Monthly Archives: April 2015

Twitter Fixes the Quote Tweet Button for End Users, but Breaks it For the Brands

 

 

Posting this online because i don’t seem to see any conversations about this anywhere and I’m curious how others are measuring the impact of quoted tweets.

Twitter made a recent update to how they render quoted tweets on twitter, read more here:

http://thenextweb.com/twitter/2015/04/07/twitter-is-finally-fixing-the-quote-tweet-button/

 

As an end user this is great because it makes my feed less messy, and it gives me more space to add commentary to tweets. But putting my work hat on, I’m really hoping that twitter has a plan for supporting the 3rd party tools that marketers use to listen and measure the impact of their brands’ tweets.

 

Even when using their own tool, Tweetdeck, there’s no way to surface any comments to the original quoted tweet. Just as example, [1] I quote Tweeted a post from Lenovo around the #VibeShot Campaign.  In [2], I have a column setup to monitor the #VibeShot hashtag, which is in the original tweet. Here we start to see the problem.

 

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As a marketer, I love the new quote tweet style because it encourages people to add their comments to the brand posts instead of just passive sharing. It’s the kind of behaviour that would benefit us since it’s a chance to get qualitative feedback from the audience (vs the quantitative in measuring retweets).

The problem is that currently, there doesn’t seem to be a way to capture any conversation that happens once someone starts quote tweeting our posts. It’s true for TweetDeck, and true for some of the listening tools that our team internally have managed to test out.

Apart from being unable to measure the direct conversations that come out of the brand tweet, another challenge would be measuring the influencer impact when they quote tweet our posts. Any replies, favorites, retweets (not even the quote tweets but the original, “raw” retweets) won’t be measured unless that influencer also uses a hashtag, keyword in their comment. That’s okay with collaborative campaigns where the quote tweet is planned, but every marketer works toward getting someone with a lot of  followers to organically RT or  comment. The new quoted tweet display might give the impression that the original text of the tweet already contains the hashtag, and it would be redundant to use it again in the comment.

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Curious to know which tools in the industry are already supporting twitter’s new feature to measure impact of quoted tweets? Especially since this is becoming the default quote tweet option on android and iOS, and some users are enabled with this as a default on the web interface as well.