How to use Twitter Analytics? The guide to success

How to use Twitter Analytics? The guide to success


Twitter Analytics is a tool allowing the company to monitor its performance statistics on the Twitter social network. As part of a social media strategy, using Twitter Analytics is a relevant way to understand how an audience interacts with the content published and therefore to validate the success or otherwise of the campaigns implemented on this social network.

Why use Twitter Analytics?

Accurately analyze the audience

For a company, knowing its audience well is the most important criterion for building a relevant social media strategy. Statistical tools make it possible to obtain precise information about their age, gender, geographical location and even their tastes.

The Twitter Analytics dashboard formats indicators relating to the areas of interest of the audience, to the device on which they connect or, more broadly, to their behavior on the social network (comments, retweets, favorites , etc).

Audience data is a gold mine for delivering content on Twitter that is truly relevant to the corporate community. The key to an effective communication strategy is to regularly adapt to changes in audience expectations and needs. The same metrics can also be used when setting up acquisition campaigns. In this case, knowing your audience well also allows the company to expand it by targeting new users.

On a daily basis, analysis via Twitter Analytics of the audience is effective in monitoring whether its growth is steady. A steady increase in the number of Twitter followers demonstrates the effectiveness of the content strategy put in place.

Identify the content that works best (or not)

The creation of content on social networks represents a financial investment for the company. It is therefore normal to seek to confirm the profitability of its actions on social networks. The metric data is also there for that.

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Certain statistics in particular, such as cost per result indicators or KPIs relating to conversions, are an effective way to show a client or company management that a given publication has generated a return on investment. interesting.

Improve the social media strategy based on an objective assessment

Twitter Analytics is interested in very specific metrics, including the activity of each tweet published. The tool analyzes the most popular tweets to help creators replicate what works. It is then easier for the company to adapt its social media strategy according to its success.

The analysis of the publications which, conversely, worked less well makes it possible to adjust the strategy. Twitter Analytics makes suggestions for improving content.

How to use Twitter Analytics?

Spot the best Tweet

To make good use of Twitter Analytics and make it a performance tool, it is strongly recommended to rely on the main performance indicators offered by the platform. The first to analyze is the “Best tweet”. This metric displays the tweet with the most impressions in the past month.

Identifying its best tweet allows the company to highlight what worked in the communication strategy put in place. To take full advantage of this indicator, it is necessary to deepen the analysis by looking at the time of day at which it was published, the hashtags that were used or the length of the text.

Review newly acquired followers

The number of new Twitter followers informs the company about the growth dynamics of its Twitter account. This indicator also demonstrates the commitment of Internet users to this account. Indeed, to subscribe is to demonstrate an interest for the content creator.

If the number of new followers acquired over the past month is greater than usual, the strategy should be adapted in order to offer content that appeals to this new part of the audience. On the other hand, if the number of subscribers to the Twitter account is struggling to increase, it will be necessary to think about modifying the strategy to turn it towards the acquisition of new followers.

Watch who is the best follower

The best follower is a key performance indicator of Twitter which is interested in the person with the highest number of followers among those who have recently subscribed to the account analyzed. And for good reason: Twitter works in a network.

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If that user retweets a post, their own followers will see it directly. They can then easily trace the source of the tweet and, if they wish, subscribe to the account that originated it.

Pay attention to the best mention

The “Top Mention” metric refers to a tweet from a user who mentions another account’s name in one of their posts.

For example, a particular user can tag a brand in a tweet to express their displeasure. If this tweet has generated a lot of impressions, the brand has every interest in responding to the Internet user’s request so as not to damage its online image.

In the case of a positive tweet, it can also be interesting to contact the author in order to offer him, for example, to take part in an influence marketing campaign.

Analyze impressions (the number of views per tweet)

Impressions is an indicator that looks at the number of views per tweet. They vary according to the rules of the Twitter algorithm, but also very concrete elements such as the time of day at which the tweet was published or its formatting.

Impressions allow you to reach a first level of analysis of the performance of a publication. To go further, you have to look at KPIs relating to engagement and conversion.

Study the level of engagement of the audience

The level of engagement can be analyzed through the engagement rate, a key performance indicator obtained by dividing the number of engagements by the number of impressions.

Thus, to know to what extent an audience is engaged with a content, it is necessary to establish the ratio between the number of views of a tweet and the number of engaging actions, for example, the clicks of users on an external link integrated into the tweet or multimedia content.

Taking an interest in this indicator makes it possible to identify a satisfactory level of engagement, even if the Twitter account does not target a large audience, or, on the contrary, to report too low an engagement when tweets reach thousands of people.

Examine the number of clicks on links

Clicks on links embedded in tweets are part of the specific performance indicators that a brand or company may be interested in to perfect the analysis of its level of engagement.

External links are indeed of considerable importance, as they generally refer to the brand’s content on its own website or on another social network (YouTube, for example). They carry meaning for the brand’s communication strategy: the internet user who has clicked concretely demonstrates his desire to know more. In a process of improving the content strategy, one must be interested in how to maintain his interest once he leaves Twitter.

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Consider CPR (cost per result)

The cost per result is a strategic and financial indicator. It establishes an average between the costs incurred to produce and share content, and the result of this investment. On social networks, the result corresponds to an engaging action on the part of the user.

Thus, taking an interest in the cost per result of a video campaign on Twitter amounts, for example, to drawing the following balance sheet: “Each new subscriber cost the brand €0.53 on average”.

Consider conversions versus ad spend

To further analyze the cost per result, it is worth looking at the conversions enabled by a content campaign on Twitter. In marketing, a conversion corresponds to the transformation of a lead into a prospect, then from a prospect into a customer.

Applied to social networks, the moment of conversion is therefore when the user leaves the platform to generally join the brand or company’s website and continue reading.

Use HubSpot to track Twitter stats

Thanks to the social network management tool HubSpot, it is possible to compile the analytical monitoring of Twitter with that of other social networks, such as Facebook, Instagram or LinkedIn. The advantage is to benefit from an overview of all social media metrics, on a single interface.

Overall, the key performance indicators (KPIs) are similar to those of the internal Twitter Analytics tool:

  • Audience profile.
  • Lead analysis.
  • Performance of each publication.
  • Number of interactions.
  • Click-through rate.
  • Number of shares.
  • Impression rate.
  • Number of recorded sessions.
  • Best tweet.

However, opting for HubSpot to monitor your social media strategy also allows you to visually compare the results from all the social media platforms used by the company.

For example, the same publication on Facebook and Twitter will benefit from being analyzed in parallel. Comparing the performance of each is essential to improve the content strategy based on tangible statistical data.

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To go further in your strategy, download this free report on social media trends in France and use the social media management tool HubSpot

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