Observed Signal · May 19, 2023 · Policy Update · Source: CMSWire · Impact: 4/5 · Sentiment: Negative
Will Twitter Upgrade Analytics to Enhance Customer Experience?
Twitter faces renewed scrutiny over its analytics and API policies. The platform recently announced free API access for governments and publicly funded entities, enabling automated public service posts. However, its API paywall, with fees ranging from $42,000 to $500,000 annually, has drawn criticism from researchers and small businesses. The article argues that Twitter Analytics remains outdated, relying on rolling averages that prevent advanced analysis like cohort segmentation and year-over-year comparisons. Upgrading the dashboard could retain public service users and improve customer experience for marketers and citizens. The analysis highlights the need for more sophisticated data tools across social media platforms.
Major social platform Twitter's API access policy changes (free tier for governments, paywall for others) affect data access for researchers, marketers, and small businesses, impacting analytics and measurement across the industry.
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Key Takeaways & Evidence Grounding
- Twitter announced free API access for governments and publicly funded entities, enabling automated posts for public utilities like weather alerts and emergency notifications.
- Twitter's API paywall fees range from $42,000 to $500,000 per year, drawing criticism from researchers and small businesses.
- Twitter Analytics' user interface has not received major updates since its early days, still relying on rolling averages.
- Rolling average metrics limit advanced segmentation like cohort analysis and year-over-year comparisons.
- Several public offices, including NWS, have stopped using Twitter for real-time advisories due to policy changes.
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