The secret life of Tweets
Twitter has announced a very useful Tweet activity dashboard that provides real time data on the reach and user interaction of organic and promoted Tweets. They also offered some insights and best practice recommendations based on the newly available data. The Indian blog Digital Insights provided the rundown of what marketers need to know about the new feature. It is only available to advertisers and verified accounts but it is easy to set up an advertising account for free.
There is a wide consensus that the new data will be helpful although The Next Web worried that it will usher in a new era of data driven Tweets that could damage the human element of good Tweeting. Writing in Marketing Land, Danny Sullivan noted that reach will prove to be much lower than many marketers had hoped. Unlike Facebook, where reach suffers because of a screening algorithm, Tweets seem to be hurt for the opposite reason -- without any screening the average user is presented with far more Tweets than they can keep up with.