Twitter has added new tools to enable brands to see their share of the conversation, audience and trends.

The new Brand Hub analytics tools is being made available to major advertisers after a successful beta rollout.

Twitter says the insights from Brand Hub include:

- a "unique" metric for advertisers to track their share of conversation in real time; 'TrueVoice' is determined by first analysing Tweets about a brand and those about competitors, and then identify the percentage of these impressions a brand owns. As consumers see ads on TV, display and social channels, they send Tweets which are then counted in real time.

- an audience view expanding on people actively talking about a brand on Twitter, including details about their gender, location, income levels, occupation types and other key demographic attributes. It also highlights key influencers Tweeting about a brand, details derived from Twitter data and that of its official partners.

- conversation details, showing how people are discussing a brand - how many impressions over time; how many Tweets mentioned the brand or product, along with the top phrases mentioned in conjunction with it. Breakouts cover topics such as brand loyalty and purchase intent.

Twitter says it is making Brand Hub available to "select large brand advertisers and medium-sized businesses" in English-speaking countries.