Twitter Analytics For Your Social Media Success
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Performance checking is an important aspect of knowing when your social media content is doing well. More than checking stats, we need to be able to tell if what we are evaluating are the right numbers to be able to draw in the right insights.
When it comes to Twitter, how do we measure the success of our tweets? Is it the number of favorites or retweets, or the number of replies we receive? The right measures of success are the ones that help you understand if you’re meeting your goals, executing the right strategy, and creating the right content.
If you want to know more about the right key metrics to measuring all social media platforms, you can check out my free guide, “Numbers Tell a Story, Social Media Metrics Made Easy,”
For Twitter, there are six fundamental metrics that should matter for your success.
Metric number one, engagement rate. It’s nice to be measuring favorites, retweets, or replies, but a better measure of performance is engagement rate. This is calculated by dividing the number of engagements a tweet received versus the number of impressions it generated. In simple terms, it identifies what percentage of those who have seen your tweet have also interacted with it. In general, Twitter counts the following actions as an engagement: clicks on the tweet, retweets, favorites, replies, follows, and expansion of the tweet, as shown by how long the conversation went on for the main tweet. To look for this metric, simply go to the Tweets dashboard in the analytics page and look in the far right column.
Metric number two, reach percentage. One of the most important measures of performance in social media is reach. However, Twitter Analytics doesn’t natively show reach in the dashboard. Impressions data, on the other hand, can be used to calculate this. Reach percentage allows you to check how many of your followers have been shown your tweets. Divide the number of impressions versus your recent number of followers. What reach percentage will tell you is the percentage of your followers that were reached by your post. For example, let’s say your tweet had 10,000 impressions and your total following is 50,000. Your reach percentage will be 10,000 impressions divided by 50,000 followers, equals 20% reach.
Metric number three, hashtag comparison. Hashtags play a big role in categorizing your content, and they help generate interactions for tweets which include them. Using Twitter Analytics, you’ll be able to check which of these tags perform the best. To measure this, extract your Twitter data from your analytics dashboard. Using the data, open the spreadsheet in Excel and do a quick search of your tweets with the desired hashtag. With the results, compare the average impressions, engagement, and engagement rate of each one. Mark the average of the tweets having the same hashtag and compare those tweets. The ones with the highest average engagement rate and the highest average impressions are typically the best hashtags to use.
Metric number four, video completion rate. This is a great tool in assessing how much percentage of your users watch the videos on your posts from Twitter. Aside from the video view count, check out the completion rate in the analytics dashboard of your Twitter videos. This shows the percentage of people who completed the video against the total number of people who clicked play. To look for it, go to your analytics dashboard and select more from the navigation bar. Check out the far right column in the table of your tweets. This shows you the completion rate, which is listed after video views.
Metric number five, followers’ top interests. Twitter shows you the top ten interests of your followers. These are topics that distinguish your followers from the average top topics on Twitter. You can use these as a reference in deciding which type of content and themes resonates with your followers. Go to your Twitter Analytics dashboard and click on the audiences in the menu on the top page. Interests will be on the main dashboard. At the same area, you can also analyze demographics and behaviors of your followers. To know more about increasing your followers on Twitter, check out my free guide on how to get more followers on Twitter.
Metric number six, top tweets. When you get to the home page of your Twitter Analytics dashboard, you’ll be shown your tweet highlights, which include your top tweet, the tweet with the highest number of impressions, top mention, the tweet that mentioned you and received the highest number of impressions, top follower, the account with the highest follower count that followed you within the month, top media tweet, the tweet with the photo or video that received the highest number of impressions. To maximize your top tweets, refresh it a little and re-share it again in the next month. For the top mention, do a quick retweet, and for the top follower, interact with that user. For the top media tweet, use the content and post a brand new tweet in the next month.
These six metrics are key to your success in Twitter. Analyze these numbers and they’ll help you identify how to make your tweets better.