Twitter has introduced a tool the company believes will give advertisers more insight into what customers, prospects and influencers are saying about their brands.
The Twitter Brand Hub will help advertisers learn, take action and see the impact of their initiatives on Twitter, promises the digital company.
“We determine your brand’s TrueVoice [a new metric] by first analyzing Tweets about your brand and those about your competitors,” according to Twitter Product Manager Andrew Bragdon. “Then, we identify what percentage of these impressions your brand owns. As consumers see ads about your brand and your competitors on TV, display, and social channels, they send Tweets which are then counted in real time through TrueVoice.”
The company says success in beta tests persuaded Twitter to offer the product to businesses.