With all of the available, inexpensive analytics tools out there, wading through the oceans of data generated with online marketing tactics can seem daunting. Many marketers end up utilizing a handful of tools and only evaluating a few Key Performance Indicators (KPIs) in each.
Twitter Analytics recently bolstered its metric offerings, allowing marketers to dive much deeper into their data. We couldn’t possibly list them all, but here’s a by-tab guide to the insights Twitter analytics now offers:
Mentions, Follows and Unfollows Graph – This visual tool shows community engagement from the preceding two months. On this graph, you’re looking for large spikes. Why were you suddenly mentioned 15 times when you usually only get one mention per day? At this point, if you’ve been monitoring your account as closely as you should, you’re already aware of a spike in mentions. However, by looking at the data in a visual format, you can quickly gauge how good or bad this was for your brand. Remember that a mention can greatly extend your brand’s reach, so if it’s a negative reference, do damage control immediately. If positive, thank the tweeter – they may have helped you gain additional followers. Don’t forget to look at spikes in followers and unfollowers as well. If you quickly gain community members, dig through your tweets that day to determine specifically what communication these people found interesting. Lose a large amount of followers in one day? Figure out what upset them and then work on updating your strategy to avoid that situation in the future.
Recent Tweets, Organized by Clicks, Faves, Retweets and Replies – We consider this one of the strongest components of Twitter Analytics. If you want to gauge the reach of your tweets, this is where you start. Each tweet has the number of clicks an included link earned as well as the number of times it was favorited, retweeted and/or replied to. Even better, you can organize by best, good and all tweets. We prefer to look at all tweets, because we want to identify our low-performing messaging and content. However, sometimes it helps to look at superstar tweets all together to find a pattern. To call out your best tweets, Twitter places highlighted boxes that say “2x Normal Reach” to not only boost your confidence but to also help you see what your community really loves. More retweets equal more reach. Don’t forget to thank those followers who share your content!
Note: If you tweet a specific link more than once, the number of clicks refer to the total number of clicks for the link, not for just that specific tweet. This can make reporting difficult, but it’s important to keep track of in order to determine accurate insights.
Trend Graph – Simply reporting on the number of followers doesn’t provide you any valuable insights but this trend graph is a powerful tool. The best visual will always show your follower base slowly trending up as your brand makes headway online, but that’s not always realistic. Why did your follower base increase or decrease? Do you have a public relations problem you didn’t know about? Did you just present at a conference and experience a spike in followers? Well, you obviously made an impact. Now, cater to these followers by working the content in your presentation and relevant information into your content strategy. See an increase in your community and then a sharp dip? You engaged more people but couldn’t keep them around. Learn from that experience, and strengthen your strategy.
Interests and Top Interests – Knowing what your followers’ interests gives you a lot of information about the type of content you should tweet. Our followers prefer news about marketing, technology, SEO, advertising and business. As our tweets typically revolve around providing helpful industry information to our followers, we know our content marketing strategy is on point. However, if one day, leadership becomes a top interest, we’ll consider curating and writing strategy articles to provide in-depth users to our community. Keep an eye on this section to make sure you’re catering to the information your followers enjoy the most, and adjust your content marketing strategy accordingly.
Location – 50 percent of SteadyRain followers listed their location as St. Louis. This makes sense, as our offices are located in Soulard. However, we also have a heavy Illinois following due to proximity and a strong client base. Because we have a handful of clients in both California and New York, 10 percent of our followers live in those states. What does this mean for our content marketing strategy? We focus on engaging the heaviest demographic by promoting local events, relevant industry conferences and other location-based news. It’s not a heavy focus, but understanding the culture and happenings in the area in which your followers live is crucial to a well-tailored content marketing plan.
Gender – For SteadyRain, this metric doesn’t mean much. As both men and women work in technology, website design and online marketing, we keep our content as informative as possible and don’t worry about catering to a specific gender. However, if 80 percent of your consumer goods company’s followers are female, you should be pushing to your products made for women and let the male-focused products take a back seat. Don’t completely abandon 20 percent of your followers – just target the majority. Even better, in addition, develop a social media plan to grow your online community by capturing the male followers your brand is missing.
Recently added to the arsenal of analysis tools, the Websites section of Twitter Analytics allows you to connect websites to your account. All you have to do is paste one line of code into the <head> section of your website’s index page, and data on tweeted links to the site becomes available.
Number of Tweets Graph – Using the date range tool in the upper left corner, you can select from a range of time frames to determine how many tweets included a link to your website. Ideally, you want to aim to keep this number pretty level, unless content marketing efforts focus on ramping up for an event or product launch. Don’t forget one of the biggest rules of social media – don’t just post links to your content. Remember to share other content types that your community finds useful and interesting.
Link Click-through Graph – In the upper left hand corner of this graph, you can switch over to the Link Clicks graph, which shows how many clicks the links to your website have earned in the designated time period. As tweets tend to be timely, a spike in clicks usually indicates a popular tweet. We recommend keeping track of these highly-engaging tweets and determining patterns of messaging and inbound content over time. From there, you can continue to improve and tailor tweets and your content marketing plan to give your online community members more of what they find engaging. Keep in mind that increasing tweets to your website will also most likely cause a peak in the graph, so make sure to differentiate between the two metrics. You can determine the tweets that drive inbound traffic best by looking at the table of tweets below the graph, which brings us to the last data organizer.
Tweets by Favorites, Retweets, Replies and Link Stats – Much like the tweets table in the Timeline Activity section, you can organize this data by Top Tweets and All Tweets, allowing you to see your best performing inbound links and tweets. While exploring a snapshot of best tweets allow you to see your best content and links all at once, don’t neglect evaluating all tweets and links to determine which types of content don’t perform well. This gives you a benchmark upon which to improve.
Now that you’re aware of all of the data at your fingertips, are you ready to start reporting on it? We recommend picking the three or four KPIs per tab most relevant to your content marketing strategy and branding goals. Look at the data in-depth every week and take an hour or two every month to really dig through it. Don’t forget - strategic analysis is using the data and looking at it from different angles to uncover trends and actionable insights. Don’t just report on numbers – take some time to really understand what they mean about your content, your community and your brand’s successes and weaknesses. Your content marketing should constantly be evolving and improving following analysis.
Need some help determining the best KPIs for your business or wading through all of your data to determine how to structure your content marketing strategy? Contact our online marketing team to build a strong plan for your brand today.