After reviewing the analytics ‘Home’ and ‘Tweets’ tabs, we come to the ‘Followers’ tab on the Twitter Analytics page (shown below). Where the previous two tabs provided details like a monthly summary of the best tweets, top mentions, and metrics like total tweet volume, profile visits, and so on; follower analytics provide insight into the audience following your brand’s twitter account. Profiles and demographics of your brand’s followership becomes much more important when you return to your developed Persona’s to compare expected followership for your brand, against your actual twitter followership.
Not expressly the point of this post, followership analytics give marketers a fact based approach to figuring out whether you are attracting the right audience to your brand. With feedback, you can make decisions on whether a course correction is needed. Perhaps other research shows that your brand should have a certain demographic characterisation. If the twitter demographics are off, then actions can be taken to adjust … or you may find you have discovered an unexpected market segment (always exciting to find a new customer base).
Highlights – SubTab
A great feature is the first sub-tab shown below. Top interest, language, lifestyle type, and so on are called out right on the tab itself. This is an easy comparison against your person research… to investigate how closely they match. In my twitter account case, we can quickly rhyme off that the top interest of my twitter followership as Technology. This followership is English speaking, fit an online buyer profile, prefer premium brands, and the largest group of wireless users are on the AT&T network. Although not all this information is directly pertinent to my needs, it does paint a quick picture of the audience.
Interesting learnings from this single view are that perhaps I should continue to tweet on technology articles, trends, and my own tech observations. That resonates most strongly with this audience. Fortunately, I should continue tweeting in English. Other interesting observations are that perhaps I should start to comment on more Ecommerce items or even highlight more of my product review posts on Amazon – as the Online Buyer portion of the followership might appreciate this. Finally to resonate with this audience, tweets, articles and commentaries on Marketing aspects of Premium Brands – will probably have an impact driving more engagement. Beauty found in these highlights are that they articulate an instant Persona snapshot of your typical twitter follower.
Just below the SubTabs are several overview graphs that can be helpful to monitor your social and marketing campaigns, as well as further developing or refining your buyer persona / follower persona profile. The first graph is the current follower audience bar chart shown below. This chart needs little explanation, as it shows your follower growth or decline over time. It is particularly important when your marketing Key Performance Indicators (KPI’s) and goals are to grow the social media audience for your brand. Here you can monitor whether your social activities on Twitter are resonating with your intended audience, and whether that is helping build and audience, or turning people away. It is simple, easily understood and a quickly effective metric. Best of all, hard metrics are provided to the right of the graph, and placing the cursor over any particular bar will show the exact figures for that day.
Interests, Occupation and Buying Styles
To the right is the interests which characterize this audience. A quick review can help the social media manager more closely define the content to the audience desires and needs. It is also a good check point to compare the Twitter audience profile against your Buyer Persona or intended audience. If there is a deviation, it could mean that the twitter content needs to be adjusted to better suit and attract the desired audience. Finally, it is an important sanity check for your target market and buyer personas. When a new brand or product is launched into the market, these Twitter analytics may help uncover either new market interests, or an entirely unintended market population. Such feedback is important to help a firm or product category re-pivot or intensify a marketing focus on a particular niche.
In the case to the right the twitter followers are most interested in three categories: Marketing, Technology, and Business & Entrepreneurship. Fortunately, that resonates with the interests, blogging, and work efforts driven by StrategyD.org.
On Consumer buying styles several ‘Aha’ moments arose. For example from the graph to the left you can see that “Premium Brands” is the top consumer style of my followership. It also provides other characterizations. For example the audience also defines itself as Ethnic explorers, Natural Living is key to them, as is Fresh and Healthy living. All these will serve to help refine StrategyD’s buyer persona model, help tweak the twitter content created or highlighted, or it will serve as a consideration point (is this the wrong target audience, or must we pivot our understanding of our core audience). All told this is directly and immediately usable analytic information.
About the definition of Ethnic Explorers or any other category – if you are in doubt, hover the mouse pointer over the word (in Twitter Analytics window), and a definition will pop up to explain Twitter’s definition.
Occupation is yet another useful information element to build that audience profile. B2B marketers will appreciate this section as it defines whether you are communicating with the right audience – be it the technical professional, managers, or other marketers. In my case, the tweets are drawing in a professional/technical audience (30%), followed by large groups of white collar (29%) workers, self-employed (23%), homemakers (23%) and Sales/Marketing follower (19%). Although homemakers is a surprise, the other top groups align to the expected audience.
An important note that you can see on the chart above, is the bottom text in grey. It states “Values based on 5.2% match rate from Twitter partners.” When reviewing the Twitter Analytics, it is important to remember that this is NOT a 100% census of the audience of followers. In this case it is a sample of only 5.2% of the 3887 followers (at time of writing). That means the data is not infallible, it is merely representative of the population. Keep this in mind, as the Twitter Analytics describing the followership is an estimation. You must use good judgement on whether a surprising element of the data is a paradigm shifting revelation or an anomaly.
No doubt all marketers will revel in this part of the analytics. What I have liked most about Twitter Analytics is the ability to take the demographic analyses to compare against expectations, and against the persona expectations. In some cases there may be surprises, in others there may be a realization that a shift is needed to get to the right audience (if it is off).
Twitter Analytics provides data on your audience’s gender, marital status, highest education level achieved, home ownership, and even household income and net worth estimates. All these elements are key to either confirm your brand’s persona research or signal that a double check is needed (either on the assumptions, or on whether the Twitter audience needs adjusting). For both B2C and B2B marketers, basque in the glorious demographic stats… and enjoy!
Before ending, the final extremely helpful feature is the ability to chart comparisons. At the top of the Audience Insights section – you will see a drop down menu “Your Followers”. Just below it (as seen in the image below) there is a link allowing you to “+Add comparison audience.” Clicking here allows you to choose from All twitter users, your followers, and your organic audience. After selecting one or other options, Twitter Analytics will provide new side-by-side comparative graphs showing your twitter followership versus the audience you selected.
From the Interests graph these comparatives can be very useful to define whether your followership is merely the general population, or if you are observing the intended bias. Noticing on the top 88% of my followers are interested in technology, whereas only 21% of the general “all twitter” followership find technology a key interest. More telling is the next line showing 87% of the followership with an interest in Marketing versus the general population’s interest of only 2%. These statistics help me understand and feel more comfortable that my focused efforts are attracting the target audience of those interested in technology and/or marketing – which is not the general population… but the targeted segment I desired for Twitter.
Twitter Analytics provide a powerful tool for both B2C and B2B marketers. Best of all it is all FREE with your brand’s twitter account. Use it, be surprised by some of the data, and leverage it to adjust toward your target audience or discover an unintended user base. Twitter Analytics is a powerful tool to help you develop and refine your persona research – to help you strengthen your brand’s audience and customer engagement. Don’t let it sit idle!
Author: Charles Dimov
Twitter Analytics – I