6 Ways to Measure Your Marketing Efforts on Twitter

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While there are many layers to marketing strategically on Twitter, sharing content takes planning, precision, and Pizzazz! Once you have started to share content you will want to analyze the performance and see what is working and what you could be doing better. Here are X ways you can measure your marketing efforts on Twitter.

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1. The Activity Dashboard

The activity dashboard is a tool where you can learn more about your Tweets and how they resonate with your followers. Some things you can do in the activity dashboard are to see how people engage with your Tweets, compare your Tweet activity and followers, get detailed numbers of Retweets, Likes, Follows, or Clicks your Tweets received. You can also get knowledge about your audience and who are engaging with your Tweets. Metrics like these are crucial in order to understand your audience and what kind of content you should be sharing with them.

So, let’s look at it step by step. If you open your Twitter analytics dashboard, you will see a 30 day summary of your tweets, impressions, profile visits, mentions, followers and tweets linking to you. You can also compare different months to each other in order to see what months performed better.

Clicking on the first one, ‘Tweets,’ you will get to the Tweet activity dashboard. Here, you will see your Tweet performance. You can choose to narrow it down to top tweets, tweets, replies, promoted tweets, or all tweets. You can also take a look at an individual tweet by clicking on the specific Tweet you want to look into further. When you have chosen one tweet, you will be able to see the Tweet’s impressions, profile clicks, and total engagements.

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So, what are engagements and what do they really mean?

This is how Twitter explains it: Engagements are the total number of times a user interacted with a Tweet. Clicks anywhere on the Tweet, including Retweets, replies, follows likes, links, cards, hashtags, embedded media, username, profile photo, or Tweet expansion.

Engagements and clicks are perhaps the most important things to measure because it gives you an insight into whether your Tweets are catching the attention of users and if they want to know more about the content you share. If you don’t get much engagement, you can first try to change your call to action. If that doesn’t help, you might want to consider creating different kind of content for the future.

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3.Engagement Rates

However, you shouldn’t only be looking at your engagements, but at your engagement rate as well. Engagement rate measures your total number of engagements divided by your total impressions. By looking at your engagement rates, you can get an understanding of how active your audience is. If you get a lot of impressions, meaning a lot of people that see your tweet, but very few likes, comments, and retweets, you should try to find ways to make your audience more active.

There are different ways to get your audience more engaged with your content, one of them being you can simply ask for it in your tweet. Also, remember to retweet what other people are sharing and they will be more likely to retweet your content in the future! The more retweets and likes you get, the more likely it is for other people to see your content as well.

Twitter, like many other social platforms, has an algorithm which works kind of like a scoring system. The algorithm’s purpose is to determine and show you the content that is most likely relevant and interesting to you. How they decide this is through your relationship and previous interaction with the account of the tweet. If it is similar to other content you previously liked as well as the number of engagements the tweet has. So, remember to always continue to build strong relationships with your audience on Twitter.

However, the algorithm was criticized and in September 2018, Twitter announced that people would be able to toggle between Top Tweets and Latest Tweets. This way, users can easily switch between an algorithm feed and a real-time feed.

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4. Optimal Posting Times

If you have tried these things and still don’t get the engagements you were hoping for, you might want to try sharing the content at different posting times. There are some peak hours for Twitter, so if you haven’t already, you should try to tweet at those times. According to sproutsocial.com, the best days to tweet are Friday’s between 9 and 10 a.m. Perhaps your audience is more active during other hours, it can depend on their location, interest and/or demographic. Again, find out who your audience is to be able to track them and reach them.

Source: Pexels.com

5. Hashtags

First, and foremost, you will want to find the best hashtags for your company. If you have a hashtag in mind, do your research about it before using it. You don’t want to use a hashtag that someone else has already branded as theirs, and you definitely don’t want to use one that is associated with something negative that can hurt your brand. 

If you already have a brand hashtag and want to find more hashtags to use, one thing you can do it to look at trending hashtags on Twitter. You will find this on Twitter’s homepage listed as Trends. However, you will only see the top trending hashtags at that moment and they may or may not be for you. With trendsmap.com you can see what topics are trending around the world on Twitter! This includes topics, hashtags, and accounts.

If you want to do a hashtag campaign where you encourage your audience to use a specific hashtag, you can use tagboard.com to get the statistic of the campaign. Another feature of Tagboard is that you can gather and save all of the content using the hashtag and then share or use it on your account. This is also a great tool when you are doing a contest and want to gather your favorite submissions to later decide who the winner is. You will then want to see what hashtag is performing the best. TweetReach and Keyhole are useful tools where you can do so.

Source: Pexels.com

6. Paid Ads

If you still don’t see any progress, you might want to consider sponsoring your tweets or creating ads on Twitter. To create an ad on Twitter is very easy, and you will be able to target the audience you want based on location, gender, language, interests, platform, and carrier. You can also target people similar to your existing audience.

However, the more specific you get, the higher the cost for the ad will be too! According to a Q1 2014 study by Convertro and AOL Platforms, Twitter paid ads were more than twice as likely as organic tweets to convert users.

If you are new to Twitter, I would suggest start with organic content. Before you start to put money into different campaigns and ads, you should try to share different content organically and see how that works. Once you know what type of content brings the most engagement and interest in the product or service you are providing, you can start to create ads catered to proven, successful content. Understanding your followers better and aiming to connect with them through Twitter engagement is the best way for flawless marketing.

About the Author

Lova Olsson

Lova Olsson

Social media and digital marketing professional with a passion for content and storytelling. Originally from Sweden and speaks Swedish, French and English. Graduated from UCLA Extension in December 2017

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