Twitter’s engagement rate continues to grow, although their ad revenue is in decline. Have you chosen to use Twitter as part of your marketing strategy? You could opt to operate your own Twitter account, work with Twitter influencers to tweet on your behalf, or some mixture of both. Whichever way you choose to utilise Twitter, you should take the time to regularly analyse relevant Twitter analytics.
The Importance Of Goals
The first stage of any social media and/or influencer campaign should be to set clear goals. There has to be a reason why you devote time, money and possibly other resources to a campaign. And hopefully, your answer isn’t that you’re using Twitter simply because it’s trendy.
How can you know whether a campaign is successful or not if you don’t have some criteria by which to measure it?
There are many potential goals for Twitter-based campaigns. These include:
- Increasing your website traffic
- Growing your Twitter following
- Increasing Twitter engagement
- Maximising your brand awareness
- Getting more people to talk about your business
Most of these goals are as valid for an influencer-led campaign as they are for ones you undertake yourself. In most cases, of course, influencers will have the power to produce better results than you can alone. Due to the fact that they have influence over that target market you are reaching out to.
Twitter provides a rich set of analytics about your account. Of course, these Twitter Analytics are made available to the Twitter account holder, so you will probably not be able to access all of the details about an influencer’s postings. However, any decent influencer (and agency, for that matter) will make many useful Twitter analytics available to their clients.
While there is little value in isolating the analytics for an individual tweet, a great deal can be learned from the data over a period of time. You can see patterns showing what works and what doesn’t.
Core Twitter Statistics
The key sources of statistics for Twitter include:
- The detailed Twitter Analytics provided for your Twitter account
- Dashboards provided by social media management tools you may use, e.g. HootSuite or Buffer.
- Influencer Agencies, such as ours at PMYB, can provide you with analytics for your influencer campaigns (including tweet impressions, link clicks, media views and more.) We have recently run Twitter campaigns for the likes of E.ON, Apple and Vodafone.
These are some of the most important analytics for you to look at.
1. Your 28-Day Twitter Overview
In terms of your own Twitter Account, the home page of Twitter Analytics provides an interesting insight to your last four weeks of tweeting.
This gives you a 28-day summary, showing both your raw numbers and percentage changes since last month, of
- Tweet impressions
- Profile visits
The Home page also breaks down these statistics by month. It also shows your tweet highlights for each month, giving your
- Tweet (by impressions)
- Followers (by their number of followers)
- Mentions (by number of engagements earned)
- Media Tweet (by number of impressions)
- Card Tweet (by number of impressions), if you use card tweets
2. How Tweets Perform Against Your Goals
It can be misleading to rely on statistics relating to just a few tweets. Tweets perform differently on different days at different times – no matter who is doing the tweeting. Even your best influencers’ analytics will fluctuate greatly.
Therefore it is often best to use averages when determining how well you are meeting your goals.
In the case of your own Twitter Analytics account, you will find some relevant statistics on the right-hand side of the Tweets page. This shows you trends (and averages) over the last 28 days for your
- Engagement rate
- Link clicks
Remember, that these will show seasonal trends. Also, even though you may not have these macro-level stats available for your influencers, there is likely to be a flow-on effect to your own Twitter account if they have done their job successfully.
3. Types of Engagement
Twitter lumps quite a few different activities together as “engagement”. In reality, not all types are really of equal benefit to you. Twitter considers engagement to be any time a person interacts with one of your tweets. This includes:
- Link clicks
- Card clicks
- Clicks on hashtags
- Clicks on embedded media
- Profile Expansions
You can find this detail about any tweet. If you go to the Tweets page of your Twitter Analytics, you can find this expanded engagement data by clicking on any tweet.
You can find the engagement rate for any post in the last column of the Tweets page for your analytics.
Interestingly, some of the top celebrities have comparatively low average engagement rates. Katy Perry, for instance, has an engagement rate of approximately .02%. Justin Bieber’s tweets perform better, with 0.17% engagement. The more followers you have, the higher the likelihood that some of them will be inactive.
Social Bakers did a study of the top 25 brands. They found that engagement rates average around a depressingly low .07%.
Your influencers should provide you with relevant data for every tweet they make. Remember, that there will be considerable variation in individual posts, so look at a range of posts to give you a better guide.
4. Who Shares Your Content?
This can be a difficult stat to find from your own Twitter account. You could go through your Notifications to see who has shared, liked and otherwise interacted with each tweet. But that is a huge job.
There are some apps you could use that provides you with data for each individual tweet. One is Buffer. While the main purpose of Buffer is to schedule tweets in advance, it does provide quite a few statistics for each tweet it sends. This includes a list of everybody who retweets your posts. You can use this data to see which influencers share what you post, and the types of content they like to retweet.
5. The Twitter “Favorited” Rate
One way you can look at the success of content is the Twitter Like rate. This is not a formal Twitter statistic, but an idea suggested by Dan Shure of Evolving SEO. He calls it the “Favorited Rate”.
