How To: Twitter Analytics for Growth
For a business, a tweet can be effective or it can be a 140-character statement that gets lost in the Twittersphere. Knowing how to use Twitter analytics to help you assess what’s effective and engaging for your audience is really important.
After creating a Twitter account for your business and playing with different tweet ideas, including testing different times of day with different content for your business and followers, you’ll be able to pull the analytics for all of those tweets. You’ll then be able to compare statistics for all of your other tweets to get an overall idea of how effective your business is on Twitter.
One of the easiest ways to get your Twitter analytics is to go to www.analytics.twitter.com and log in with your Twitter account information. Alternatively, you can go into your profile on Twitter and click on your profile image in the top right corner, then select “Analytics” from the dropdown menu.
A graph of your last 28 days on Twitter will be generated that will include the engagement, engagement rate, and impression of each tweet in that time period. The analytics will also show your likes, retweets and mentions that have happened in your tweets. Along the right hand side of the page there will be smaller graphs that show you the average of the engagement rate, link clicks, retweets, favorites and replies. Pretty nifty, huh?
Using this information, you’ll be able to see what times of day worked, if people engaged with the hashtags that you used, which consumers engaged with you the most and how much your business on Twitter has grown. If you click on
“View tweet details” underneath each tweet, it’ll break everything down. This information is very helpful when determining what is actually working.
One fun new feature is the ability to look at the analytics on your Twitter feed itself. There’s an integration of analytics that you can click on to give you the data for that tweet in really quick way. It’s been integrated on mobile platforms for easy use wherever you are.
Twitter analytics will also show you the amount of impressions each tweet received, which is the number of people who scrolled through their feed and saw your tweet. The same relative principle applies to the organic impressions and the promoted impressions. People are seeing your tweet different ways, but they’re seeing it nonetheless.
If you travel back up to the “Analytics” button and click on “Followers” on the dropdown menu, you’ll be able to see who your followers are. This page presents you with a graph of your follower growth over your whole Twitter life. The page also shows you the gender of people that follow you, their location, and interests. It’s pretty great information for knowing and understanding how to target your audience a bit better.
There are a variety of ways to keep track of your company’s analytics over a period of time. If you want just the overall topical view, just taking a moment every week to look at your analytics report from Twitter is all you’ll need to do. However, if you want to know exactly what is happening over an extended period of time, you can pull all analytics into an Excel document. If you’re just starting to measure analytics, and you’ve had a business Twitter account for longer than 28 days, you can easily extend the date range to see analytics for previous months’ tweets. You can go as far back as 13 months, but you’re only able to see 92 days at a time.
Twitter gives you the tools to assist in growth and engagement. Use them. Don’t disregard the analytics. Even if you think you’re on the right track, analytics will always give you concrete information about what your customers are responding to.
Like our information about Twitter analytics? Check out our ‘How to: Google Analytics’.