Making the Most of Twitter Analytics

I recently attended a webinar where Jimmy Hang, Twitter’s SBM marketing manager, explained how to use Twitter Analytics to inform and improve your business’ marketing strategy.

For those unfamiliar with Twitter Analytics, you can login using your Twitter account credentials at analytics.twitter.com. Once you login you can see how your tweets have performed as well as your follower’s demographics.

The tweet activity dashboard displays your tweets, how many people saw them and what type of engagement they received – retweets, replies and favorites. This helps you see what your followers are engaging with and create content to match what you followers want to see. The best way to do this is to create a content/social media calendar to plan out what type of content you are going to post each day. Again, always be sure you are following the rule of thirds. One third of the content should be about your business, one third should be news and informational tips about your industry and the final third should be engaging with your audience.

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Twitter Analytics also shows you a breakdown of your followers’ demographics. You can see what your followers are interested in, where they are located, their gender and who your followers are following. This is a great way to gear your tweets and blogs for your followers’ specific interests. The location breakdown can help you geo-target news or try to branch out to new cities or areas you feel are underrepresented. You can also figure out when to time your tweets based on your followers time zones.

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Finally, Analytics gives you easy access to Twitter Ads quick promote. This allows you to promote your best tweets outside of your network to users that might be interested in your industry and content. 

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