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Twitter Launches New ‘Toolbox’ Hub to Highlight Helpful Creation, Moderation and Analytics Tools

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Twitter Launches New 'Toolbox' Hub to Highlight Helpful Creation, Moderation and Analytics Tools


This is interesting, in a couple of ways. Today, Twitter has announced a new ‘Twitter Toolbox’ hub, where it will highlight helpful, reliable Twitter analytics and creation tools to help maximize your Twitter marketing and growth process.

The new Toolbox is split into three segments: Expression tools, Safety Tools and Measurement Tools. For marketers, the measurement element is likely of most interest, with a range of Twitter analytics apps to offer more insight into your tweet performance.

Those are some great tools, while the expression element also highlights some handy tweet composition and scheduling options.

Twitter Toolbox

I’ve used most of these tools at one time or another, and all of them have their purpose, and are worth spending some time with to see what you can get out of them.

But at the same time, I still find it a bit strange that Twitter’s promoting third-party apps for functions that it could actually build into its own native features.

Just last week, I noted that if Twitter really wanted to make money out of subscriptions – ala Twitter Blue – then it might be better off targeting business users, by creating a package of improved, native Twitter analytics tools and scheduling features, essentially building on TweetDeck, which it could make available for a monthly fee.

Twitter scaled back its analytics tools in 2020, with the removal of its Audience Insights element, and it hasn’t added any alternative data options since, while it’s also working on a new version of TweetDeck. Providing more in-depth analytics options for tweets would be of value, especially as the data would be coming direct from Twitter itself, as opposed to being filtered through a third-party tool – which, to me, makes this new Toolbox announcement, in my view, a little confusing.

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Why re-direct users to third-party apps when you could just build these tools yourself, then charge for access? Most of these apps operate on a freemium model, so they’re charging for access to your data. Why not set up your own, native dashboard of the same features as another potential revenue stream?

Of course, Twitter also wants to maintain connection with the developer community, and there is value in essentially partnering with these platforms to build better analytics options, and help more businesses users get more out of their Twitter process.

But it just seems like an obvious opportunity – if Twitter’s looking at subscription models anyway, why not give marketers even more insight into tweet performance and audience data as a paid tool?

I guess an updated Twitter Analytics/TweetDeck may still be on the cards at some stage, but until then, you have this new hub to highlight Twitter apps that Twitter itself effectively endorses as valuable and reliable, with each farming direct off of its own API.

And they are valuable tools, which could change the game for your tweet strategy.

You can check out the full overviews of each app in the new Toolbox here.





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Murdered rapper’s song pulled from YouTube in India

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Sidhu Moose Wala's murder sparked anger and outrage from fans from across the world

Sidhu Moose Wala’s murder sparked anger and outrage from fans from across the world – Copyright AFP Narinder NANU

YouTube has removed a viral music video in India released posthumously by murdered Sikh rapper Sidhu Moose Wala following a complaint by the government.

The song “SYL” talks about the Sutlej-Yamuna Link (SYL) canal which has been at the centre of a long-running water dispute between the late Sikh rapper’s home state of Punjab and neighbouring Haryana.

The track, released posthumously on Thursday, also touches on other sensitive topics such as deadly riots targeting the Sikh community that broke out in India in 1984 and the storming of an important Sikh temple in Amritsar by the army the same year.

It had garnered nearly 30 million views and 3.3 million likes on the singer’s YouTube page before it was pulled down over the weekend.

“This content is not available on this country domain due to a legal complaint from the government,” said a message posted on the song link.

The song is still available in other countries.

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In an email to AFP, a YouTube spokesperson said it had only removed the song in “keeping with local laws and our Terms of Service after a thorough review”.

The government did not immediately respond to enquiries.

Moose Wala’s family termed the removal of the song “unjust” and appealed to the government to take back the complaint, local media reports said.

“They can ban the song but they cannot take Sidhu out of the hearts of the people. We will discuss legal options with lawyers,” uncle Chamkaur Singh was quoted as saying by the Hindustan Times daily.

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Moose Wala — also known by his birth name Shubhdeep Singh Sidhu — was shot dead in his car in the northern state of Punjab last month.

The 28-year-old was a popular musician both in India and among Punjabi communities abroad, especially in Canada and Britain.

His death sparked anger and outrage from fans from across the world.

Last week, Indian police arrested three men accused of murdering Moose Wala and seized a cache of weaponry including a grenade launcher.

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The men had allegedly acted at the behest of Canada-based gangster Goldy Brar and his accomplice Lawrence Bishnoi who is currently in jail in India.

Moose Wala rose to fame with catchy songs that attacked rival rappers and politicians, portraying himself as a man who fought for his community’s pride, delivered justice and gunned down enemies.

He was criticised for promoting gun culture through his music videos, in which he regularly posed with firearms.

His murder also put the spotlight on organised crime in Punjab, a major transit route for drugs entering India from Afghanistan and Pakistan.

Many observers link the narcotics trade — mostly heroin and opium — to an uptick in gang-related violence and the use of illegal arms in the state.

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