Twitter’s Certified Products: The essential guide

We've had a few questions on how to use Twitter, especially with so many Twitter tools appearing. This is our essential guide to using Twitter’s certified products and how Social Media Tools can help.

Social Media Management (SMM) is a vital part of any social marketing plan, allowing users to monitor what is being said online, engage with their audience and analyse data.

Audience engagement

Engagement with the right audience is imperative for businesses using Twitter; it creates a conversation which increases the trust and credibility of the brand. 

Social media monitoring tools aid engagement by crawling the site and providing feedback on relevant data in real time.


Hashtags can easily be created and monitored using one of these tools, highlighting popular trends and the user feelings towards them- positive or negative. This enables businesses to share information and promote products using popular hashtags, ensuring that their tweets reach a large portion of twitter users. This in turn connects the business and their audience, creating a conversation between them.

Monitoring tools

Monitoring tools are also useful for scheduling and sending tweets outside of office hours, meaning business users can connect with an audience in different time zones or at peak times, i.e. evenings. This shows that the business is in touch with its customer’s needs and lifestyle, again building trust and credibility.

Certified products

Many of Twitter’s certified products also include analytics tools and data platforms. Analytics tools are useful for businesses as they are able to learn from customer’s behaviour- how they react to marketing campaigns, popular trends & hashtags and information such as geographic location and number of clicks on a shared link. Data platforms provide access to large volumes of data collected from tweets made available to the public. This data can be filtered by parameters including geography, sentiment, influence and others. Often the user can write their own search queries to find and sort the data they require.

Any business wishing to use Twitter to further its engagement with an audience should seriously consider using a monitoring tool. Below is an overview of  the main Twitter certified products.

Adobe Social
Adobe Social connects the dots between social interactions and business results, enabling marketers to demonstrate social impact at every stage of the customer journey.

Brandwatch powers social analytics and intelligence across the enterprise, enabling brands to identify insights and make smarter business decisions.

Crimson Hexagon
Crimson Hexagon delivers an accurate view of how engaged online consumers truly think and feel about a brand or issue.

Dataminr's analytics engine transforms social media streams into actionable signals for clients in the financial and government sectors, providing one of the earliest warning systems for market-relevant information, noteworthy events and emerging trends.

ExactTarget allows you to support an unlimited amount of social media conversations. Begin keeping records of customer interactions on Twitter to help reveal consumer preferences, archive past support assistance, and more.

We help brands, TV networks and media companies to curate and display real-time social content on any digital screen, to increase engagement.

ScribbleLive makes real-time engagement management products for major media and corporate brands looking to improve audience engagement.

Sprinklr helps gauge the interests of an audience, join conversations, create long-term relationships, prioritize responses, facilitate real-time customer support, and mitigate potential crisis.

Visible provides a social monitoring, analytics and engagement platform to help businesses analyse social media conversations to better understand consumer preferences and other information critical to a company’s reputation and brands.


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