Twitter (my favorite social network) has rolled out new analytics features for all users and the data gives tremendous insight into how followers interact with your content. Until now, influence has only been determined by monitoring replies, retweets, and favorites (along with weeding out the spam accounts that play the follow-back game to gain followers). The most recent Twitter analytics update allows for interactive insight and a downloadable CSV file. Here are some of the best features that you can utilize for your business (or just for yourself!).
The top of the analytics page breaks down the impressions per day. As you mouse over each bar, a little blurb appears to tell you how many impressions were made on that date. Look for patterns regarding the days of the week that receive the most engagement. Generally, Fridays and weekends are supposed to be the best days to post, but as you can see from my data above, Tuesdays and Wednesday were highly successful for my account. Determining what days your audience seems to be most engaged can help you decide when to post important updates.
Impressions, engagement, and engagement rate gives users an overview of their data and here’s how they break down.
Impressions: the number of times users saw the tweet on Twitter
Engagements: total number of times a user has interacted with a tweet. This includes clicks anywhere on the tweet (including hashtags, link, avatar, username, and tweet expansion) retweets, replies, follows, and favorites
Engagement rate: the number of engagements (clicks, retweets, replies, favorites, and follows) divided by the total number of impressions
Be sure to set your view to “Tweets and replies” to see all data. This will include your posts and your conversations with people. Replies can only be viewed in the feed by people who follow you and the account you’re conversing with, so the impressions may be lower but the engagement rate could increase. Additionally, this does not seem to take into account retweets because the original poster is likely in control of that data.
Twitter also publishes a graph showing the general trend of each engagement for your last four weeks of posts. You’ll notice if your followers have an inclination to retweet, favorite, or simply click the link. Much like the monthly summary, you can mouse over the graph to view a day-by-day breakdown of the data. This information allows you to quickly glance at the data and determine how successful the last month’s efforts were.
Notice the percentages that describe an increase or decrease of activity. Don’t fret over slight falls or jumps in activity; Twitter is receiving new information throughout the day, but it is not always displayed to the user in real time. The data may be slightly skewed for the first month before this was not previously accessible.
Depending on your account and area of business, you may want different types of engagement. For a new product release, retweets and link clicks show that the information has reached people. If a controversial announcement is made, replies may indicate the sentiment of public opinion. A good example of this is on any politician’s feed; simply click on a tweet and read the replies to understand the opposing opinions of supporters versus opponents.
Favorites act like bookmarks on Twitter. By favoriting it, users add it to their favorites list and can review the data later. These are not private, so be cognizant of what content is saved to your profile.
The impressions over the first 30 hours show when the post receives the most activity. As a rule of thumb, a tweet’s half-life is about 18 minutes but this data suggests that an influential retweet can lead to many more interactions (in this case, 10 retweets, 5 favorites, and over 40 clicks). The key metrics display how the user responded to the post. Trends are important; pictures lead to a dramatic rise in engagement and often encourage detail expands or embedded media clicks, but not necessarily link clicks. Analyze what copy and image peaked their interest (such as a detail expand) but didn’t result in further action (such as a retweet). Using data about your audience, tailor your content to post about mutual hobbies or values.
Follower analytics have remained largely the same in Twitter and assist in assessing what posts have been or will be successful with a given audience. As you can see from my analytics, about a third of my followers reside in Boston and follow Emerson College (and are likely either a current student or alumni). The post with 10 retweets discusses Emerson in exceptional detail (there’s even mention of our teeny tiny elevators in a classroom building) because the author is a student. It’s no surprise that it resonated with my audience when a third of them attended my college. Posts about Boston tend to receive more interactions as well, while updates about, say, San Francisco don’t quite have the same traction. Cross reference your followers’ topics and how posts perform to better understand how to best utilize Twitter.
No New Data? No Worries.
If you haven’t seen the new data, don’t fret. Twitter appears to be rolling out a soft launch as batches of users gain access to the more detailed information.
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