You’ve got a close eye on the number of retweets, followers, favourites and replies you’re generating from your Twitter efforts. Great, we’re off to a good start…

But little did you know that you’ve barely touched the surface with how you can measure the success of your Twitter strategy.

Following recent news that Twitter is rolling out its analytics tool for everyone, it has never been easier for brands who want to reach a larger audience to take a well-considered approach backed with bundles of insight.

 

And backed with insight your strategy should be. After all, if you are tweeting without direction, then you might as well not tweet at all. A two tiered approach of a strategy fuelled with Twitter audience information followed up with ongoing measurement of how this is influencing your brand will give you all the direction you need.

Luckily, there’s a wealth of tools out there which combine the two. Let’s delve deeper into all things hashtags and DMs to discover four ways you can review the effectiveness of your Twitter strategy.

1.  Twitter Analytics

Overview

The new kid on the block is a great place to start, and even better, you don’t have to leave the trending world of Twitter behind to access it. Once upon a time, we had to use third party apps for any sort of Twitter metrics (more on those later), but analytics brings together the basics of what you need all in one place.

From a quick glance, it is possible to see how followers are engaging with tweets in terms of popularity and views; all the information you are used to measuring is presented in any easy to digest format of graphs and charts. Everything can be exported too- perfect when proving return on investment on your strategy to the board.

twitteranalyticspanelWhat we like

Our favourite part of the tool is where you can break down information on your followers, showing where they are from, what interests they share and more. This is key in informing the direction of your social content; by knowing that @silverbean followers are primarily interested in marketing, technology and entrepreneurship we can make sure what we are sharing is focused on these key areas.

If you’re site is Twitter card enabled, you can also access information similar to the likes of bit.ly. It will indicate the top influencers who are sharing your content rated by the user bringing you the optimum amount of clicks. These are the people you should be using Twitter to generate ongoing relationships with.

Twitter Card Analytics for silverbean

 

 

 

 

 

 

 

 

 

 

 

 

If you are relatively new to the world of social media metrics and need to do your homework to decipher the lingo, the good news is that Twitter has done a great job at providing a clear explanation of what’s what.

One way to measure effectiveness using this tool

Use this tool primarily to track your engagement month on month, or if you are really active, daily.

By exporting your information into excel and then identifying your top five engagement drivers you’ll be able to see which type of social content is resonating best with your audience.

2.  Google Analytics

Overview

Ahh where would we be without Google analytics? You may be wondering how this fits into your Twitter strategy however. If you are a brand or a business, it is inevitable that you are going to be sharing links from your site, but how many people is Twitter bringing to your site, and how do they behave when they get there?

What we like

It’s a low effort way to discover the usefulness of Twitter as a traffic driver. By simply accessing the referral section of your Google analytics account you can see which of your social efforts is having the most impact as a referral and offer guidance on where to improve. If you take the example below for instance, you will notice that Twitter is performing well in terms of getting people to the site, but LinkedIn is keeping users there for longer. It might be worth taking a look at the current follower list, seeing who is and who isn’t relevant.

Referral Traffic   Google Analytics

 

 

 

 

 

 

 

 

One way to measure effectiveness using this tool

The amount and quality of your Twitter referral traffic.

3.  Followerwonk

Overview

This is THE tool to use for getting to grips with your Twitter audience. Followerwonk aims to slice any Twitter user’s followers into actionable segments, helping you find the most influential, dormant, old, and more. It features some similar features to the analytics tool on offer by Twitter itself such as analysing your follower performance, but then goes above and beyond with other functionality such as searching Twitter bios and sorting your followers. The main pull factor is that you can use it for competitor analysis.

What we like

The compare users section is a real highlight, and one which brands should not ignore. You can benchmark your performance against two competitors in terms of social authority, account maturity and how often you are tweeting which will help determine your strategy in terms of the frequency you should be aiming for.

Comparison of Twitter followers of lisamichele21   miss_archer   tom_etherington   Followerwonk

 

 

 

 

 

 

 

 

The “analyse followers” section is much more sophisticated than Twitter analytics and you can initially look at users a particular account follows, useful if you want to emulate a similar following of a successful competitor.

You will be offered with an in depth map of where followers are located, and the most active hours for your followers should influence what time of day you tweet.

It is also useful for looking at the quality of followers- it breaks down followers by social authority, by the size of their follower accounts and recent activity amongst many other metrics.

 

 photo followerwonkgif.gif

One way to measure effectiveness using this tool

Measure your Twitter performance against key competitors.

4.  Twitonomy

Overview

Full of well-designed charts and visual analysis which brings together a breakdown of any given profile, mentions and retweets, follower analytics and a monitoring dashboard. Twitonomy is a great way to see where the gaps are in your strategy. For example are there a number of influencers which you aren’t following back? Who are you engaging most with and are your competitors following suit?

What we like

The profile analysis section allows you to take a step back and visually see your Tweet history. You are able to see what you have been tweeting most frequently about in the most used hashtags section. If your use of hashtags has been ineffective or is fragmented, it may be worth trying a tool like RiteTag which will give you an overview of hashtag performance using a color-coded recommendation on whether you should use it or not.

Your Twitter profile    Twitonomy

 

 

 

 

 

 

You have the option of seeing a breakdown of your most widely retweeted and favourited tweets- making it easy to identify what is popular with your audience.

Your Twitter profile    Twitonomy1

 

 

 

 

 

 

 

 

 

One way to measure effectiveness using this tool

Discover your top tweets resonating best with your audience allowing you to fine tune your social content strategy.

Whether your business lives and breathes social media, or simply dips in and out, regardless, it is worth taking time to take a closer look at what is really going on behind the tweets. Try using these tools and see if your Twitter performance reaps the benefit.