​Twitter is preparing to introduce a content analytics program that helps marketers measure the reach and effect of their social media content.

​Brands using Twitter to reach prospects with web content must track their campaigns’ success. While Google Analytics provides marketers with access to data-rich insights, some social media marketing departments want extra information.

Twitter’s Christopher Golda wrote in the company’s Developer Blog that the social media network would introduce a new analytics feature to help brands better understand how followers and prospects engage with their daily posts. Unfortunately, the post was from 2011, and since its publication no sign of an analytics tool has been seen – until now. MarketingLand’s Greg Finn points out users can now access analytics from their accounts.

Twitter is already a powerful network that operates in real time, and marketers often use content analytics to evaluate the subject matter, headlines and time frames that elicit responses from their customers online.​ ​Twitter’s new web analytics offering​ ​will unveil more details about how to leverage the social power of the microblogging site.

Golda notes the new feature will have three key benefits:

  • Brands can understand how much of their online content is being shared across Twitter.
  • Marketers will see how much traffic Twitter sends back to their websites.
  • Users can also measure the effectiveness of Tweet Button integration.

Twitter Web Analytics will roll out over the next few weeks to a small pilot group of marketers before its expansive release to the public. Brafton has reported on new Twitter Card options that can also help companies improve their Twitter marketing campaigns. The Lead Generation Card helps brand develop opt-in campaigns that encourage followers to submit their personal contact information for deals and discounts.

For many brands, finding ways to connect the dots and link social connections to other outreach channels like email can improve website conversions and show the value of internet marketing. Twitter Web Analytics will help professionals prove social networking is invaluable for making money online.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.