“In today’s post, Discover the 13 twitter analytics you must start tracking today, learn why you should track these analytics and data and understand how to use certain twitter tools to track these analytics.”
As a business owner, I bet you already know the importance of tracking, testing and optimization.
For your business to grow you need to keep testing different strategies to find what works, doing more of it and shunning those that don’t.
It’s the exact same thing for your twitter account. For you to grow exponentially to that stage which you want it to, then you need to keep testing until you find what works.
And that’s why I’d like to share with you some really helpful twitter analytics, metrics & data you should be tracking for your business account.
It’s a really in depth post (over 3,000 words) so here’s what you should do to get the most value out of this content:
- Clear out distractions and read through till the end,
- Save or bookmark this page,
- Share with your colleagues, workers or business friends looking to grow their twitter page
Now without further ado, let’s get into it.
Twitter Analytics & Insights to Track Monthly (plus tools & strategies)
1. Brand (or product) Mentions
As a business, the first metric you should track not only on twitter but on social media in general is knowing who and what people say about your brand or what is basically termed “social listening.“
Why does this metric matter?
Let’s say you sell wireless iPhone earphones in your store and want to promote your store on twitter you can set and track whoever mentions things like “wireless earphone” Or “iPhone earphones” Or “wireless iPhone earphones” Or even your company or brand name e.g. “Sumo” or “InstaPage”.
- You’ll have an idea of the sort of people that actually love your brand.
- You know your audience demographics in general. Age range, location, occupation and many other statistics can be known from tracking your brand keyword(s).
- You’ll get to know your most populous product on social media based on how many monthly mentions it gets.
- The biggest benefit of tracking this is you get to know what people say about your brand and products. By the way, that’s what a brand is – “what people say about your business”.
Let me show you exactly how to do this…
Use Uniclix to track brand keywords.
With a tool like Uniclix, you can easily track who and what people say about your business. Here’s how to go about this.
Step #1: Head over to UniclixApp.com and sign up for a free account.
Step 2: Confirm your account and add up your social media accounts (Facebook, Twitter and LinkedIn).
Step 3: Navigate through the streams tab. There, Uniclix allows you perform several brand tracks like keywords search, brand mentions and browse through streams.
To begin with, under the ‘search keywords’, click the Get started button below.
A pop up box will appear afterwards. Select your Twitter account (associated with the Uniclix account) then click on ‘Create Stream’. Afterwards, you can insert any words, phrases or hashtags you want to search or track.
On this page, you can see all tweets that match your search but here’s one thing I especially love about this feature.
Uniclix doesn’t only search for live tweets at the time you run the search; rather, it continually refreshes the stream to update it with newer tweets that match the search.
You can also add a new stream and also change how frequently your track streams are updated.
It’s as easy as that. You can now start tracking what people say about your brand or your product(s).
Don’t know the keywords to track?
Here are few tips to help…
- What’s your Brand Name? (Your business name e.g. Uniclix or Hootsuite).
- What’s your signature? (Your most popular product).
- Who’s your competition?
- Your founder’s name (for large brands e.g Elon Musk).
2. Who Your Influencers Engage with the Most.
I believe this is one of the most important metric when it comes to building relationships with influencers.
Here’s the basic thing;
- You find your target influencer.
- Find out who they engage with the most then connect with those.
If you’re trying to build genuine relationships with your influencers then this is a good way to go about it. You engage with those he or she engages with then you go for him. It’s like word-of-mouth sort of thing.
Let me tell you how this benefits your business…
Influencers on social media will ignore most users that try to engage with them. Here’s why I always use this technique. You don’t just engage with them directly, you engage with their friends first (those they engage with).
By doing this you achieve two things:
- You give the impression “he didn’t just start engaging with me to get something, he knew me through a friend. Like I said, it’s like a word of mouth thing.
- You increase the odds of getting a reply (when you message them).
So here’s how to go about this;
Use Twitonomy to know who your influencers engage with.
Step 1: Go to Twitonomy and sign in using your twitter profile. Authorize.
