How to Take Advantage of Free Insights from Twitter Analytics
We have good news for you in regard to analyzing your social media strategy: You don’t need to spend money on a fancy analytics system. Twitter Analytics offers a lot of free resources to analyze the success of their page that many people are not aware of. This applies to your business’s social media account and your personal account if you care about maximizing Twitter success for yourself. I will warn you that once you get comfortable with the service, it is very addicting.
If you haven’t used this page before, go to Twitter Analytics and click “Turn analytics on”. This will link your most recent account to the analytics page and from there you can login to other accounts as desired. You will see three major tabs named Home, Tweets and Audiences. The Account Home highlights your statistics month to month and offers an overview of how your page is doing. The tweet activity dashboard offers all the metrics you need for each tweet, while the audience insights dashboard provides information you need to know about your followers. These are the major sources of useful insight that Twitter Analytics offers and will help you understand how your content can help grow your business.
This article provides an in-depth explanation on how to navigate these three major tabs. From monthly summaries to specific amount of tweet impressions, it’s important to understand what statistics you are looking at. There are 10 key statistics to track once starting out with Twitter Analytics. Once you understand their meaning, you can adjust your social media strategy to target your ideal user and provide engaging content.
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On the home tab under the 28 day summary, you will find your total profile visits and if this has increased or decreased since the last period. When someone sees your tweet and decides to click on your account to view your page, this counts as a profile visit. This number is important for gaging new interest and follower loyalty to your page. With a lower amount of profile visits, ask yourself if you tweeting enough content so your followers come back frequently to see more?
Number of Impressions
In the same area of the home page, you will find tweet impressions overall. This is a good metric for gaging your content’s reach in general, but you need to go to the tweet activity page for specifics. It is common for certain types of posts to receive more impressions than others and this should be analyzed for your business. Trending hashtags and current events typically help increase impressions, since they are relevant to a diverse group of people.
Number of Engagements
The opposite is true for engagements, since most followers are likely to engage when content is specific and relevant to them. The number of engagements for each tweet can be found under the tweets tab, which includes retweets, replies, follows and likes. You want this number as high as possible, since it means your follower is interacting and communicating with you.
To the right of the number of engagements per tweet, you will find the engagement rate. This represents how many people interacted with your tweet out of how many saw it (impressions). If this number is low, then your content is not relative enough to your audience. Analyze which type of tweet has the highest engagement rate and aim to capitalize on this potential.
Tip- If it is easy for you to analyze this data in a spreadsheet, simply click export in the top right of the page and analyze away!
Steady follower growth is very important for the overall growth of your online strategy, because it’s important to constantly expand your network. Check this rate out on the homepage of the analytics page under the summary. If your number of followers have decreased it’s important to evaluate if you are posting enough content or posting too much irrelevant content.
Instead of wondering what your target market’s interests are, Twitter lays them out perfectly for you. Under the audience tab, you will find the type of content your followers have been interested in on Twitter. Take advantage of this list and post links to articles on these topics or advice in these categories.
Depending on the development of your page, you will receive different types of follower demographics. Typically it includes gender, country, region, city and language. This information will help you get to know your followers and tailor your communicative style around them. These statistics are likely to change monthly, so it’s important to stay updated on the changes and adapt.
It’s easy to ignore your influencers on Twitter, but by interacting with them you can really expand reach for your page. Under the home tab, you will find your top follower and your top mention. This is your tweet that mentioned your username with the most impression. This is a great sign that people are talking about you or your company and should be closely monitored.
Top Performing Content
In the same area, you will also find your top performing content. Just as you could have guessed, these are the tweets that reach and interact with the most people. Figure out what trend follows your top content from month to month and consider building a campaign for this content.
Staying up to date on current events can be exhausting and time consuming. Twitter pulls all the popular upcoming events that are relevant to you in the events tab. This is a useful way to prepare for national holidays or trending topics that will be coming up. Your business can be one of the first to contribute.
We can all probably agree that Twitter Analytics is a useful connectivity tool. Many businesses get caught up in implementing the same strategy over and over again, but this will result in stagnant growth. By looking at the metrics above, you can draw straightforward conclusions about next steps for your business. Find out what is working and what’s not and how to adapt. Hopefully this service makes the process simple and easy for you.
Just a few years ago, social media analytics used to be very expensive to conduct. Now, we have so many free resources to analyze our content and how to change it for the better. It’s amazing that Twitter is giving everyone these powerful analytics tools for free, and we should take advantage of it will we still can.
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