Firms can search tweets back to January 2010 in order to plan marketing campaigns, aim significant users or yet try to predict certain events. Confidential financial records and tweets that have been deleted will not be indexed by the site. Companies are now capable to investigate and analyse up to two years of Twitter updates for market study purposes.
According to Barker, Datasift's marketing manager the company takes in roughly 250 million tweets each 24 hours, all of which are analyzed for content such as whether they were supposed in a helpful or negative tone. The fact that two years' worth of tweets can now be mined for information and the resulting 'insights' sold to businesses is a radical shift in the wrong direction.