One of the heavyweights in social media marketing recently added more muscle to its analytics abilities. Twitter announced it will give marketers the capability to access more detailed analysis of organic tweets (1). Previously, companies were only able to follow the performance of their promoted tweets – otherwise, paid advertisements on users' feeds – but will have the opportunity to see how customers are engaging content, as well as the number of impressions.
The benefit for business-to-business marketers is that they'll be able to drill down to some very concrete data regarding the lifespan of their Twitter posts. For instance, you can delve more deeply into an individual post to find the number of link clicks it has drawn, the volume of users who have seen a tweet and the number of times people have expanded, replied or retweeted a post. You can look at this information in real time or take a broader view by expanding the data out over a longer priod of time (2).
This new capability should give B2B marketers are stronger sense of how well their organic content performs, depending on the metrics they're analyzing. Furthermore, businesses can conveniently perform A/B testing on a larger scale, instead of just focusing on paid advertising.