The Archivist Beats Twitter at Its Own Analytics

Twitter announced last month that it is planning to release a free real time analytics dashboard before the end of the year. “The product will leverage algorithms similar to the Twitter Resonance concept in order to show users which tweets are spreading, who is influential in their network, and more,” said the announcement. “The emphasis is on real time in order to help users make adjustments on the fly to their tactics.”

Their analytics program will be based on work done by Smallthought Systems creator Trendly, which Twitter bought in June. [ source: Mashable ]

Our first thought when reading this story: that’s been done, and better. It’s called the Archivist.

The Archivist is a product built by the Microsoft MIX Online team that archives tweets for as long as you want, and provides detailed analytics on those tweets. It shows you who your biggest fans are, trendy words, and four other easy-to-access visualizations.

It’s pretty obvious from the public response to Twitter’s announcement just how much people want a tool like the Archivist that analyzes tweet trends and usage. Twitter is an amazing tool for marketing, since you can track who sent your message to whom and when (see the Social Media Examiner's article). There are already plenty of third-party platforms that help marketers manage and analyze their Twitter presences — some include Scout Labs, Radian6, Klout, Twitalyzer and PostRank. But none of these track tweets over a long period of time.

When we first heard through the Webtrends blog that Twitter was throwing its hat into the ring, it sounded like Twitter was going beyond what these other third-party platforms were doing and were offering something fairly robust. Who better to build a Twitter analytics dashboard than Twitter itself? Twitter is also in the works to send all tweets to the Library of Congress, and hence have ready access to this data.

But after reading through the press releases more thoroughly and other reviews, it doesn't look like the Twitter dashboard is going to be that robust. In fact, it doesn’t look like it’s going to do anything that new or unique.

The Archivist is still the best bet for keeping track of tweet trends, especially over the long haul.

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Author: bethk

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