A recent announcement in Adweek indicates a launch of a new Twitter directory with a twist – Tracking Twitter. It is a directory specializing on tracking different brands on the internet. Some brands such as Starbucks, Zappos and Jetblue sprung up their page. With the algorithm shift of Google from keywords to branding, I believed this directory will help people in more ways than one not only for the established brands but also for those planning to build one.
Electric Artist is a digital brand management firm and they created this website with the goal of providing a list of brand that people (especially their clients) can keep track of. The problem they have faced in the past is that their clients looking to build brand on Twitter does not know who to follow or who Twitter the most. This tool will help them there.
As Marc Shiller, the CEO, said,
“In doing that, we’re always asking the questions ‘Who has been using Twitter most effectively?’ and ‘Who’s feeds should I follow?’ and so we built a tool for our staff to follow Twitter feeds in different categories. So what we decided to do is just make it public because Twitter doesn’t really have a good directory.”
With Tracking Twitter now open to the public, related brand will not have to look far if they are looking for people to follow. The site contains all the names and stats they will need. However, the problem here is that the website is little in scope. It only covers particular brands in the media industry and not in others. I think this is needed if they’re looking to function as a full directory.
Also, it’s a bit self-indulgent. It’s all about what the Electric Artists know. It’s about the brands they are familiar with and they rank it according to what they think is best. It is not ranked based on what other people are thinking. It is ranked based on their own opinion. There are even some recommendations at the bottom of the page saying “Electric Artists Recommends”. Thing is, people in Twitter comes from all over the world. They are not focused only on a particular geographic location. Some brands may be familiar to some people while unknown to some.
But Electric Artists does have the authority in doing this so we cannot complain. But a diversification in its list will make this website better.
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