Twitter Analytics: Four Ways to Interpret and Exploit Twitter Analytics

Twitter analytics
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In today's highly-charged digital information economy, social media marketing has emerged as a prime battleground for ideas, influence and sales.

Perhaps no social media platform better exemplifies the new frontier of business entrepreneurship than Twitter, arguably the world's best known and most popular microblogging platform. However, the secret to making Twitter work for you lies in some very traditional thinking.

Namely, the understanding and exploitation of comprehensive analytics.

Why Use Twitter Analytics?

What's so great about analytics, you ask? Well for starters, it is the dirty little secret that propels the biggest entertainers, athletes and politicians – and business people - towards wealth and influence.   In the past, these opinion leaders vied for attention on radio, television, and in the print media. Now, they grow and maintain their hold on others via the gathering and use of analytics, including Twitter analytics.

So how do ordinary start-ups and growing businesses take advantage of Twitter analytics? Fortunately, the answers are often turn-key and simple to understand. Here are four simple ways to use Twitter analytics to grow your business and social media presence.

See Also: 3 Simple Steps to Twitter Advertising Success

1. Keeping Your Twitter Feeds Current and Relevant

In general, analytics are used for:

  1. Real-time optimization and performance monitoring.
  2. Injecting humor and creativity into the online business marketing process.
  3. Attracting viewers and incentivizing with special offers.

Twitter is no different. Use Twitter Analytics to better understand your followers, prospects and customers. Your Account Home is the basic Twitter “report card”.

It offers high-level statistics tracked on a monthly basis and highlights your best performing tweets and campaigns. It also lets the Twitter software tap into your top-performing Tweets to quickly introduce you to relevant network influencers.

Speed is key, so quickly promote your tweets and share them with relevant audiences with just a few clicks. This can be achieved from your analytics dashboards (see below), Twitter timeline or your mobile devices.

See Also: The Best Time to Post on Twitter for Maximum Visibility

2. Use Analytics to Optimize Twitter Ads!

Twitter advertising is a great way to share your best content with a hungry, receptive audience. Once you set a business objective (short or long-term goals), choose the right audience (target market), and set a budget, you can create ads that get tremendous results.

Using Twitter can help you increase post-contact purchases, improve the peak engagement rate, and lower the cost per action (CPA) associated with online advertising. The analytics you need to fine tune your pitches are readily accessible in your private dashboard.

See Also: 5 Ways to Increase Sales on Social Media with Twitter Advertising

3. Use Dashboards to Monitor Tweet Activity

Twitter dashboards are the ideal launching point for your analytics, since they provide concrete performance numbers for:

  • Impressions.
  • Total engagements.
  • Expands.
  • Actual link clicks.

As a complement to your Twitter ad creation (see above), analytics will reveal how you can improve key metrics such as URL clicks, app install attempts and Retweets.  

Twitter offers not one, not two, but several individual dashboards. In addition to the Twitter Card dashboard, you can look at the main Tweet Activity Dashboard to track direct engagement that result from your own Tweets. You have the Followers Dashboard which reveals demographic information about followers, and the growth of your follower numbers over time.

Also, the Campaigns Dashboard lets you track impressions, results and cost per result across different campaigns and their objectives.

See Also: How to Use 'Twitter Cards' to Increase Leads and Sales

4. Maximize Twitter Card Use

Twitter Cards are a hot item these days, since they let users add richer media (i.e. other than text) to more fully express their messages.

More importantly, they release a treasure-trove of data about Twitter behaviour that keeps you ahead of your competition.

Among the metrics that you can analyze and improve upon through Twitter Card analytics include:

  • Impressions, URL clicks and their ratios for each card type used.
  • Application (“app”) installs attempts.
  • Retweets.


Twitter Analytics: Final Thoughts

Twitter analytics lets you better measure and optimize your marketing results. Most business niches today are extremely fragmented, making it very difficult to know what type of content is truly resonating with your ideal customers, let alone reaching them in the first place. Use Twitter analytics to better promote your dashboards and reach more prospects and influencers eager to spread your message.

See Also: How to Use Influencer Marketing to Market Your Business