Last month, Twitter announced a slew of new products for marketers. The first one is essentially a Twitter management tool.
It’s called Dashboard, and it’s actually pretty awesome. In a blog post, Twitter describes the new feature:
With an iOS app and desktop web experience, Dashboard offers a single destination to get things done. It gives business owners a clear picture of what’s being said about their businesses, lets them schedule Tweets, and offers insights about their Tweet performance.
The company also announced Engage, an app that gives marketers and influencers more in-depth analytics and real-time data. (The app is available in the U.S. only for now.) Twitter videos have also been extended to 140 seconds—up from the previous limit of 30 seconds.
All these changes emphasize something I’ve been thinking about lately: social media management software companies are at a serious risk of becoming irrelevant—and it’s because social media behemoths are innovating a lot faster.