Twitter Courts Brands With New “Brand Hub” Social Listening Analytics

Copyright Aaron Durand (@everydaydude) for Twitter, Inc.

In its ongoing efforts to attract more advertising dollars from big brands, Twitter has launched Brand Hub social listening analytics. Brand Hub is meant to give companies a centralized place to get insights on share of voice trends and the people and audiences talking about their brands on Twitter.

Most big brands already use various third-party analytics tools to capture share of voice, sentiment and other social signals. Twitter’s Brand Hub is an extension of its existing analytics suite for advertisers and is anchored by a measurement metric called TrueVoice.

TrueVoice Metric

TrueVoice, launching exclusively in Brand Hub, shows advertisers their share of conversations happening on the social network. It measures impressions from organic Tweets to show how ad campaigns on the social network and other channels help influence organic brand mentions on Twitter.

We determine your brand’s TrueVoice by first analyzing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns. As consumers see ads about your brand and your competitors on TV, display, and social channels, they send Tweets which are then counted in real time through TrueVoice™.

The tool defaults to look back seven days, but it can go back as far as 28 days.

Competitive Share Of Voice Data

In the overview dashboard in Brand Hub, brands can see their share of organic and ad impressions, as well as the share impressions acquired by their competitors in the past week.

The overview also shows the change in TrueVoice and brand impressions week over week, along with a trend chart that tracks a brand’s share of conversation against the competitors’ average for the past week.

Competitors are pulled from lists companies make public to the investment community.

Audience Insights On Who’s Talking About A Brand

The Audience tab in Brand Hub shows both aggregated data about the people tweeting about a brand — gender, location, occupation, income levels and other demographic information — as well as a list of top influencers.

The Conversation Details panel shows the top phrases used in tweets about a brand. A set of indicators such as Saw Ad, Loyalty, Price and Purchase Intent show how tweets about a brand in these areas stack up against the average among the competitor set.

Twitter identifies Tweets that include keywords related to each of these indicators. For example “must have” or “my favorite” combined with a brand name in a Tweet would trigger in the Loyalty.

Now Out Of Beta, But Limited Availability

Brand Hub is available to some large brand advertisers and mid-sized businesses in English-speaking countries starting today. Advertisers with access will be able to see insights in their analytics dashboards. Those without can request access from their account reps.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

(Some images used under license from Shutterstock.com.)