Whether or not you’re a numbers person, looking at some of the detailed data regarding your Twitter activity can be the key to discovering ways to improve posting strategies and enhance engagement.

When diving into Twitter analytics, though, it can be difficult to know what exactly to be looking for — and how to reap meaningful insights from the data and numbers you see.

Shedding some light on these issues, this Twitter analytics guide delves into some of the most common issues surrounding Twitter metrics in order to help you figure out:

  • What’s working and what to keep doing on Twitter
  • What may be hurting your efforts to engage with your target audience on Twitter
  • Where there may be room for improvement so you’re reaping the maximum returns from your Twitter marketing efforts.

So, let’s get started…

What is Twitter Analytics?

Twitter analytics refers to a data platform that provides users with specific details about their Twitter activity and, more precisely, how frequently their posts and/or Twitter cards are:

  • Replied to
  • Retweeted
  • Favorited

Twitter analytics also provide details regarding a lot of other information associated with Twitter activity (over a specific time frame like, for example, a month). These details include (and by no means limited to):

  • How many people visited a given profile
  • How many new followers have been added
  • How many times others have tweeted links to a given site or profile
  • How frequently a company or brand has been mentioned in a tweet.

How Can I Access Twitter Analytic Data?

Twitter has its own analytics dashboard, where metrics can be viewed at any time.

There are, however, a number of different Twitter analytics tools out there that can help parse out the numbers and metrics to present the specific data (and trends) you’re looking for.

Just some of these types of Twitter tools include:

3 Essential Metrics to Evaluate via Twitter Analytics

So, now that you know what Twitter analytics are and how to access them, it’s time to really dive into the why of it all — why should you spend any time at all assessing Twitter analytics?

Here’s why:

1. Twitter analytics can reveal WHAT posts & content are performing well

In other words, by seeing what posts are getting the most responses, retweets, etc., you can figure out what type of topics are most interesting to your target audience.

Additionally, with this data, it’s also possible to determine:

  • How successful different phrasing — like, for instance, asking a question versus posting a statement or opinion — may be
  • What topics or types of posts are performing really poorly (so you can avoid those types of posts that your target audience doesn’t seem to care about).

2. Twitter analytics can highlight WHEN your posts are getting the most engagement

The timing of your posts can be just as important as the content of your posts, as the average lifespan of a tweet is only about 3 hours (at most).

By looking at the time associated with the more (and less) successful tweets, you can effectively dial into:

  • Your “sweet spots” in terms of when your target audience is using Twitter and is most likely to be engaging with your tweets
  • The time frames that are associated with the least engagement, allowing you to avoid posting during these times.

3. Twitter analytics can divulge WHO exactly your followers are

In addition to revealing important data about your Twitter posts, Twitter analytics also highlight exactly who is — and who is NOT — following you on Twitter.

Put another way, Twitter analytics can provide you with a lot of details about your current target audience, including (and by no means limited to) specifics regarding:

  • The demographics of your followers (e.g., your followers’ ages, locations, genders, etc.)
  • Your followers’ top interests (by categories, such as technology, entertainment, and politics, just to name a few examples)
  • Your followers’ “personas” (e.g., whether your followers are parents, millennials, business owners, etc.)
  • Whether your following is stagnant, growing or declining.

Twitter Analytics: The Bottom Line

When it comes to Twitter analytics, the bottom line is that they can provide invaluable insight regarding how to improve Twitter tactics and strategies to better connect with a target audience.

If you’re dismissing this data and the treasure of information it holds — because, for instance, you don’t have time to make anything of it, it’s time to contact some professionals who can help you:

  • Extract the most important insights and trends to be paying attention to
  • Implement the right changes moving forward to improve engagement and starting turning more of your Twitter followers into new clients.

(This article was originally published on the Digital Authority Blog)

How to Position Yourself as a Twitter Authority: Contact Us

When you are ready to take your social media marketing on Twitter to the next level and become an online authority, it’s time to contact the marketing professionals at Digital Authority.

Skilled at optimizing and enhancing businesses/brands exposure online, we can identify solutions for helping your brand become a recognized expert online to help you gain more followers, more potential leads and more profits.

Let’s get started cultivating your online visibility and authority so you can grow your business and achieve the next level of success.

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