The idea behind this statistic is that people Favorite content that they like. Therefore the greater the proportion of your (or your influencers’) tweets that people Favorite, the more they like your posts.
To calculate your Favorited Ratio for any post, take the number of Favorites and divide it by the number of Impressions for that post.
6. Determine Who Your Twitter Audience Really Is
Your Twitter Analytics provides you with a wealth of information about your typical follower. The bulk of this can be found by looking at the Audiences tab in your analytics.
There are five additional tabs of information on that page:
- Overview – as its name suggests, the front page summarises key points from the other pages
- Demographics – this tells you about your followers’ gender, age, household incomes, net worth, education, occupations, languages, home ownership (and value), country (and region), and marital status.
- Lifestyle – this page provides data about your followers’ interests, political party affiliation (The USA at least), and preferred tv genres
- Consumer Behaviour – here you can learn about your followers’ types of vehicle purchases, types of consumer styles and main consumer goods purchased.
- Mobile Footprint – this tells you who are the main wireless carriers for your followers and the type of devices they use.
Look at the followers to your own Twitter account. Are these the types of people who you really want to follow you?
If you decide to work with influencers, look for ones who are more likely to match your ideal target customer. If one of your aims is to increase your own Twitter followers, then the people sent your way by a correctly targeted influencer, should match your preferred Twitter follower.
How You Can Use Twitter Analytics
Using either your own Twitter analytics or those provided to you by your influencers, you have a number of ways you can use them to improve your Twitter performance:
- You could reuse your Top Tweets, perhaps modifying them slightly to make them more relevant
- Retweet top mentions
- In the case of your own account, reach out to your top follower each month
- In the case of influencers, you can encourage them to make more tweets like the ones that show up as most successful in the analytics
- Take some of your current statistics, for instance, your current average engagement rate, and turn it into a benchmark. For instance, If you currently have an engagement rate of 0.6, then that becomes your benchmark. All future campaigns relate to that. Your future campaign goals will be to exceed your current Obviously, you would expect any influencer campaigns to end up with statistics that exceed your current benchmarks.
- When comparing potential influencers, look for indications of active engagement in preference to simply passive engagement
- Make a point of thanking and following up with any influencers (who you haven’t personally engaged) who retweet your tweets.
- Determine which of your posts have the highest Favorited Ratios. You really want to focus on original tweets you or your influencers make here, rather than retweets (or message-type tweets where you thank people etc). By knowing your top Favorited posts, you have a good guide to the types of content that resonates with your (or your influencers) audiences.
Working with an Agency and Influencers
Working with influencers can have its challenges when it comes to determining the success or otherwise of a campaign. This is particularly so when you search for influencers yourself and work with them independently. Often you will have only limited access to their Twitter Analytics and may struggle to determine the effectiveness of your Twitter campaigns.
One advantage of working through an agency, like PMYB, is that we will provide you with a range of Twitter analytics that will meet your needs, and help you determine how successful your influencers are assisting you to meet your goals.
We can provide you with key data showing you how our influencers can deliver reach, engagement, clicks, votes for polls etc. We can provide this both as evidence of how these influencers have performed in the past. And we can, of course, provide you with evidence of how your influencers perform now – in the campaigns they operate for you.
Content Creators and Social Amplification
There is another type of service that PMYB offers that uses Twitter to spread your message. This is our Social Amplification service. In this service we are able to deliver millions of impressions everyday to our client. And every tweet or retweet can be recorded using our bespoke in-house software.
These content creators operate non-human branded or parody social media accounts. For instance, we work with content creators in the student, football, fitness, fashion, automotive, travel, and lifestyle industries, among others.
The best content creators have millions of followers, which they have gained due to the quality of the content they share. Many of these accounts, despite not being in the name of a particular human, are highly effective in distributing a message to millions of your target audience.
These topic-related Twitter accounts, produce the same range of Twitter Analytics, as personalised accounts do. If you work with them to distribute content about your brand, you will see the same engagement stats as you can working with any human influencers through us, or indeed making your own tweets.
Twitter Analytics – Conclusion
There are many KPIs generated by Twitter Analytics that you can use to see both the success of your tweets and those of your influencers. But they mean nothing unless you know what you want to achieve.
You first need to set goals for your campaigns, and then you need to work out your initial benchmarks. What are your existing Twitter analytics like?
Once you know what you want to focus on, and you know how you are already performing, it makes it much easier to improve your performance.
As a general rule, if you choose influencers and content creators who match your target audience, the Twitter Analytics they generate should be much improved from your baseline statistics. And if your aim is to work with them to improve your own Twitter statistics, they should rise over time as well.
There’s little point in rushing to Twitter, or indeed any other social media channel, just because it’s trendy. You can waste an inordinate amount of time sending random tweets each day. Use your Twitter Analytics to improve your performance, and ultimately your bottom line.