How useful is Twitter?
Twitter is no longer the basic platform that everyone thought it once was. It is used by more and more businesses to engage with their clients, celebrities to share their opinions and even politicians to share their policies! More and more marketers are seeing success in their strategies by paying closer attention to Twitter data.
From tweets, impressions, engagements to clicks, there are several metrics that give you insights into how well you’re engaging with your audience. A common problem for companies is they don’t know the best route to take when analyzing Twitter data. This means brands have no idea why a piece of content did extremely well or fell flat.
Twitter gives you a built in analytics tool to help at https://analytics.twitter.com
By default it will give you some data on how many:
- profile visits
and how those metrics compare to the last reporting period.
It will also tell you the top tweet, top mention, top follower, top media tweet etc based on their audience information. Its a great "quick glance" tool but what if you want to dive deeper?
Understanding the data
Under the "Home" tab you have access to
- Tweets: The total number of Tweets you sent.
- Tweet impressions: The total number of times a user was served your Tweet in their timeline or search results
- Profile visits: The total number of times your profile was clicked on from your Tweets or through search
- Mentions: The total number of times your Twitter handle has been used in other user people's Tweets
- Followers: The total number of followers along with how many new followers you’ve gained since the previous period
Under the "Tweets" tab you will find information about how each of your tweets performed with how many impressions, engagements and the engagement rates for each post. It will also highlight which tweets are your top tweets based on the best metrics.
The right hand side lists the engagement charts
Under the "Audiences" tab gives the most insightful data. It will give you the user data breakdown that twitter captures. You can use this to determine audience type.
By selecting your followers you can see the breakdown audience statistics of your followers. By adding a comparison audience via the link below you can compare these statistics with your competitors.
You can use these insights to segment your followers into audiences for your user/customer personas so you can see if you are sending the right message to the right people.