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Chart your social media rise with Twitter Analytics

Posted by: Absolute Design

Last week Twitter finally made Twitter Analytics available to everyone. Previously only a select few, including Twitter advertisers, could access the dashboard that details your microblogging performance.

Now everyone can see how many (or how few) people are not only following them but that are actually reading their Twitter musings. In marketing terms this is a great tool that helps plan social media campaigns more effectively. You’'ll be able to get feedback on what works and what doesn’t, the best times of day for reaching your desired audience and see in more detail how successful a campaign has been.

But there is a health warning attached: if you come to this data with the same idea that you should be looking at click rates and impressions on a par with your website you’ll probably be disappointed. In fact you'’ll find that less than 10% of your followers will see each tweet, with even fewer engaging with it in any meaningful way, such as retweeting or replying. But it would be a mistake to take this as a sign of poor performance since Twitter, and to some extent Facebook, aren'’t platforms where one-hit marketing works.

  • This indicates the number of times followers potentially saw your tweet, although it doesn'’t tell you if anyone actually read it. However, it’s still worth monitoring how many impressions you’re getting so you can predict when a tweet is most likely to be seen by the most number of people.
  • When someone clicks anywhere on your Tweet, such as to follow a link or to retweet, this counts as engagement. Now you'’ll know how many people are actually taking notice of your tweets.
  • This takes the number of engagements and divides it by the total number of impressions to get an idea of how well your tweets are capturing your users’ attention.
  • This simply tells you how many people have clicked on the links you share. It’'s another useful way to monitor how many people are actually engaging with your content.
  • A useful metric that shows when your tweets are shared, although Twitter Analytics is limited to only monitoring engagements within your own network. The bottom line is that every retweet means more impressions and potentially more engagements, which is a good thing.

When it comes to customer relations this is quite a handy figure as it shows who is directly engaging with you. Keeping on top of your replies and engaging with your followers regularly is a good way to build up more followers and show your brand in a positive light.

On the top navigation you'’ll find two more sections:

  • The Followers section tells you what other leading Twitter accounts your followers follow, where they live and what subjects interest them the most. This is a great section for helping you devise content for both twitter and your other social media channels. If you can tie your content in with specific locations or associated interests then you’ll increase the likelihood of your tweet being read and retweeted.
  • These are usually used by businesses and advertisers to add rich media to the bottom of their tweets, such as images or videos. This is the section where you’ll find the additional statistics, such as click rates, that come from using Twitter Cards.