Introduction to Twitter Analytics and Measuring Your Tweets and Followers

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If you’re in marketing, you probably use Twitter Analytics. The powerful insights tool within Twitter allows you to track your account’s metrics and statistics on Tweets, ReTweets, favorites, followers, ads, and much more. Not to mention, they’re displayed in an easy-to-read dashboard too.

This tool allows Twitter users, and especially digital marketers, an opportunity to look back on successes, and hopefully use that information to create more of them. Given that 78% of customers rely a business’s social media activity when making purchases, this makes your Twitter strategy that much more important. Now that we know what this dashboard can do, let’s dive into the best ways you can use it.

Accessing Twitter Analytics

twitter-analytics-2

Once you have logged into the desired Twitter account take a look at the upper-right-hand corner of the page. See your profile picture? Click that. This should reveal a dropdown menu, and within this menu you will have the option for “Analytics”.  Once clicked, you should see a new page – your Twitter Analytics. This is where the fun starts.

Now that we are able to access the analytics portion of your Twitter account, let’s go over how to read and use these sections at the top of the analytics dashboard.

Section 1: Home

Twitter Analytics Home

The “home” section should be the first thing that is seen when Twitter Analytics is opened. This section will immediately provide a 28-day performance summary of the account, as well as a comparison to the previous month. From this, we can gather compressed data on the following:

Tweets: The number of tweets that have been sent in the last 28 days. The analytics system will compare this against the previous time period, allowing individuals to recognize issues caused by low tweet volumes.

Tweet Impressions: This is quite interesting. The number of tweet impressions represents the amount of people who have viewed the tweets sent by the account.  Each time a tweet is seen – directly or indirectly (from a retweet) – this number will rise. This is a good number help to gauge social exposure.

Profile Visits: Fairly self-explanatory. This statistic gives users an overview of the number of unique profile visits to your Twitter account.

Mentions: The number of times the account has been mentioned by other accounts. Allowing a peek into social exposure. These numbers should ideally be growing as the account grows.

Followers: This statistic will allow users to see the growth in their social following on Twitter. This is a useful number when judging a social media campaign’s success. Ideally, as an account shares more quality information, exposure should build a deeper follower base.

Below this graph we should see a more in-depth monthly breakdown. This section will highlight your top tweets, followers and mentions for each consecutive month. To the right we see your monthly summary, a highly-useful piece of information.

How does this help?

It analyzes and compiles all of the aforementioned statistics into an easy-to-read table, making it simple to judge campaign success on a month-to-month basis. Below we will see an example of an account’s growth from July to August.

Two-Month Analytics Summary

Section 2: Tweets

Twitter Analytics Tweets

The “tweets” section is one that can play a major role in strategizing a social media campaign. When opening this tab, we are introduced to a graph that shows users their tweet impressions – broken down on a day-to-day basis. This provides a great overview to view what days were successful, making the section below much easier to comb through.

The section below will provide statistics on each individual tweet, and gives you very useful information on the following statistics.

Impressions: Number of times the tweet has been seen by other Twitter users.

Engagements: A combination of favorites, retweets, profile & link clicks and any other interactions that were stemmed from this specific tweet.

Engagement Rate: The number of tweet engagements divided by the total number of impressions. Presented in a percentage form.

How does this help?

Using these tweet statistics can help an individual analyze the tweets that were more successful than others. What caused this tweet to take off? Find out what was unique about the tweet, and base your future tweets around this structure.

Section 3: Followers

Section 3 Followers

The “followers” section of the analytics dashboard will breakdown statistics of an account’s follower; giving insight into what the audience is interested in. When first opened, the Followers Tab will greet users with a graph that visually represents the increases & decreases in an account’s followers. This allows an individual to analyze the success of an account’s social media campaign.

Below this graph we are shown an “interests” section. This section will break down the interests of an account’s followers, showing users what percentage of their followers are interested in a specific topic.

How does this help?

This section takes the guessing out of a social media campaign’s strategic planning. Knowing what an account’s followers are interested in will allow individuals to design their campaign strategy around these interests. This can also help boost social media presence, because businesses can participate in Twitter chats that share interest between themselves and  their followers.

Section 4: Twitter Cards

The “Twitter Cards” section allows users to create and track the success of their Twitter Cards. Twitter Cards allows Twitter users who own websites to share their website’s content in an interesting manner. Twitter Cards have various format options, enabling users to craft visually pleasing tweets for sharing articles, images and videos. When a website’s content is shared, Twitter will craft the tweet with the designated Twitter Card.

How does this help?

Twitter Cards are generally helpful to Twitter users who run a website. When content from the website is shared, these Cards allow Twitter to craft the tweet’s layout to the site-owner’s preference. This can help drive traffic to the website, while creating stability in how audiences are seeing your content on Twitter.

Section 5: Tools

The “Tools” section of the analytics dashboard offers conversion tracking tools to help a website owner judge whether or not their Twitter presence is directly affecting product sales from their website. Perhaps the most useful tool provided here is the Event Calendar. This calendar provides details of various events throughout the Twitter world.

How does this help?

The event calendar can be very helpful when brainstorming tweet topics. A user can view this calendar and notice there will be a trending event and design an opportunity to insert themselves into the conversations that will be revolving around this event. This can be a huge opportunity to gain exposure in the Twitter world.

Social Media Week

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