Twitter is making it easier for enterprise users of its platform to dig through their historical tweets in search of insights to help them better connect with customers and partners. The new Full-Archive Search API launched yesterday lets users of Gnip, the social data provider acquired by Twitter in 2014, search and mine every public tweet they've ever made since the site went live in 2006.
The new offering greatly expands the search capabilities previously provided by Twitter and Gnip's 30-day search tools and Historical PowerTrack. It's being made available as a "premium" solution, although pricing details haven't been published.
Queries using the Full-Archive Search API can use search specifications "to the granularity of a minute, going back to March 2006," according to Gnip. The feature also searches data on native retweets and geo-tagged tweets, both of which became available in 2009, as well as indexed URLs and URL metadata such as titles and descriptions.
'Instant and Complete Access'
"The Full-Archive Search API combines the best aspects of two of Gnip's most popular offerings to solve enterprise business needs with user experiences not previously possible," product manager Adam Tornes, who joined Twitter with the Gnip acquisition, said yesterday in a post on the company's data blog. "By pairing instant accessibility with the full archive of historical tweets, we've created a new premium solution for our ecosystem of partners to deliver historical social data to their own clients."
Tornes noted the new archive feature will let users get better insights into product launches "by instantly analyzing nine years of previous launch conversations." He added it will also help companies compile historical tweet insights for new analytics customers, create real-time Twitter data activity benchmarks for advertising campaigns and use past tweets to better respond to new customer service inquiries.
Social media data companies that tried out the Full-Archive Search API during Twitter's private beta tests included Brandwatch, LiveFyre, NetBase, Nuvi, Pulsar, Sprout Social and SocialBro.
"Instant and complete access to historical Twitter data has been the missing piece to our social media suite and we couldn't be more excited to add it to our platform," said Keith Nellesen, CEO of Nuvi. "The ability to look back in time and draw instant insights from conversations that took place months, even years ago is game-changing and will transform the way Nuvi users analyze social data."
The new archive search feature "significantly speeds up retrieval time of archived tweets allowing our customers to conduct quick historical social intelligence analysis and benchmarking," Brandwatch CMO Will McInnes told us through a spokesperson. "A key use case for our customers is researching emerging issues and having the ability to almost instantaneously look back into the topic's Twitter history without missing a single tweet in that specific conversation."
McInnes added that Brandwatch is currently working to integrate the Full-Archive Search API into its own platform "to provide this historical Twitter data retrieval as soon as possible to our clients."
More Data Products Expected Soon
Twitter is exploring a wide range of strategies to improve its growth numbers and better communicate its value to users. Its most recent earnings report for Q2 2015 showed the company had quarterly revenues of $502 million, up 61 percent over the same quarter in 2014, and 316 million monthly active users, a 15 percent increase over the 308 million users reported in Q1 2015.
"Our Q2 results show good progress in monetization, but we are not satisfied with our growth in audience," interim CEO Jack Dorsey said during the latest earnings call in July. "In order to realize Twitter's full potential, we must improve in three key areas: ensure more disciplined execution, simplify our service to deliver Twitter's value faster, and better communicate that value."
Twitter's new Full-Archive Search API fits in with that mission by enabling social media data companies to provide more historical insights to business customers trying to wring the most value out of every tweet. The company also appears poised to launch other new services along those lines in the near future, according to Tornes' comments online.
"Customer-focused solutions like the Full-Archive Search API and the new enhanced data enrichments it affords are just the first of new Twitter data products and functionality in the months to come," Tornes noted.