4 ms·

Does this put a lot of twitter analytics products out of business?

by agotterer 12y ago

sd8f9iu 12y ago
This feature has been available for quite some time, so no. Plenty of people don't know about it though.
- karangoeluw 12y ago
  Exactly. I don't know why they are not pushing it though.
  - funkyy 12y ago
    Probably beta testing and researching impact on Twitter if those will grow (Twitter is semi-dependant on big number of 3rd party data providers providing great tools and free advertising).
- filmgirlcw 12y ago
  I think it was just available to business accounts and verified users. At least, when I got access it was just for verified and twitter for business customers.
datacog 12y ago
It does not. I came to know this tool while using Twitter ads (they had a $50 promotion). Seems the strategy is to engage with analytics and push towards promoting tweets. But I havent seen/read much about this tool. They need to develop it much more to give out useful analytics (try comparing this with facebook's page analytics) Here are the shortcomings of the tool: - Clicks on URL: It shows the overall clicks on the url, if you use it multiple times, it will be summed up - No reach metrics for your tweets - Filters: No filters on date ranges, difficult to dig out tweets - No sorting of tweets by number of retweets etc. - No sentiment analysis All of these shortcomings could result into 2-3 products itself. Some useful things are: - Follower trends - Interests and segmentation of your followers - High level overview of how your tweets are doing.
- karangoeluw 12y ago
  > - No sentiment analysis I doubt Twitter will ever do this mostly because of the scale of the problem and because I don't see why they would release it as a product for free (even if they came up with something solid).
  - datacog 12y ago
    > I don't see why they would release it as a product for free (even if they came up with something solid) Brand perception is huge thing! Twitter can heavily push brands towards improving the positive sentiment by promoted & recommended campaigns. Giving a Free tool to Tweeps is a great way for lead generation and getting people bought into sponsored tweets, hashtags etc.
  - filmgirlcw 12y ago
    They bought Bluefin (biggest acquisition pre-IPO) which did a ton of really great sentiment analysis. They ended up shelving Bluefin's product (which was targets at brands and TV networks), because they'd already signed a deal with Nielsen. A shame too. Bluefin's data was amazing. And they had lots of paying customers. It could be a very easy add-on play for big users, but Twitter hasn't historically wanted to be in the services business.
- semerda 12y ago
  The listed shortcomings all sound like features that over time should be developed by Twitter. Assuming those features are value adding. This reminds me when Google Analytics stormed onto the market. Many analytic companies expired. Those that evolved had to aggressively compete and label them self at enterprise level with more features and integrations. However in web analytics space Google did not own those websites being monitored so there was opportunity left for the client analytic companies. Competing with Twitter analytics is like a company trying to build a business around Facebook Insights and trying to compete with them. Might work in the short term but long term the odds of survival are low.
  - datacog 12y ago
capkutay 12y ago
What they released now might not put other twitter analytics products out of business. However, they're facing increasing pressure from their investors as earnings reports are showing their current revenue model isn't cutting it. If this announcement reflects Twitter's new strategy, then I would be worried if my business relied on analyzing tweets.

Does this put a lot of twitter analytics products out of business?

sd8f9iu 12y ago

This feature has been available for quite some time, so no. Plenty of people don't know about it though.

karangoeluw 12y ago
Exactly. I don't know why they are not pushing it though.
- funkyy 12y ago
  Probably beta testing and researching impact on Twitter if those will grow (Twitter is semi-dependant on big number of 3rd party data providers providing great tools and free advertising).
filmgirlcw 12y ago
I think it was just available to business accounts and verified users. At least, when I got access it was just for verified and twitter for business customers.

datacog 12y ago

It does not. I came to know this tool while using Twitter ads (they had a $50 promotion). Seems the strategy is to engage with analytics and push towards promoting tweets. But I havent seen/read much about this tool. They need to develop it much more to give out useful analytics (try comparing this with facebook's page analytics) Here are the shortcomings of the tool: - Clicks on URL: It shows the overall clicks on the url, if you use it multiple times, it will be summed up - No reach metrics for your tweets - Filters: No filters on date ranges, difficult to dig out tweets - No sorting of tweets by number of retweets etc. - No sentiment analysis All of these shortcomings could result into 2-3 products itself. Some useful things are: - Follower trends - Interests and segmentation of your followers - High level overview of how your tweets are doing.

karangoeluw 12y ago
> - No sentiment analysis I doubt Twitter will ever do this mostly because of the scale of the problem and because I don't see why they would release it as a product for free (even if they came up with something solid).
- datacog 12y ago
  > I don't see why they would release it as a product for free (even if they came up with something solid) Brand perception is huge thing! Twitter can heavily push brands towards improving the positive sentiment by promoted & recommended campaigns. Giving a Free tool to Tweeps is a great way for lead generation and getting people bought into sponsored tweets, hashtags etc.
- filmgirlcw 12y ago
  They bought Bluefin (biggest acquisition pre-IPO) which did a ton of really great sentiment analysis. They ended up shelving Bluefin's product (which was targets at brands and TV networks), because they'd already signed a deal with Nielsen. A shame too. Bluefin's data was amazing. And they had lots of paying customers. It could be a very easy add-on play for big users, but Twitter hasn't historically wanted to be in the services business.
semerda 12y ago
The listed shortcomings all sound like features that over time should be developed by Twitter. Assuming those features are value adding. This reminds me when Google Analytics stormed onto the market. Many analytic companies expired. Those that evolved had to aggressively compete and label them self at enterprise level with more features and integrations. However in web analytics space Google did not own those websites being monitored so there was opportunity left for the client analytic companies. Competing with Twitter analytics is like a company trying to build a business around Facebook Insights and trying to compete with them. Might work in the short term but long term the odds of survival are low.
- datacog 12y ago

capkutay 12y ago

What they released now might not put other twitter analytics products out of business. However, they're facing increasing pressure from their investors as earnings reports are showing their current revenue model isn't cutting it. If this announcement reflects Twitter's new strategy, then I would be worried if my business relied on analyzing tweets.