Twitter Analytics: A Guide for Marketers

What are Twitter analytics? What does this look like on Twitter? This is an example of the kind of metrics that give you insight on how your social media content is performing. Learn about your audience The better you know your Twitter audience, the easier it will be to engage them. In the Tweet activity dashboard, the Audiences tab gives you a look into demographics, location, and even common interests of those who follow you. Twitter analytics can show you where the bulk of your followers live around the globe. Replicate your success Twitter analytics will show you your top-performing Tweets. Options include: Detail expands: How many people clicked on a Tweet to view more details Embedded media clicks: How many people clicked on a photo or video in a Tweet Engagements: Total number of times a user interacted with a Tweet—clicks anywhere on the Tweet, including Retweets, replies, follows, likes, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion Engagement rate: Number of engagements divided by impressions Follows: How many users followed you directly from the Tweet Impressions: Times a user is served a Tweet in timeline or search results Link clicks: Clicks on a URL or Card in the Tweet User profile clicks: Clicks on the name, @handle, or profile photo of the Tweet author Still stuck? Twitter analytics tools 1. Gain insight into your Twitter efforts—and your other social media endeavors— with Hootsuite Analytics.

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Twitter Analytics: A Guide for Marketers | Hootsuite Blog

Why do Twitter analytics matter?

Why was Freaks and Geeks cancelled after 12 episodes—when the show was clearly just very ahead-of-its-time? Why did they get rid of Pepsi Blue?

The point is, Twitter marketing strategies—just like TV shows and soda flavors—are measured by their success (or lack thereof). If they aren’t working, something must change.

Twitter analytics will let you know if your efforts are paying off, and if they aren’t, they will provide insight into what needs to be improved.

What are Twitter analytics?

Analytics, on its own, refers to data and statistics that gauge the performance of your social media marketing efforts.

What does this look like on Twitter? It’s often represented in likes, Retweets, Tweet impressions, favorites, and replies—most commonly known as engagement. This is an example of the kind of metrics that give you insight on how your social media content is performing.

Benefits of using Twitter Analytics

1. Learn about your audience

The better you know your Twitter audience, the easier it will be to engage them.

Luckily, there’s a wealth of data about the people following you on Twitter. In the Tweet activity dashboard, the Audiences tab gives you a look into demographics, location, and even common interests of those who follow you.

Twitter Analytics: A Guide for Marketers | Hootsuite Blog
Image via Twitter.

Interests is particularly telling when it comes to what your audience is into, since the categories can get pretty specific:

Twitter Analytics: A Guide for Marketers | Hootsuite Blog
Image via Twitter.

Let’s say 77 percent of your audience is interested in music. This is where you might try to loop in something about what’s currently happening in the music industry and tie that into your next social media campaign.

After all, curating and sharing relevant content with your audience is one of the best ways to boost engagement.

2. Post at the best time

When we say post at the best time, we mean when people can actually see the content you’ve worked so hard to produce. The more people that see your Tweets, the more opportunity there is to boost engagement, drive traffic, and gain potential new followers.

So, how do we figure out the best time to post on Twitter? An important thing to consider is geography.

Twitter analytics can show you where the bulk of your followers live around the globe. On the Tweet activity dashboard, this is shown through the Country and Region lists. Once you figure out where most of your audience comes from, you’ll be able to upload content when they’re actually online, and share news relevant to their region.

Twitter Analytics: A Guide for Marketers |...

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