No one is better at listening to Twitter than Twitter itself. At least that’s what the social network is banking on with the rollout of its new Brand Hub social listening dashboard, which will compete with a large category of well-established third-party platforms that provide detailed analytics on Twitter performance for brands.
A new component of Twitter Analytics, Brand Hub collects, analyzes and visualizes real-time data on conversations Twitter users are having about brands. It’s just been made available to select medium and large advertisers in English-speaking countries including Canada.
The central metric is Twitter’s TrueVoice, which analyzes mentions of both the advertiser’s brand and its competitors, and assesses the brand’s share of voice, going back as far as 28 days. Twitter says TrueVoice can act as a proxy for social conversations happening around other channels like TV and display, and help brands understand how much their marketing is stimulating social chatter.
Today we’re excited to announce Twitter Brand Hub, the newest addition to our suite of analytics tools. https://t.co/Oj5WSj2JFb
— Twitter Advertising (@TwitterAds) October 26, 2015
Brands will be able to see their own share of organic and paid impressions compared to the share of impressions won by their competitors over the past week.
Other new tools available in Brand Hub include audience metrics that break down the gender and location of consumers tweeting about the brand, as well as analysis of key indicators like purchase intent and loyalty, and phrases most commonly associated with the brand in conversation.
Twitter’s new “Brand Insights” page
