Twitter開放貼文分析資料，加入社群平台戰爭

在過去一週，Instagram、Pinterest和Tumblr等數個社群平台，都宣布將他們的分析數據資料提供給使用平台來做行銷的品牌商家。Twitter則是對所有活躍的用戶開放Dashboard數據，而不單只是付費的廣告商。

Dashboard內建四種語言，Wall Street Journal指出：「Dashboard是專門為重度Twitter使用者設計，例如記者、政治人物、名人及所有想要觸及大量人群的使用客戶。」

「讓使用者了解自己的Twitter沒有得到關注的原因，能夠幫助使用者改善他們在社群平台上的表現，並提升參與感，因此更能讓廣告商將Twitter視為具有吸引力的社群平台。這也可能是Twitter之前決定要為付費的用戶設計產品，而現在開放給廣泛的非付費用戶其中一個原因。」

Dashboard提供廣泛的數據包括貼文的曝光量、喜愛的收藏、個人頁面點擊數、貼文回覆，以及用戶參與貼文的次數及參與的方式。

Twitter發表的一則貼文中寫道：「廣告商第一次能夠有機會去看見使用者觀看貼文的次數，及如何使用Twitter貼文，因此他們能夠去改善行銷策略，使內容發揮更大的功效。」新的Dashboard推出專門的「Help」頁面，該頁面提供了一些定義及最佳做法，例如：直播具有意義的重要時刻，像是運動賽事、頒獎演出、或是談話節目等；在貼文中提及擁有眾多追蹤者（follower）的用戶，和經常被使用的主題標籤（hashtag）；當然也包括使用簡短的文字配上自動展開的照片及影片。

Dashboard幫助使用者更加了解他們在網站上之行為的同時，Twitter當然也不會忘記他們的所長。Twitter接著推出「飛行學校（Flight School）」，這是一個幫助機構提升行銷績效的學習中心，而這樣的構想最初是在Starcom、MediaVest、WPP和Omnicom上被提出。

SMG的CEO Laura Desmond指出：「針對那些想要在大型的現場、公共及談話型時刻觸及到消費者的行銷人員而言，Twitter是一個最好的行銷環境。利用Twitter直播功能的行銷平台來創造對客戶更具有影響力的廣告活動，是飛行學校（Flight School）所帶給我們更專業的行銷知識。」

In the last week, social platforms including Instagram, Pinterest and Tumblr have announcedimprovements to their analytics offerings for brands that advertise on and use their platforms for marketing. Twitter has taken that move and raised it by opening up its analytics dashboard to all users with an active account, not just paying advertisers.

Available in four languages, the dashboard is “designed for the serious tweeter—the journalists, politicians, celebrities and everyone else who are trying to reach a large pool of people," theWall Street Journal notes.

“Understanding why some of their tweets didn’t gain much traction could help users improve their performance, thus increasing engagement—an important metric that is closely tied to the way advertisers view Twitter as an attractive platform. This could be one of the reasons why Twitter decided to make a product previously designed for paying customers to the wider pool of users.”

The dashboard gives a broad view of the number of impressions a tweet has received, favorites, profile clicks, retweets and replies, and how many times users engaged with a tweet and what that engagement was.

“For the first time, advertisers will be able to see how many times users have viewed and engaged with organic Tweets, so that they can more effectively optimize their content strategy," Twitter wrote in a blog post. The new dashboard comes with a dedicated help page that serves up definitions and best practices such as: “Leverage real-time cultural moments like live sports events, awards shows or trending conversations. Mention influencer usernames with large followings or high-volume hashtags in Tweets. Include auto-expanded photos or videos paired with short, conversational copy.”

While the new dashboard will help everyday users better understand their actions on the site, Twitter surely isn’t forgetting about it’s top brands. In turn, Twitter has also launched “Flight School," a learning hub for agencies to help maximize their marketing efforts. The initiative was first tested on Starcom MediaVest, WPP and Omnicom.

“For marketers who want to reach consumers during today’s biggest live, public and conversational moments, there’s no better place than Twitter,” said Laura Desmond, CEO of SMG. “Flight School has given us added expertise to leverage Twitter’s real-time marketing platform to create impactful campaigns for our clients in the evolving digital media landscape."

摘譯自BrandChannel: