Are you looking for new ways to measure success on Twitter?
Twitter’s Analytics tool is the social network’s best-kept secret and gives you access to data that other third-party services can’t.
In this article I’ll show you how to get access to Twitter Analytics and find the data you need to track your campaign success.
Access Twitter Analytics
[Editor's Note: This article was written before a recent update to Twitter's Analytics Dashboard. We've updated the article with new information and screenshots.]
Like Facebook and LinkedIn, Twitter’s analytics feature is designed to be used by the company’s potential paying customers. In other words, only accounts with Advertiser status can access Twitter analytics data.
Do you need a simple system that works?
If you don’t have the budget for expensive software, spreadsheets and a little of your time can produce some useful data.
In this article I’ll show you how to analyze the engagement and impact of your social media posts using Excel.
To ensure that you deliver great content that resonates with your fans and followers, you need to track, test and measure the posts you put on your social networks.
It’s really that simple.
#1: Build Your Spreadsheet
To begin, open Excel and create 14 columns that will contain the following categories to incorporate all of the information you need on your social media updates and posts:
- Calls to action
- Comments (replies)
- Likes (favorites)
- Shares (retweets)
- Total engagement
Welcome to our weekly edition of what’s hot in social media news. To help you stay up to date with social media, here are some of the news items that caught our attention.
What’s New This Week?
Facebook Launches Clickable Hashtags: Clickable hashtags are rolling out on Facebook. “When you click on a hashtag in Facebook, you’ll see a feed of what other people and Pages are saying about that event or topic.”
Monitoring and analyzing your Twitter projects can be challenging.
With the right metrics, you can improve and tailor your Twitter campaigns for better results.
Luckily, third-party Twitter tools provide these metrics, but there are MANY tools to choose from out there.
So here I’ll share some of the best Twitter analytics tools to help you improve your Twitter marketing.
#1: SocialBro: Explore Your Community
I consider SocialBro one of the top three most effective marketing tools for businesses.
SocialBro comes with excellent analytics that give great insights not only about your marketing campaign, but also about your Twitter account and followers.
Here are the analytics tools available with SocialBro.
Real-time Analytics gives you details of the people who are active users and have tweeted in the last 10 minutes in real time. This helps you determine the specific hour of the day when people are active.
Most people talk about Twitter in terms of getting to know people, building lists and using followers. But for marketers and business owners, that’s just the start.
The Laser Focus of Twitter
One of the reasons I prefer Twitter to Facebook is that it’s much more focused, and in that regard, is much more business-oriented. As opposed to Facebook, where business and social are separated by pages and profiles, Twitter combines it all together in an easy-to-follow format.
“You want me to use Twitter to market my business?” I hear you asking. “How do I generate leads and promote my business by telling my friends what I had for lunch?”
Yes, many people just use Twitter to share their day with their friends. Friends who may live 2,000 miles away.
And some people use it to broadcast a breaking news story as it happens. Like the time a plane crash-landed in the Hudson River. A man in a nearby boat with an iPhone got the “scoop” on that story before the news media reported it.