Twitter Opens Up Full Archive Search API for Businesses
 |
| redessociais.me |
Since acquiring social data provider Gnip last year, Twitter have been playing around with different ways to tantalise companies with all the precious data stored in the platform archives. All the big social media platforms have ways of trading data to businesses in exchange for commerce and general marketing value, but Twitter's data archives are, for whatever reason, more hotly sought after than any other.
Now, working closely with Gnip, Twitter have opened up access to their entire archive API to enterprises, allowing them to mine the data to better audience research. That's 9 years' worth of hundreds of millions of active tweeters all across the planet. This has applications above and beyond mere marketing. Political campaigning could benefit hugely from this, as could the media, since if they can go back and examine the public responses to certain types of news reports they can apply that data when similar stories emerge.
Trend and probability forecasting are beginning to become absolutely vital to a good social media marketing strategy, especially considering how easily even a little slip-up on a popular corporate account can lead to a PR disaster. A selection of analytics providers (Sprout Social, Pulsar, SocialBro, etc.) have already incorporated the API access into their platforms, but it's probably still a bit too early to properly gauge just how well it's working.
The value of the kind information Twitter has access to is rising exponentially, they haven't disclosed exactly how much they're charging enterprises for access to the archive but they could probably name their price. This is despite the fact that Twitter is becoming less popular among current social media users, the archive would have probably been even more valuable 3-5 years ago, and Jack Dorsey recently admitted that trying push developers away from Twitter was a mistake. Moves like this seem like a way of rectifying it.
As the weeks go by, we'll undoubtedly start seeing a change in the efficiency of targeted advertising as a result of this, but since users are migrating away from Twitter, it's fair to suggest that the usefulness of the information has an expiration date. For now though, the ageing platform has further cemented its status as an effective marketing tool.
Callum Davies
Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF
Twitter Opens Up Full Archive Search API for Businesses
Reviewed by Unknown
on
Thursday, August 13, 2015
Rating:
Reviewed by Unknown
on
Thursday, August 13, 2015
Rating:
Unknown
Keeping you up to date on social media, digital marketing, apps, news & reviews. Social media, and digital marketing as a whole, are rapidly and constantly changing, adapting to new developments at an ever increasing rate. Just keeping up to date can be a nightmare. Our team of writers know their field, and keep an ear to the ground. We aim to keep you informed of all recent developments in the online world, and teach you a little something along the way. So whether you just want to stay connected, or gain some knowledge for yourself, the Social Songbird will keep on singing! More articles are posted every day so keep checking back! Join the discussion on Twitter - #SocialSongbird Or contact us directly - @SocialSongbird_
Entrepreneur, international speaker on Social Media Marketing. First one in the UK to write and speak in conferences about Twitter as a marketing tool. Consultant to Corporate Companies, Government Organizations, Marketing Managers and Business Owners.
Aspiring novelist with a passion for fantasy and crime thrillers. He hopes to one day drop that 'aspiring' prefix. He started as a writer and soon after he was made Executive Editor and Manager of the team at Social Songbird. A position he held for 5 years.
Adrienne is a passionate writer with experience in editing, content creation, and social media marketing. She’s a lover of animals, helping others improve their writing, and 2000s pop culture.
Musician, audio technician, professional tutor and a Cambridge university English student. Interested in writing, politics and obsessed with reading.
Recently graduated with a BA in English Literature from the University of Exeter, and he is about to study an MA in Journalism at the University of Sheffield. He is an aspiring journalist and novelist; in his free time he enjoys playing chess, listening to music and taking long walks through nature.
Lucy is an undergraduate BSc Politics and International Relations student at the London School of Economics and Political Science.
Anna Coopey is a 4th year UG student in Classics at the University of St Andrews in Scotland. She is a keen writer and researcher on a number of topics, varying from Modern Greek literature to revolutionary theory.
Ellie is a recent BA English Literature graduate and aspiring publisher with a passion for writing. Her favourite pastimes include reading and shopping.