Twitter Launches New Analytics Tool

29 Aug Twitter Launches New Analytics Tool

There was a time in my PR life when I actually had to go through a client’s Twitter feed and manually count how many Retweets and favorites a Tweet received.

Luckily those days have been gone for a while now, thanks to add-on tools – but now things are about to get even easier for us metrics-loving PR folks. Recently, Twitter rolled out an enhanced Tweet activity dashboard to provide measurable insights into how organic Tweets perform. While the tool was released July 11, it was previously only available to Twitter advertisers, Twitter Card publishers, and verified users. But as of yesterday, the analytics dashboard is now available for all Twitter users.

The new dashboard includes data like total impressions and total engagements, including Retweets, replies, favorites, follows, link clicks and embedded media clicks. The dashboard aggregates that data for the past month, showing users how they’ve been doing compared to previous months. The system also allows users to export Tweet performance metrics into a CSV file, which will include both organic and promoted data. This will allow users to compare how their organic Tweets stack up to those that have been promoted.

Here are a few ways to use the dashboard to improve your brands content strategy and drive the highest engagement and impressions:

  • Pay attention to when you Tweet. Note which time of day and day of the week yields the highest engagement and impressions.
  • Analyze the frequency of your Tweets. Use your new insights to determine your Tweet cadence.
  • Identify what Tweet mechanics work, and which aren’t as effective. Keep an eye on elements like different calls to action, the inclusion of rich media and copy length.

 

In addition to the data included in the new Tweet activity dashboard, Twitter recently analyzed organic Tweets and the reach of those Tweets for 200 active brand advertisers. The data identifies a few insights and best practices for brands when developing a content strategy on Twitter. The advertisers Twitter looked at spanned multiple verticals and ranged from Fortune 500 companies to small business.

The results were insightful. First, Twitter saw that brands that Tweet two-to-three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that consistency is a key factor when it comes to maximizing your reach on Twitter.

According to the study, when brands pair consistent Tweeting with engaging content, there’s potential for even higher organic reach. In fact, Wheat Thins (@WheatThins) achieved organic reach equal to 95% of their follower base by Tweeting 2x a day per week, while Trident (@TridentGum) saw organic reach that was 5x greater than their follower base by Tweeting 3x per day.

Of the 200 brands, those that drove the highest organic reach utilized one or more of these tactics when it was relevant to their marketing goals:

  • Leverage real-time cultural moments like live sports events, awards shows or trending conversations.
  • Mention influencer usernames with large followings or high-volume hashtags in Tweets.
  • Include auto-expanded photos or videos paired with short, conversational copy.

 

So before jumping to posting a Tweet when you come across anything remotely relevant, take a few minutes to check out your analytics and see which posts are resonating the best with your followers and maximizing your business presence. Remember – its often quality, not quantity.

Kathryn Kaplan
kkaplan@speakerboxpr.com
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