Everyone on Twitter is fascinated by tweet analytics. Brand-new Twitter users, mid-level Twitter users, and the biggest twitter marketers all look at their tweet analytics to see how successful they are, or for an ego boost.
Taking the time to properly understand your tweet analytics, however, will help you grow your account much more efficiently. There are certain things that you need to start looking for in your analytics, and things that you need to think about when you look at these statistics.
The most basic tweet analytics: Follower numbers
There are many different aspects to your tweets and your follower numbers that you need to pay attention to. The first thing that you need to pay attention to is your tweet analytics and your follower growth:
- Spikes in your follower growth are going to come from your tweets. When you’ve gained a lot of followers, you need to analyze what worked well and do it more. When you lose a lot of followers you also need to look at that to see what went wrong, and not do it.
- There is also going to be opportunities to look at your calls to action. You need to actually ask people to follow you in your tweets if you don’t already, especially when you are using trending hashtags, in order to better grow your following. Experiment with where those calls to action are best used, because people could better react to them being in the text, image, or even in videos you share.
Your Twitter follower numbers are not a vanity metric, and they are very much related to your tweet analytics. This person found out that sharing crazy and inflammatory content can lead to a loss of followers:
I lost 5 followers after saying that a hot dog is a sandwich
— Javier 🇵🇷 #SaveTPS (@Whiskeycomrade) November 30, 2017
The content you share leads to followers. That is a very basic thing that you must study and look at as you seek to understand how your tweets link up to your followers.
Is your Twitter strategy working at all
In order to figure out whether or not your strategy is working you first have to know what your goals are. Without any goals there is nothing that I, or anyone else, can do to help you improve your tweet analytics as they will have no context.
Before you can properly analyze your tweet analytics you’re going to have to set goals such as:
- Increasing your number of Twitter followers
- Getting more retweets
- Increasing exposure and impressions for a certain product
- Pushing your ideas and hashtags
- Getting more replies and engagement
- Increasing your website click-throughs
- Handling more customer complaints and problems
I am not saying that you need to set goals for every single one of these. You need to choose the most appropriate goals for yourself in order to use your tweet analytics.
I can certainly help you with ways to get more Twitter followers, ways to get more retweets, ways to get more website traffic, and more. But before you do that you need to take a look at your tweet analytics and figure out what would be best for your specific Twitter goals. If you don’t, you will be the one sending this tweet:
I have no followers! Help me tweet out.
— Norma De Los Santo (@NormaDeLosSan13) December 3, 2017
How do tweet analytics reveal your audience
Looking at age and gender demographics is pretty basic. Twitter goes even further with breakdowns of more geographic data by city, and a little bit of psychographic data as well. Understanding where your audience is can help you better understand what sort of tweets to send to them. For example:
- You discover that you have a number of followers in the UK. You can look at your tweet analytics to see what times are best to catch them, and what sort of wording helps attract them.
- One of the interests of your audience is soccer. You can look for cues in your tweet analytics as to which soccer related tweets are working, or you can work at incorporating soccer into your tweets more often.
- Occupational data can be huge for your ability to personally connect with your followers through tweets you share. Share content related to the most prominent occupation amongst your audience, and watch your tweet analytics to see how they react.
Your audience analytics aren’t just pretty charts. They contain information which link to your tweet analytics, and can help you determine the type of content you should share.
Look at your tweet analytics for traffic drivers
No one is on Twitter to be successful at Twitter. The ultimate goal of the platform is to drive people to your website. Understanding your tweet analytics and how traffic is driven from Twitter to your website should be an important aspect of how you analyze your Twitter performance.
Specific things that you can do, especially when using a link tracking tool like HootSuite, look at:
- Calls to action impacting click activity.
Alfie spent most of his early days locked in a dirty cage before he was rescued. His old life is behind him now & he’s helping us raise awareness of other pets in need this Christmas. Please RT & visit our website to learn more about his story https://t.co/iM9Cph0iz7 #SaveAStar pic.twitter.com/YswmLnnWNt
— PDSA (@PDSA_HQ) December 14, 2017
- How different media impacts your number of clicks.
- The ways that you talk about product and how it impacts the number of clicks you get.
- Sharing content, such as blog posts, and how it leads to secondary clicks within your website.
- The timing of your tweets and how that relates to getting more clicks, as well as the size audience seeing the tweets.
- What hashtags you are using, whether they are trending hashtags are not, and your overall ability to get people to click.
- Are you connecting with any influencers that drive traffic?
