Before you can grow your brand on Twitter, you have to know how to measure success.
By John White
One of the most common questions I get from people that are seeking to grow their brand using Twitter is how to measure their success. Many aren’t sure which metrics they should measure or even how to find the data in the first place.
They’re usually relieved when I show them just how easy it is to find rich data on Twitter that they can use to measure the effectiveness of their tweets and improve their marketing campaigns.
Twitter’s free analytics platform is one of my favorite features of the platform, and something that I believe sets them apart from other social media platforms.
To find Twitter’s analytics page, simply click on your small profile picture in the top-right corner of your Twitter profile. Then from the drop-down list choose the Analytics tab.
It’s that easy!
Once there, you will find all sorts of interesting data that you can use to see how your community is responding to your tweets. However, all that data can be a bit overwhelming at first. So, please allow me to attempt to simplify this for you.
Here are the five metrics that data savvy marketers use to measure their effectiveness on Twitter and a quick tip for boosting your numbers in each of them!
Impressions are the number of times people view your tweet. When this number is high, it seems that the other metrics follow the trend upward.
Using strategic hashtags that are relevant to your content will help distribute your tweet to a wider audience beyond your followers, which will boost your impressions.
Measuring retweets shows whether or not your tweets are being shared by your audience. When someone retweets, it exposes your tweet to their followers. Retweeting is one of the primary ways content goes viral on Twitter.
To boost your own retweets, consider retweeting your followers more often. They will take notice and begin to reciprocate by retweeting you more often as well. Also, make sure to send over a quick thank you tweet to those that retweet you.
Doing so will delight your community and help them remember you.
3) Link Clicks
Driving traffic to your website, blog posts, or videos should be the focus of your marketing efforts on Twitter. The end goal for Twitter for a marketer is always to successfully convince someone to leave twitter and go to your website where they can make a purchase your product, buy your book, or hire you.
Measuring the number of links clicks your tweets are generating is essential in determining your effectiveness on Twitter.
To get more link clicks, consider using emojis in your tweets to cleverly call attention to your links.
4) Engagement Rate
It’s helpful to marketers to monitor their engagement rate because it shows the number of engagements divided by impressions.
To drive up your engagement rate post attractive images with your tweets. If you post a link, Twitter will generate a smaller preview of the image associated with the link. Consider manually inserting an image, doing so makes the image full size, which stands out more in the feed and drives up engagement.
5) Profile Visits
Twitter shows you how many people are visiting your profile. Generating profile visits means that people want to learn more about you.
So, make sure your profile is complete with compelling information when they get there. Twitter gives you one link to showcase in your profile, use it wisely!
To generate more profile visits, be interesting! Give away some free information that compels people to want to know more about you. If your tweets are boring, nobody will visit your profile.
Don’t Forget About Mobile
The great news is Twitter makes much of this data available via its mobile app. By clicking on the “View Tweet Activity” tab in the bottom left-hand corner of your tweet on your mobile, you can find real-time data on the performance of each tweet.
Ok, now that you know that you can get Twitter analytics in real time on your phone, you have no excuse not to use it.
Once you start exploring analytics on Twitter, you will be amazed at the depth of knowledge you can gain that you can use to more effectively reach your customers and get an ROI that even your CFO will be excited about.