Twitter’s been busy this year launching a slew of new services and features to help you get more out of 140 characters. Among those, Twitter Analytics received a facelift and a handful of new updates so you can better measure reach and engagement on Twitter and optimize your content strategy. Here’s everything you need to know about using Twitter Analytics:
1. Twitter Analytics is for everyone now.
Historically it has been difficult to measure success on Twitter because you either had to pay for ads or use a third-party tool like Radian6 or Hootsuite. But now, whether you’re tracking the success of a client’s campaign or your personal cat Vine, the Tweet activity dashboard lets you measure performance of organic Tweets, within Twitter itself. Just go to analytics.twitter.com when you’re logged in to access your dashboard.
2. Pay attention to how people interact with your content.
Engagement: Shows the number of times people interacted with Tweets. Specifically, click on a Tweet to measure clicks, favorites, expands and Retweets. You can also see if you received follows or profile views from a particular Tweet.
Impressions: Tells you how many times your Tweet has been viewed by anyone on Twitter apps or on Twitter.com, including logged-out users. This enables you to see what type of content gets the most eyeballs. Look for a pattern in the Tweets that get the highest engagement and impressions and work to replicate that in your content strategy going forward. 3. You can see WHEN your Tweets perform best. To further inform your content strategy, you can now see an hour-by-hour breakdown of the performance of Tweets. So if you start to notice your 10am Tweets are performing exceptionally well, you can alter your posting strategy accordingly.
3. If you Tweet like a crazy person, Twitter has you covered.
You can export the data for a maximum of 3,200 Tweets (up from 500) for a detailed look at impressions, engagements, clicks, Retweets and more, all in a nicely formatted Excel grid. This is particularly helpful as it enables you to identify trends and use those insights to recreate similar content.
4. Know who’s watching you.
Click the “Followers” tab at the top left corner of the page to see a timeline of followers and get details on their interests, location, gender and other accounts they follow. This is a cool feature because you can see if there was a spike in followers at a certain date, and if a lot of your followers are into say, comedy for example, you can start to insert humor in your Tweets.
As marketers who rely on social media as a core medium to share our message, we’re excited about these new measurement capabilities and are already using them to help our clients increase their reach and engagement across on Twitter. After all, as Edwards Deming once said, “If you can’t measure it, you can’t manage it. If you can’t manage it, you can’t improve it.”