"Today Twitter is excited to announce Brand Hub, the newest addition to our suite of analytics tools. It helps advertisers quickly understand their brand's share of conversation, key audiences, and trends about their brand's conversation," the company said in a release.
"This 360-degree, real-time view gives the brand the opportunity to learn, take action and see the impact of their initiatives on Twitter. With Brand Hub, users will see insights about your brand in a number of areas," it added.
Under the new analytics tool, the company has introduced TrueVoice -- a new metric available within Brand Hub to help advertisers track their share of conversation in real time.
"Share of conversation empowers marketers to learn more about the conversation happening about their brand on Twitter -- in fact, a research has shown that Tweets that mention brands have been linked to a direct increase in sales," Twitter said.
The company determines any brand's TrueVoice by first analysing Tweets about the subscriber's brand and those of its competitors. It then identifies what percentage of impressions the subscriber's brand owns.