A step forward in measuring the success of using social networking as a promotional and business tool has been taken, with the introduction of Twitter Web Analytics last week.
This follows on from the success of Google Analytics, which has become an invaluable tool for website owners to use in order to tailor content which best meets to needs of its customers and to gauge interest and demand about services and queries.
A growing number of coach and bus operators are using Twitter and Facebook to communicate with, gauge feedback from and market their services to passengers. In particular such sites were a vital means of communication from operators such as trent barton and FirstGroup during the winter when heavy snow affected services and timetables, and updates could be made instantaneously.
“Twitter is a powerful platform for websites to share content, and will drive internet traffic and engagement,” said Twitter.
“People have struggled to accurately measure the amount of traffic Twitter is sending to their websites, because web analytics software hasn’t evolved as quickly as online sharing and social signals.
“We’re now announcing Twitter Web Analytics, a tool which helps website owners understand how much traffic they receive from Twitter and the effectiveness of Twitter integrations on their sites. Twitter Web Analytics was drivenby the acquisition of BackType, which we announced in July.”
The product provides three key benefits to users:
- Understanding how much your website content is being shared across the Twitter network;
- Seeing the amount of traffic Twitter sends to your site; and
- Measuring the effectiveness of your Tweet Button integration.
Twitter Web Analytics is being piloted with a small group of partners and will be made available to all website owners in the coming weeks.