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Top Twitter Features Worth Paying For

 

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In an interview published this morning, Twitter founder Biz Stone said Twitter is considering charging for commercial accounts:

"We are noticing more companies using Twitter and individuals following them. We can identify ways to make this experience even more valuable and charge for commercial accounts," he told the UK marketing magazine, Marketing.

Biz is right.

More and more companies are using Twitter. It's helping them listen to their market, find new customers and build their relationships with existing customers.

In its current form, Twitter is a very basic tool where a lot of the value is created by third-party applications.

With some additional features, many businesses would find Twitter itself well-worth paying for.

Here are some of the features I think would be most useful:

Tweet Popularity -- Businesses should be able to see data related to engagement and use of each of their Tweets. Twitter should offer a list of tweets, sortable by the number of times they've been favorited and retweeted -- as well as by the number of times links in their tweets have been clicked. Flickr's stats program ($25/year) is great for this kind of data. It's a good model for Twitter.

Referral Analytics -- When you see Twitter in marketing analytics software packages, Twitter referrals are usually listed as "twitter.com". Sometimes you can see the specific Twitter users that referred the traffic (eg twitter.com/rickburnes), but not always. Anything Twitter can do to enable more consistent user-level tracking would add significant value for business users.

Follower Analysis -- Twitter should offer businesses a simple graph of their follower count over time. Tweets should be an optional overlay. This would allow account holders to see which of their Tweets corresponded to growth in followers.

Influence Analysis -- Twitter should show users which of their followers have the most influence on Twitter. We do a lot of this on Twitter Grader, but there's a lot that could added within Twitter.

Segmentation -- Companies need to be able to segment and target their messaging on Twitter. They need to be able to send one set of messages to one set of followers, and another set of messages to another set of followers. Ev Williams, Twitter's CEO, talked about this problem in a recent interview. It's a big one, and it needs to be solved.

Retweet or Meme Tracking -- Twitter should provide tools to track conversations that a user started or participated in.

Buzz Analysis -- How many times has your company been mentioned in Twitter over the last month? Over the last year? How about each of your products? Or your CEO? Your CEO's nickname? Robust tools that help answer these questions would be fantastic.

Identity Verification -- Yesterday we learned that the Twitter account claiming to be run by the Dali Lama was not actually run by the Dali Lama. Twitter should offer brands a "Verified by Twitter" status that would guarantee account authenticity.

What would you add to this list? Add your suggestions to the comments, and I'll update this list.

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Posted by Rick Burnes on Tue, Feb 10, 2009 @ 01:26 PM

COMMENTS

I'd be more interested in the data above it was focused on delivering quality metrics - perhaps a semantic comprehension of a brand in context - instead of just some meaningless quantity numbers. 
 
Now, that's worth paying for!

posted on Tuesday, February 10, 2009 at 1:45 PM by Andrew Davis


Andrew, I completely agree that quality is important -- but I think a lot of the data I talk about above helps you get to quality metrics. For example, in order to tell which of your twitter contact are sending you the highest quality referrals you need to be able to track referrals from your twitter contacts to your site, and then through your sales process. There's no way to do that with current Twitter tools.

posted on Tuesday, February 10, 2009 at 1:51 PM by Rick Burnes


Search within your friend time line. I want to add a search term and any user that uses it in my time line. 
 
You can do this with twhirl now.

posted on Tuesday, February 10, 2009 at 1:52 PM by Chris Bartow


Like Andrew, I'd love to see them offer context-based data to businesses. The identity verification and premium analysis features are key things targeted at power users. 
 
I hope they keep the current access free for developers and analysts, since I think that's an important part of Twitter's appeal. But new features, like the firehose they sometimes mention, could become premiums, as well.

posted on Tuesday, February 10, 2009 at 1:57 PM by James Socol


Ooh. Would love these features! If they were free... 
 
I know they have to create revenue streams but won't this move discourage businesses from participating on Twitter?  
 
I pay for Flickr, but it's worth it to me for the storage Not sure there is a value there with Twitter. 
 
Speaking of models, I like the Insights feature on my YouTube accounts (which is free, another reason why I like it). I like how Insights breaks down my downloads by age, gender, and geographic location -- and how they found my videos (the discovery part is really cool).

posted on Tuesday, February 10, 2009 at 2:28 PM by Mary Fletcher Jones


twittercounter.com provides a nice graph of followers over time for free

posted on Tuesday, February 10, 2009 at 3:04 PM by Anthony Williams


I think this would be a poor business decision for Twitter. Firstly, it would reduce the adoption rate of Twitter. More importantly, it'd be a small revenue stream. Performance based advertising should be their revenue model. They should leverage the ridiculous amount of data they have about us to deliver relevant and useful ads for it's users.

