Twitter is a powerful branding and marketing tool, but you may find the endless feed of information rather intimidating. Sort through the clutter and effectively measure your Twitter marketing campaigns with the following guide to your analytics dashboard. Access your analytics by navigating to analytics.twitter.com and logging in with your Twitter account information. Under the “Analytics” tab at the top of your window, you will see three categories: Timeline Activity, Followers, and Websites.
The first thing you will see is your Timeline Graph, which shows follows and unfollows over the last 30 days. A good rule of thumb is to keep your unfollows to a minimum and alternatively, have a steadily increasing number of followers. If you start seeing a large number of unfollows, your content strategist should consider a new approach to their tweets. Also, note which dates are getting the most follows to supplement your “Recent Tweets” data.
You can filter your tweets by clicking “Best”, “Good” or “All” in the “Recent Tweets” section. Scroll down to identify which tweets received the highest amount of interactions (favorite, retweet or reply). Being able to see which tweets performed best can give you a wealth of insight into how to optimize your content. Pay especially close attention to the replies column to see which tweets are getting the most interactions.
The next metric to consider is “number of clicks” which measures the total number of clicks on a particular link. Check regularly to ensure that the content you are delivering has value and is receiving a high click-through rate. Bonus Tip: This is a great opportunity to link back to your site, take advantage!
The first thing you will see in this section is a graph of your followers over time. You want to have an upwards trending curve. This indicates a steady increase of followers. Avoid peaks and valleys, you want to have a consistent stream of interested and engaged followers.
Other graphs show a breakdown of gender, the location of your followers, topics they are interested in, and other Twitter accounts they follow. This information really helps your content strategist tailor content to specific demographics. The location section is useful if you are a local small business looking for lead generation or communicating with local customers.
This section, code is provided for your developers to implement onto your website. By doing so, Twitter analytics will display traffic driven to your site from Twitter and the effectiveness of any Twitter buttons you may already have installed. This article talks about why you should want (or need) to do this.