Twitter says its users now send more than 95 million Tweets a day, and Brafton has reported that 12 percent of Tweets include brand mentions. With this in mind, marketers may be excited to learn that the microblogging site is launching new features that will help brands track @mentions.
The company announced an Instant Notifications tool for on-the-go users earlier this week. This feature has significant reach – as Brafton has reported, a Forrester survey indicates mobile Twitter users account for 62 percent of microbloggers.
With Instant Notifications, mobile users who may not be looking at Twitter on their screens are notified when an account they follow mentions them. This allows them to continue the conversation in real time. For marketers, maintaining Tweet chats can be key to converting followers – the report Twitter and the Consumer-Marketer Dynamic from 360i reveals that Twitter users want more conversations from brands.
While this development will help marketers track @mentions, Mashable reports that an upcoming Twitter Analytics tool will help companies understand a broader plethora of data about their accounts. Based on screen shots posted by the source, it seems account owners will have access to graphs tracking mentions, follows and unfollows, as well as insight on favorite Tweets, retweeting activity and replies. Plus, a Tweet Dashboard will reveal overall Tweet impressions and related clicks.
These developments may come as a good news to a number of marketers. Brafton has recently reported that small businesses plan to increase their social media marketing spend next year, and Twitter analytic tools can help them assess efficacy on this top social platform.
