Perhaps the most beneficial thing to me is how much out of the box innovation this has brought.įor example just look at traditional web analytics tools, there is absolutely no fresh thinking when it comes to Social Media Measurement. Anyone and their brother and ma-in-law can develop a tool, and they have! Much to the benefit of the rest of us. One of the things I love and adore about Twitter (besides all that connection and conversation) is how its open API has lit a fierce fire of innovation when it comes to analytics. One common thing between the all tools in this post is that they were built by 'outsiders'. My new book Web Analytics 2.0 covers social media measurement, but I am going to cover something very different in this post. The blog post is also sprinkled with my own words of folksy wisdom as to how you should use the channel for maximum impact. So in this post my hope is to share with you what is unique about measuring one such channel, Twitter. Stale marketing or measurement thinking applied to them results in terribly sub optimal results for all involved. These new channels, Twitter and Facebook and YouTube and Tumblr and, yes, even blogs, are very distinct customer / participant experiences. When it comes to marketing because of the old world thinking from the worlds of sTelevision and Magazines, and when it comes to measurement because of the world of traditional web analytics. Sadly execution and analysis of these new social media channels has been hobbled by old world thinking.

Twitter is amongst new media channels that are challenging how we communicate, with whom we communicate and perhaps most fundamentally how we (Marketers) influence people.

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