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How To Use Twitter Analytics to Improve Your Engagement

As digital has ushered in the age of enhanced customer experience, there’s no greater item in the operating toolkit than analytics. The ability to accurately observe (in real time) your customers’ behaviour and impressions of your company is a boon no business should overlook. There are, of course, many platforms and processes that can be subject to analytics but today we’re going to look at how Twitter Analytics can help you make the most of one of the world’s greatest communications tools.

In case you haven’t had a chance to use it, here’s what you need to know: the tool has been available to all the platform’s users since August 2014 and you can access it by choosing Analytics from the drop-down menu, or by visiting this link.

Following The Numbers

Once your first visit is complete, then (and only then) will Twitter start pulling your Tweet data.
For most marketers, the meat is in the Engagement Rate. This is where Twitter collates a group of metrics into one to give you a cohesive overview of how your followers interact with your content. In short, it’s the number of engagements your content receives divided by the number of impressions each tweet garners (which is generally much higher than retweets).

The metrics covered by Engagement Rates include retweets, replies, follows, likes, link clicks, hashtag clicks, username clicks, profile photo clicks and more. Together these form what many humorously refer to as vanity metrics. They’re the Oscars acceptance speech of social media but there is no better way to truly see whether or not your content and strategy are getting the attention you’re looking for.

This might seem like an unnecessary extra step; after all, doesn’t Twitter conveniently tell you the retweets right upfront? Isn’t that all that really matters? Isn’t that top-level engagement?

Dig deeper

The clue really is in the name. Analytics is about taking those extra steps that let you explore data in a much deeper way. When you really put all the numbers together in the way the Engagement rate does; and when you drill down into the individual reactions, you might find that things don’t really look quite the way you expect.

This matters because it’s the first step to understanding if your promotional spending and your results are matching up.  Whether you find yourself getting value for money or whether you’re building an audience by going on a budget, Twitter Analytics gives you invaluable insight to design a strategy that promotes real audience engagement.

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