Twitter has launched a new guide for businesses considering using the website as a marketing tool.

The publication, entitled Twitter 101, may be of use to retailers or internet consultants that are currently using the micro-blogging service as a means of conducting web analytics.

Included in the publication are a number of case studies from firms such as Dell and Pepsi, highlighting the benefits Twitter can offer companies.

Also featured is a guide to the social media website for those that are yet to sign up to the service, an explanation of some of the language commonly used on Twitter and external links to other websites highlighting ways to use it for marketing and data-tracking purposes.

"The results demonstrate how customers are getting value out of Twitter and suggest techniques businesses can employ to enhance that value," the publication states.

According to DMNews, integrating social media into web analytics has become a big issue for users, as doing so enables them to track trends among consumers on sites such as Twitter and Facebook.

Chief executive officer of Quantivo Bryan Kelly told the news source that firms and online retailers "need to be able to take advantage of this dynamic behaviour".