Dive Brief:
- Twitter introduced Brand Hub on Monday, which is the latest tool added to its analytics offerings and features a new measurement metric called TrueVoice.
- Brand Hub is designed to make it easier for marketers to track conversations and sentiment about their brand.
- Most marketers are already using third-party companies to help gauge what's being said about a brand, so the new tool should be of interest to brands looking for a centralized place to get insights.
Dive Insight:
Twitter’s suite of analytics tools expanded with the launch of Brand Hub, a feature that will put social listening and sentiment around brands on Twitter in one place.
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. It also includes a new view called “audience” that offers demographics on Twitter users tweeting about brands and identifies influencers. And it has a “conversation details” report that includes impressions received over time, the number of tweets mentioning brands or products, and top phrases mentioned in conjunction with brands with breakouts on brand loyalty, purchase intent and other topics.
In a Twitter blog post, beta user Christine Hickey, media director at Performics, said, “I could see this information better informing our client’s content and media strategies, especially during key competitive periods — it provides agencies direct insight into competitive activity and brand conversations, which allows us to recommend real-time shifts in content and media strategies and ultimately, drive better results.”
Brand Hub is initially available to some large brands and medium-sized business in English-speaking countries.
Over the weekend, Twitter also ran its first Promoted Moment, as part of the new Moments curated news experience it launched earlier this month. Twitter is set to release quarterly earnings Tuesday afternoon, marking the first time CEO Jack Dorsey will be on an earnings call since being named as permanent chief executive.
