Twitter will start surveying users to measure brand awareness and engagement

twitter surveys

Today Twitter announced a partnership with Nielsen in which the social network will offer advertisers the option for surveying its followers within the app. The service will be tested with select advertisers, and has been projected to be launched to more brands by early 2013.

In the first iteration of the service, some users might begin seeing tweets from @TwitterSurveys on their Twitter timeline in a format that’s similar to Promoted Tweets. Advertisers will be able to target demographics of users, and of these select tweets will appear on both desktop and mobile devices. Survey participants will be taken through a simple process, which, depending on the number of questions, shouldn’t take longer than a few minutes. Since the surveys will appear on your timeline, you’ll have to click on the link provided within the tweet and it will open up a new page within the app where you can answer a few questions.

“Building on Twitter’s mobile heritage, we’re giving brands the ability to deliver and measure the impact of mobile and traditional desktop campaigns through these surveys,” Twitter explained in its blog post.

Nielsen, as a partner, will be analyzing the results.

The new feature will be one tool for brands to increase engagement with followers. On the user end, as Twitter outlines, the new mechanism is a direct way for advertisers to find out about their customers’ “purchase intent, overall awareness, and other advertising metrics and analytics.” What this means is that Twitter can now offer its advertisers a tool for finding additional insights about the consumer sentiment and how effective the brand is among its followers. Right now advertisers are only privy to engagement metrics like tweets and retweets. 

At the moment, Twitter doesn’t offer any incentives for a user to participate in these surveys. The consumer survey isn’t exactly a new method; plenty of websites request user participation and feedback — and plenty of them get passed over once we realize there’s nothing in it for us. Without any motivation for us to offering up this information, Twitter could find its surveys getting the cold shoulder. The new feature is another reminder why Twitter has struck so hard against third party clients that replicate its service: This type of mechanism will only be available when you view the proprietary Twitter client — something like Tweetbot wouldn’t surface this, because advertisers work directly with Twitter to offer and target these surveys. So control over the platform, and making sure eyeballs are on its platform, is necessary to make it work and make this a value add for marketers. 

Right now the account @TwitterSurveys is protected so you won’t be able to see its Tweets or the surveys that it’s publishing, but the above screenshots are a good look at what you can expect.

Emerging Tech

How emotion-tracking A.I. will change computing as we know it

Affectiva is just one of the startups working to create emotion-tracking A.I. that can work out how you're feeling. Here's why this could change the face of computing as we know it.
Gaming

25 awesome indie games you should definitely be playing right now

These days, some of the best video games are made by independent studios. Here are 25 of the best indie games, whether you prefer grueling dungeon crawlers or otherworldly, meditative adventures.
Computing

Want to make calls across the internet for less? Try these great VOIP services

Voice over IP services are getting more and more popular, but there are still a few that stand above the pack. In this guide, we'll give you a few options for the best VOIP services for home and business users.
Computing

Worried about your online privacy? We tested the best VPN services

Browsing the web can be less secure than most users would hope. If that concerns you, a virtual private network — aka a VPN — is a decent solution. Check out a few of the best VPN services on the market.
Social Media

Twitter’s experimental Twttr app is even more popular than the real thing

Twttr, the new app that lets regular Twitter users test new features, is proving more popular than the main app, according to the company. The revelation suggests some of the innovations may land for all Twitter users soon.
Social Media

Messenger and Facebook, together again? Facebook tests integrating chats

Longing for the old days where Facebook and Messenger were one app? Facebook is testing an integrated chat option. While Messenger remains more feature-rich, the test brings some chat functionality back into the Facebook app.
Social Media

Facebook, Instagram, and WhatsApp went down worldwide for 2 hours this morning

Chaos erupted on the internet this morning, as Facebook, Instagram, and Whatsapp all went down from 6:30 a.m. to approximately 9 a.m. Thousands of users were unable to access the sites or send or receive Whatsapp messages.
Social Media

How to download Instagram Stories on iOS, Android, and desktop

Curious about how to save someone's Instagram Story to your phone? Lucky for you, it can be done -- but it does take a few extra steps. Here's what you need to know to save Instagram Stories on both iOS and Android.
Mobile

Skype screen sharing for mobile will let you share your swipes on dating apps

Skype is prepping the launch of screen sharing for mobile so you can share your swipes on dating apps, shop with buddies, or, perhaps, show a PowerPoint presentation to coworkers. It's in beta just now, but anyone can try it.
Social Media

Facebook toys with mixing Stories and News Feed into one swipeable carousel

Facebook's News Feed could look a lot like Stories if a prototype the social media giant is working on rolls out to users. The design change mixes Stories and News Feed posts into a full-screen slideshow that users swipe left to navigate.
Social Media

No more moon showers as Facebook Messenger’s dark mode gets official rollout

Facebook Messenger launched a dark mode last month, but to activate it you had to message the crescent moon to someone. Now it's been rolled out officially, and it can be accessed in a far more sensible way — via settings.
News

Twitter has revealed a launch date for its handy hide replies features

Twitter has revealed a launch date for a feature that lets users hide replies to their tweets. The hope is that it will help the original poster filter out offensive or irrelevant content from conversation threads.
Smart Home

Oh, Zuck, no! Facebook rumored to be creating a voice assistant to rival Alexa

Facebook hasn't been a big player in the smart speaker market, but that may be changing: The social media giant is reportedly working on a digital assistant to compete against Alexa and others.
Social Media

Facebook says it unintentionally uploaded email contacts of 1.5 million users

Facebook says that over the last two years it unintentionally uploaded the email contacts of 1.5 million users as they signed up to the social networking service. The process has ended and the email addresses are being deleted.