Twitter Debuts 'Follower Dashboard,' Opens Geotargeting Spigot

New insights into follower demographics and actions.

Twitter has rolled out a dashboard that lets marketers access data about their followers. It shows how a brand’s followers have increased over time, breaks down their gender and location, displays what interests they have shown, illustrates how engaged they are, and details what kinds of Twitter users they follow.

Speaking at the Ad Age Digital conference today, Twitter director of revenue Adam Bain announced the tool, dubbed the “Follower Dashboard.” ClickZ missed his remarks but followed up with Twitter spokesperson Matt Graves to get additional information.

Graves noted marketers can assess their followers’ locations by country, state, and in some cases, metropolitan areas.

“In terms of the engagement piece,” he said, “we are starting with retweets. So you can see what percentage of your followers have retweeted you.”

twitterdashboardAmong the available metrics are whether more male or female followers are retweeting a brand (e.g., 45 percent males vs. 55 percent females) and what percentage of followers in individual states such as California or Illinois are retweeting a company’s messages. “This helps you better understand what your Twitter reach means and who these people are that you have reached,” said Graves.

He called the dashboard “a starting point.” Future data points could include the percentage of followers who have “favorited” a brand’s tweets, have replied to a tweet, have clicked on a brand’s assets or its ads, and other engagement factors.

Twitter is slowly rolling out more marketer-friendly features. Before today, the most recent example was geotargeting for the Promoted Tweets and Promoted Products platforms.

Graves said that while only select brands like McDonald’s have beta tested geotargeting in the last two weeks, now any of Twitter’s 600 advertisers can leverage the ability. “It’s only for advertisers; it’s not open to everybody,” he clarified. “They can target campaigns by more than 120 countries. And within the U.S. for Promoted Tweets, they can target by more than 200 specific metropolitan areas.”

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource