Get access to new social marketing analytics, like impressions and engagement over time, with the Tweet Activity Dashboard - now available to all users.

What’s one thing all successful social media marketing has in common? Actionable data. Twitter just offered up a big win for online brands by releasing the Tweet Activity Dashboard to all users. Now marketers have access to a wealth of metrics that can be used to actively improve any social marketing campaign.

The Dashboard has been around for over a month, but it was previously only available to advertisers, Twitter Card publishers and verified users, such as celebrities. Now, any account will be able to break down individual Tweets and analyze specific numbers, such as:

  • Impressions: Every time a person sees a Tweet, it counts as an impression, but traditional metrics fail to capture this type of impact. Now marketers can see how many people their posts actually reach.

  • Engagement over time: The only thing better than knowing how people interact with social content is understanding how those interactions have increased or decreased over time. Twitter users can now see a snapshot of the past month’s engagements for their accounts.

  • Clicks, Retweets and Favorites: Traditional metrics will still show up in the Activity Dashboard, but they’ll be right alongside newer numbers for a broad picture of results.

Twitter data makes the network marketing-friendly

Twitter is already one of the premier social media marketing networks, but the company is making changes to help marketers wring more reach out of their posts. As Brafton reported, users have recently begun seeing Tweets that social connections have Favorited, essentially turning the function into something like a Facebook Like.

The bottom line is Twitter isn’t content with the influence it already has. So brands wary of taking the plunge should be aware Twitter is becoming more user-friendly (and marketing-ready) with every passing day. Check out these related Brafton resources to learn more about the evolution of Twitter in 2014:

Why do Twitter users favorite posts? [research]
Tweets within Tweets and hashtag definitions give Twitter two social marketing wins
RT @brafton: The Retweet’s days may be numbered
Twitter report reveals 8.5 percent of monthly active users are bots

Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.