understanding analytics with twitter

Understanding Analytics With TwitterA Social Media Week Masterclass

An Anakle Presentation

When was the last time you analyzed your tweets to figure out what works and what doesn’t work?

When was the last time you analyzed your audience to make sure you are connecting

with the right people?

When was the last time you used a Twitter Analytics tool? What did you do with the

information you got?

Background

To gain better understanding of engagement, audiences, and overall performance, Twitter has provided users the ability to dig into their profiles. Unfortunately, many users are yet to adapt this to their content/communication strategy.

Engagement without analytics is a waste of time.

Content• What is Analytics? • Essential Analytics to monitor on Twitter

• Impressions • Engagement • Engagement Rate • Growth • Audience Profile • Twitter Cards • Website tracking

• Other Analytics Tools • Hashtag Analytics • Comparison Analytics

What is Analytics?

Discovery +

Communication of meaningful patterns in data.

From Impressions to Engagement rates, Profile visits and Mentions, all the way to demographic information about your followers, Twitter Analytics offers a variety of information to help users better refine their content and engagement strategy.

Essential Analytics to Monitor on Twitter

An impression is what Twitter calls it when someone sees your tweet, whether they actually engage with it or not. This tool is important to measure reach. Spikes on the impressions graph helps you know when your audience are online the most, and could inform your tweet timing. It is also affected by engagement.

Impressions

Link Clicks, Retweets, Likes and Replies …Twitter records an engagement whenever any of these are done to a tweet. If people are not engaging with your tweets, then it is either you have the wrong content, or, even worse, the wrong audience.

Engagement

Engagement Rate

Engagement rate is the percentage of people who engage with your tweets against the number of people who saw it. It is determined by dividing the number of engagements by the number of impressions.

Impressions are nice to have but engagement is better. For example, while the tweet above was seen by 8500 people, only 92 engaged, giving a 1.1% engagement. The tweet below has 5300 impressions, but 1000 people engaged. The second tweet did better.

Anybody can see the number of followers you currently have, but only Analytics demonstrates how the growth has occurred. It shows average growth, and indicates abnormal spikes or declines. This tool basically tells you when something strange is going on.

Growth

Do you have a ‘relevant’ audience? It is great to get engagement, but are the people who are engaging relevant to your target ‘market’? The Audience insights answers these questions by analyzing the top interests, demographics and lifestyle of your audience. It also analyzes your followers’ given you an idea of the kind of tweets that would appeal to them.

Audience Insights

Twitter Cards allow you attach rich media experiences to Tweets about your content; Twitter Card analytics gives you related insight into how your content is being shared on Twitter.

Through personalized data and best practices, learn how you can improve key metrics such as URL clicks, app install attempts and Retweets.

Twitter Card

Conversion Tracking

Other Analytics Tools

Hashtag analytics tools helps you know exactly how many posts were made using particular hashtags/keywords. It also analyzes reach, impressions and number of users, including their gender, and location demographic.

Hashtag Analytics

This pitches two (competing) brands and gives insights into how well one is doing compared to the other. It is available on Sprout Social.

Comparison Analytics

Twitter is a social network and, just like any interaction, the better informed you are about who you are socializing with, the more effective your networking will be.

Twitter Analytics helps you dig deeper into your tweet stream, learn about what sorts of conversations work best for you, what your most engaging tweets have in common, and exactly who you are tweeting to.

Summary

If you are spending time, and money on Twitter, you need to get results.

The best way to get results is through strategy created by insights from analytics.

Remember, retweets do not pay bills. Conversion/sales do.

How may we help you?

Chidi Okereke

Content/Strategychidi.okereke@anakle.com