Twitter has opened up its analytics platform to all users this week. The data has previously only been available to Twitter advertisers.
It’s a brave move by the platform. Unless you’re familiar with analytics data provided by third-party solutions, you’ll almost certainly be surprised by the relatively low engagement rates.
In my view, the move will do a lot to demystify social networks and the obsession with chasing follower numbers and pumping out content in a bid to drive engagement.