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BizReport : Trends & Ideas archives : March 07, 2009

More tools to track Twitter

It seems everyone is talking about, or on, Twitter. But how do you cut through all the noise and track what is being said about you and your products? Web analytics firm Omniture is the latest outfit to come up with a solution.

by Helen Leggatt

twitter logo.jpgThe popularity of Twitter, and its potential as a marketing and monitoring tool is leading to the development of tracking solutions. Omniture has launched a tool for its SiteCatalyst users that allows marketers to view who is tweeting about their brands and what they are saying, using preset keywords.

Users will be able to identify brand advocates and naysayers, track product conversations, categorize Twitter users as customers, vendors, competitors or employees, and get real-time alerts via email or SMS based on specified criteria such as spikes in brand or product chatter.

Digital brand management firm Electric Artists also launched a Twitter-related service this week. TrackingTwitter is a real-time directory of Twitter feeds that the firm is following. Initially set up for its staff, the firm has decided to make the directory public and it includes big brands such as Zappos, JetBlue and Starbucks.

"For a lot of clients we've been looking to build a strategy on Twitter," said Electric Artists CEO, Marc Schiller. "In doing that, we're always asking the questions 'Who has been using Twitter most effectively?' and 'Who's feeds should I follow?' and so we built a tool for our staff to follow Twitter feeds in different categories. So what we decided to do is just make it public because Twitter doesn't really have a good directory."

TrackingTwitter has its limitations. Notes on the performance of brands on Twitter are based on the opinions of Electric Artists' staff and not the general opinion of Twitter users. However, it's a useful directory of feeds for those that want to see how brands are using the micro-blogging tool.

Tags: directory, Electric Artists, feeds, micro-blogging, Omniture, tracking, TrackingTwitter, Twitter

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