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How To Analyze and Take Advantage of Twitter Analytics

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As time goes on, more companies are allocating extra efforts to marketing on Twitter. With more than 500 million tweets published everyday, it’s safe to assume Twitter is becoming one of the most prominent places for companies to advertise. One way to measure success is to pay attention to your analytics, which will help you make better decisions in the future. Here are five Twitter analytics in your dashboard you should be checking on a regular basis.

Tweet Impressions:

Tweet impressions refer to the amount of times Twitter users are exposed to your content. These individuals can be followers, as well as followers of people who share your tweets. When you pay close attention to the number of impressions your tweets receive, you get an idea of how engaging and valuable your content is. It also gives you a better understanding of how many people are seeing your content. If that number isn’t as high as you’d like it to be, you will want to make a stronger effort in increasing your followers.

Profile Visits:

Profile visits refers to the number of times Twitter users land on your profile page. There are a few different ways you can go about looking at this metric. One important aspect is your profile picture. Having an image that entices people to want to learn more about you can help increase the amount of profile visits, which increases the likelihood that they follow you, too. Another vital aspect of your homepage is the description, or what you want people to know about you. The most important aspect of your profile is having a professional appearance and manner. Take the time to think about what you want people to know about you or what you want to be known for. The more effort you make with your profile information, the more successful you will be with your Twitter efforts.

Top Tweet:

In your Twitter analytics dashboard you will see a section that identifies your top tweet from each prior month. Impressions, likes, retweets and mentions are all taken into account when identifying what tweet was the most successful. Take a look at your “top tweet” from each month and look for patterns. Was there a picture? If so, what style of imagery was used? What was the messaging? Was there a specific call to action? Was it promotional or was it something more personal? These are all aspects of your content that can be analyzed so you have an idea of what people want to see, and how they engage with it. This will help you pinpoint what you should be focusing on when curating future content.  

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Top Follower:

As you begin to grow your follower base, the analytics dashboard will help you identify which followers have the greatest influence in the Twitter world. Each month, take some time to learn more about these individuals. Who are they? Where are they located? Do they share similar interests as you? After you’ve made an effort to do some research on them, reach out to them and start a conversation. The more personal you are, the more likely they are to respond positively. The key is to be genuine and not come off like a salesman. By taking a little time out of each month to engage with your top followers, you increase the likelihood of turning these followers into advocates and influencers.

Top Media Tweet:

It’s no secret that a majority, if not all, of your tweets should include some type of multimedia, whether it be a picture or video. According to Twitter’s blog, tweets with photos receive 313% more engagement than tweets that don’t include an image. Each month Twitter analytics will identify which of these images or videos was the most successful based off impressions and overall engagement. Remember the style of image you used for that particular piece of content and use that information for reference in the future.   

If you or your company are utilizing Twitter, take a little time every now and then to peak at your analytics dashboard. Knowing what content has been successful for you in the past will help you determine what will most likely be successful in the future.   

If you are looking for more expertise about Twitter or other social channels, contact us!

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