***UPDATE: After further research, we would like to clarify that Twitter has not officially rolled out Twitter Analytics to everyone or all countries. There are several stipulations and requirements to be able to view or use Twitter ads or Twitter analytics. You can view that info at the following links: Eligibility for Twitter Ads and Link to Twitter Ads Policies. If you do not have access and you meet the requirements you can go to https://ads.twitter.com and log in with your Twitter credentials and request to start advertising. You do not have to actually advertise, but this is how Twitter is processing who can access analytics at this time. You will have to wait for your request to be approved. Some people seem to be able to start right away, but others will have to wait out the approval process, for which Twitter does not supply a time frame. Once you’ve registered you can then click help and send a customized support email for further assistance from Twitter.***
In my previous posts in this series, we started out with the basics of Twitter and how to set up your profile, and then covered the basics of marketing on Twitter. In this article, we’re going to discuss how to use Twitter Analytics to track your social media marketing efforts and measure your ROI!
Unless you’re heavily immersed in the social media landscape, you may not have known that last summer Twitter rolled out a free analytics platform integrated into its website. Even though it is not a comprehensive tool, for the average user, the data and information provided will help you and your business have a better understanding of your target market, as well as what’s working and what’s not.
Accessing Your Twitter Analytics
To access your analytics section, click on the gear icon on the top right of your Twitter menu bar and then click Twitter Ads.
Once you reach the Twitter Ads Section, you’ll need to log in with your Twitter account credentials, then click on the Analytics tab and select Twitter Activity from the drop-down menu.
Analyzing your Tweet Activity
This page displays a graph showing all of your mentions, follows, and unfollows by date in 6-hour increments. It doesn’t let you select a date range, but it does show you a month of data. However, this page allows you to download a CSV or XLS file of date and time ranges that you can select via the Download CSV link at the top right of the page. If you’re tweeting a lot you’ll want to do this on a regular basis, as the CSV file will only let you download 500 tweets in that range.
Also on this page you can view all of your recent tweets and how they performed. This section will display your tweets and show you the number of times they were favorited, retweeted or replied to. This feature will allow you to sort your tweets by all, good or best, thus allowing you to figure out which tweets are performing the best with your followers. It will show each tweet and how many times it was favorited, retweeted, or replied to. Also it displays how many times links in your tweets were clicked and if your tweet went above your normal reach.
Evaluating Your Twitter Followers
In the Followers section you’ll first see a graph displaying the growth or decrease in followers. The next section is great because it breaks down the specifics on your followers, such as: The Interests section breaks down the “most unique interests” and the “top interests” of your followers. There’s also a location section with a small graph so you can track where your followers live. If you hover over the graphic, it will tell you approximately how many people follow you in that city or country, and what percentage they make up of your entire audience. It also shows the top cities, which is good if you’re trying to reach a specific geographical area and want to tailor your posts to encourage more interaction with followers in that region. It also breaks down your follows by percentage of each gender.
Evaluating Your Efforts
Having data is the key to evaluating your performance, tweaking your content so that it is tailored to the audience you want to reach, and fine-tuning your efforts.
You will not see a good ROI from Twitter if you’re not monitoring your data and constantly improving it to reach your target audience. Twitter is not just a place to share with your audience; if done correctly, it is a place for your audience to share you with their followers. Remember the whole point is to raise brand awareness, and you can’t do that if no one is engaging with your content. Start out by running your reports and evaluating what interests your audience has and their demographics.
Once you’ve compiled this information, start tailoring your content to your audience and their interests. Remember, it’s not always about you, so share compelling articles, videos, and pictures with your audience that will meet their interests. Engaging with your audience on a personal level, not just on a business level, creates a connection that is the best brand awareness you can ask for.
It takes a lot of time and effort to nurture your Twitter account and grow your engagement and audience. There are a lot of great tools that can give you more in-depth monitoring of your Twitter activity and how your audience is engaging with your site. It can be overwhelming at times, and that’s why we’re here to help you! The RetweetLab by HubSpot is another great free tool for analysis of your retweets by hour, time of day, hashtag, and more.
You may also want to read the other posts in this series:
Twitter 102: 4 Easy Steps to Get Started on Twitter
Ready to kick your social media marketing into high gear?
You can also download our ebook to learn more about integrating your Twitter efforts into a broader inbound marketing campaign!
And remember, we do this for a living. If you want professional help with your Twitter account or creating data-driven buyer personas and integrating them into an inbound marketing strategy, contact us today. You can also find us on Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Google +. We’d love to hear from you!