Of all the social media platforms, Twitter seems to matter most in social analytics for marketing support, and there are many reasons for that: It's the platform of consumer impulse, and impulse matters to marketers, who traffic in customer emotion.
And because of this, Twitter is exceptional in the domain of social media monitoring tools: Some tool suites crawl many platforms, some offer campaign support and complex analytics -- but when it comes to Twitter, some companies care only about the "feel" of customer mood, and several low-end Twitter monitoring tools deliver this in buckets.
Twazzup, for instance, is a great tool for simply jumping in and finding out what's going on with the brand being tracked. With just the brand name and a couple of clicks, a real-time update can be constructed, including the leading active influencers and the top 10 keywords relating to the search term.
For more on social media analytics:
Understanding social media analytics tools
Social media strategies show value for enterprises
Klout is a pretty big name in ad hoc monitoring, and Twitter trackers love it because it measures influence. But it does so simply, without heavy number-crunching, enabling rapid adjustment of targeted posts.
TwitterCounter is exactly what it sounds like, and comes with a nifty gift: a graphic display of Twitter stats, showing peaks and dips in tweet momentum.
Twuffer is easy to overlook because it's a one-trick pony, but the trick is a good one: It's the ideal utility for scheduling tweets. A business can run campaigns from it, providing it's getting actual analytics elsewhere.
Finally, there's the notorious TweetReach, which is legend in the realm of Twitter monitoring tools: It can map the virulent impact of tweets, mapping source tweets, retweets and replies, and tracking contributors and total exposure. Many consider TweetReach a must-have, even when they rely more heavily on other monitoring suites.