I have a confession to make. Until last year, I had never touched Twitter Analytics. I know, I know…what kind of person can call themselves a blogger + social media fanatic and never even look at their Twitter Analytics? Don’t get me wrong, I was obsessed with Google Analytics and every kind of Instagram analytic app out there, but truthfully, I felt that Twitter Analytics didn’t really apply to me because that’s not where my audience was “hanging out”. Oh, Samantha, how wrong you were.
It wasn’t until a (social media genius) friend convinced me to dive into my Twitter Analytics that I began to realize it wasn’t Twitter that was failing me, but I was failing Twitter. I had no idea who I was speaking to or how to communicate with them. So, Socialites, long story short, I did an about-face and really sunk my teeth into the gem that is Twitter analytics. Here are my top 5 metrics and analytics when using Twitter to grow your social media presence:
This is a pretty simple one. I had over 2,000 followers last year on Twitter, which to those who adore vanity numbers, is pretty solid. But while a large number of Twitter followers may be good for your ego, growing as many followers as you can does not guarantee success on Twitter. So, while you’re starting out on Twitter, this number is important, and easily monitored, but don’t get too wrapped up in it. However, if you share a specific type of content, for example, a recipe post, and it goes viral and you end up with 500 new followers in a week? Well then, that should tell you something about the kind of content you’re posting and how it’s attracting your audience.
Retweets, favorites, mentions, these are metric gold to Twitter lovers. Engagements can also include all clicks anywhere on a tweet – hashtags, profile views, avatar, you name it. Twitter Analytics gives you insight into which of your tweets inspire the most interaction, and which fall flat.
There will be tweets with more reaction than others, so don’t freak out if one tweet doesn’t attract any attention. It’s the sum of the reactions to your tweets over a fixed period that Twitter Analytics allows you to monitor. If you’re still not inspiring any interaction over a fixed period, it may be time to switch up the content or rethink the text of your tweets.