This past August was a month when social media stats nerds and data aficionados could rejoice; Twitter Analytics had become open to all!
The social media giant now allows any user to access reams of data that was previously only available if you had invested in Twitter Ads.
Twitter Analytics will allow associations and other non-profits to chart engagement, track success and calculate ROI better. Aside from the usual categories that you may use to measure engagement, such as retweets and favourites, there may be some unfamiliar terms within Twitter Analytics. These terms, and the numbers behind them, will come in handy when plotting a strategy for the future of your social media efforts.
If you’re a little rusty of your Twitter shop-talk, here’s a short guide to some of the useful terms:
What Is It: Impressions is the number of times unique users saw a certain tweet. Not every single one of your followers will see your tweet because, unfortunately, people are on Twitter at different times. This is the nature of a platform that is constantly updating and pushing older content out of the way to make room for new posts. Luckily, Twitter keeps track of the number of people who laid eyes on your tweets and gives you the number. Impressions count not only your followers, but also those who see your post through a retweet.
Why It Matters: Impressions show how broad your reach was with any given tweet and how much exposure your content is receiving. This is important on one basic level; it tells you if you’re posting in the right way. The more impressions you receive, the more likely it is that you are posting content that is relevant, informative and interesting to your target audience. It also means you are posting at the right times and on the right days.
Tracking impressions will also help you figure out if you need to give a certain piece of content more exposure. For example, if your tweet about an upcoming event received lower than average impressions, you may want to tweet the information out several more times in order to reach those who did not see the post the first time.
What Is It: The engagement rate is a ratio that illustrates the number of people who have engaged with a tweet (retweeted, favourites, clicked on a link or replied) compared to the number of people who saw the tweet. For example, if 50 people saw your tweet and three of those people engaged with it, the engagement rate would be 0.06. The numbers in the engagement rate category are typically to the right of the decimal, so don’t be alarmed if you see tiny numbers as it’s a product of the ratio system.
Why It Matters: The engagement rate is an extension of impressions and it can tell you much of the same information. High engagement rates usually mean the material you have posted is very interesting to your target demographic and is stimulating discussion or sharing. But the situation in which engagement rate becomes increasingly valuable is when calculating return on investment. Engagement rates (along with impressions) will help you measure which tweets are giving you more bang for your buck. The higher the engagement rate, the further your organization’s money is going and the more effectively it is being spent to raise awareness or add value.
User Profile Clicks
What Is It: User profile clicks is the term used to describe how many times someone traveled to your organization’s Twitter profile from a specific tweet on their home feed or hashtag search. If the Twitter user ends up on your non-profit’s or association’s profile page by clicking on your username or handle, it counts as a user profile click
Why It Matters: A user profile click is someone saying, “I want to know more about your Twitter account and your organization.” It’s a significant piece of data to track because it will help you understand which tweets lead Twitter users to exploring your profile, being introduced to your brand, reading more content, following your account and directing themselves to your organization’s website.
User profile clicks are more than just an inevitable surface interaction, such as a polite favourite here and there; they represent a person who is actively getting to know your non-profit or association better through Twitter. Knowing which tweets lead to user profile clicks will help you discover which content is most engaging, which hashtags work best and will help give you a better overall sense of the your organizations ROI.