How to use Twitter analytics to grow your business

Nick Reese

By Nick Reese

May 10, 2019
Shot of an executive businesswoman working on her laptop in office.

No matter how big or small your brand is, everyone has limited resources to work with. By using data to drive your Twitter targeting decisions, you can extend your limited resources further by ensuring they’re used in the most productive manner.

The first step in making data-driven decisions is to define what you’re trying to achieve, and then identifying the type of data that reflects those goals. For example, if your goal is to increase clicks, measuring engagement won’t necessarily help you make the data-driven decisions you need to promote your most effective Tweets.

Once you understand your goals and how to measure them, you need a process in place to interpret the data and then make decisions based on your interpretation. Finally, you must then measure the next wave of data to see if the decisions you made had an impact on your performance. Rinse and repeat.

Using Twitter analytics to drive business growth 

Twitter’s analytics helps you understand how the content you share on Twitter grows your business. There are a number of ways you can use the dashboard to drive your decision-making process:

  • Define your audience: While you'd be happy to sell to anyone, your audience isn’t everyone. Twitter analytics can tell you everything you need to know about your followers, including demographics, interests, occupations, and buying style. This information can be used to customize content to your specific audience while also helping you determine if your Twitter followers reflect what you know about your traditional audience.

  • Refine your content: By analyzing which Tweets organically get the most impressions and engagement, you can start to see trends. These patterns can help you consciously create similar content that will resonate with your followers. Impressions and engagement can also help tell you if your audience reacts more strongly to posts with videos, links, GIFs, and hashtags, so you can incorporate them into your future content appropriately.

  • Master your timing: There’s no universally accepted ideal time to Tweet. Instead, each brand has a window when its audience is most likely to be paying attention and ready to engage. Analytics can help determine when you should schedule posts to ensure the most eager eyeballs.

  • Determine your spend: Since it’s not cost-effective to promote every Tweet, you can use analytics to identify which Tweets you should promote. You can also determine if organic engagement by followers translates into higher engagement with your target audience.

Start making data-driven advertising decisions today by going to your Twitter analytics. Happy data hunting!


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