How to measure your success on Twitter

How to measure your success on Twitter

For the marketing department of your company, having reliable data on the activities and actions implemented is a basic premise to be able to analyze with sufficient reliability the work that is being done, and to assess if the pre-established objectives are being met.

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If we focus even more on this assumption and we look at our strategy in social networks, and specifically in what we are doing on Twitter, we can not stop paying attention to its free measurement tool: Twitter Analitycs.

Twitter has already offered us some very interesting statistics to know how our account works in a single place where you can find many of the necessary data to draw conclusions. In this sense, we have a great advantage since what we previously had to do with Hootsuite or TweetDeck , for example, is now possible using the tool of this network.

At first, this tool was only available to advertisers, but now anyone can access this data, so we are going to delve into what Twitter Analytics has to offer us.

What data will we find in Twitter Analytics?

1.Tweet activity

  • Impressions, interactions and interaction rate of all your tweets. What we could define as the life of the tweet, that is, how many people have seen it and how many have interacted with it in some way.
  • How users have related to our content: through retweets, answers, favs, clicks on links or the number of times that followers have opened a tweet to see more details.

 2.Followers

  • We can see the evolution of followers through a very intuitive graphic, as well as statistics about interests, location by countries and main cities, gender and the most relevant accounts to which our followers are following.
  • And not only that, in addition, Twitter Analytics presents the most outstanding accounts that linked our content. A good insight to meet our influencers.

In addition, all these data you can download in CSV or Excel, something that will make your life much easier when making reports and keep an active track of the evolution of your account.

It is possible that at this point the large amount of data overwhelms you and you do not know what Twitter Analytics features you should use. To help you, we have compiled some tips and tricks that you should know and start putting in place:

Tricks and tips

  • Never stop trying! Introducing a small change can be very significant and will give you the keys to determine what works best for you. For example, launch a copy with two different CTAs and find out which one gets the best results.
  • Pay close attention to the interaction . It is a very good track to identify what contents are for which your community is most interested.
  • Do not forget the format: is the video what works best? The images? The links? Identify it and work on it.
  • The moment is everything: do not forget to see what days and hours are the best performance for your tweets. When it comes to making your network calendar, it will be very useful to know how to distribute the content in the most optimal way possible.
  • As we said before, take advantage of the download functionality and often export the data in Excel or CSV to measure and thus get better and better results.
  • Use hashtags (but in moderation) and share content that you know the users who follow you like.
  • Pay close attention to the people who share your content. Take care of them and pay special attention to them, sharing their contents and always thanking them for their collaboration. They are your best prescribers.

Without any doubt, all these data, which we can measure with Twitter Analytics, are fundamental in order to evaluate to what extent we are correctly supporting the digital marketing strategy of our company with the actions we implement on Twitter (and in Social Media by extension).

In short, once you start to explore Twitter Analytics, you can not (and should not) stop using it, because you will become an expert on your content and audience.