For those that are responsible for the social media marketing for a SMB, or don’t have budget to invest in sophisticated measurement and analytics software, or are data hoarders looking for every possible piece of information to sink your teeth into, you’ll be happy to know – if you don’t already – that Twitter offers native analytics.
If you’re just learning about the existence of Twitter’s analytics right now, no need to bow your head in shame, or buy an industrial sized tub of White-Out correction fluid to strip any mention of ‘social media’ from your business cards, because they’re found in what I would consider to be a less than intuitive location.
My assumption is that some of you may be learning about this for the first time, and for that reason, I want to provide a quick overview of what you can find within Twitter’s native analytics, as well as how to find them so that you too can benefit from having additional insight and information about your tweets and Twitter followers.
Where you can find Twitter analytics
First, login to your Twitter account at twitter.com.
From there, take a look directly below ‘Who to follow’,at that oft overlooked box with ‘About’, ‘Help’, ‘Terms’, ‘Privacy’ and so on.
Click on ‘Advertise’ – yes, ‘Advertise’ – and when the page loads, you’ll see ‘Analytics’ in the primary navigation as a drop-down menu.
Now that you know where to find Twitter Analytics, let’s move onto what you can find within:
Tweet Activity and Followers, the first two selections in the Analytics drop-down, serve as a main dashboard for a quick snapshot of your Twitter Activity.
Mentions, Follows and Unfollows
The Tweet Activity page provides a chart showing a timeline of mentions, follows and unfollows over the last 30-days. It’s a quick and easy way to see on which days you were able to generate conversations or inspire people to mention your handle, on which days you were able to motivate people to follow you, and on which days people gave you dreaded unfollows.
Directly below this chart, Twitter provides a tweet-by-tweet view of clicks, favourites, retweets and replies. This list of tweets can be sorted by your ‘best’ tweets and ‘good’ tweets, and of course is set to show all tweets by default.
Download Your Analytics
Finally – my favourite part – you can download an .xls or .csv of your Twitter analytics so you can slice and dice it as you will. In a future post, I’ll provide an overview of some of the ways that I like to slice and dice this data.
Next up is Followers, which provides a snapshot of – you guessed it – your followers.
The first thing you’ll notice is a chart plotting the growth of your followers from the registration of your Twitter account to present. As with many of Twitter’s analytics, there are many places on the web to view such a chart, but it is handy that they’ve included it here.
Next, the top interests of your followers are listed. I’m assuming this is based on a scrape of profiles and potentially tweet activity, and will give you a good sense of what your followers are interested in.
A quick note about Top Interests: it may be tempting to start creating content that is solely focused on the top interests of your followers, but I urge you to stay true to what will be most meaningful to your business. If it so happens that this coincides with the top interests listed, great.
Here you’ll see a breakdown and distribution of where your followers are from. Twitter provides a handy chart showing distribution by country and province or state, and directly below, the top 5 cities with a percentage of followers from each.
For national or regional businesses, this can serve as a great gut-check that you’re reaching a geographically relevant audience. If you are, great. If you’re not, you may want to put some effort toward growing your following a little closer to home.
Plain and simple, this shows a distribution of the gender of your followers.
If your products or services are focused on providing value to specific gender, this can be helpful to ensure you’re reaching a relevant audience.
Your followers also follow
This shows top handles that your followers are also following with the associated percentage of your followers that are following these handles (can you type a sentence with the word ‘following’ in it more than four times? Didn’t think so).
There are a number of ways you might consider using this information, but again, I’ll write about that for a future post so that this one doesn’t get too lengthy.
And there you have it, a quick and dirty overview of what you can find within Twitter Analytics. I hope this was of use.
What feature of Twitter Analytics do you find to be most helpful?
What other tools and/or platforms do you use to measure your Twitter activity?
If you’re experienced with Twitter Analytics, how do you slice and dice the downloadable data provided to glean more meaningful insight?
It would be great to hear from you in the comments, or on Twitter @RGBSocial
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