In July of 2014, Twitter unveiled their own analytics platform, which at the time was only available to advertisers and verified users. However, at the end of August, they made it so practically anyone with an account open for at least 14 days could utilize the platform. As a result, this makes it possible for you to extract a lot of insightful information about your Twitter marketing campaign. Here are some specific stats that your law firm can learn from Twitter Analytics, and in turn increase your impact on this social network.
This term is defined as “the number of times a user saw your tweet on Twitter.” Knowing the number of impressions for each tweet will give you an idea of its reach and how much exposure it got. This feature is useful because you can tell which ones were viewed the most. By clicking on “View Tweet Details,” you can gain even more information and tell if there is a certain time of day when your tweets are most commonly seen.
A key piece of information that can be a big help is being able to tell which tweets are getting link clicks where users follow the URL that you post in a tweet. Looking for trends in link clicks can be a good indicator of the type of content that your audience is most interested in. That way you can post similar content and avoid subjects that get little to no response.
Although you can tell which tweets get retweeted by looking at your regular profile, this feature streamlines it for you. It shows the exact number of retweets you receive each month, as well as the dates on which they occurred.
The definition of this term is “the number of engagements such as likes, retweets, replies, etc., divided by the number of impressions.” Basically, this let’s you keep your finger on the pulse of how well your audience is responding to different types of content. The higher the engagement rate, the better, so identifying tweets with a high engagement rate will show you what’s working.
When you switch over from “Tweets” view to “Followers” view, you can access even more information. One of which is your overall follower growth. This is a linear graph that indicates how many followers you’ve gained over time and allows you to tell see what your exact number of followers were on specific dates in the past. This is good for determining how far you’ve come and the overall success of your law firm’s Twitter campaign.
Another really cool feature is ‘Interests” on “Followers” view. This aggregates a bulk of information and takes the guesswork out of what your audience is responding to. “Most unique interests” shows you the top five most unique interests of your followers, and “Top interests” shows you the overall top 10 interests of your followers. That way, you can know for sure what people are most interested in and stick with legal content that’s generating a lot of attention.
If you’re looking to get the most from your social media marketing, it’s smart to get on board with Twitter Analytics. Not only does it provide you with a wealth of helpful information, but it’s very intuitive and easy to digest.
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