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A breakdown of Twitter’s analytics feature

abimaster | September 25, 2013

Twitter analytics are here! Learn your followers’ interests, understand your demographics and see which tweets work and don’t work with just the click of a button. Following in the footsteps of their social media competitor Facebook, Twitter is starting to give users access to profile analytics. Still in the rollout phase, businesses can use these tools to understand and reach their target market and send meaningful and efficient tweets. Soon, all businesses will be able to utilize these helpful tools.

Next time you log into Twitter, select the “Twitter Ads” option from your settings bar and follow the directions as given. Once you have logged in again, you will be able to choose from “timeline activity” or “followers,” these options will teach you all kinds of things about your online marketing efforts. Play around with Twitter’s new tools and learn how social media is working for you!

Timeline Activity Option Features

  • Mentions, follows and unfollows in any given day (over last 30 days)
  • Number of favorites and retweets for each individual tweet
  • Categorized list of tweets that performed “best”
  • Categorized list of “good” tweets
  • Number of clicks on a link in a tweet
  • Description of how tweets performed in comparison to normal reach (ex: 3x normal reach, 15x normal reach)

If you notice a large amount of unfollows for one particular day, it could be because the conversation topic did not resonate well with your audience or there were too many tweets sent that day. By using the graph, you can find the specific date and go back to your previous tweets to see what you were talking about. This tool allows you to see what tweets aren’t working and what topics your followers don’t want to hear about. Gather similar information from your mentions and follows on specific days.

The number of clicks per link gives you the ability to see how many people are visiting your site and what topics stand out to your followers. The “best” and “good” lists, along with the descriptions of how tweets perform in comparison to normal reach help show twitter profiles what types of posts they should repeat and how many people they are reaching.

All of the features offered under the “Timeline Activity” option allow businesses to gather demographic information about their followers, their interests, what people enjoy reading and talking about and the number of people they are reaching. After learning this information, businesses can determine what type of tweets to send and not send in order to reach their target audience in the best possible manner.

Followers Option Features

  • Top interests among followers
  • Unique interests among followers
  • Top cities among followers
  • Who your followers follow
  • Gender
  • Number of followers over a given time period

Learning the top cities among your followers is a great way to perform location-based marketing and promote events or news in specific areas. Having access to the gender of your followers allows you to understand your demographic and create tweets based upon interests of specific genders.

The list about who “your followers also follow” is a unique tool with many benefits. You can utilize this tool to find who else your audience is interested in and new industry profiles worth following. Checking out this groups’ tweets can give you new ideas for social media campaigns and what tweets might be working for them, and utilized in strategic partnerships in social media campaigns.

Having access to a list of your followers’ interests is also a great list of possible hashtags your followers would enjoy. These interests also provide options for topics to tweet about. By tweeting things based on your follower’s interest, you are bound to gain more followers, produce tweets with higher performance and increase interaction with your followers.

These added analytics allow businesses to enhance their social media in proficient and effective ways. Businesses can learn how their current Twitter efforts are working and use those results to make meaningful changes in order to position messaging around their target audience. The list of features teaches users many things and is something businesses should utilize as soon as available for their account.

For more information on the newest social media trend and how to integrate it into your marketing strategy, send us an email to our Multimedia Manager, David Wells, at david@abrightideaonline.com.

Sample Twitter Analytics Page
Sample Twitter Analytics Page

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