The ways in which social media is used is always changing. That is one of the reasons that Twitter (News - Alert) has opened up its analytical tools to those who are using the Twitter ad service, giving users access to data about the people and companies that follow them. The data that every Twitter ads user now has will also be able to tell them the performance of their most recent tweets. It seems that Twitter is recognizing just how powerful a tool it can be for the individual user and the company is recognizing just how many people are using the service to reach potential clients or readers.

While some people are using Twitter just to tell their friends which concert they are attending or what they ate for dinner, more and more brands and writers are using the service to expand their base. Advertising has taken a decidedly social turn in the 21^st century and Twitter is making it easier to see exactly how to adapt to the changing times.

Twitter isn’t announcing this particular change to the general public. The company is making those who would benefit from this service work to find it. Christopher Penn, who is the vice president of marketing at SHIFT Communications, reportedly spotted access to the analytics tool. Penn came across access to the data analytics tool earlier in the week.

Those who want to be able to use the tools just need to go to the Twitter Ads Dashboard and click on “Analytics.” Once inside, users will see a graph, which will detail out which tweets have been mentioned, faved, retweeted and replied to. The user will also be able to see when other users followed them. This will come in handy for businesses that are trying to figure out exactly when and how they were able to draw people in.