03 Dec 2015

Understanding Twitter Analytics To Get You Results

December 03, 2015Marketing

increase-twitter-followersI f you want to improve, you have to measure your results to see what isn’t working and, more importantly, what is. The good thing is, if you have a Twitter account set up, you can view your analytics for FREE.

‘Why do I need to see my analytics?’ you might be wondering. As with every other marketing strategy, you should be evaluating the results so you can prioritize your time on strategies that give you the results you want. And everything is displayed simply on your screen so you don’t have to be a marketing expert to understand what pieces of data to dig out.

Twitter shows you everything so you can really get to know your audience and see what they like. It’s no use just presuming what content they like from you. It’s crucial that your audience appreciate your content or you’ll notice that nobody seems interested in your services.

Here’s how to access your analytics dashboard:

  • Sign into your Twitter account
  • Next, visit ads.twitter.com. It will automatically link your account to this page

Across the top of your screen will be Campaigns, Creatives, Analytics and Tools.
You only need to focus on the Analytics section for the information that tells you everything you need to know.

From there, you can view:

  • Followers
  • Tweet activity

1. Followers

From the followers section, you can view your followers’ demographics, interests and gender.

Why is this important?
If all of your followers are from a location far away, then you know that they probably aren’t going to be potential clients. Instead, you can refocus your content to talk about the industry instead.

If this was the case, you may also want to target Twitter users who are from your location.
You can also evaluate the pace at which your account is growing (by that, I mean the rate at which you are getting more followers).
If you hover over each segment of the section called Your current follower audience size, you can see the speed at which your account is growing.

For example, if you look at the image above, you can see that our @WWN_UK followers increased by 432 followers in a week.
This is great news, but remember that the data only makes a difference if it is what you want.
Our analytics show us that the main language of our audience is English.
This tells us that our audience are potential clients. However, if the analytics showed that most of our followers spoke French, we’d have to change the way we target users.

2. Tweet activity

This part of the analytics is probably the most important. Your content is the core of having a social media presence. If your followers don’t like your content, then they probably won’t be interested in your services. Just to break it down, here’s what Impressions and Engagements mean.

Impressions are the number of times users saw your tweet on their timeline.
Engagements are the total number of times a user has interacted with your tweet. For example, a retweet, favourite or reply.

From the image below, you can see that the tweet with an image had more engagements than just text.
The goal is to have more engagement. If people just see your tweet and do nothing with it (i.e. retweet, reply or favourite it), you need to restructure your content strategy. Let’s recap on the key points for maximizing your Twitter presence.

Once a week, or every fortnight, look at your Twitter analytics to evaluate what is working. Rather than focussing on the bad, focus on what gets you results. And keep doing that.
Look at what types of tweets get more engagement. Do images perform better? Or text? And if text, what type of content? Informative? Jokes? Business advice? Social media is forever evolving. So you may need to review your strategy every few months.