost their visibility with ads.
For example, Twitter introduced a “TrueVoice” metric, which represents how much of the social media conversation is about a given brand, compared to their competitors. Here’s how the company says it measures this: “We determine your brand’s TrueVoice by first analyzing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns.”
The Brand Hub also includes demographic data — like gender, location and income level — about people tweeting about a brand, and lists the top “influencers” in the conversation. (Twitter says the demographic data is aggregated and keeps information about individual users private.) And it includes additional information about what people are saying, like the top phrases or the level of brand loyalty implied in those tweets.
Many initiatives from Twitter and Facebook have focused on tracking whether the ads drive sales and conversations. The Brand Hub, on the other hand, presents more traditional brand advertising metrics. It also places a big emphasis on impressions, not just tweets or engagements, which could help Twitter remind advertisers that a single tweet can have a big impact if it’s seen by enough people.
The company says it’s currently making the Brand Hub available to large and medium advertisers in English-speaking countries.