Have you ever wondered how many people actually read your tweets? Now that Twitter has made its analytics dashboard available to everyone you can find out. The dashboard, which was previously only offered to advertisers and verified accounts, provides details on your tweets’ engagement as well as follower demographics. You can check it out at analytics.twitter.com.
The insights the dashboard offers will be incredibly useful for companies looking to increase brand awareness or engagement on Twitter. Following are the metrics that will matter the most to your digital strategy and tips around how to leverage them.
Individual Tweet Data
Unlike other free analytics tools, Twitter’s dashboard provides data about how each tweet is performing in real time. Upon clicking the tweet, you can see how many people have viewed it, clicked on the link, and shared it via email since it was published.
This data can then be exported to an Excel file so it’s easier to see how tweets compare to each other. Once the data has been exported, it’s helpful to divide it into two categories: micro and macro. Micro activities are actions in which the user has viewed the information but not directly interacted with it, such as impressions and favorites; and macro activities are actions in which there is direct engagement, such as retweets and replies. Compile this information every month to gauge how your account has improved or declined and to gain insight into what types of tweets resonate most with your followers.
Follower Data
At the top of the Followers page is a graph that tracks overall growth since your account was created, which is useful for an at-a-glance visualization of how your account has grown over time. It then drills down into what your followers are interested in and where they are located. Their interests are divided into two categories: Most Unique Interests and Top Interests. Those are then ranked from most popular to least popular and accompanied by the percentage of followers interested.
It can be helpful to track your users’ interests over time to see if they remain steady. This will help you make a more informed decision about whether to tweak your posts to match your followers’ specific interests. If their interests don’t match your brand, consider implementing a strategy to attract the right audience.
Twitter’s analytics dashboard provides incredibly helpful metrics that, when analyzed effectively, can help strengthen your brand’s presence on the site. If you have started using Twitter’s analytics dashboard, what other tips do you have for leveraging its insights?