How to Best Utilize Your Brand’s Twitter Analytics to Discover Essential Data

By Hilary Smith, Guest Contributor

10073432733_86c9f55212_cThese days, social media services have a lot more to offer brands than just another way to engage with their audience. Be it Facebook, Google Plus, or Twitter—all major social media services offer organizations access to detailed analytics tools in order to determine what works best with their audience, as well as what will maximize brand engagement.

Though this is most useful to small businesses with limited resources, it has also proven to be reassuring to executives who previously worried about transparency in social media.

Today, we’ll show you how to leverage Twitter’s built-in analytics tools to up your tweeting game and increase user engagement and brand identification.

Accessing Twitter Analytics

Getting access to Twitter’s built-in analytics tool is a bit more complicated than it might seem. If you don’t already have a Twitter advertiser’s account, you need to:

  1.     Set one up by going to their easy-to-use business advertising page.
  2.     After you complete the steps in the wizard, (you’ll need to provide some payment information—don’t worry, you won’t have to pay anything) you’ll be all set to begin working on your ad campaign.
  3.     Set it to start a few weeks in the future (you can cancel this later). Creating the ad campaign this way will give you access to Twitter Analytics.
  4.     Don’t forget to cancel the ad campaign you created before the start date, or it will run and you will be charged!

Getting around in Twitter Analytics

Twitter Analytics has four sections: Tweets, Followers, Twitter Cards, and a Settings menu where you can switch between accounts, edit the access privileges to the account, and other general functions.

Tweets Dashboard

Under the Tweets heading, you will be able to find information about —you guessed it—your tweets. Any messages you send here will be compiled and analyzed based on their performance. You can check out the month’s best-performing tweets and look at charts of your account’s performance over time.

Further down the page, your Tweets are broken down by three key analytic measurements: impressions (the number of times your tweet was seen), engagements (the number of users who interacted with your tweet in some way), and engagement rate (simply the number of engagements divided by the number of impressions). You basically want all of these numbers to be as big as possible.

Using the statistics here, you can find out a lot of really useful information. Ever wonder which day of the week is best for you? Or wanted to figure out your month-over-month improvement? This is the place to do that.

Followers Dashboard

Here is where it gets really interesting. Though some third-party services offer analytics of your tweets, the Followers Dashboard offers something that was unavailable until now: related topics. Now you can find out other things your followers are interested in, allowing you to tailor your tweets to appeal to your followers even more. What’s more, you can even see the top ten accounts that your fans also follow. Maybe some of these accounts would be a useful partner in a cross-promotion? The possibilities are endless.

Twitter Cards Dashboard

A relatively minor part of the analytics platform, this part helps you track the performance of your Twitter Cards—if you use them. Twitter Cards are a way to embed rich data like videos, app links, or photo galleries into single tweets without cramming cumbersome and ugly links into the short 140 characters you’re allowed. The dashboard for Twitter Cards is similar to the Tweets Dashboard.It also allows you to see impressions and engagement for your recent Twitter Cards.

Settings Menu

The Settings menu is a straightforward place where you can do a few vital things. You can adjust who has access to your Twitter account, which is important if you have a lot of employees working in your organization who might need to pull information from Analytics. Alternatively, if you’re the type of person who manages Twitter accounts for multiple clients, you can switch between the different Twitter Analytics accounts you’re granted access to.

Analytics: The Key to Twitter Success

Using Analytics, you have access to more information about your Twitter account’s performance than ever before. This introduction should get you started on Analytics and help you make the most of your Tweets. If and when you decide to spend money on promoting your tweets, you will be better suited to make decisions about how to spend that money to maximise impressions and engagement. Happy tweeting!

Hilary Smith is an online journalist, tech enthusiast, and entrepreneur. In addition to sharing her research on how brands can best utilize Twitter Analytics, her writing also covers eCommerce marketing, social media, globalization, and business communications.

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