Twitter Analytics - How To Analyze And Improve Your Marketing

But what are they? Twitter analytics compiles all the behaviors and actions audiences take when they come across your posts or profile–the clicks, follows, ... Closenavigation Sendusanemail Sendusanemail Whoareyoutryingtocontact? Sales Support Other "Closethisform" TableofContents 1 WhatareTwitterAnalytics? 2 WhoneedsTwitteranalytics? 3 WhichTwittermetricscanyoutrack? 4 HowtopullyourTwitteranalytics 5 HowtouseyourTwitteranalytics 6 ConclusionandAdditionalResources TableofContents WhatareTwitterAnalytics? WhoneedsTwitteranalytics? WhichTwittermetricscanyoutrack? HowtopullyourTwitteranalytics HowtouseyourTwitteranalytics ConclusionandAdditionalResources TableofContents WhatareTwitterAnalytics? WhoneedsTwitteranalytics? WhichTwittermetricscanyoutrack? HowtopullyourTwitteranalytics HowtouseyourTwitteranalytics ConclusionandAdditionalResources Twitteranalyticsandknowinghowtousethemcanchangeyoursocialmediagame.Whetherit’sidentifyingwhichmessagesresonate,determiningsuccessfulcampaigns,orspottingholesinyourcustomerservice,thedataatyourfingertipscanturnseeminglyrandomsocialinteractionsintostrategy-changinginsights.Notsurewheretogetstarted?ThisguidewillhelpmakeTwitteranalyticsmuchmoremanageableforyouandyourteam.WhatareTwitterAnalytics?“Twitter’sanalyticshelpyouunderstandhowthecontentyoushareonTwittergrowsyourbusiness.”–TwitterButwhatarethey?Twitteranalyticscompilesallthebehaviorsandactionsaudiencestakewhentheycomeacrossyourpostsorprofile–theclicks,follows,likes,expandsandmore–andbreaksdownthatdatatohelpyoutrackperformanceandrefineyourstrategy.Thisdataiscriticalforunderstandingwho’sinteractingwithyourTweetsandhowyouraccountisperformingoverall.Evenifyoulogindailyandgenerallyunderstandhowtheaccountisperforming,it’sessentialtoputnumberstothosefeelings.WhoneedsTwitteranalytics?AnyonewithaninterestinhowtheirTwitteraccountisperformingshoulduseTwitteranalytics.CheckouthowtheChicagoBullsusesocialdatatotaketheguessworkoutofwhattheydo.AnalyticsaremostusefultothosewithavestedinterestinTweetperformanceandengagementrates.Thismeans:practitioners,managersandagencies.Comparedto44%ofleaders,54%ofpractitionersusedatatounderstandtheirtargetaudience.Thosewhoareinterestedinbuildingtheirbrand–companyorpersonal–willfindTwitteranalyticshelpfulindeterminingthetypeofpoststhataremostinterestingtotheirfollowers.TwitteranalyticsforpractitionersForpractitioners,acampaignreporthelpsyouunderstandhowwellaTwittercampaignperformed.SentmessagesdrilldowntothesingularTweetleveltoseeeachTweet’smetrics.Trackimportantmetricsusingtemplatesorcustomreportingoptions.Maximizepositiveoutcomesbyanalyzingcampaignresultsandcontentperformance,plusmore.TwitteranalyticsformanagersManagerswillfindTwitteranalyticshelpfulbecauseitmeasuressocialROIofpaidandorganiceffortsandshowshowwellyourteamisperformingsimultaneously.Howquicklyisyourteamrespondingandhowcanthisbeimproved?Aninternalreportprovidesyouwithactualaverageresponsetimesperuser.TwitteranalyticsforagenciesFinally,agenciescaneasilygeneratepresentation-readyreportstoeasilysendovertoclients.Nomorecobblingtogetherspreadsheetsandgraphs.Schedulethesereportstosendeveryweektotakeonemorethingoffyourplate.Keepclientshappywithtailored,user-friendlyreports.Buildreportsspecifictobusinessneeds,personalizethemwithclientbrandingandsetuprecurringreportdeliverytokeystakeholders.WhichTwittermetricscanyoutrack?Let’sbehonest,socialmediahasitsownlanguage.It’seasytogetconfusedandoverwhelmedbymentions,hashtags,impressions,interactionsandeverythinginbetween.Thebottomlineisyoucan’tmeasuresomethingyoudon’tunderstand.Soherearesomeofthemostimportantmetricsthatyou’llfindwithinthenativeTwitteranalyticsdashboardandthird-partyTwitteranalyticstool.ImpressionsThetotalnumberoftimesanyusercouldhavepotentiallyseenabrand’snameormessage.ReachThenumberofuserswhosawanimpressionofyourpostintheirtimeline.EngagementATwitteruser’sinteractionwithanotheruser.Thiscancomeintheformofmentions,Retweets,favoritesandnewfollowers.EngagementRateEngagementratesaremetricsthattrackhowactivelyinvolvedwithyourcontentyouraudienceis.Engagedconsumersinteractwithbrandsthrough“likes”commentsandsocialsharing.Theengagementrateisametricoftenusedinanalyzingtheefficacyofbrandcampaigns.Peoplewhospendtimeinteractingwithvideos,updatesandblogsaremorelikelytoconvertintopayingcustomers.Engagementratesalsohavesubsetmeasurementslike“sharingmetrics”whichhighlighttheimpactofyourwordofmouthmarketing.LinkClicksThetotalnumberoftimesalinkwasclickedinaTweet.MentionsThetotalnumberofinstanceswhereaTwitteruserthatistalkingtoyou,oraboutyou,mentionsyouintheirtweet.FollowersThenumberofTwitterusersthataresubscribedtoyourupdatesatanygiventime.ResponseRatePercentofinboundmessagesyourespondtothatwarrantaresponse.ResponseTimeTheamountoftimeittakesyourbusinesstorespondtoinboundmessages.HowtopullyourTwitteranalyticsWehaveanentireblogpostdedicatedtohelpingyouchoosethebestTwitteranalyticstools,soherewe’llshowyouhowtopullyourownTwitteranalyticswiththenativeTwitterplatformandwithSproutSocial.NativeTwitterAnalyticsTwitterprovidesfreeanalyticsforallprofiles.Toaccessyours,clickthislinkorfollowthebelowsteps.Step1:Logintotheprofileyou’dliketoanalyzeandclickthe“More”button.Step2:ClicktheAnalyticslink.Step3:Startplayingaroundwiththedata!Theinterfaceisintuitiveenoughtoexploreonyourown,orkeepreadingtheguidetofigureoutsomemoretacticalwaystousethedata.SproutSocial’sTwitterAnalyticsYoumaynoticethatthroughoutthisguideweincludeseveralscreenshotsfromtheSproutSocialplatform.That’sbecauseSproutisacertifiedTwitterpartnerandourTwitteranalyticssoftwarehelpsmarketersgetthemostoutoftheirdata.ThisPDFgivesaglimpseintotheTwitteranalyticsreportyoucanpullwithSprout,orifyou’dliketoseeareportwithyourowndata,getstartedwithafreetrialofSproutSocial.HowtouseyourTwitteranalyticsYoursocialstrategyshouldbedrivenbydataandTwitteranalyticsprovidealimitlesssupplyofinformationtocreatebettercontent,reachnewaudiencesandimproveuserexperiences.ThissectionwillshowyouhowtoturnTwitteranalyticsintoactionableinsightsthatinformnewstrategiesandimproveyourpresence.1.IdentifyyourbestcontentLookatalloftheTweetsyou’vesentandidentifywhichcontenthasperformedbest.Usethoseinsightstohelpyoucreatecontentmorelikelytoresonatewithyouraudience.ThisdataisavailablewithinnativeTwitterorSproutSocial’sSentMessagePerformancereport.TofindyourTopposts,sortyourTweetsbythemetricsthatalignwithyourgoalsOnceyouhaveyourdata,herearesomethingsyoucandotoidentifywhythesepostsweresosuccessful.FindcommonthemesinthosetopTweets.DidtheTweetcontainahashtag,mention,orquestion?Ifso,thinkaboutincludingthoseinthefuture.Werethereparticulardaysortimesthatseemtoworkbestwithyouraudience?Ifso,schedulearoundthosetimesinthefuture.ExportyourtopTweetsandcreateawordcloudtomoreeasilyvisualizemessagesthatresonate.2.UnderstandyourTwitterbehaviorAnalyzeyourmonth-over-monthTwitterbehaviortoidentifytrendsinperformance.WithinnativeTwitteranalyticsthisisyour“AccountHome”anditshowsthingslike:TweetvolumeVisitstoyourTwitterprofileThenumberofTweetsmentioningyouThenumberoffollowersyouhaveWithinSproutSocialthisisintheReportstabunderTwitterProfilesandshowsthingslike:OrganicImpressionsTotalEngagementsLinkClicksFollowersGainedTwitterPublishingBehaviorTwitterEngagementBehaviorTwitterAudienceDemographicsTwitterStatsbyProfile3.AnalyzeyourcompetitionTrackfundamentalmetricsforanyTwitterProfiletocompareagainstyourownprofiles.Withacomprehensiveviewagainstyourcompetitors,youcaneasilybenchmarkyoureffortsagainsttheaverageoftheprofilesbeingcompared.Competitivereportsaren’tcurrentlyinthenativeTwitteranalytics,butcanbepulledwithaTwitteranalyticstoollikeSprout.Whenyouhaveenoughdata,analyzeyourcompetitorsandthinkthroughhowyoucandifferentiateyourpresence.Thinkaboutquestionslike:Aretheygrowingfasterthanyou?Whenwasthelasttimetheyposted?Aretherelongspansoftimebetweeneachpost?Dotheyrespondtocomments?4.ReportacrossmultipleTwitterprofilesLookingattheperformanceofindividualTwitterprofilesisimportant,butyoucanalsoanalyzemultipleprofilesatonceifyouhavethem.Thisprovidesadditionaldatatohelpguideyourstrategy.Thisisanotherthingyou’llneedtouseathird-partyforasTwittercurrentlyonlyallowsyoutoanalyzeoneprofileatatime.AnalyzeallofyourTwittereffortsatahighleveltogetabettersenseofyouroverallpresence.Identifywhichprofilesareout-performingandwhichneedmorelove.5.AnalyzeyourTwitterfollowersGetabettersenseofyourTwitteraudiencewiththeirAudienceinsightstool.InadditiontothegeneralageandgenderdemographicdatathatTwitterAnalyticsprovides,italsogivesinsightintowhatyouraudienceisinterestedin,theirlifestyletypeandmore.Combinethisknowledgewithknowingwhatkindofpostsconsumerswantandyou’llhaveaperfectrecipeforhigh-performingTweets.6.IdentifyadvocatesandTwitterinfluencersUseTwitteranalyticstofindindividualsinyournetworkwhoarestrongbrandadvocatesorinfluencerstoaddtoyourcurrentinfluencerprograms.WithinnativeTwitteranalytics,theseindividualsarecalledoutasyour“TopFollower”eachmonth.OryoucanlookatmultiplemonthsatatimewiththeSproutTrendsReport.Fromthereyoucaneasilystartaddingmorenamesandfacestoyourinfluencermarketingstrategy.7.SurfacehashtagandtopictrendsAddinghashtagsorjumpingonhottopictrendscanbeapowerfulwaytobootstrapyourposts.Butit’scriticalthosehashtagsandtopicsarerelevanttoyourbrand.We’vewrittenanall-in-oneguidetohashtaganalytics,includinghowtofindandusethem,sohere’sjustabriefexample.BelowistheSproutTrendsReportforafictionalcoffeecompany,whichincludestopicsandhashtagsfrequentlymentionedwiththecompany’shandle.Thiscompanyisfrequentlymentionedonpostsaskingabout“hours”,sotheymaywanttomakethatinfomoreaccessiblewithintheirprofilesorbusinesslistings.Thiscompanyisfrequentlymentionedwiththehashtag“#perfectmorning”soaddingthattotheirnextpostcoulddrivehigherengagement,impressions,etc.8.MonitorkeywordsandhashtagsovertimeNotonlycanyousurfacethebesttopicsandhashtags,youcantrackthosekeywordsandhashtagsovertime.Sprout’sTwitterKeywordreporthelpsyouanalyzekeywordsandquantifytotalvolume,averagevolumeperdayandgrowthaswellasasamplingofthoseTweetsandengagements.You’llfindinformationonthevolumeofeachkeyword,whichthetopaccountstweetedthosekeywordsandadrill-downofmetricsoneachkeyword.Thesereportsarenotonlyusefulforcreatingnewcampaignsbutalsomonitoringhowwellacampaignisperforming.9.VisualizeTwitterCampaignsAreyouandyourteamcreatingentireTwittercampaigns?ThosecanbetrackedwithnativeTwitteranalyticsorSproutSocial.WhileTwitter’scampaigntrackingfocusesonpaidcampaigns,youcantrackbothorganicandpaidwithSprout.Tageachoutboundorinboundsocialmediamessagewithasingleormultiplecampaigndesignations.Taketheexample“WinterCampaign”below.Thentracktheentirecampaignsuccesswithinasingledashboardwithmetricslike:ImpressionsEngagementsClicksAveragemessagessentperdayTotalsentAveragemessagesreceivedperdayTotalreceivedGrowthtrendsConclusionandAdditionalResourcesComparedtootherformsofmarketingandcommunications,nottomentionotherbusinessfunctions,it’seasytoadaptyoursocialmediatacticsonthefly.Asyourbusinesschangesandevolvesdaily,andthere’snoneedtofeellockedintoacertainsocialstrategyformonthsandmonths.Analyzingyoursocialperformanceregularlyenablesyoutofindoutwhatworksandwhatdoesn’twhich,ultimately,meansyoucanmakesmarterbusinessdecisions.Inasmallbusinesssetting,beingabletoquicklypivotisalwaysaplus.Onceyou’vealignedgoalsanddeterminedwhichmetricsarekeyforyourbusiness,it’stimetostarttracking.Don’tletthenumbersorseeminglymassiveamountsofdatascareyou—withproperpreparation,therighttoolsandafew“bestpractices,”you’llgetthebiggestbangforyourbuckwhenitcomestotacklingTwitter.Twitteranalyticssoftware6TwitteranalyticstoolstoamplifyyourstrategyExploringthetop10twittermetricsyoushouldbetrackingtodayThecompleteguidetoTwitterlisteningHashtaganalytics101:UsingthebesthashtagsforyoursocialstrategyHowtoanalyzeTwitterfollowerseffectivelyHowtoanalyzeTwitterdataTwittermentions:Howtofind,track&getmore13essentialTwitterstatstoguideyourstrategy GetSocialMediaTipsStraighttoYourInboxandBecomeaBetterMarketer You’llbejoiningnearly300,000marketerswhosubscribetoSproutSocial’sInsightsblog. 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