While Twitter Analytics has already been available to those who advertise on Twitter for quite some time, it's now becoming a feature for the "common" folk too. And by that, I mean the general public who use Twitter for day-to-day communication, personal interaction and not for business purposes. It hasn't rolled out in all areas yet - such as my beloved South Africa - but it's getting there, and once done, we'll all gain access to a little additional insight regarding our Twitter use, following and statistics.
If you're unable to access Twitter Analytics, you can try signing up for Twitter Ads to see if you're in one of the current release areas. If, like me, you've been denied access, bookmark this post for a later date and you can run through all the things you can do with Twitter Analytics. Thanks to Econsultancy and Twitter Ads for additional information on this post.
To start with, you need to log in to your Twitter Ads account, even if you're already logged into Twitter. You can access Twitter Ads via your settings / options icon in the top right of your page, just below Keyboard Shortcuts in the drop-down menu.
Once you're logged in, you'll be presented with three options:
- Timeline activity
The websites section allows you to link your website and Twitter accounts so that you can validate any traffic coming from Twitter to your site and vice versa. It works on a simple verification system, whereby you add a line of code from Twitter Analytics to your site and then verify the connection.
It's the other two that you can have a lot of fun with, fun as in the "gathering data" kind of fun.
This option allows you to get a great overview of your Twitter account, your most popular tweets and an indication of mentions, follows and unfollows over 30 days in your Timeline Graph. You can mouse over any particular day to get a more detailed breakdown of the numbers for that day.
The dashboard houses a list of all your most recent tweets and their impact on your public - if any. You can choose to see all your tweets at once, or opt for "good" tweets or the "best" tweets. Linked to each of these are indications of how many interactions you received on each tweet in line with:
While this won't dictate the sentiment of replies or reasons for retweets, it's a good overall measure of your reach. It will also give you an idea of what content works and what doesn't.
Alongside each tweet, you'll also be able to see how many times a link on your tweet has been clicked, which also includes the amount of clicks it received after being shared or retweeted from other Twitter accounts. If this link directs back to your site you can match this figure with your site analytics to see how many people actually clicked the link and arrived on your website to read your content.
Remember to keep an eye on who is retweeting and engaging with your content in a positive way. These people could turn out to be your most reliable brand representatives. Likewise, you should keep track of any trolls or people retweeting your content unfavorably - hopefully there are none of these types in your view - so as to respond to them effectively and professionally.
The follower graph shows how many followers you've managed to bring on board over a length of time. If you've got a smooth and steady increase over time, you're doing it right! Keeping people interested and engaged is the trick to social media and a steady incline will attest to this.
You can also get rounded off numbers of your audience location, insight into their interests and preferences, who they follow as well as whether they're male or female.
If you click on the "Select Source" drop down in the top right of this page, you can get additional insight into how your campaigns performed in terms of new followers.
It should be noted that you shouldn't limit yourself only to the information provided by Twitter Analytics and should incorporate it into your overall monthly social media analysis along with your other chosen measurement tools. It's good practice to make a comparison between them all to get the most accurate data available.
Image courtesy of: https://business.twitter.com/measure-your-impact