Posting on any social media platform should be strategic. You don’t want to post just any old content. Instead, you want to set goals and focus on creating the content that will help you get from where you are right now to where you want to be.
That means you need to ask yourself what you really want to get out of your presence on platforms such as Twitter. Are you looking to build your community and generate brand awareness? Do you want to drive sales to your latest offering? It’s absolutely up to you! But knowing these goals will help shape your strategy moving forward. And to ensure you’re getting the results you want, there are some key Twitter metrics to track.
The Twitter metrics you pay the closest attention to will depend on the goals you’ve set for yourself. And this will differ from brand to brand! However, there are some metrics that all of us should keep an eye on to create success. Here are a few:
If you’re not familiar with impressions, it essentially means how many times your tweets have shown up in someone’s timeline. Now, the important thing to remember is that your impressions won’t necessarily mean your tweet was seen by a user. They could have scrolled right by without reading or engaging with your content.
So, why should you care and what can you do with this information? Well, if your impressions are rather low, you can make some changes to gain more exposure. You could post more frequently or change the times you’re sharing new content to your Twitter feed. Another option would be to live tweet events or join a Twitter chat.
If you’re seeing high impressions but engagement is low, then that’s a sign you may want to change things up with your content. What can you do to create tweets that grab attention and get people talking? Visuals help content stand out. You can ask questions to get a conversation going. There are so many options here!
(P.S. You can track impressions with Twitter’s built-in analytics.)
When it comes to social media, it’s essential that you’re making connections and building relationships with others. Otherwise, what’s the point? Platforms like Twitter have made it so easy for us to meet like-minded people from all around the world. And those people can ultimately become friends or even advocates for your brand.
If you’re not actively reaching out to new people and starting to form those connections, you’re missing out. So, as you’re building your presence, one of the Twitter metrics you should keep an eye on is engagement. Engagement can include things like likes and retweets, but most importantly, comments you receive.
Engagement is a must when it comes to Twitter’s algorithm because the more engagement your tweet receives, the more followers will potentially see it. And that exposure is obviously crucial for your growth on the platform! What you’ll want to do is track your engagement and see which tweets are actually driving people to retweet or share a response. Then, you’ll know to create more of that kind of content to continue boosting engagement over time.
And if you need some help, this post shares how to generate more conversations.
The next on this list of Twitter metrics to track is audience sentiment. I think this is really useful because you want to know how people feel about you and your brand overall. By tracking the overall sentiment of the tweets where people mention your brand, you’ll be able to see if it’s mostly positive or negative. And from there, you can address any issues people are having. Plus, you’ll know what you’re doing right so you can keep it up!
One of my favorite tools, Brand24, allows you to track audience sentiment along with a variety of other metrics. I highly recommend checking it out if you want a great way to monitor your success on Twitter.
It’s no secret that we all want to grow our online communities. But far too often people get caught up in obsessing over how many followers they have, which isn’t really what’s important. Yes, we want bigger followings… But what good is that following if they’re the wrong kind of people?
You want to build a community of people who are genuinely interested in you and what you have to offer. This way, they’ll be more likely to read and share your work, and ultimately purchase the things you sell.
So, make sure you’re tracking growth along with these other Twitter metrics. Steadily increasing your following shows that you’re gaining more exposure, which is crucial for your brand. Just don’t allow yourself to obsess over the number! Instead, if you see your growth is stalling, find new ways to get yourself out there. (Like joining a Twitter chat, for example.)
It’s time to talk about ROI. If you’re not familiar with the term ROI, it stands for Return on Investment. If you’re running a business, it’s important that you’re making sales on the products and services you offer. Otherwise, you won’t be able to keep your business afloat! That’s why you’ll want to add ROI to the list of Twitter metrics you’re watching.
By tracking your ROI, you’ll be able to see how many sign-ups, sales, etc. you’re generating through your Twitter presence. Google Analytics is a tool that can definitely help you with this. You’ll be able to see how many people visit your site from Twitter. And you can also track to see if people from Twitter ultimately do things like join your email list or make purchases.
If you aren’t seeing conversions when monitoring your Twitter metrics, then you’ll know to tweak your strategy. Not seeing a lot of Twitter traffic to your landing pages? Increase promotion. Seeing traffic to those pages, but not sealing the deal on the conversion? You’ll know there’s something to change about the landing page itself.
In the end, it’s all about making Twitter work for you! And you want to make sure you’re growing your audience, generating engagement, and landing those important conversions.
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