Twitter and Facebook court brand managers with hub, search features

PR and marketing pros can learn more about those who post online—and craft content that their fans can find more easily.

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This week, Twitter announced a new tool for marketing pros who advertise on its platform:

Every day, millions of people Tweet about brands. Each Tweet has the potential to give advertisers new insights to better understand what customers, prospects, and influencers are saying, thinking, and feeling about their brand. To date, marketers haven’t been able to gather these valuable insights in one place.

Twitter Brand Hub offers marketers a metric called “True Voice,” which analyzes a brand’s share of conversations on Twitter surrounding certain topics. The micro-blogging platform explained how the measurement works on its blog:

We determine your brand’s TrueVoice™ by first analyzing Tweets about your brand and those about your competitors. Then, we identify what percentage of these impressions your brand owns. As consumers see ads about your brand and your competitors on TV, display, and social channels, they send Tweets which are then counted in real time through TrueVoice™.

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