Twitter analytics for the time-strapped

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Twitter analytics for the time-strapped

You know it makes sense to tweet; with more than 313 million monthly active users globally, there’s bound to be some people out there who want to know about your product. However, using Twitter professionally can be a lot harder than using it on a personal level. Often, we’ll just ‘broadcast’ tweet:

CommuniTrainer Tweet

On a really good day we might manage to engage in dialogue with someone, or use hashtags or search terms to find people to interact with.

Knitmastery Tweet

But for many of us, myself included, engaging with our market via social media can quickly fall off our to-do list when things get really frantic. I get it, you’re short on time. All the more reason to make our tweets the best they really can be! Let’s take a little look under the hood of Twitter Analytics to see how it can help us tweet that wee bit better.

On Twitter desktop, Analytics can be found at the top right of your screen – click on your account icon and you’ll see it in the drop down menu. The Analytics dashboard is easy to use, and you can instantly get a sense for how your most recent tweets have performed. If you have time to do nothing else, then just look at engagements and audience. I spent ten minutes looking at the Analytics for one of the accounts that I run – here’s what I learnt:

1. ‘Broadcast’ is no bad thing

I confess a lot of my tweets often simply tell people about one of our products – university degree programmes. But I was surprised to learn that even a ‘broadcast’ tweet like this one can still be a top tweet. This tweet isn’t particularly clever – I even forgot to put a call to action such as “apply today” or “find out more”. However, I had given the wording a little bit of thought, and I think the alliteration may have helped. What’s more, I’m offering something – a PhD that comes with funding. So while it’s not such a bad thing to ‘broadcast’ to our followers, it does help if we can offer them something that they want, and lure them in with our words!

Funded PhD

2. Media matters

Twitter inform us that tweets with photos get 313% more engagement. This is quite a staggering number, so wherever possible attach images, videos and gifs. Have a look at your top media tweets and see which ones your audience engaged with the most. I’m having a little chuckle to myself as I realise that one of my top media tweets in the past 6 months is this naked chap. That’s right folks, sex sells…!

Anatomy Tweet

3. A day without laughter is a day wasted

We all love a funny tweet. But it’s not always appropriate, nor indeed sustainable, to be funny all the time. Take a moment to read this blog post over at Hootsuite and see how big brands have used humour (don’t miss the ‘when humour goes wrong’ section at the end). Then look at your own Analytics and see which of your tweets tickled people’s fancy. This one worked well for me – finding some simple humour in a scene:

Anatomy Tweet

4. Get to know your audience

The Audience tab in your Twitter Analytics dashboard will give you a whole range of information about your followers, such as their lifestyle interests, age, and where they live in the world or within your country. Are your audience based locally or further afield? Does this matter? If you are tweeting on behalf of a business that people will have to travel to, such as a theatre or concert hall, but have an audience who live very far away then this may well matter! What can you do to reach a larger local audience?

your interest - their interest

Lifestyle and interests can also be insightful. You might expect the followers of a science-based account, for example, to be interested in science news, but perhaps they also have a strong interest in other topics such as sports or comedy. Can you use this to your advantage by, perhaps, including tweets about the latest sports game? Give it a go, you never know until you try – and don’t forget to look at Twitter Analytics afterwards to see how it performed.

So using Twitter Analytics doesn’t have to be a big job. Spend just ten minutes every few months and you’ll learn how you can improve your future tweets and your reach. I’d be interested to hear how you’ve used Twitter’s insights to your advantage – is there any aspect I didn’t touch on here that you think is essential? Drop me a line in the comments section below.

By | 2017-03-14T21:07:34+00:00 March 13th, 2017|general|1 Comment

About the Author:

I'm a Chartered Marketer with 17 years'​ experience in marketing and media relations in higher education, the visual arts and performing arts. Collaboration with others is the key to success and happiness! I love knitting, singing, running, and eating beetroot, although not necessarily all at the same time.

One Comment

  1. Jasper van der Hulst May 4, 2017 at 8:19 pm - Reply

    Thanks Lauren, this is very useful. I personally have no experience on this topic but this might just be relevant for Generation Squared itself :-). So this is a good starting point for sure!

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