Creative analysis, Marketing and PR

Mmm, stat-tastic: three things you can do with Twitter analytics

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This week, Twitter made its Twitter analytics platform available to all Twitter accounts. Previously it had only been available to business users (as in those paying for ads) and verified accounts. I’ve already seen people moan about how it’s going to mean a lot to people self-obsessed with themselves on Twitter being more self-obsessed. I think the arrival of analytics for all on the platform is great news for small publishers, small games developers, bloggers, small comics creators and so on who previously wouldn’t have paid for access to ads anyway, because: what budget?

Twitter’s analytics holds data for tweets sent over a 28 day period, and puts it all together in a nice data visualisation that’s quite easy to understand in terms of finding out how your Tweets are doing. So far I have found that it updates quite regularly in terms of analysing the tweets that an account sends out. (You can also export the data as a CSV and do what you want with it.)

Three things you can do with your Twitter data

You can find the data for your account over at analytics.twitter.com . Having access to that data means that you could try experimenting with tweets and see what works best for you. It’ll also help show you whether or not Twitter, as a whole, is a platform through which your audience wants to engage with you.

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Split test tweets

Experiment with hashtags #, different ways of writing Tweets, including links, or including images or even @ mentions and see what gives your account the engagement it needs. Does posting from your Instagram account to your Twitter feed do anything for engagement? Look at the data coming in through that analytics dashboard and see if there are any trends you can find by actively doing things a bit differently.

Find out if anyone is listening

Are your tweets getting eye-balled by your followers at the times you are posting them or at all? The data isn’t too easy to look at on this part (you’ll have to click a data entry to see the exact time of day it’s posted), but obviously if you can find a bunch of well performing tweets and compare them with the times of some low performing tweets – you can find this out. Also split test tweets to find out which times work best.

Look at follower demographics

At the top of the main page you can switch between Tweets and Followers. Clicking on Followers will help you figure out whether your account is being followed by the kinds of accounts you want to have follow it. Are you a games developer? Then are your followers mostly interested in videogames or not? Small press comics type? Do your followers have comics as an interest? If you’ve got a major imbalance in terms of matching follower interests with what you do then it gives you more info on what you need to experiment with in order to get the audience you need.

There are a couple of other stat things you can have a peek at (like Twitter cards and using the data to help you decide whether you should pay for advertising on Twitter), but that’s for another post.

What should I use to tweet?

If you’re interested in using the data you find out to plan and schedule your tweets more, then using something like even TweetDeck can be a world of help. You can schedule and edit scheduled tweets from within it and it has a lot of other functions that go beyond that, like adding columns for showing tweets under a particular hashtag and so on. While it is only available on desktop, it’s a solid free tool.

Got some budget to spend? Then check out this post of mine on reviewing social media tools.

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