Twitter Debuts New “Brand Hub” To Track Audience Sentiment

What Happened
Earlier today, Twitter unveiled a new ad product named Brand Hub for tracking brand conversations across its platform. Within the hub, marketers and advertisers can dig into what Twitter users are saying about their brand, highlighting the top phrases they use and tracking indicators of brand loyalty and purchase intent. A brand new metric called TrueVoice was also introduced to help advertisers track the share of a conversation a brand takes up compared to its competitors in real time.

What Brands Need To Do
With Brand Hub, Twitter is offering brands a new tool to accurately gauge customer reactions and more accurately measure their sentiment, eliminating their need to resort to a third-party analytics services. The new TrueVoice metric can be especially helpful in highly competitive markets where a brand has to take control of real-time social conversations and see how it stacks up with major competitors so as to adjust communications strategies accordingly. Overall, it aims to provide brands with valuable insights into audience sentiment, something that all brands can learn a lot from.


Source: AdWeek