Twitter is making use of this traffic without logging into the platform.
If you are a blogger, marketer or in business, Twitter should be a part of your overall social media campaign. It is vital to tweet to increase brand awareness, relationship building, and it’s a powerful tool for change.
There is a lot of information you can get from the dashboard, such as impressions, engagement rate, link clicks, etc. But, before that, you need to understand the definition of each metric to make your data meaningful.
If your Twitter campaign is to increase impressions, you have to monitor that particular metric and find the best way to improve impressions. Keep an eye on each metric and compare the data with previous months. You will know if you are doing things right because you’ll see a steady increase.
Now, take a closer look at the details of each tweet, you will find even more hidden messages.
Here’s how the details of a specific tweet look:
If your business is focusing on this link, do A/B testing on it. Monitor the key metrics by writing different headlines, include a different hashtag or a different picture and find out the best way to maximize the tweet’s reach.
Analyzing these data statistics is the first step to evaluate your Tweet performance.
This dashboard also makes thing easier for businesses to advertise on Twitter. You can now make a quick decision on whether a tweet is worth promoting without spending time going through the minute details.
If Twitter analytic is a piece of information you’ve overlooked, let’s try it out today. Focus on a metric and improve from there. It can make a good impact over time.
On May 27, 2015, Twitter upgraded its analytic with Audience Insights. This feature has a more detailed breakdown of your followers’ interest such as Demographics, Lifestyle, Mobile Footprint, etc.
This is good for business, because you are now able to compare organic followers to Twitter users. At the moment, only US users are tracked. You can do a comparison study between your followers and other Twitter users.
Audience Insights helps businesses improve their strategies on Twitter.
2. Alternative To Twitter Analytic
There are many social media management tools available in the market such as Bufferapp, Hootsuite, Ritetag, Klout, etc. There are some which just focus on Twitter alone such as Tweetdeck, Managefilter and SocialBro.
All tools serve one purpose – to make your life easier.
Many a time, the tool gives you deeper insights into your Twitter performance. It is different from what you get from the native Twitter analytic platform.
Here are 3 platforms which I found suitable and easy for beginners to use.
Buffer is a popular social media management tool. You are allowed to schedule tweets any time and set different schedules daily. This is important when you are running different campaigns.
Using buffer, you are able to analyze the stats for each tweet. Buffer will label your potential tweet as Top Tweet. You can take immediate action on every single tweet either to reschedule or rewrite to improve it.
This is something Twitter analytic can’t give you right away.
With the free account, you only have limited access to Buffer’s analytical data. You will need to upgrade to a paid account to enjoy detailed analysis of your data.
Ritetag is a social media tool focusing on hashtag. It comes with hashtag color grading, instant engagement analytics and total post assessment. Ritetag analyzes hashtag constantly, which allows you to maximize your reach before sending out a tweet.
This is the feature that you can’t get when you tweeting from Twitter’s native platform. It’s important to include a hashtag to maximize your tweet exposure. Ritetag certainly fills this gap.
Take a few minutes to find out the stats of the hashtag you are using. Is your hashtag overused or simply without proper monitoring?
Tweetchup is a free Twitter analytic tool. It analyzes how frequently a tweet is mentioned and gets retweeted by your followers.
It gives you analysis on how your Twitter is being handled. You will find out which users mentioned you the most. And, there is a list of stats relating to your tweets and retweets.
Besides, Tweetchup gives you the geo-location of people who mentioned you. From there, you can have complete overview of your audience location.
Although Twitter analytic has such information, Tweetchup offers the analysis in a more attractive way that is easy to understand.
Is your tweet targeting the right audience? Let’s have a look at where @WHSRnet’s audience is from.
If you are still tweeting from the Twitter native platform, I strongly recommend you to try out a few tools. You are missing out a lot of valuable data.
If you’re not sure which one to start with, try out those I have shared above. All tools are easy to use and make your Twitter job easier.
3. Compile Twitter Data Using Excel
Aside from analytic data you get from the Twitter native platform and social media tools, you can always do your own analysis.
Often, those who like to work things out themselves will have a better understanding of this data. This is not a difficult task. You just need to export the data from Twitter analytic and an Excel spreadsheet.
Here are some simple analytics I have come out with using data from @WHSRnet. Before you jump into analyzing, you must first know what you want to get from the data.
Without a clear goal, your twitter data is just another spreadsheet with columns and characters. I want to know:
Does standard tweet or reply tweet give better impression?
Does standard tweet or reply tweet give better engagement rate?
Which day of the week has given me higher impression on average?
Which day of the week has better engagement rate?
Let’s check out the step-by-step guide,
Open Twitter analytics data (csv format) in Excel
Make your data into a table with headers
Use Excel LEFT function to come out with date in a new column
LEFT([@time],10) to come out with date
Use Excel TEXT function to convert date into weekday in a new column
TEXT(E2,”ddd”) to return weekday
Use Excel IF function to sort out standard tweet or reply tweet in a new column
There are plenty of tools available to measure Twitter’s score. I am going to share with you the tools that are free and easy to use.
Socialert is a one-stop solution for Twitter analytics, keyword analysis, hashtag tracking, identification of the trending topics, and more.
The tool has an interactive dashboard that can help you track related keywords on a real-time basis. This can be used to get in touch with your audience (who haven’t mentioned your handle) or know how your competitors are performing. Besides Brand monitoring, the tool can also be used to identify relevant influencers and experts related to your domain.
What works for me might not work for you. How do you analyze and make use of your Twitter data? Please share with me in the comment section!
Article by Jason Chow
Jason is a social media manager for hire who offers SMM services to tech startups, solopreneurs and small businesses. He aims to deliver the best results for his clients. You can find him at Next Social Startup.