Twitter analytics should be a core part of your social media marketing strategy. Marketing followed by concurrent data analysis should go hand-in-hand.
Without identifying what part of your strategy is working and what is not, you cannot improve, grow, and find more success.
Tracking, viewing, and analyzing data associated with your accounts is vital to the success of your social media marketing campaigns. Thus the importance of using Twitter analytics for your B2B or B2C Twitter marketing campaigns.
Luckily, we don’t have to look far to find useful analytics about our activity and engagement on Twitter.
Twitter offers a free tool right within your account. I noticed people often search for Twitter analytics free…so let’s start with what is free.
Just log in with your account and Twitter will then begin to collect and populate data.
If you are setting up a new Twitter account, set a reminder to launch your analytics in two weeks — as I believe it is only available to accounts at least 14 days old.
At top you can see an overall review of your success for the month. You can gain insight on your best tweets, audience growth, and overall reach.
Here are my Twitter stats for September:
You can click on the Tweet Highlights link within your Twitter analytics to display stats on your tweets and see what tweets had the most engagement. I see my ThoughtFlame tweets have performed well.
You can view data related to your total tweets or click on a individual tweet to see specific tweet information. Useful metrics include:
Note you can click on a link in this view and get detailed information on that tweet.
You can change Twitter analytics date ranges using the options on the top-right corner of the page. This is also where you export data to track and compare data over time.
Look at the data and ask yourself questions:
Look for patterns in tweets that received high engagement and direct your strategy to incorporate the same characteristics of those successful tweets.
Data under the Audience tab is helpful for learning about your audience and creating a strategy that will connect to their interests and background.
In addition to being able to see how many followers you have, you can see:
If you want to take your Twitter analysis to another level, there are a variety of other tools out there to help you track your data.
While Buffer was created initially for scheduling tweets, they now have good Twitter analytics. If you already are using Buffer, definitely check out your Twitter stats within their tool.
Followerwonk is my favorite resource for understanding what is happening in a Twitter account. The features in Followerwonk make insights more readily available than Twitter’s free analytics.
Their follower map makes it easy to see where your Twitter audience is. Apparently I am not very big in Hawaii.
Another valuable Followerwonk feature is the bio word cloud for Twitter followers and a Twitter location cloud. Looks for trends in your Twitter audience. Some may surprise you.
You can also dig into your follower list and order them in a number of ways. I tried organizing Twitter followers for @ThoughtFlame by influence and had a pleasant surprise.
I was pleased to learn about some influential followers of ThoughtFlame I was not aware of.
Another feature I like to use is Compare Users. Here is a chart comparing @ThoughtFlame to a similar account.
I can see that @Quotes has us beat with their audience size and growth, but our tweets are performing better.
That is the it for the TribeBoost Guide to Twitter Analytics. What other tools and programs do you use to organize, analyze, and optimize?
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