Twitter Favorites have always been an easy way to bookmark and save a Tweet for later, but Favoriting has quickly become Twitter’s equivalent of the Facebook Like – as a way to provide positive feedback. This shift, however, has big implications on how you should be measuring the impact of your efforts on Twitter.
To that end, we’re excited to announce that we’ll be incorporating Twitter Favorites into our Simply Measured reports later this week.
The Twitter Account, Twitter Multiple Channel Analysis, Twitter Competitive Analysis, and Twitter Customer Service reports will be updated to include details on how your audience is using Favorites to connect with your brand.
With this change, we’ll also be updating how we calculate Twitter Engagement to capture the impact that Favoriting has on your brand’s activities. In the past, we measured Twitter Engagement as the sum of @ Replies + Retweets + Mentions, but going forward the number of Favorites will also be included in Twitter Engagement.
(Note: if you prefer the former method of calculating engagement, you still can still use it by adjusting your account settings.)
We’re really excited about these changes and you can expect to hear more from us about Twitter Favorites later this week.