1. Twitter is letting big brands see and do more with their tweets: A couple of weeks ago, Twitter released a suite of new analytics tools for verified users and advertisers. These new tools will give big brands more data which can be used to measure the effectiveness of their tweets.
You’re still able to see retweets, favourites and total impressions. Now with the new analytics tools you are also able to see the number of times people click on a tweet to expand it, the number of clicks on a tweet’s embedded photo or video and the number of clicks on a link and a hashtag.
In addition to these new analytics, brands can also track if they receive follows or profile views from a particular tweet. Also, much like Facebook analytics, Twitter chronicles how a tweet did hour by hour in the first day after it’s tweeted and compiles data about how all tweets did over the previous 28 days.
These new analytics tools aren’t available to the average Twitter user. But for big brands that are verified users, these new tools will have a great impact on social media strategy, allowing them to tailor tweets to their audience and see which engage followers (and customers) the most.
2. Pinterest is adding an interest-following feature: In a previous edition of #ICYMI we discussed Pinterest tweaking its “Follow” button. On July 17, Pinterest made it easier for users to explore specific interests. Originally, Pinterest made pins around broad categories such as “Canada”; now within this broad category you can find specific interests like Poutine or CN Tower.
As Pinterest is in the middle of introducing ads to its platform, this new interest-following feature is good for brands as well as users. Things to watch for with this change: The amount of time Pinterest users stay on the platform could increase and there may be a change in demographic, which currently still skews female.
Let us know what you think about these social media #ICYMIs by leaving a comment below, and stay tuned for more social updates to help you manage your presence on social channels.