As reported by The New York Times, Twitter may soon roll out a tool that will allow its account holders to access older Tweets and content shared on the network data back to its launch in 2006. For marketers, the development could help create insights on shifting conversations in their industries, the evolution of their audiences and the general success of their efforts on the web. According to Twitter CEO Dick Costolo, the company is working on the tool now and expects users to be able to download their older content. However, Costolo provided no concrete timeline for the availability of the feature. While recent years have seen social media marketing campaigns subject to more intensive measurement efforts, accessing older Tweets can help marketers determine how successful older campaigns were. Still, many may want to keep their focus on current events, as Brafton recently highlighted data from Pulse Point that found 27 percent of companies measure social efforts using intuition. Users will be able to access their old content, but it’s unlikely that they will be able to do the same for other accounts on the site, even those they follow or entirely public accounts. Costolo said the problem with developing this capability was one of resources, as it would take a substantial investment.
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