Twitter targets marketers; launches Brand Hub

Sarah Homewood
By Sarah Homewood | 27 October 2015

Twitter has launched a tool to give marketers a better understanding of what people are saying about their brand in real-time across the social network.

Named Brand Hub, the tool helps advertisers quickly understand their brand’s share of conversation, key audiences, and trends about their brand’s conversation.

This real-time view gives brands the opportunity to learn, take action, and see the impact of their initiatives on Twitter.

As part of the tool Twitter has launched TrueVoice, a metric only available in Brand Hub, which aims to be the power behind the ability to track a a brand's share of voice across all tweets.

“We determine your brand’s TrueVoice by first analysing 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,” a Twitter spokesperson explained.

The service has been testing in beta and Christine Hickey, media director from Performics, a performance marketing agency, said she could see this information better informing its client’s content and media strategies, especially during key competitive periods.

“It provides agencies direct insight into competitive activity and brand conversations, which allows us to recommend real-time shifts in content and media strategies and ultimately, drive better results.”

This move follows Twitter revealing its Moments feature, which is its play at a news service.

Moments will allow both logged in and logged out users the ability to discover what's happening in the social network, just as simply as scrolling through the Home tab.

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