These are all important factors in what drives traffic from Twitter to your website and other media platforms. Your tweet analytics are going to show you what’s working and what isn’t. Be sure to track calls to action like this one:
Want to #win £200 worth of running and fitness shoes, apparel and accessories? 😍 We think so! Follow us on Instagram to be entered into the #competition to win £200 @realbuzzstore voucher this December. Click the link to enter on Instagram https://t.co/ZDayb1ZuCG 👟 🎽 🏃 pic.twitter.com/gKjepchdws
— realbuzz (@realbuzzcom) December 15, 2017
Look at the tweet analytics of your competition
Tweet analytics aren’t all about you, you can better understand your shared audience if you better understand the tweets of your competition. This isn’t just for brands which directly compete, anyone can take the time to learn from fellow Twitter users. You obviously cannot get their personal tweet analytics, but you can’t look at:
- The type of content they are sharing.
- Hashtags they are using.
- How often they tweet.
- What days of the week they tweet on.
- What sort of content gets the best engagement.
- How their follow numbers increase or decrease.
You’ll only really be able to get more basic data, but it can be very useful for your future plans.
Pepsi has a deal to tweet about the NFL:
— Pepsi™ (@pepsi) November 19, 2017
Coca-Cola has a deal to tweet about college football:
— Coca-Cola (@CocaCola) December 2, 2017
This is not a coincidence. One saw that the other was successfully talking about football on Twitter and they struck up a deal with the other league.
Finding your top influencers
Influencers and advocates are people who enjoy talking about your products, and understand them. Most of the time they are free, but there are certainly paid influencers whose tweet analytics you will want to pay close attention to.
Finding your brand advocates can help you identify and reward these people. Klear is a useful tool for this. Even if you don’t want to reward them, discovering them can help you look at:
- What content of yours they find interesting.
- The content of yours which gets good engagement on their account.
- Why they like you so much in the first place.
- What their followers are responding to and why.
Social media is all about other people helping you popularize your ideas. It is not a broadcast platform, it is a cooperative social platform where your followers help spread your message by tagging, retweeting, and liking your content.
You don’t become popular on Twitter by yourself, you do it with the help of major influencers. The better you understand these influencers the better you will be able to cater your content to them.
Are you actually making money with your Twitter Ads
Twitter advertising is often a very sticky sort of promotional tactic. If you do it wrong you can wind up having a negative impact on your Twitter marketing. Here is what I mean:
I hate twitter ads that are based on stuff you've searched previously. Like stop reminding me of the shit I want but can't afford 😭
— Jules (@JLFHx) December 15, 2017
I tweeted two jokes about T Swft a month ago, so twitter assumes I love her and won’t stop pummeling me with ads for her. OMG I HATE THAT BITCH MAKE IT STOP
I just played myself, son.
— Bitch McConnell (@exlibris) December 15, 2017
Twitter revenue should rise this quarter with all the ads I am seeing. I hate ads.
— Malcolm Rankin (@TCCarclub) December 3, 2017
Twitter users just plain do not like having Twitter advertising shoved in their face which feels more like spam and less like useful information. You need to look at your tweet analytics to be sure that your Twitter ads are not causing negative impacts upon your Twitter marketing. Most Twitter marketers called this sentiment analysis.
Are you focused on engaging over broadcasting
A big mistake which many people make on Twitter is only promoting their own content through their tweets. They will only tweet out articles and blog posts from their own website, they won’t try to engage the audience, and they certainly won’t share content from other Twitter users. This is a huge mistake and should be corrected by:
- Sharing content from other Twitter users and @tagging them.
- Asking questions of your audience.
- Tweeting out entertaining videos, images, and GIFs.
- Using the best hashtags of other Twitter users.
Twitter was never meant to be a broadcast platform, it was purpose built as a messaging system. You cannot forget this as people who use Twitter want to use it for messaging, not just to see a stream of your articles scrolling by.
Let’s take Internet marketer Jeff Bullas as an example. He has over 500,000 followers, and pretty much no engagement. He only ever seems to tweet his own articles, and they come out every 5 – 15 minutes.
I used to be one of his followers, and I had to unfollow him because it was so annoying. I can’t help but wonder how much better his engagement would be if he did not have this tactic. I also can’t help but wonder how many of those 500,000 followers have not muted him using Twitter’s tools, or just tuned him out mentally.
Using your tweet analytics
When Twitter first started people would only gauge their success by their follower number. This is obviously still the most important metric, but you can now look in your tweet analytics to better understand how that follower number comes about. What you need to look at to really understand your Twitter account is:
- Looking at your tweets and analyzing how they have impacted spikes and drops in your follower numbers.
- Having a tweet strategy and determining whether or not it is successful.
- Figuring out what your tweet analytics say about your audience, and the content you create for them.
- Looking at which tweets are actually driving people towards your website.
- Analyzing the tweets of your competitors.
- Finding influencers and what tweets appeal to them.
- Having a serious look at whether or not your Twitter ads are costing you in terms of excessive amounts of money, or criticism.
It isn’t vain to check your tweet analytics. You also do not need to be an elite Twitter marketer to make some sense of them and use the information to better your content and your account. This is your chance to stop tweeting blindly and start tweeting professionally.