Whilst there will always be an element of trial and error when testing the Twitter market, ‘Analytics’ available via your ‘Dashboard’ are one of the most powerful Twitter management tools in your armoury. Monitoring your statistics regularly will make the difference between throwing mud at the wall to see what sticks or harnessing meaningful information gathered from the analysis of data to accurately target and monetise your following.
The first thing you will notice on your Twitter account Home page under your user name and picture is that you are automatically given some analytics right there on your Home page, i.e.: ‘Tweets’, ‘Following’, and ‘Followers’.
Once you get familiar with all the basics and have been active for about one month you can consider what format you want to see the results from using Twitter.
Twitter software programmes gather data on every element of how you used your Twitter account and the statistical results you got from doing so, for you to analyse the qualitative strategies in terms quantitative results.
Data is broken down by the day, week, month and longer, so you can make meaningful and detailed comparisons. For really meaningful analysis you need to consistently post to your account for about three months to best see when and how people in different niches engage with your activity and tweets.
So, for a top level monthly overview open your Twitter Analytics either by going to your main drop down menu in the top right of the page, or go to https://analytics.twitter.com/
You will land on the start page for analytics. Below the bold blue ‘Analytics’ heading is a blue tab saying ‘Get Started’. Click this to go straight to your analytics page.
Here you get stat’s and graphs according to different elements of Twitter via tabs and data on:
- How many tweets you have sent out.
- How many people you are following.
- How many people are following you (followers).
- Under ‘Notifications’ you will find how many of your tweets have been made favourites (‘fav’) by others.
- It will also show you who has just decided to follow you and name them.
At the very top of this page will be Analytics broken down into: Home, Tweets, Followers, Twitter Cards and Tools.
The first three of these results are in easy to read graphs showing the results of your tweeting. The last two, Twitter Cards and Tools are for the more advanced user. Return to these when you have gotten the hang of and are using the basic analytics to your advantage.
Under your name and avatar picture you will see the words, ‘28 day summary’ in bold and under that going across the page horizontally you will see 5 headings. On each you will see figures as follows:
- Tweets: This is the number of tweets you sent out.
- Tweet Impressions: The number of times users saw your tweets.
- Profile Visits: That is people clicking on your profile.
- Mentions: If someone includes your Twitter handle in a tweet that they send out, your profile is raised.
- Followers: This is the number of people that decide to follow you. If the number goes down this means that some people who previously followed you have now decided not to do so and ‘un-followed’ you.
Each of these categories will have a red arrow underneath if the number went down and green one if it went up. Up or down trends are easily identifiable by the appropriate colour next to the proportion by which your crucial metric has moved e.g. 30% ? or 20% ?.
Below general information on your tweeting activities you will see various analysis on selected tweets. For example:
- ‘Top Tweet’, ‘Top mention’ and so on.
- Underneath each you will see ‘View Tweet Details’ and ‘View all Tweet Activity’.
- If you click on these graphs, more information about that specific tweet will appear.
Obviously, this provides valuable insights into how followers engage with your content, which helps you gauge what works best for your business. You need to follow the interest of your buyers and evangelists ideally and give them more of what they like, so long as it fits with your brand.
Your statistics can be downloaded for comparison over time and can be tallied with other campaigns in order to integrate platform strategies, or inform other campaigns, such as Sponsored Ads.
To go back to your Twitter account do the following.
- Go to your picture (or avatar).at top right with your cursor
- Click on the tiny arrow next to it on the right so a drop down menu appears.
- Click on ‘View My profile’. You will land back on your Twitter Account Home Page.
- To access your Analytics again, simply take your cursor to your avatar, on the top right of your Home page and click the drop down menu. From here, select ‘Analytics’.
Once you have the basics down, make time to regularly investigate, review and experiment even more with your tweeting, re-tweeting, how you obtain followers and what you can do with them when you have them. This will be an on-going process of getting to know your Twitter audiences and what they respond to.
Build up notes on themes and quotes from people who Tweet you.
Your reviews of weekly and monthly results will help guide a more effective, efficient use of Twitter marketing strategies and ultimately monetise what is a great marketing funnel tool.