Twitter: Measuring your

Reach and Engagement

eXtension Webinar

March 22, 2012

Sarah Baughman, Ph.D

Karen Jeannette

Audience Feedback

Reach

http://www.flickr.com/photos/msspider66/44397492/sizes/o/in/photostream/

Engagement

Twitter metrics and

what to do with the information

#followers (Reach) • Who is following you?

• Did you get an increase in followers on a particular day?

• Demographics of followers - are they new? Meaningful?

#tweets (Reach) • Are you tweeting regularly?

• Does time of day or day of the week matter?

#retweets (Engagement) • Calculate amplification rate (#retweets per tweet)

o What type of tweets (content) are getting shared? Do more of that!

• Times, geolocation and topics

• Conversation rate (#replies / mentions per tweet)

Tools for Measuring Reach and

Enagement

Twitter "connect" tab

Tweetreach (free and paid versions)

Tweetstats

Excel Spreadsheet

Bit.ly

Mentionmap

And many many more!

Twitter.com

Look at Reach with

#followers and who

they are

Using connect tab

you can examine

engagement

Bit.ly

More evaluation options with Twitter

• Content of tweets/retweets/responses (qualitative

analysis)

• Increased activity (followers, etc) around a specific event

or hashtag, tweet or time period

• Ask evaluative questions via twitter around specific event

or topic (I've had limited success with this and their are

validity issues)

• Direct message with a survey link

Putting it all together

• Define your twitter goals o Why are you tweeting?

o Who do you want to reach and engage?

• Consider those goals as you tweet, helps

"focus" the work

• Base your metrics on those specific goals. o Start by consistently tracking and measuring a couple of specific metrics.

o Use those metrics to learn and make changes

Resources

Ultimate list of twitter tools: http://thesocialmediaguide.com/social_media/the-ultimate-list-of-twitter-tools

4 Free Twitter tools http://thesocialmediaguide.com/social_media/free-twitter-tools

Excel Twitter Analytics http://www.internetmarketingninjas.com/blog/social-media/search-twitter-google-spreadsheets-and-

excel/

5 Tools for Measuring Social Media Influence http://www.socialmediaexaminer.com/5-tools-that-help-measure-your-social-media-influence/

More Twitter related webinars from learn.extension.org http://learn.extension.org/events/search?utf8=%E2%9C%93&q=twitter&commit=Search