Have you been tracking your Twitter Analytics, lately? Starting late 2014 Twitter has provided an amazing set of analytics to track your social campaign effectiveness. If you have not noticed yet, log onto twitter, click on your profile image, then click on the Analytics section of the drop down menu. Learn what you have missed – it will help your Marketing!
28 day Snapshot
Your first screen provides a 28 day summary at the top with key metrics and graphs, followed by monthly details for your twitter activities. As you can see from my month’s results, I have slacked on several metrics like Tweets, impressions earned, profile visits, mentions and on other tweets linking to you (a form of engagement). Fortunately not all metrics were down this period, as the number of followers continued a steady climb. In a snapshot this screen alone can help marketers track progress toward Key Performance Indicators (KPI’s). Naturally, the number of tweets, impressions and mentions are tightly connected. When twitter content and activities decline, there is a corresponding dip in connections driven to your website or product content – for example. In this case, a steadily growing follower base indicates that the tweets and content provided on the account continues to attract followers. Had a steady or steep decline been shown in the summary, marketing or communication action should jump into play to help boost or support the followership.
For each month Tweet Highlights show up on the left. These are your best performing tweets – as in the most retweeted, most favourited tweets, and those garnering the greatest number of impressions. This feedback can help figure out what twitter style is most effective and engaging with your audience. You will want this feedback to learn what works best, and to learn to repeat the twitter style, photos, topics or language that worked best to engage followers in meaningful interactions or conversations. It is important to establish a relationship with your social media audience – to achieve that thought leadership presence or to eventually draw in new prospects who may one day convert into business opportunities.
A short summary for each month displays on the right as shown in the figure. This summary shows the number of tweets for June 2015 with the estimated mentions, links and new followers. Although interesting they are meaningful when compared against the previous month, previous quarter, or even previous year – to track whether your efforts are hitting your business targets. Fortunately, summaries for several months can be found by paging down along the analytics page. These simple statistics are handy for both tracking progress and improvement needs in particular areas.
Still in the twitter analytics section, the next tab at the top is the ‘Tweets’ tab. Like the home tab, a summary graph shows a breakout of each day tracking the number of tweets (bottom grey bar graphs) and the associated number of impressions organically generated by those tweets (top light blue bar graph). By placing your mouse pointer onto the specific day (bar) which interests you – a small pop-up box will display the exact date, with the number of tweets and corresponding number of impressions. If your marketing strategy focuses on growing the market awareness of your offering, product or service – then finding the dates that had the greatest number of impressions (hence impact) is important to optimize you marketing impact. This means you can study the tactics of the strong impression days, to mimic those tweets and continue to grow market awareness – as effectively as possible. From the graph shown below there is an obvious correlation between the number of tweets for a particular day, and the organic impressions. However, there are dates with higher impression to tweet ratios (blue bar vs grey bar). These dates would be particularly interesting. Your key question being what factor caused greater engagement with followers. This is where the analytics becomes fascinating. They help in the exploration phase of trying to figure out what resonates best with your audience, to drive higher engagement.
In the above example was the day of the week the greatest factor? Are Sundays a higher engagement day for my following? On this example Ayaz Nanji of MarketingProfs found that “Tweets sent by brands on Sundays get most retweets and replies, on average, but companies tweet the least on this day.” Alternatively, was the timing of the tweets the important part? Is a tweet at 8:00am more effective than one at 2:05pm? (Nanji found that the highest engagement occurs between 9PM – 12AM CST) Or were there elements of the wording, the topic, phrasing, or attached photo – that made the difference in engagement? With the metrics shown in Twitter analytics, these questions become more meaningful as A/B testing and experimentation become the natural next step to improve the scores – and marketing effectiveness.
Along the right side of the ‘Tweets’ page are engagement graphs. These graphs are a great way to tell at a glance how you are doing, and if there is a trend (up or down), or if you are seeing a stable pattern. Like the previous metrics, these engagement analytics give you a 28 day window. As you can see on the engagement graph image (below), a line graph shows your engagement metrics; also known as the Twitter Engagement Rate (TER). Engagement measures some form of action that followers take regarding the content, so this is an important metric for Marketing (active participation is better than passive awareness). To define it, TER is the Favourites + Mentions + Retweets + Replies all divided by the total number of twitter impressions (over a time period). TER or engagement is a good metric for determining whether your audience will result in a greater Click Through Rate (CTR) to your website, blog post, or content. In the chart you can see that my average for this 28 day engagement rate was 1.6%. A recent post by John Hingley on Dasheroo suggested that the top TER for the top 25 brands worked out to 0.07% per tweet.
Meeting industry averages on TER is a good goal. More importantly, monitoring your TER is a good way to ensure you work to improve the brand’s engagement rate. Striving to improve engagement with track-able metrics lets you drive your marketing team (or yourself) to learn from your own best practices, and improve your engagement.
The other engagement metrics shown in the chart give you a sense of how well your content is working on Twitter. These Analytics help set baselines, with the aim of reporting on other aspects of engagement. Naturally, improving engagement metrics should result in a greater CTR to your content and website, driving the right prospect through the buyers journey – to a converted sale.
Along the buyer’s journey – the Link Click metrics are an important to show whether the twitter content drives more site traffic and interest. Again referring to the engagement analytics above, my click links resulted in an average of 2 per day (Yes, I have my work set out – to improve this metric). If your strategy was to use your firm’s twitter profile to drive greater site traffic, then this would become a prime marketing metric to baseline, monitor, and improve – by testing what drives greater traffic, and what does not.
How do I use these Analytics?
These first two tabs (pages) of Twitter analytics offer a wealth of detail – not experienced before late 2014. Whether you have a full marketing strategy or are just trying Twitter out to explore whether it can drive traffic – these analytics pages will tell you if you are on the right track. Even if you do not delve into the deeper followership descriptive analytics these two first tabs provide enough detail to help check your progress.
Next Post: Defining the Audience
In our next StrategyD post, we will continue to discuss Twitter analytics, looking at the additional information available in the follower tab and sub-tabs, and how to best use it these statistics to drive your digital marketing campaigns.
Author: Charles Dimov