Step 2: On your dashboard, plug in the twitter handle of the influencer you would like to connect with then click enter.
So in @noahkagan’s result, he connects and engages mostly with @nickgray, @ben_hebert, @baclinko and more.
3. Your Followers Demographics and Interest?
As a brand on twitter you have to know two things about your followers.
- What their interest is.
- When they are most active.
PS. I will talk about the latter in the next “analytics to track.”
Talking about your followers’ interest, it can be really helpful when you want to introduce twitter ads campaigns.
Here’s what I mean.
Another reason why you need to track this metric is to provide targeted content.
It’s like this.
Here at Uniclix, we know what our followers are interested in thus we give it to them.
Quick tip: If you find that your followers’ interests isn’t what your brand is all about (which means you have untargeted followers). Focus solely on delivering tailored content that your audience wants. It’ll drive away those follows (more unfollows) and attract the targeted ones. This is exactly how I completely change my twitter audience from “entertainment” focused to my target audience in about a year.
Tool – Use twitter analytics to find out your followers’ interests.
Step 1: log into your twitter account then go to ‘profile and settings’ then ‘analytics’. Or better off; just visit https://analytics.twitter.com/ if you are already logged into your account.
Step 2: Go to ‘audiences’ tab.
Scroll down a bit.
You can then see your followers’ interest.
4. What are the Best Times (hours) to Tweet?
Knowing your followers’ interest alone isn’t enough. I would say knowing the best time to tweet is even more important.
Find out what your audience wants then tweet out targeted content but at the wrong time.
What happens is no one will see your content not to talk of engaging with it.
But come to think of this.
You know the exact time when most of your followers are online but don’t know the perfect content for them. What also happens is that a lot of people will actually see your content but none will engage.
Which means it’s better to say “great content” and “perfect time” work hand in hand.
Tweeting at the best time will do more good to your business than you’d ever expect. Not too long ago, I started scheduling my tweets at the best times and boom!
I saw a 43% increase in my reach in less than a week.
But here’s the thing…
Several studies about the best time to tweet carried out by the big names in the marketing niche are slightly different though similar.
Here’s what I mean…
Which means a research can work for your brand and it might not.
And that‘s why you need to keep testing in order to find what works for your business.
Here’s how to manually do it.
Start with the 14 tweets per day rule. Check which tweets did well and when.
Tool – Use twitter analytics to know when your tweets perform best.
Step 1: Login to your twitter account then head over to your profile.
Step 2: Use your mouse to hover around the bars in the graph.
Consistently check and be familiar with when your tweets perform best.
When a particular time doesn’t work out save your tweets for another day. No one will see it.
5. What Days Are Your Followers Active?
Knowing that 5:00 pm local time performs best for your business isn’t enough. Know the time and day.
This is it…
Research shows that tweeting on weekdays yield better results for B2B brands while B2C’s perform better on weekends.
Research also states that tweets are at their peak on Wednesdays and Thursdays for the B2B’s.
But how true is that?
Well research shows right? But I’ll advice any brand to figure out the perfect days for its unique audience.
Besides my marketing consulting clients aren’t the same as your web design course buyers.
Weeks back I tested out what days yielded more result for me and found out Tuesdays & Wednesdays do really well while Thursdays tend to fluctuate every week.
Here’s the catch…
You know your best time plus the perfect days then you’re good.
For instance my tweets perform best from 11:00 a.m. to 2:00 p.m. on week days especially Tuesdays and Wednesdays but perform best around 1:00 p.m. to 6:00 pm on Mondays and Fridays.
Here’s how you go about it using Twitter analytics.
Step 1: Login to your twitter account and head over to your analytics dashboard then switch to the ‘tweets’ tab.
Step 2: Set your graph for the last 30 days then hover around your graph to see what days tend to get longer bars.
6. What Discussions are Trending?
Things and topics trend and also fade with time. That’s what twitter is actually all about.
You drive engagement if you live in the moment.
Why should you even bother about the trending topics?
It boosts engagement and spreads brand awareness for your brand.
