Twitter is a great medium for marketers looking to give their content a wider audience, but it can be difficult to figure out how to position posts on the platform. Identifying the right hashtags and user groups is the key to getting more eyes on a blog post or news story, but the best strategy may be to accumulate followers and get your web marketing materials in front of them.
Brafton covered impressions, which are Twitter’s measure of how many people were exposed to the contents of a Tweet, whether on the network, in search results or on another site. However, this is a difficult metric to accurately measure, so the social platform is testing better analytics for gauging Tweet readership and delivering them directly to users.
Calculating social views
The experimental feature is simply a counter that shows Twitter users how many people have viewed their Tweets, and while its a simple addition to the network’s interface, it contains profound implications. Instead of only having access to information about how many followers retweeted or favorited posts, users can understand how many people saw the content in general.
When it comes to page views, businesses judge the effectiveness of their posts by how many people converted or followed a call to action relative to total viewership. This kind of metric is crucial to creating better sales pipelines and improving a site’s conversion rate. With the new feature, content marketing can be conducted much more effectively in a way traditional marketers understand.
Hashtags and Retweets are good indicators of engagement, but a simplified sharing environment brings more accessibility – and more leads – to the network. As Brafton reported, Twitter is also thinking about pulling the plug on @replies so new users can intuitively grasp how to conduct social conversations. This, along with the possible addition of a views counter, signals the growing importance of Twitter as a marketing tool and hints at how much more valuable it can be for online commercial engagement in the near future.