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Twitter teams with Nielsen on brand surveys

The microblogging service says companies will be able to create surveys directly within Twitter to gauge their opinions and reactions to certain topics.

Twitter's new Surveys.
Twitter's new Surveys. Twitter

Twitter might be stuck with 140 characters per tweet, but that isn't stopping the social network from adding some additional functionality to its platform.

The company announced today that it has partnered with Nielsen on a new survey tool for advertisers. The feature is simple enough: users will find messages in-line with their tweet timeline asking them if they'd like to complete a survey from advertiser. If they agree to it by clicking on the appropriate button, they'll be able to complete the survey from within Twitter, rather than be redirected to another site. The feature works on Twitter's desktop and mobile versions.

For now, Twitter envisions the surveys as useful tools for determining "purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement."

Twitter didn't provide too many details on the surveys today, but it appears that Nielsen will be involved in the data analysis. So far, Twitter is working with a handful of partners to test out the service, but plans to open it up to other brands in early 2013.

Twitter has been looking for more ways to improve its monetization. The company currently offers a host of options for advertisers, including the promotion of certain accounts and tweets. Advertisers can also market their brand in Trends.