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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 meddelat 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 noterade att om Twitter verkligen ville tjäna pengar på prenumerationer – ala Twitter blå – då kan det vara bättre att rikta in sig på affärsanvändare genom att skapa ett paket med förbättrade, inbyggda Twitter-analysverktyg och schemaläggningsfunktioner, huvudsakligen bygga på TweetDeck, som det kan göra tillgängligt för en månadsavgift.

Twitter minskade sina analysverktyg 2020, med borttagning av dess Audience Insights-element, och det har inte lagt till några alternativa dataalternativ sedan dess, medan det också arbetar med en ny version av 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 här.





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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with de Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download här, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

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Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report här.

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