Do you know what’s coming next in Twitter?
Twitter could introduce real-time analytics later this year, which has the potential to provide the social media site with a new commercial model (John Burns)
Analytics is Going to Open Up Possibilities for Enhanced and More Focussed Relationship Building
Twitter is set to introduce a real-time analytics dashboard later this year, it has been revealed, which will better enable internet marketing consultants to refine their advertising campaigns on the social media site.
The revelation was made at the Sports Marketing 2.0 Summit by Twitter’s business development team member Ross Hoffman.
Speaking to Mr Hoffman after the event, Web Trends clarified some details about what the dashboard would entail.
The blog notes that the dashboard is likely to arrive towards the end of this year (quarter four) and will show users which tweets are spreading and which followers are proving useful from a marketing perspective.
Mr Hoffman also suggested that the initial release would be as a beta version, with a phased rollout, although this has not been confirmed.
Commenting on the revelation, Gigaom.com’s Liz Gannes notes that one possible advantage of these plans is that the analytics could be offered for free, which is “something execs have alluded to as a potential business model in the past”.
However, when asked to provide further detail on the introduction of analytics, Twitter spokesperson Carolyn Penner explained that although analytics have been on the radar for the social media site for some time, the company has “nothing to add at this time”.
One thing is definitely for sure – this speculation will add further fuel to an already well-stoked fire, following a spate of other website design changes announced by the firm earlier this month.
In addition to the analytics complementing the targeted advertising and new-look two-panel design under discussion, this revelation is likely to prompt plenty of speculation concerning how Twitter intends to adapt its business model.
Often picked out as the commercial thorn in the social media site’s side, the possibility of getting analytics data free of charge will no doubt have online marketers licking their lips in anticipation of the opportunities this presents.