Twitter analytics should play an important role in your social media strategy. Here’s a closer look at how to dig deeper and go beyond vanity metrics to really understand how your Tweets are performing. Follow these strategies and incorporate them into the way you create, track, and plan your Tweets.
Engagement quickly tells you whether you’re Tweeting into the void or if your content is landing. Signs of engagement include comments, Retweets, likes, and mentions. Get more out of your engagement metrics by:
- Finding examples of content that garner a mix of engagement.
- Looking for trends in engagement. What causes your audience to react?
- Evaluating your engagement rate, including trends over time. What’s your rate of Retweets, divided by impressions?
Explore your visibility and account reach
Larger follower numbers aren’t necessarily better. However, looking at the growth in reach and visibility for your account can help you understand whether your audience is growing. Within Analytics, look for trends related to factors such as:
- Profile visits
- Organic mentions
- Follower growth
When these are trending up or holding steady, your current strategy is paying off. If they’re falling, it’s time to look at your content and audience alignment.