With 326 million active users, Twitter is a critical part of any social media marketing strategy. Understanding Twitter analytics lets you understand your audience and discover what content resonates most with your users.
Here are five of the most important Twitter metrics to track.
New account followers are most often those who enjoy your content and would like to see more. If your number of followers is growing, you're probably on the right track with your Twitter marketing.
Impressions track the number of times a tweet was seen on Twitter. The figure includes the times the tweet appeared in a timeline, in a search, or as a result of a user clicking "like." The total does not include embedded tweets on third-party sites. Your Twitter Activity Dashboard will show you the number of organic and promoted impressions.
Your top tweet is the tweet that earned the highest number of impressions for a specific month. Since it reached your biggest audience, the top tweet is a good indication of what you're doing effectively. Your top tweets provide insight on what hashtags and content resonated with your audience.
Engagement measures the number of times that users interacted with a tweet. Engagement includes "retweets, replies, follows, [and] likes," and users' clicks on "links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion." This figure is important because it shows that a user wanted to engage with your content further. The best tweets have a high number of impressions plus a high rate of engagement.
A tweet's engagement rate is the number of engagements divided by the number of impressions it received. This is useful to find out what percentage of users engaged with a certain tweet.
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