Being a company present on social networks – such as Twitter or Facebook – the given platform gets an even more important role in the business, when it is possible to analyse the company’s marketing effort. Therefore, it is of great value that programmers can use the Twitter API.
The way a programme or application interferes or communicates with Twitter is through an Application Programming Interface (API). Programmers use Twitter API to make applications, websites and widgets that interact with Twitter. One of the things you can do with an API as a programmer is to check Twitter updates to search for tweets that match a specific query. From April this year, Search API enabled retrieving popular/trending tweets in addition to their most recent update: real-time search in results.
Twitter’s API methods allow developers to access data (update timelines, status data and user information) and gives developers methods to interact with Twitter Search and trends data.
Marketing tool for analysis
This new feature enables business and marketers to analyse and improve marketing efforts, making Twitter a highly effective marketing tool that is feasible and usable for businesses, free of cost. Basically what Twitter is doing is allowing companies to analyse the users’, their followers and those they follow, tweets – and moreover dig deep into analysis and figure out what influences retweets. Twitter is allowing users (read: companies/marketers/developers) to show which tweets are spreading, who is influential in the users’ network (ie who’s helping spread the word), allowing businesses to see which users in their chain of connection that are most valuable, not so valuable and even which promotional tweet is or isn’t working or trending and adjust their online marketing plan accordingly.
Real-time Analytics allows companies to:
• Select counts and tweets from users
• Provide data about stream activity
And check :
• No. of requests per day
• Average latency
• Response code distribution per hour
• Twitter searches per day
• Unique users searching
• Links tweeted per day
This is of incredible value for companies, as this analysis transcends geographical boundaries, allows marketers to listen and monitor real-time conversation about brands, how their marketing strategy is working in terms of creating and upholding online conversation and engagement with target audience and customers as well as allowing them to market and track real-time progress on their marketing efforts. Freaking brilliant!!