How to use social media analytics – Twitter Analytics
Following on from the first in our social analytics ‘how to’ series, Facebook Insights (don’t worry, you can catch up here), we’re taking a look at Twitter Analytics.
Twitter isn’t often a channel many associate with analytics and, on the surface, they don’t seem overly extensive. However, they can show you what content is the most popular, how many likes and retweets you get on average every day and can even track conversions through to your website. They also allow you to filter your data by pretty much any date period you want and allow you to easily export it. Amen!
Pretty useful, then?
So, let’s begin…
First things first, how you access them. You can find your account analytics by clicking on ‘More’ on the left-hand side of the main feed or from your profile on desktop and selecting ‘Analytics’.
There are four main pages to view here – Home, Tweets, Videos and Conversion Tracking.
We’ve broken down the different elements within here into three key sections, covering impressions, engagement and followers, so that you can better understand how you can use your data to refine your content marketing strategy.
We should note here, that this doesn’t include Twitter Ads and is purely addressing stats for organic tweets.
Impressions are how many times your tweet would have been seen by someone.
From the main twitter analytics ‘home’ dashboard, you can immediately gauge your tweet impressions for the past 28 days, with a percentage difference shown which compares to the same period previous.
As you scroll down this page, you can see the impressions for each month previous also.
Your ‘Top tweet’ and your ‘Top media tweet’ for each month also show impressions earned for those individual tweets. In theory, these tweets should have some of the highest impressions and so are highlighted as ‘top’ performers for that month.
On the ‘Tweets’ page within analytics, you have a lot more flexibility in filtering your data. It is also easier to comparatively see your tweets and stats such as impressions, here.
Using the chart at the top, you can see if there are any particular days of the week that are more popular than others and also get a better understanding of how your impressions are faring over time.
For example, if your impressions per day were higher one month compared to another, why? Did you tweet more that month, change your posting times or change your content type? Use the other data available to detect why your analytics may have changed and tweak your strategy accordingly. Ultimately, the more impressions you gain, the more people you are reaching. If you’re particularly focussed on increasing brand awareness and audience reach, this is a key statistic for you.
Engagement covers anything to do with people physically engaging with your tweets. This might be clicking on a link, someone liking your tweet, replying to your tweet or retweeting it.
Generally, tweets with the highest engagements and impressions are your most successful. This can be said for videos too which can be seen within the ‘Video activity’ dashboard. Here you can view how many people viewed your video and how many watched the complete video.
If people are engaging with your content, then it is (mostly) safe to assume that it is appropriate, eye-catching and interesting to your followers (unless it is wildly unpopular, of course. This too may be recognised as having a lot of engagement!)
Recognising the tweets that have had the best engagement is key for refining your content strategy.
The ‘Tweets’ dashboard is best for analysing this. Twitter provides an ‘engagement rate’ as well as the number of engagements which is very useful for highlighting your most effective tweets. The engagement rate is essentially calculated by how many engagements you received based on the number of impressions (people who had seen it). The higher the engagement rate, the more engaging the content is considered.
Use this information to detect patterns in your content. What media types have been most engaged with? Are there any hashtags in particular that seem to gain more engagement? Are people clicking through to read particular types of blog posts more than others?
Once you identify what works best, refine your content plan to ensure you’re giving your followers what they want.
The number of followers you have is a good indication of how interesting or relevant your content output is. However, I would suggest that this isn’t a statistic to get too bogged down with.
If reach is key for you, then this is definitely one to monitor. Although, for many, it is better to have quality follows over quantity.
There is still a type of Twitter etiquette whereby accounts often follow you back after you follow them. Yes, the more followers you have, the more popular and authentic you may seem, but people also take note of how many people you are also following. The key is to therefore have more people following you than you are following.
Generally, we would recommend monitoring your followers over time to help measure the effectiveness of your content. If you are continually losing followers over time, then you may need to address your strategy and understand why this is.
Okay, so we said we wouldn’t touch upon Twitter Ads stats but seeing as we’re here, we thought it important to mention.
Conversions are deemed anything that you and your business may recognise as a success or positive end goal to a customer engagement. This could be a product purchase, a sign-up to a newsletter or simply generating a lead.
You do need to set this up to be able to track, however. A code is generated when you request it, and this just needs to be added to your website html code. Whoever is in charge of managing your website should be able to do this fairly easily.
Once this is set up, you can view data for activity on your tweets and twitter page through to your website. This is great for monitoring ROI on your promoted and/or other Twitter Ads and the overall effectiveness of your content.
If a particular content is driving traffic through to your site and this traffic is also looking at your products or services and contact details, it’s fair to say that it’s a success and that you should do more of it!
Combined, the data Twitter Analytics provides is extremely useful in reviewing your current strategy and refining your ongoing one.
Focus on the data that is most relevant to your business and marketing goals, but take note of all of the stats available to help build the wider picture.
Save time generating content that isn’t being consumed and engaged with and listen to what your audience is telling you they want to see. If you do all that, then you your data should start to move in the direction you want it to.