Twitter Inc, which has been struggling to revive flagging user growth, is expected to introduce new metrics to show that its microblogging service has a wider audience who may not necessarily be logged in to their accounts, the Wall Street Journal reported.<\/p>\n
The company, which went public in November, is expected to launch four new metrics when it reports second-quarter earnings on July 29, the Journal reported, citing people familiar with the matter.<\/p>\n
The shift is aimed at changing Twitter’s perception as a social network to something similar to Google Inc’s YouTube, whose videos are often accessed through other sites.<\/p>\n
Tweets are often embedded on other sites or are shown scrolling on television screens, but the company’s current metrics do not take those audience into account.<\/p>\n
Twitter currently measure its reach using traditional metrics such as monthly active users, monthly unique visitors and timeline views.<\/p>\n
The company may now reveal details of how users interact with tweets, including the number of people clicking on links, or those favoriting or retweeting messages, according to the Journal.<\/p>\n
Twitter has reported lackluster user and usage growth for the last couple of quarters and its stock price has nearly halved in the last six months.<\/p>\n
The company named Anthony Noto as chief financial officer in July, putting a former Goldman Sachs executive who led its IPO last year in charge of its finances.<\/p>\n
Twitter’s Chief Operating Officer Ali Rowghani departed last month after clashing with Chief Executive Dick Costolo over whether he should continue to oversee product innovation.<\/p>\n
Twitter declined to comment on the Journal story.<\/p>\n
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