Want to be let in on Twitter’s best-kept secret? Allow us to introduce you to Twitter Analytics, a fantastic free tool which provides lots of information to help you improve your reach and engagement figures. In this blog post we outline how to use Twitter Analytics to boost your business’ online presence and make sure you’re sharing your content properly.
Accessing Twitter Analytics
So where can you find Twitter Analytics? At present this is only available for advertisers, Twitter Card users and Verified users. If you haven’t got one already, sign up for an advertiser account. You won’t actually have to advertise but this will allow you to access all the useful stats that are hidden away.
Once this has been done, click on your profile thumbnail in the top right hand corner and scroll to ‘Analytics’. Alternatively, go to https://analytics.twitter.com. Hey presto, you now have all you need to discover which tweets are working best for you and get to know your existing followers in more detail.
Twitter Analytics Navigation
Twitter Analytics is, thankfully, pretty straight-forward to use. The homepage gives a broad overview of your profile’s performance over the past 28 days and your tweet highlights. In this blog post we’re going to focus on the Tweets and Followers pages, accessible through the dashboard at the top of the Home page.
How your tweets are performing
Want to know what content is the most successful for your company? Take a look at the Tweets page to gauge how tweets have performed month on month and see the impressions of individual tweets in real time. All very helpful when it comes to planning future campaigns and deciding on the kind of content to post!
The good people at Twitter know exactly how to lay out complex information in an easy-to-read format. The main graph at the top provides an overview of your tweets’ performance in the previous month. You can easily get a sense of what days your tweets performed best and when the most impressions occurred.
What content is working best
On the right hand side of the Tweets page, there is loads of other useful information such as the average engagement rates, link clicks, retweets, favourites and replies. Perhaps humorous posts elicit the biggest reaction in your followers? Or maybe you get lots of retweets when you link to videos about your company or use eye-catching images? Understanding patterns like this will help you to tailor future campaigns and maximise your tweets’ potential.
Understand your existing followers
The Followers page is also fantastic as it allows you to get to know people who are already interested in your brand and what they are most likely to engage with. Graphs outline where your followers are located, their demographics and what topics they are most interested in. Use this information to focus your future tweets and determine what content you retweet. Appealing to your current audience is a sure-fire way to increase retweets, replies and mentions and, in turn, brand awareness.
Understand your competitors
Twitter Analytics shows you a list of the most popular Twitter accounts your followers also follow, allowing you to get to determine which companies are vying for their attention. What are these doing that you are not? What makes you different? It can also be worthwhile to engage with their accounts when you can and develop your online social standing. Remember, keep your friends close but your enemies closer!
And that’s it – the basics of understanding how Twitter Analytics works and why you should take advantage of it for your business. Perfect for market research, this outstanding tool will help you to understand what content is working and when you should be posting. Happy tweeting!
How has Twitter Analytics been working for your business? Tweet us @TravelMedia_ie and let us know!