This video tutorial gives a brief overview of Twitter Analytics. Analytics are discussed in Chapter 6 and the Social Media Analytics Checklist is a helpful guide to measure the effectiveness of your social media activity.
All Twitter users can access the analytics dashboard directly from their profile page or by visiting analytics.twitter.com. The Home section of the Twitter Analytics dashboard provides a summary view. You can quickly view your highlights for each month. The monthly summary reports include a breakdown of top tweets, how much you tweeted, the number of new followers (and the number of people who unfollowed you!), the number of people who saw your tweets, and the number of people who viewed your profile.
Toggle over to the Tweets and Audiences tabs to dive deeper into the data. You can select any date range. Here are the key Twitter metrics you should be familiar with:
Top Tweets. Top tweets are those which have the most impressions. The Home section of Twitter Analytics lists the top tweet for each month. In the Tweets section, you can view a list of top tweets for the time period you choose.
Impressions. Impressions are the number of times users saw a tweet. On the top of the Tweets section, there is a graph that gives a breakdown of day-by-day impressions. You will see spikes in the graph, which indicate days with the most impressions. What did you post on those days that increased impressions? Could it have anything to do with the time of day you posted? Beneath the graph, you can view the number of impressions specific tweets received. Ask yourself what it is about those tweet(s) that could have contributed to the increased number of views.
Engagements. The engagement data indicates whether Twitter users interacted with your tweets. For each tweet you can see the total number of engagements. Just click on the tweet you’re interested in and it will expand to show you more detail. You’ll see engagement broken down even further, into retweets, favorites, clicks on photos or video, replies, link clicks, follows and more.
Engagement Rate. This is one portion you’ll want to pay close attention to. Engagement Rate indicates out of everyone who saw a tweet, the percentage of people who did something with it. Your content caught their attention, prompting them to not just scroll past it. You know you’re doing something right with tweets that have a higher engagement rate than others. You can find the engagement rate of your tweets by clicking on Tweets tab in Analytics. On this page, you’ll also see a breakdown of the type of engagement (like, retweets, replies, and more) with all tweets during the time period you select.
Audiences. Finally, just like Facebook Insights, Twitter Analytics provides a snapshot of your audience. This section helps you better understand who follows you. Based on their location and gender, among other demographics, you can gauge whether you’re sharing information relevant to your followers.