Twitter Brand Hub Aims To Help Advertisers Understand Their Brand’s Conversation

Twitter has new analytics tools it says will provide marketers with additional insight into brand conversations, audiences and trends. The service is a “360-degree, real-time view gives the brand the opportunity to learn, take action, and see the impact of their initiatives on Twitter”, according to Twitter’s advertising blog.

Twitter has launched a new tool out of beta that’s created to help brands better understand just how much of the conversation on Twitter is focused around them, VentureBeat reports. Previously, Facebook has also made attempts at tracking the link between sales and conversations surrounding the brand. The brands will now have a better analytical offering that would help them understand where they need to boost their visibility. In case of a larger company with sub-brands, marketers can further segment the data by product or sub-brand.

Brand Hub is initially available to a few large brands and medium-sized business in English-speaking countries.

“To date, marketers haven’t been able to gather these valuable insights in one place”.

One of the features is TrueVoice, a measurement metric meant to help advertisers track their share of conversation in real time.

Brand Hub includes a new metric, TrueVoice, that analyzes tweets about competing brands and identifies the percentage of impressions each brand owns, calculated in real time.

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.

All in all, Twitter Brand Hub will let marketer understand their brand impression, target audience, brand popularity and context in which people tweet about the brand.