Let me explain…
I want you to start thinking of twitter trends this way;
- A stadium full with hundreds, thousands or even millions of football fans.
- These fans are free to approach and talk to.
- You sell football Jerseys and kits ☺
Here’s the thing…
When a topic is trending on twitter it means a lot of people are interested in that stuff and are super engaged at that particular time frame.
That’s not all…
This also means ‘a stadium’ filled with users who are super active and are much likely to love and follow your awesome brand.
But here’s the deal…
Trending topics aren’t some sales market where you go to sell your products. Trending topics will grow your brand voice, influence and following. It will grow your fan base which relatively means more customers.
This doesn’t mean you should start engaging in any general topic. The more focused the better.
B2C brands can get away with general discussions like (Politics related topics) while B2B’s will need to get a bit focused.
Tool: Use ‘twitter trends’ to know what’s hot!
Step 1: Login to your twitter profile and check the ‘twitter trends’ area.
Step 2: Select the perfect trend for your brand and start engaging.
Here’s a little technique for brands with target location different from theirs.
- Click the ‘change’ link beside the ‘Trends for you’ tab to change your tailored trends.
- Type in and select your preferred location.
Your brand starts to get tailored twitter trends for that particular location you selected.
Also use this technique when majority of your followers are from another country. For example, most of my followers are from London. I set tailored trends from London.
Alternative way: Use Twitter Events.
Step 1: Go to your twitter analytics. Use https://analytics.twitter.com/.
Step 2: Navigate to the ‘events’ tab.
Step 3: Find the perfect event for your brand and mark your calendar.
7. What is Your Profile’s Conversion Rate?
This might sound pretty new to you but you probably know the basic thing here is how many came versus how many engaged.
The basic is no different from your twitter’s conversion rate.
Here’s how I calculate it…
How many people visited your profile and how many followed your brand in the last 30 days. Let’s do some math…
1000 people visit your profile and 10 followed you. That’s a 1% conversion rate.
Now here’s how to do this for your profile…
Tool – Use twitter analytics
Step 1: Visit your twitter analytics (Home tab).
Step 2: Write down your “Profile visits” and “Increase followers”. For us, it is 1,515 and 1,451 respectively.
Step 3: Just go to this free percentage calculator I found lately and insert the following.
Calculate then scroll below and get your conversion rate.
My profile conversion rate is 95.7%. Let us know yours in the comment.
3 quick things to help your profile conversion rate…
- Display social proof.
- Reply to users a lot.
- Have a complete and branded profile.
In fact, here are 3 handpicked posts to help you with this;
- How to Get Influential Twitter follows – 7 Effective Strategies that Work (InspiretoThrive)
- How to Optimize Your Social Profiles for Search (SocialMediaExaminer)
- The 10 Elements of a Successful Social Media Profile (NeilPatel)
8. What is the Best Performing #twitterchat in Your Niche?
I’m sure you must have heard the importance of twitter chats for businesses.
To find the best performing hashtag in your niche we need to first know how to find hashtags.
Here are 4 tips to finding hashtags for your brand;
- Check your audience interest. They are mostly used as hashtags for twitter chats. For instance #Entrepreneurship.
- Search # + (your niche). E.g. #webdesign
- Search # + (your niche + ‘chat’). E.g #businesschat
- Use http://www.tweetreports.com/ to find weekly twitter chats.
Here’s how to know which ones will most likely to bring in the highest ROI.
Tool – Use keyhole.co to find out the performance of any hashtag.
Step 1: Go to http://keyhole.co/ and input the hashtag you want to track.
Step 2: Check the hashtag performance.
Alternative Tool – Use Brand24
Step 1: Log into your brand24 account and create a new project by clicking the “Add a new project button”.
Step 2: Type in your preferred hashtag and click Next. Select your language and start tracking. (Make sure only twitter is selected!)
Step 3: Brand24 crawls for about a minute or less and boom!
(Make sure ONLY twitter is selected!)
