Measuring Brand Impact through Twitter Surveys

Although still in beta version, Twitter’s new product -- Twitter Surveys -- is designed to complement Twitter's existing advertising service (“Promoted Tweets”) by measuring impact of ad spend. The survey, which is delivered to users within their Twitter timeline, aims to measure traditional marketing metrics such as a brand recall and purchase intent.

Given that user interaction with social media is moving more and more towards mobile devices, the surveys can be delivered to users through mobile apps as well as through the traditional desktop web browser. Users can expect somewhere between 1 to 5 questions. The service is expected to lead to greater engagement of advertisers with Twitter as mobile advertising on social media continues to evolve.