posted on Tuesday, February 10, 2009 at 3:21 PM by peter caputa


Is there no where the average person can go on the Internet without being segmented, chopped up, bombarded with advertisements, harrassed for personal information, and generally TOLD what to think and view? I like Twitted the way it is because I can choose to be friends with someone or follow someone without fear of harrassment. Who I follow and what I think is my business I don't need a bunch of marketing folks telling me what they say I should look, feel or think like. Sorry for the tirade but I am so tired of being blasted with advertisments for stuff I will never want or need. If you really wanted to know your customers you'd know they want to be able to come to you for your services when they want then, not when you tell them they should.

posted on Tuesday, February 10, 2009 at 4:54 PM by Susan


Rick - great list. I agree this is one great way twitter could go to monetize its growing user base - and the identity verification is a simple place to start (although I find the others much more compelling).  
 
Another key component to watch is how Twitter monetizes its search engine. I could see them building a cost-per-follow, text based ad system (a la Google - obviously).

posted on Tuesday, February 10, 2009 at 6:48 PM by Brad Coffey


As much as I'd hate to see Twitter start charging, especially on a cost-per-follow basis, I wouldn't mind some advanced features that would enhance the way we use the site. 
 
How about the ability to schedule tweets, so if I have a bunch of meetings but lots to post I can slowly leak content out throughout the day. I believe this is available now through HootSuite. 
 
Also, it would be nice to have an easier way to use hashtags and live tweeting -- the way it's set up now is confusing to us and our prospects who use it during webinars. 
 
I like the LinkedIn model, where the power features are reserved for the true power users. There should still be a free option for small to mid-size companies.

posted on Tuesday, February 10, 2009 at 7:20 PM by Matt Jacobson


They would be making a bad business decision if they choose to go ahead with this. Twitter will need to deliver alot more than it does if it wants paying customers.

posted on Tuesday, February 10, 2009 at 7:21 PM by Jack Zufelt


Agreed on the scheduling of tweets, to drip them our during the day. Some business might create Twitter-based entertainment or games, like the social puzzle (and viral marketing tool) ilovebees.com. Mystery tweeters could serve a similar support role for new products. Why not charge for that kind of functionality?

posted on Wednesday, February 11, 2009 at 8:33 AM by Matthew Glidden


How would this affect the little 'girl' just starting an online business?

posted on Wednesday, February 11, 2009 at 8:50 AM by Wendy Sizemore


Individual tweet pages (e.g. <a hre="http://twitter.com/nmw/statuses/1099051953">http://twitter.com/nmw/statuses/1099051953) should have "forward links" that show all replies to that individual tweet. 
 
Such pages could be "sponsored by" the twitter user's designated sponsor (in order to "pay for" such services).

posted on Wednesday, February 11, 2009 at 9:13 AM by Norbert Mayer-Wittmann


There is another tools that are worth to try, Twitterfeed can save and share your blog post using your own feed, you can either using your feedburner account or your local feed to get listed

posted on Wednesday, February 11, 2009 at 10:56 AM by Y. Steven


The problem is that most of these services can be offered for free by third parties.

posted on Wednesday, February 11, 2009 at 2:31 PM by Bas


I wonder about the value of having very specific data with an app like twitter. Think that the broad overview is probably more useful. Too much noise for the specifics to stand out. 
 
Personally I think it would be great if Twitter could bring me a cold Guinness at around 5.30 weekday afternoons.

posted on Wednesday, February 11, 2009 at 2:32 PM by steve


The "Verified by Twitter" feature would be great as I've seen many an impostor pop up, garner following and then get shut down on Twitter. I'd also love to see more in-depth analytics. Jeremy on Twitter

posted on Wednesday, February 11, 2009 at 2:33 PM by Jeremy B. Shapiro (ForeclosuresMass.com)


Great suggestions! 
 
"Twitter Verified"... would be awesome and would put an end to imposters from cropping up on Twitter. 
 
It would also help brands to distinguish themselves online. 
 
 
 
 
 
 
 
 

posted on Thursday, February 12, 2009 at 11:54 AM by Coretta Jackson, MBA


WOW I didn't know that twitter was considering charging. It will have it's pro's and con's. 
 
 
 
There are already many twitter applications out there and I am sure there is one for analytics. 
 
There are applications to find out who you are following and that is not following you and vise versa, there is Qwitter that tells you who unfollows you, there is a twitter stalk that you can follow someone without letting them know etc. Check out http://twitdom.com/ to find out what all the applications are.  
 
 
 
Serena Carcasole 
 
www.vbsondemand.com 
 
Your 1STOP Business Service Shop 
 
Outsource your way to success! 
 

posted on Thursday, February 12, 2009 at 7:56 PM by Serena Carcasole


This little bird appreciates the great suggestions. Validates our own thinking. I think we'll be cover many of those very soon.

posted on Monday, March 30, 2009 at 9:19 PM by TweetReports


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