Twitter introduces survey tool for advertisers

3 Oct 2012

Twitter has started rolling out a new tool that will let marketers conduct surveys via the micro-blogging service, with analytics on results provided by Nielsen.

Brand impact measurement for Twitter (the new tool with the dull title) will be offered to Twitter’s key advertisers first, reaching a wider base in early 2013.

The surveys will start with a typical promoted tweet appearing users’ timelines. The tweet will contain a link that, when clicked, will bring users through a series of short questions set by the brand.

“This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter,” Said Joel Lunenfeld, Twitter’s vice president of brand strategy, on the Twitter Advertising Blog.

Twitter surveys screenshot Twitter surveys screenshot

Advertisers and brands will be able to get valuable feedback from users with this new tool, if used wisely. However, if survey-seeking tweets become intrusive, users may be put out by Twitter’s eagerness to cosy up to advertisers and provide them with more ways to clutter up our news feeds.

Elaine Burke is the host of For Tech’s Sake, a co-production from Silicon Republic and The HeadStuff Podcast Network. She was previously the editor of Silicon Republic.