Social media is important, very important.

Modern marketeers recognise the need to devote a considerable amount of energy to Facebook, Twitter, LinkedIn and the rest every single day, which is why it’s important that they’re able to monitor the efficacy of their campaigns.

This is why many have been waiting with bated breath for Twitter to launch its much anticipated organic analytics feature. They eventually got what they were waiting for, just a couple of weeks ago.

The new tools allow for users to gauge several metrics – retweets, mentions, link clicks and a “seen by” function.  These can be monitored either month by month or in real time. It also shows follower growth as well as follower demographics, locations and even interests. 

So, joining their LinkedIn and Facebook counterparts, all Twitter users are now able to monitor just how well their campaigns are performing – whether that’s generating interest or simply getting caught up with and smothered by the thousands of other messages each vying for consumer attention.     

Indeed, for many, using Twitter can feel much like shouting into a crowd, one made up exclusively of people shouting and waving just as loudly and enthusiastically as you. Can the new organic analytics tools really improve this situation?

In a word, yes. However, the reason is not the availability of the tools themselves but, as always, hard work. Of course, if everyone is given the same tools, then no one person acquires a significant advantage over another, and we’re back to square one.

Still, it’s almost guaranteed that a large number of marketeers – the very same who were waiting so excitedly just a few weeks ago – will not fundamentally change how they engage with Twitter in the long run, preferring rather to play with the new tools for a day or two, but, ultimately, to stick with what they know – even if this is synonymous with maintaining an inefficient campaign.

Correctly studying and employing analytics is always a finicky and time-consuming process, though potentially an extremely rewarding one. Devoting time to it, doing it properly and consistently, well, that may be about all you need to get yourself heard above all the noise.