Twitter's new analytics platform gives marketers a new suite of tools to monitor the impact that their unpaid content is having on the platform.

1. Last week, Twitter unveiled a new analytics
dashboard that allows users to monitor the
metrics of individual organic tweets.
Previously, such analytics were only available
to track the effectiveness of paid posts, and
this new suite of tools will grant all users –
and brands, in particular–a powerful new
way to maximize their organic reach on
the Twitter platform.
1
With the new dashboard, brands can see
how many times users have viewed each
tweet, as well as see how users have engaged
with the tweet and/or followed the brand
after viewing it. With this new information,
brands can refine their Tweet mechanics –
such as calls to action or or copy length –
based on how individual tweets have
performed in the past.
2 YOUR CONTENT STRATEGY
The dashboard will provide real-time analysis
of tweets, which will give brands the ability
to optimize their content strategy based on
how it is currently performing. As part of
this, brands will be able to identify the time
of day and quantity of tweets per day that
yield the best responses from their audience.
They will also be able to easily create month-
to-month comparisons of their organic tweets.
3
With the new dashboard, the metrics for
promoted and organic tweets are now both
exportable, so brands will be able to see how
their paid content performed as compared to
the content that only had organic engagement.
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