Using social media tactics and strategies to engage your audience on a platform that is user focused rather than company focused is fast becoming common practise. But how well are you measuring your social media performance? How far is your content being spread? And how much traffic is twitter actually sending to your website?

Christopher Golda, a Canadian technology entrepreneur recently has said that most people struggle to accurately capture twitter analytics.  Golda is the creator of BackType, a social media analytics platform that allows companies to analyse their social impact as well as social media’s impact on their business.

It was the acquisition of BackType by Twitter that gave birth to Twitter Web Analytics. Launched just two weeks ago, it is said to be able to,

1. Track how much of your websites content is being shared
2. Analyse the effectiveness of your twitter button integration
3. Measure the amount of traffic twitter sends to your website

Currently this new technology is available to only a small pilot group, but it said to be made available to website owners worldwide in the next few weeks.

Is it worth trialling? Most definitely.

Measurability is key to success in a market that is already difficult to analyse due to the fast pace of the industry and many want to know how social media is directly affecting their bottom line.  The ability to accurately report on the effectiveness of social media campaigns, the use of social media as a support for direct marketing, the ROI of outsourcing to social media consultants will be a well sort after tool.

The question is how effective will Twitter Web Analytics be?

Article Source https://dev.twitter.com/blog/introducing-twitter-web-analytics