Maximize Social Efforts with Twitter Analytics

The marketing sphere is constantly evolving – especially in analytics. Not only are we fortunate enough to have access to many free analytical tools, but social media platforms like Twitter are now offering free analytics tools as well. This is useful because it allows you to freely access rich sets of data about your online performance and followers.

Not only is this an extremely useful tool, but accessing these free metrics is pretty simple too. You just have to log into your Twitter account and click on your photo in the upper right corner (pictured below) and towards the bottom of the drop down menu, you will see “Analytics.”

Here are some suggestions on how you can use this free data to adjust your social media strategy and maximize your return on investment:

In the top left corner, you will see options like “Home,” “Tweets,” “Audiences,” and “More.” These are your go-to’s for finding specific content. We will focus on the first three.

Here are some suggestions on how you can use this free data to adjust your social media strategy and maximize your return on investment:

In the top left corner, you will see options like “Home,” “Tweets,” “Audiences,” and “More.” These are your go-to’s for finding specific content. We will focus on the first three.

1. “Home” gives you a brief overview of the month’s performance – ultimately giving you an idea of what is and is not working in your strategy.  It also shows top highlights from the month. Consider:

• Interacting with or creating a partnership with your top follower
• “Recycling” or reusing your top tweet

2. “Tweets” allows for you to see impressions, engagements and engagement rates for a given amount of time. With this, you will see specific numbers like the amount of retweets, likes and replies your tweet received as well. Under this tab, you are also able to see the performance of your promoted tweets, or start Twitter Ads. Consider:

• Using results from this tab as benchmarks to determine success
• Again – “recycling” top performing tweets, or starting an Ad based off of a top performer

3. “Audiences” gives you an insight to characteristics about your followers. This area can expand to show areas like: demographics, lifestyle, consumer behavior and more, depending on the number of followers you have. Pictured below is an account with close to 5,000 followers. 

Consider:

• Using areas like “Lifestyle” to relate your content to the followers’ interests
• Looking into “Consumer Behavior” to see the buying styles of your followers – they may rate high in your product area

With Twitter Analytics you can better understand your followers’ interests, identify averages for benchmarking efforts, and more. This additional data will help you determine the next move in your social media strategy.