The game of winning the attention of your customers is all about arbitrage. Arbitrage of labor and cash, and how to reach who you need at the cheapest possible cost of either. In modern digital marketing, Facebook and Google get the lion’s share of attention. However, there is an incredible amount of value in other platforms, such as Twitter. Equally important are proper analytics, and, today specifically, we’ll be talking about Twitter analytics.
There’s a huge value in Twitter for communities around software development, gaming, content creation, and a number of other verticals. While other marketers spend most of their time fighting over Facebook and Google, there’s an incredible opportunity to extract a tremendous amount of value from Twitter and grow your brand inside these communities.
As you begin to work on Twitter to grow your audience and make your mark, you need to make sure you’re measuring your efforts so you can tell what’s effective and what isn’t. Luckily, Twitter’s analytics suite and conversion pixel are reasonably robust. Here’s a quick overview of how Twitter analytics works and which metrics can be the most important.
To start off, you need to turn on Twitter analytics for your profile. To do that, from your Twitter dashboard, go to your profile picture next to the tweet button in the top right. Click it and a menu will expand. Then click analytics.
Your screen will look like this. Simple click the button to turn on the analytics. Next, you’ll be taken to your Twitter Analytics dashboard. That will look something like this:
From here, there’s a variety of options and features to look at such as:
- Your Impressions: the number of people that looked at your post
- Your Engagements: the number of people that interacted with your content
- Your Engagement Rate: the percentage of people who looked at your content and engaged with it.
Additionally, there are many more options and metrics such as those shown below:
These get much more granular and include metrics such as:
- Likes on your posts
- Replies to your posts
- Overall engagement
The smarter marketer, however, digs a but deeper into Twitter analytics and looks closely at a few key things.
First, you look at engagements and impressions over time. The marketing world is binary, you’re either growing or shrinking. Secondly, the saavy marketer is looking at their top tweets and putting together thematic similarities. Your audience will tell you what kind of content they want to consume and it’s your job to meet that expectation and grow your presence.
Twitter analytics is very important if you’re going to take the platform seriously and utilize it to its full potential.
Have you used Twitter analytics before? What’s your experience been like? Leave us a comment below and let us know!