You are wondering why and how to use Twitter Analytics Tool for your business. Do you already have a Twitter account, do you already tweet? Tweet, Tweet and Tweet more but what happens to those tweets? Who reads them? Share them? Engage with them? Let's dig into Twitter analytics tool of that keystone social media.
Google Analytics was an early bird in the analytics world starting back then in 2005 with its analytics tool. Twitter launched its analytics tool back in 2011 just for the publishers back then. And then it opened its Twitter Analytics dashboard for everybody in August 2014. So go for it, dig for the datas.
What datas to look for
But hey? which datas? Twitter offers three set of key datas that I would call the first-layer analytics datas. Let's focus on those one. If for some time you've been twitting about your business, your brand, and you want to know which content resonate the best with your audience. Twitter offers three set of datas: Impressions, Engagements and Engagement Rate.
Here the first three tips, look for these three datas:
- Engagements Rate
In few words:
Impressions refer to the number of people who see your post.
Engagements refer to the number of time a user interact with a Tweet. And by interact I mean through the #, links, avatar, username, Tweet expansion.
Engagement rate shows how many people who see your tweet interact with it. The famous TER: Tweet Engagement Rate! I really need to post a blog about all the digital marketing acronyms.
The engagement includes numerous actions: link clicks, favorite, retweet RT, replies, embedded media clicks, shared via email, follows, user profile clicks, permalink clicks, detail expands.
Regularity in checking the datas
Checking out these metrics regularly, a trend will show up and you will be able to define what works for your audience and your brand. At first, you can start by spending a minimum of 10 minutes per week.
Keep track as well of what and when you tweet, it help you to define which strategy works better depending on the goal. I would then add three last tips:
- Pay attention when you tweet, time of the day even exact time
- Analyse the frequency of your tweets, how often, mark them down on a calendar, your content calendar
- Identify what Tweet mechanics works best like CTA - call to action, Copy length or inclusion of rich media
Check out Twitter blog which is rich of exemples and advices.