When it comes to measuring success on social media platforms, accurate metrics are critical. Twitter’s minor update might have a huge impact on your brand’s analytic reports.

Over the weekend, the microblogging platform lifted its 50+ notification cap so that the number of retweets actually matches the real number.

Previously, when a tweet reached more than 50 retweets, Twitter would display “50+,” making it difficult for social media managers not using third-party tools to get an accurate read of how well a tweet is performing.

The update is applied retroactively, meaning all tweets past, present, and future now display their exact number of retweets and favorites.

While this will provide you with much more insight, it’s also a bit of a double-edged sword. With exact numbers now being accessible to the public, it could instill competition among brands. It’s more important than ever to focus on content and the quality of your tweets, not purposely crafting copy to garner retweets.

[Via: AllTwitter, Image credit: Josef Dunne]