Twitter Analytics seems to have achieved the impossible; it is sleek and user-friendly while at the same time providing plentiful and in-depth data to social media managers. The statistical tool made available by the social media giant is a great way to measure the online success of your association, non-profit or small business. However, many people go right to the tweet-based metrics provided by the site and skip right over some of the most valuable resources it provides.
Here’s a look at three of the lesser-known tools Twitter Analytics makes accessible to social media managers and how they can change the way you look at your digital marketing strategy.
The Audience Insights section of Twitter Analytics offers a valuable peak at the demographics you are reaching with your efforts and just how effective your content is at targeting those people who are most likely to signal a return on your investment. This section charts the changes in your following over a four-month period and allows you to see what language your followers speak, the proportion of males and females that follow your organization, where your followers are based geographically and what topics your followers are interested in.
The two most important takeaways from this tool within Twitter Analytics are the geographical stats and the follower interests. The geographical stats will help your organization determine if it is reaching the right people. If your small business or local non-profit is based in Toronto, you want to target people in Toronto. Knowing what proportion of your following is based in that city will help you gauge if your content is effective or if your audience acquisition strategy needs some work. When looking at the interests of your following, you can determine what makes them tick, what they find valuable and what issues they are most likely to engage with. Using this information, you can tailor your entire content creation strategy to match these interests and draw more engagement from your followers.
The Events section of Twitter Analytics is the place to go to keep abreast of current events that can be capitalized on to promote your brand or organization’s value. This section accumulates all the events coming up and puts them in one place, from sporting events to movie releases to special awareness days. This feature allows you to organize events by type, date, duration and location so you can customize your search and zero in on the most relevant goings-ons for your organization.
The key takeaway from the Events function of Twitter Analytics is that it can be used to design your organization’s content calendar. Content calendars allow you to maximize time and engagement by planning ahead, capitalizing on trending topics and making current issues relevant to your audience. For example, if you peer at the Events section and see that in one week there are 100 days until the Summer Olympics in Rio, you can tailor your tweets around the theme of the Olympics, athletics, health, sports and/or inspiring athlete stories. This will allow your organization to connect with people on the topics they care most about as well as to reach out to a larger number of people while promoting the its brand and value to its target audience.
If you use Twitter Analytics, you are probably familiar with the Tweets tab. Within that section, there is a smaller tool called Top Tweets that can provide valuable insight into your organization’s past successes and set it up for an even better future. The Top Tweets section allows you to see the best-performing posts from your account in any given time period. This includes seeing how many impressions each tweet received as well as the number of engagements and the engagement rate.
There are several key takeaways you can glean from the Top Tweets section, but it all boils down to this; it allows you to recognize formulas or trends that can help you construct tweets that are most likely to create more engagement and therefore a better return on investment for you and your organization. For example, if you look at your top tweets and see a certain hashtag appear again and again, you can be fairly certain that the inclusion of that hashtag should be something you do more often in the future. Same goes with the timing of the tweet, the length of the post, the tone and whether you included any tagged attribution, links, images or video. Once you have analyzed which structure is best, you can fine-tune your strategy to meet the conditions that have meant success in the past in order to replicate that achievement moving forward.