Twitter Seeks Engagement, Analytics, Data Resale
Twitter is aligning its three initial certified products verticals as follows:
Engagement Products -- Helping brands keep in touch with their customers. This includes activities such as providing workflow or advanced sorting, delegation and assignment of replies, as well as alerting users to high-priority events or tweets requiring immediate action. Developers must make Twitter and Twitter account management and network engagement part of the core product experience and offering.
Analytics Products -- Helping businesses learn from their customers on Twitter. Examples include historical analytics of how previous campaigns unfolded on Twitter and industry-specific analytics that tie activity on Twitter to success metrics. Developers are required to encourage further engagement with Twitter, clearly attribute Twitter as a data source and make Twitter a core part of the product experience.
Data Reseller Products -- Platforms for innovation on top of large numbers of tweets. These include APIs that allow analytics companies to study past conversations and with customers' private data to tie activity on Twitter to proprietary business processes. Developers need to offer API features that are significantly differentiated from Twitter's own, actively encourage customers to build products which drive engagement with Twitter and staff a sales and support organization to meet enterprise customer service expectations.
Twitter Incentivizes API Development
As reported by CMSWire, earlier this month Twitter publicized plans to release version 1.1 of the Twitter API in the coming weeks, and it involves a number of new user restrictions. Changes will include required authentication on every API endpoint, a new per-endpoint rate-limiting methodology, and tighter “Developer Rules of the Road,” especially around applications that are traditional Twitter clients.
Twitter said these restrictions and requirements are intended to prevent “malicious” use of the Twitter API and to gain an understanding of what types of applications are accessing the API. However, many observers have been skeptical about how altruistic Twitter’s intentions really are. According to VentureBeat, the Certified Products Program is a good start to Twitter’s new API policies.
“For some time now, in private meeting rooms and on public stages, Twitter has urged developers to make these kinds of products -- noncompetitive products that would give their makers a real business opportunity,” stated a VentureBeat posting. The article went on to say it is “somewhat encouraging to see Twitter creating incentives for building the right kind of Twitter apps, not just punishments for building the wrong kind.”
Twitter is launching the Certified Products Program with 12 initial partners: Attensity, Crimson Hexagon, Dataminr, DataSift, ExactTarget, Grip, HootSuite, Mass Relevance, Radian6, Sprinklr, Social Flow and Topsy.