9. Which Users Participated in Related #twitterchats?
So as a business that wants to grow an organic twitter brand, you’ve come across and known the benefits of using twitter chats to engage. After looking at a few strategies on how to use them to explode your following you get your heads down as a company and map out exactly how you’ll incorporate this strategy into your twitter marketing.
You get the ‘best hashtag’ that seem to have a lot of people using it (or popularity) and you jump into it.
Here’s the thing about hashtags…
Popular is a thing but doesn’t always cut it.
Here’s what I mean…
I tend to get more engagement on less popular tweets than extremely popular ones. The math is pretty simple.
10,000 users (including your brand) tweet at the same using the same hashtag. This means a lot of tweets at that particular time flooding into users’ feeds.
The results? Lesser engagements!
So the best way to actually plan out your strategy is by getting the perfect hashtag and knowing who talks or uses this particular hashtag.
Here are two simple ways to do this…
Tool – Use keyhole to see the influential people in a twitterchat.
Step 1: Head to http://keyhole.co/ then input your brand’s preferred hashtag and search.
Step 2: Keyhole will then crawl the hashtag for about 5 seconds. Scroll down to “most influential” and “recent users” section.
Alternative Tool – Use twitter search.
Step 1: Log into your twitter profile and search for your preferred hashtag.
Step 2: Navigate to “people section”.
I prefer this method because you get to engage and have a feel of each user right away.
10. What #twitterchat had the biggest ROI for you?
There are three metrics to put into consideration when figuring out the ROI of a twitter chat you participated in.
Here’s how we love to do it…
- What chat brought in the highest engagements for your tweets?
- What chat made you more friends?
- What chat did you actually enjoy?
Here’s a simple (but manual) way to know which chat brought in the highest engagements for your tweets…
Step 1: Visit https://twitter.com/search-advanced and input the following.
- Preferred hashtag in “These hashtags” box.
- Your twitter handle in “From these accounts” box.
- Select a date range.
Step 2: Navigate to “Top” tab and go through your tweets to have a feel of how they performed.
11. How Many Hours Did You Spend Weekly Managing Your Twitter?
Time! Time!! Time!!!
A lot of small businesses are on twitter to grow their brand, grow their fan base or offer customer support.
Learning about scheduling/analytics tool will save you hours. The one I use and recommend is Buffer!
Here’s how to know how many hours you spend each week on twitter management.
12. Did You Drive Traffic?
So every brand wants to drive traffic for one reason or the other.
Talk landing pages, blog post, YouTube videos survey pages, product services pages, webinar pages, seminar pages and lots more.
Here’s the thing…
Every day you spend hours tweeting about your latest video or blog post or whatever content you want to promote and don’t even know whether what you’re doing is working.
But the thing is you feel it’s working because:
- You’ve included a lot of visuals as the studies states.
- You use buzzwords.
- You ask questions.
- Tweet out several times every day…
You rinse and repeat every week and forget to check whether your strategy is actually working.
Why should you bother?
Look here’s the deal…
Spend hours tweeting out great content, know what’s working then optimize.
I mean you tweet out tons of tweet, you then check the results and if it didn’t perform too well then you try something new or adjust to more of what’s working.
Let me show you how…
Tool – Use twitter analytics to check link clicks (traffic).
Log onto your twitter profile and head to twitter analytics. Or visit https://analytics.twitter.com/ and log in.
Navigate to the “tweets” and scroll down about 25% of the page. And check your “link clicks”.
Keep in mind that this isn’t the number of clicks to your website but the total number of clicks to all the links you’ve shared in the time frame which you chose.
PS: You can also use Google analytics to track traffic coming from your twitter profile. Here’s how to do it.
13. What is Your Top Performing Tweet?
The last on the list is checking your top performing tweet and finding out why it did well.
Here’s how to do it…
Visit your twitter analytics dashboard and navigate to tweets.
Immediately below the tweets performance graph, click the “Top tweets” section.
Over to you – What Twitter analytics do you currently track?
Two quick things you should do right now.
Thing 1: Think of any useful insight every brand on twitter should know or track.
Thing 2: What’s one metric you’ll love to track based on this post.
Share with us in the comments!