Twitter's big television push of 2013 involved numerous aspects, including tv ad targeting software, as well as the purchase of real-time TV data company Trendrr. One of the most important moves the company made was the release of weekly television ratings reports in conjunction with Nielsen, in order to give advertisers a clearer picture of how each show was doing on the network.
Starting back in October, the Nielsen Twitter TV Rating (NTTR) system gives advertisers new insights into what shows are trending on Twitter by showing them how many tweets, and how big the audience for the show is on the social network.
Having released such reports for over six months now, there has been ample time for advertisers to determine whether or not the reports are actually worth anything.
While I can't say for sure, I would guess that they are working pretty well, since Twitter is all set to expand them to international markets. Namely, the ratings system will be coming to Australia at some point this year, it was announced on Monday.
"As the experience of watching TV and using Twitter to connect with the TV show and other fans continues to grow rapidly in popularity, our TV partners here have consistently asked for one common benchmark from which to measure the social engagement of their programming," Danny Keens, Director of Media Partnerships for Twitter Australia, wrote.
"The NTTR metric is intended to answer that request, and will complement current TV audience measurements in Australia."
Twitter has also said that it will expand the ratings system to Japan at some point. In addition, it was also revealed in January that Twitter had signed an exclusive partnership with GfK to to introduce Twitter TV Ratings in Germany, Austria and the Netherlands. The ratings would work similarly to those that it produces for Nielsen.
How does NTTR work?
Nielsen Twitter TV Ratings does not just base which shows comes out on top by the number of Tweets send out. It uses four different metrics to determine which show comes out on top, including TV-specific activity and reach.
They are:
Taken together, these metrics give a sense of not only how many people were talking about that episode, but how many people were made aware of it through these social interactions.
(Image source: vintuitive.com)
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Twitter is an online information network that allows anyone with an account to post 140 character messages, called tweets. It is free to sign up. Users then follow other accounts which they are interested in, and view the tweets of everyone they follow in their "timeline." Most Twitter accounts are public, where one does not need to approve a request to follow, or need to follow back. This makes Twitter a powerful "one to many" broadcast platform where individuals, companies or organizations can reach millions of followers with a single message. Twitter is accessible from Twitter.com, our mobile website, SMS, our mobile apps for iPhone, Android, Blackberry, our iPad application, or 3rd party clients built by outside developers using our API. Twitter accounts can also be private, where the owner must approve follower requests.
Twitter started as an internal project within the podcasting company Odeo. Jack Dorsey, and engineer, had long been interested in status updates. Jack developed the idea, along with Biz Stone, and the first prototype was built in two weeks in March 2006 and launched publicly in August of 2006. The service grew popular very quickly and it soon made sense for Twitter to move outside of Odea. In May 2007, Twitter Inc was founded.
Our engineering team works with a web application framework called Ruby on Rails. We all work on Apple computers except for testing purposes.
We built Twitter using Ruby on Rails because it allows us to work quickly and easily--our team likes to deploy features and changes multiple times per day. Rails provides skeleton code frameworks so we don't have to re-invent the wheel every time we want to add something simple like a sign in form or a picture upload feature.
There are a few ways that Twitter makes money. We have licensing deals in place with Google, Yahoo!, and Microsoft's Bing to give them access to the "firehose" - a stream of tweets so that they can more easily incorporate those tweets into their search results.
In Summer 2010, we launched our Promoted Tweets product. Promoted Tweets are a special kind of tweet which appear at the top of search results within Twitter.com, if a company has bid on that keyword. Unlike search results in search engines, Promoted Tweets are normal tweets from a business, so they are as interactive as any other tweet - you can @reply, favorite or retweet a Promoted Tweet.
At the same time, we launched Promoted Trends, where companies can place a trend (clearly marked Promoted) within Twitter's Trending Topics. These are especially effective for upcoming launches, like a movie or album release.
Lastly, we started a Twitter account called @earlybird where we partner with other companies to provide users with a special, short-term deal. For example, we partnered with Virgin America for a special day of fares on Virginamerica.com that were only accessible through the link in the @earlybird tweet.
What's next for Twitter?
We continue to focus on building a product that provides value for users.
We're building Twitter, Inc into a successful, revenue-generating company that attracts world-class talent with an inspiring culture and attitude towards doing business.
