Twitter is one of those things you’re “supposed” to do. It’s a way to reach your audience and promote your brand, essentially for free. But how much are you actually reaching people? Do your tweets get read, do your links get clicked, and would paying to promote tweets be a great marketing spend or a total waste of cash?
Until recently, those are questions most business owners couldn’t answer. That’s because “organic” tweets—the ones you send out every day, without paying anything—had no analytics support. No data. No way to see what was working.
Twitter changed that a month ago, offering organic Tweet analytics. This tool is free, but many business owners still don’t know about it. Here’s what you need to know.
How to Get It
Getting Twitter analytics is easy. If you have a Twitter Ads account, you already have access—just go to your account and you’ll see it. Otherwise, go ahead and sign up for Twitter Ads (it’s free for business accounts). Make sure you sign in as your business account, not your personal account. Note that you will have to provide a credit card, but you will not be charged anything unless you decide to buy ads, which is optional.
How to Use It
Now here’s the fun part. You’ll see a couple of basic tools: a graph showing day-by-day “impressions” for the last month, and then a stream of recent tweets with data for each one. Impressions reveals how many people saw a tweet; “engagement” is actions like clicking a link in your tweet, clicking a hashtag, retweeting, etc.
Finally, on the right-hand column you’ll see engagements broken down into specific types, such as clicking links.
This data is marketing gold, and you can put it to use a number of ways:
- Learn about your audience’s behavior: Which tweets get the most impressions? Are they the ones with links, the ones that have the shortest character count, the ones that ask questions, or the ones that feature pictures? Are impressions clustered around certain times of day?
- Learn your metrics and set benchmarks: Look at your averages over the past month, and take into account highs and lows. What is a reasonable goal for daily, weekly, or monthly Twitter impressions? How much would you like to grow your impressions and engagement?
- Experiment intelligently: In the past, many businesses were just guessing at what would get the most retweets, or based their strategy on general trends. Now you can see what your particular audience likes best. Look at your most popular tweets and try to engineer follow-ups that will build on their success—either by using the same style, offering the same kind of hook or touching on the same topic.
Up to now, everything you’ve done is free. But by looking at the instant feedback you get via analytics, you can take the guesswork out of Twitter and hone your tweets for maximum impact. That also takes a lot of the risk out of paying to promote tweets. After all, if you know exactly what sort of tweet will get clicks from your kind of audience, then promoting it to more users is likely to yield results.
If you want results from your social media, EverSpark can help. Let us give you a free strategy consultation today.
This is why Twitter’s analytics are cool. This tweet had 2 favs and 1 RT, yet had an incredible 81% engagement rate. pic.twitter.com/mW6VVbiRMd
— Brother Bohanon (@itschappy) August 18, 2014
The “tweet details” portion of the new Twitter analytics goes pretty deep… pic.twitter.com/bafBpHM0Lj
— Steve Ladurantaye (@sladurantaye) August 12, 2014