Dive Brief:

• Twitter is looking to improve its image on Wall Street with the release of new metrics along with its July 29 second quarter earnings report. 
• While the specific metrics haven't been revealed yet, the focus is expected to be on users that are exposed to Twitter's content while not logged in — for example, via embedded tweets. 
• The social site is struggling to be recognized for the value it has and could be suffering from being in Facebook's shadow, a problem that has caused its stock to drop from $73 a share to $36.87.

Dive Insight: 

Metrics that can accurately portray Twitter's reach off-site would be tremendous. Not only could it help the microblogging site's Wall Street image, but it could spike its advertising business. Beyond that, Twitter could also set a new precedent for social sites that discover their broad reach.