The introduction of analytics to Twitter brand pages will allow brands to optimise their campaigns more effectively and could result in more investment in the platform.
Erica Anderson, Twitter's manager for news and journalism, hinted that Twitter is set to unveil a number of new tools for brand pages in the next few months that will allow brands to more accurately monitor the reach and effect of each tweet published.
PR and social media agency Punch Communications believes that while the tools sound similar to ones already available, the data will have added weight given that it is coming from a primary source, rather than a third party application.
Pete Goold, managing director of Punch, said: "The data that seems set to become available in the coming months will add immense value to the Twitter platform, which already facilitates one to one interactions between brands and their audiences on an awareness and customer services level. Being able to track the exact reach and impact of each individual tweet will enable brands to fine-tune their Twitter strategies moving forward.
"Whilst there are numerous analytics tools available which can look into Twitter in depth, having an analytics platform embedded within the network itself is likely to improve the quality of future campaigns as a whole, meaning that brands must make the most of analytics data and employ the expertise of individuals and agencies who understand what it all means.”
Goold suggested that the development may also be part of Twitter's strategy to persuade more brands to invest in the platform from a marketing perspective. “The pool of information and insights which could be available through Twitter is astronomical. With this added revenue, we'd certainly hope that Twitter will continue to invest in providing deeper analytical data in the future."