Social Media Report: Twitter Cards Analytics
In May last year, Twitter introduced 'The Lead Generation Card", their newest marketing feature. The feature was global by August 2013, proving its success. Brands use Twitter Cards to make Tweets more engaging with rich media content. Many companies noted a large increase in leads, with one B2B company reporting an impressive 996% increase in just four weeks. Twitter wants to take this success further, by adding an analytics feature to the cards. The feature will allow brands to track engagement, and monitor which content is having the largest impact.
What are Twitter Cards?
Twitter Cards are present in an expanded tweet, provide useful tools for users and contain rich content. The Lead Generation Card incorporates the brand offer and makes is easier for the consumer to send their contact information to the company, without having to fill anything out. The rich media varies depending on the card- the Photo card, Gallery card, Summary card, App card, Player card and Product card. They are normally used by companies and advertisers to advertise jobs or to display offers and promotions. In other words, they are giving the consumer a reason to send on their contact information in order to drive purchases.
Despite their success, following the globalisation of the Lead Generation Card, it has been unclear how effective the cards are. Although Twitter Cards can be used to generate leads and drive purchases, the impact they have on the brand may be unclear. That's where Twitter Analytics comes in, giving you a related insight into the performance of your shared content.
How does it work?
The Twitter Analytics Snapshot provides information on how much traffic you receive for each tweet, and shows the number of Tweets containing a link to your media platform/s. You can also view how your overall data has changed over time, comparing it to other messages. It also contains a summary of your sources, showing the most common platforms used to send Tweets linked to your content. There is also a 'Followers' tab, which shows the location and gender of your followers, and measures the rate to which they are growing. It provides you with personalised tips to improve your Twitter Cards strategy.
Charlotte Callaghan
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Social Media Report: Twitter Cards Analytics
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