Twitter Hopes Its New Standalone Apps Will Connect Power Users And Businesses With Their Audiences

Twitter has introduced two new standalone apps designed to help two different kinds of users to leverage the sheer volume of data that the network generates.

Twitter Engage is a companion app for Twitter that provides real-time data and insights for power users such as celebrities and big brands, which they can use to quickly understand, engage, and grow their audiences.

Engage is currently only available for iOS and in the United States. It provides real-time data and insights, and highlights important interactions for users.

It’s basically the ‘Analytics’ tab on steroids.

The "Engage" tab on the app lists your high-value account engagements filtered into 3 sections.

  • Top: View a list of your new followers and mentions, with easy-to-follow prompts to engage with your audience when they follow or mention you.
  • Mentions: View a list of every time you are mentioned by your username.
  • Verified: View a list of all interactions your account has had with verified accounts, such as follows, likes, Retweets, and mentions.

The “Understand” tab shows you high-level real-time analytics on who sees your posts and how they respond - how many retweets, likes, mentions, video views, and Tweet impressions you get over time. This allows you to know what your network is saying and sharing in real time, meaning that you can tailor your content to connect with your audiences on the topics they're talking about there and then.

The “Posts” tab shows you detailed performance numbers for all your individual posts.

Engage appears to be targeted towards power users who want an easy and efficient way to connect with important Twitter influencers and fans in order to build the ideal audience, but who also want to avoid tweets that may not be relevant to them.

The inspiration for Engage seems to have been drawn from Facebook Mentions, which helps users find posts that mention them without necessarily having been tagged first. The only difference is Facebook Mentions requi only verified accounts while Engage is available to all Twitter users.

The other standalone app is Dashboard, which is geared towards smaller businesses looking to use data from Twitter to engage with their customers.
Dashboard builds on features already existing on Tweetdeck, such as customized feeds for tweets, tools for scheduling posts and analytics. This would explain the disappearance of several key features from Tweetdeck, such as the option to search for tweets by URL.

One of Dashboard’s key features is the ability to search for tweets about the business by location, meaning that a business can see where its mentions are coming from. All you need to do as a Dashboard user is to set up a custom feed that monitors for hashtags and keywords about the business name, product or service.
With this, a business can easily view and respond to customer concerns, questions all in the same feed as those who tweeted at the business directly.

The iOS app also lets you queue up a number of scheduled tweets that will be posted at the right when your audience is actively engaging online. It also comes with it the advantage of letting you edit and reschedule your tweets while on the move.
Dashboard also helps businesses figure out what to tweet and identify which sort of tweets work for you by offering tweet suggestions.

Businesses can use Dashboard to view their account information, including top tweets and mentions, top media posts and top followers. They can also view and respond to direct messages, check and respond to tweets, view profiles and retweet.

Twitter Dashboard is available here.

These new apps are leveraging the sheer volume of data that is posted to Twitter in order to drive more meaningful engagement. By giving users control of the firehose that is the Twitter stream, they can track and participate in conversations online, which should lead to more effective interactions.