How to use Twitter Analytics for Social Media Marketing

Did you know that a huge portion of Twitter users don’t utilize Twitter Analytics? And seriously, that’s a huge waste.

In most cases, we are using third party tools such as Hootsuite, Buffer, SocialBro and Sprout Social to get an insight of our Twitter account.

I don’t know about you, but why would you pay for a service when you can get the data directly from Twitter? Makes sense right?

Let’s cut the chase and get down to business, shall we?

In this article, I will be sharing ways you can use Twitter Analytics for your social marketing needs. This may be lengthy so, take a moment to bookmark this!

I’ll be going through 3 parts which consist of:

  • Analytics
  • Followers
  • Twitter cards

 

Introducing – Twitter Analytics

 

Twitter analytics

 

 

This is exactly what you see when you login to Twitter Analytics. And yes, allow me to explain one important point about this feature.

Twitter Analytics was firstly created to help Twitter advertisers. So what if you are not an advertiser / no plans to advertise on Twitter?

Well, you can still get the SAME information simply by registering yourself here. No credit card required by the way.

By default, Twitter Analytics will provide information during the last 28 days. You can adjust the duration at the top right of the image above.

Scrolling further down the page and you’ll get a list of general reports on your Twitter account like this:

 

Twitter analytics

 

Take a look on the right side of the image, you get starts based on retweets, link clicks, favorites and engagement rate as well.

Twitter also provides Impressions feature which represents the number of people who actually see your tweet. On the other hand, Engagement represents the number of times people interact with the tweet (such as retweets, reply etc). Of course, Engagement Rate is pretty straight forward – Percentage based on the number of engagements over impressions.

Important take away: This feature provides you information on your tweets and how they attract others to engage. Tweak your strategy from time to time to ensure that you are getting the best results and ROI.

 

Twitter Followers – Stats

 

Twitter analytics

 

This report is slightly back-dated by a few days (or hours depending on your location). But it gives you a good insight on your followers.

Pretty awesome for a free tool!

 

The above image is just a quick snapshot on your follower’s trend. Of course, my benchmark is simple; A minimum of 10 quality followers a day.

Twitter Analytics provides one critical information; Interests.

You know, the thing that ticks your followers.

 

Twitter analytics

%
Marketing
%
Entrepreneurship
%
Leadership

Take a look at the image above. From the stats, I know that a huge portion of my followers are extremely interested in Marketing, followed by Entrepreneurship and Leadership.

One important point to take note is that with this information, you need to take a step back and think real hard – determine if you are targeting the right audience. If you are not, then you got to adjust your Twitter strategy to reach the right group of people.

Slightly below the Interest stats is the Top Interest. Here are the definitions from Twitter:

  • Interests – The top 5 most unique interested of your followers
  • Top Interests – The top 10 interests of your followers

For me, I consider this as detailed information of my followers. Did you notice the branched out of Business and Finance, Tech News and Business and News?

So, what does this tell me?

If I want more engagement, I got to start sharing powerful resources circling these related topics to get their attention.

With that being said, let’s head over to the next stat, Location.

 

Twitter analytics

 

Twitter is really kind (compared to Facebook and LinkedIn) as they share pretty detailed information of your Twitter followers.

This is extremely important especially when you are always focusing on the ‘Best Time to Tweet’ thing … bet you know what I’m talking about!

Lastly, you have the Gender stats.

 

Twitter analytics

 

It gives you a ratio of Male / Female (mine is a little unhealthy to be honest) along with popular Twitter users that your followers are following.

Of course, you can take the opportunity to reach out to these influencers and drop them a nice “Hi”!

You know, the relationship building process and stuffs.

 

Twitter Cards – Analytics

 

Twitter analytics

 

Did you know that you can even analyze your Twitter performance using Twitter Cards?

Yes, you can!

Twitter Analytics provide several cool features such as URL clicks, install attempts and number of retweets.

The stats go by analyzing the performance over a period of time.

The stats show that:

  • I made 1,039 tweets
  • Out of 1,039 tweets, I made 121,351 impressions which is around 116x
  • Out of 121,351 impressions, I managed to get 219 URL clicks which leads to around 0.18% CTR

And yes, 0.18% isn’t a big deal for many (industry standard is around 1% which I’ll explain more in a moment).

So, this means that I would need to work on my tweets to get higher click rates and with over 120,000 impressions, I need to score some serious clicks.

Scroll slightly below and you will get this:

 

Twitter analytics

 

If you can see, I typically went flat line between 25th February and 8th March. Well, makes sense since I was in Perth for a long, 10 days holiday (guilty as charged).

The rest of the graph is pretty clear cut. I did some changes in my social media marketing strategy and went from literally < 10% to over 10,000+% in terms of impressions. Seems like a Twitter marketing strategy that works perfectly well, right?

I wrote about industry standards moments ago and here’s how you determine it:

 

Twitter analytics

 

I use Summary Card with large image for my Twitter cards setting. At the moment, the industry standard is approximately 0.92%. By scoring 0.18%, I am still far from over.

I’m not going to discuss what I did which affected the score but here’s what I can tell you right now; you can score way higher if you do not integrate third party sharing features to Twitter as that reduces the ability for you to control the types of tweets.

For example, not every website practices large image for Twitter sharing or uses the Twitter card feature.

Last but not least, popular links that generates the most clicks. Bet you are waiting for this, huh!

 

Twitter analytics

 

The stats give you an overlook on popular links (duh). It clearly shows that my recent article on 60 Tips to Master the 5 Big Social Media Platforms got the most hit.

What does this means especially when it comes to content curation? Writing more related articles to the specific topic, for starters!

Of course, clicking on ‘View Tweets’ and get a list of tweets based on their performance.

 

I could go on and on and on …

But it’s your turn now! Adel and I would love to hear what you think about Twitter Analytics. Are you using it or do you have problem leveraging it?

Leave a comment or reach out to us on Twitter (@SocialCopy and @Adeldmeyer) and let’s discuss further!




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Reginald Chan

Reginald is the founder of Social Media Rush. He helps companies in social media marketing and on the side, he’s pretty geeky. He asked repeatedly to be called “The Geek” but no one listens to him. Poor guy!
  • Fabulous post Reginald! Anyone that wasn’t sure about how to use Twitter analytics will definitely know now! Keep up the great work, always a pleasure to read your work.