Twitter ‘Engage’ Allows Corporations To Reach Customers Easier

Twitter has released “Engage,” a standalone app that allows what the social media site is calling “Power Users,” which includes celebrities and the marketing arm of corporations, to enhance interactions with other users. Basically, it helps improve follower attraction and retention by providing them with relevant data that tells them how well or how badly they are doing.

Technically, “Engage” has about as much to do with Twitter as “Google Analytics” has to do with people who have a stake in having high search engine rankings. Even so, by providing target users with statistics regarding their Tweets, they can have a better understanding of how they should proceed to get more followers and keep the ones they already have.

As Macstories explains, “Engage” has six relevant categories, namely “Engage,” “Understand,” “Posts,” “Top,” “Mentions,” and “Verified.” These tabs allow “power users” to know which users have interacted with their accounts, which of these users are verified and which Tweets mention their account names.

As far as the value of this information goes, celebrities will be able to tell how relevant their actions are to fans and non-fans alike, while marketers will know which of their tactics are working. To the average user, statistics, charts, and impressions would not likely have much of an impact on their use of Twitter, so it isn’t likely that “Engage” will have much of an impact on their use of the social network.

Now, aside from the benefits that the app provides the users, Twitter is also hoping that the improvement wrought by “Engage” will reflect positively on the site. This is the concept that Tech Crunch hinted at, writing that the use of the app might have a “halo effect” on Twitter.

Right now, the app is available for iOS users. However, it can only be downloaded via the App Store in the US. As such, foreign celebrities and companies will have to wait a little while before they can use “Engage.”