Lindsay Kolowich says, “Thanks to Twitter, businesses are closer to consumers than ever before. Tweets haven’t replaced phone calls and handwritten letters, but they’ve become a popular way for consumers to vocalize their questions, praise, or complaints — all in plain view of anyone who can find the conversation online. But customers don’t just expect you to read their tweets about you — they also expect you to reply. According to charts published on Search Engine Watch, 70% of surveyed Twitter users expect a response from brands they reach out to on Twitter.... [...]

Thomas Stern says, “Earlier in February, Google and Twitter established a deal to bring more tweets into Google search results through direct access to Twitter’s social feed. This partnership benefits both companies with increased exposure, and gives potential for more advertisement revenue. But what does it mean for your business? It is important to understand how these changes will affect your brand and its digital landscape so you can adapt and increase exposure. How Google Indexes Tweets Today Google currently indexes tweets, trending hashtags and Twitter pages; however, content is produced... [...]

Lara O’Reilly says, “An often-overlooked, but critical and growing part of Twitter’s business is its huge repository of historical and real-time data. You might not think that celebrity tweets and people moaning that their flights are delayed could serve any revenue-generating purpose. But, using Twitter’s data, a local burger joint can find out that it desperately needs to change its fries recipe, big brands like Dove can create and operate far-reaching social media marketing campaigns like #SpeakBeautiful that aimed to crush negative tweets about people’s body image... [...]

Martin Beck says, “Twitter ad targeting just got more broad … and specific. Today the company announced that it’s giving advertisers the ability to take aim at more than 1,000 audiences defined by big data partners Acxiom and Datalogix. Called “partner audiences,” the new ad feature means advertisers can now serve Promoted Tweets to Twitter users who have signaled purchase intent in specific categories off Twitter. Acxiom and Datalogix are dominant players in the big data industry, tracking and analyzing consumer behavior across brick and mortar and online businesses”. Twitter... [...]

Emily Alford says, “Twitter has launched two new conversion tracking features to its analytics toolkit in an attempt to help brands measure a Promoted Tweet campaign’s ROI. Twitter has just released two new updates to its ad measures that better equip brands to measure return on investment (ROI). Both updates require advertisers to add website tags to the final conversion page of ads. Website tags track downstream action using browser ID cookies and more effectively match lookalike users to advertisers. Now, a transaction values feature allows Twitter advertisers to view sales driven by... [...]

Todd Wasserman says, “Twitter on Monday began giving publishers the ability to embed Twitter video on their sites, meaning YouTube and Facebook now have some new competition in the category. YouTube has let publishers embed videos for years, but starting Monday, tweets on twitter.com began sporting an embedded video market generator that publishers can copy and paste into their stories. The feature is under the “more” prompt, which leads you to generate HTML code”. Twitter launches embeddable video Mashable  [...]

Martin Beck says, “Twitter is testing a new analytics feature for individual tweets on Twitter.com, giving quick access to a snapshot of how tweets are performing. Several members of our staff have seen the new wrinkle, a bar graph next to the standard action icons on their Twitter timelines”. Twitter Experimenting With Analytics For Individual Tweets Marketing Land  [...]

Ayaz Nanji says, “What does Twitter’s deal to allow Google full, real-time access to its stream of tweets mean for search results? How many tweets are getting indexed? Which types of tweets are valued most by the search engine? Stone Temple Consulting recently set out to answer those questions by examining a sample of 138,635 tweets of various type (text-only, photo, video, etc.) from a range of account types (40% people/brands with 10,000 or more followers). The vast majority of tweets are still not making it into search results, with only 7.4% of the sample tweets getting indexed... [...]

Baer says, “Recently Google and Twitter announced that you will now be able to get tweets inside Google search results again. That used to be case until 2011, and then their previous relationship lapsed. So for the last four years or so you cannot find tweets inside Google search results, at least not in real time. But that is changing, and it’s mutually beneficial.1 Google is Self-Aware in a Way Few Tech Titans Have Been Google understands that the world that they have dominated for a long time is becoming extinct. The same way that dinosaurs used to dominate, the webpage is no longer... [...]

Tessa Wegert says, “With Twitter in the midst of a new product push that includes the introduction of a native videotool, all eyes are on the site to see whether it’s a “sustainable business.” One thing is certain: it remains the place to go to measure consumer sentiment and zeitgeist in response to major events. After Sunday’s Academy Awards, the media once again took the pulse of viewers by analyzing the tweetstorms that swept across the platform. “What’s the trick to watching the Oscars without a) falling asleep, b) napping or c) resting your eyes for a... [...]