Although Twitter has always played second fiddle to Facebook, it’s still an incredibly effective network for generating leads. Lawyers in particular find it useful because it’s the perfect platform for sharing legal knowledge and curating interesting content. But to get the most out of Twitter, you’ll want to utilize its built-in analytics feature, which can provide you with key insights to improve campaign performance. Here are some of the specific metrics you can measure using Twitter analytics.
28 Day Summary
The first thing you’ll see after landing on your analytics dashboard is your 28 day summary. This gives you a quick snapshot of how things are stacking up compared with the previous period. For instance, you can check on your:
- Overall number of tweets
- Tweet impressions
- Profile visits
- Follower count
Simply take note of whether there is a positive or negative change from the previous period. Twitter analytics will even provide you with the exact percentage of change. For example, if your number of tweet impressions has diminished, you may want to consider tweeting more frequently or experimenting with different content.
It’s obviously important to understand what type of content your followers are responding most favorably to. This will provide you with direction on what you should post moving forward. If you scroll down just a bit, you’ll see “Top Tweet,” which includes the number of impressions it received as well as engagement (e.g. likes, retweets, link clicks and profile clicks). Keep scrolling down to the previous month, and you can find out what your Top Tweet was for that month as well.
Under Top Tweet, there is a feature called “View all Tweet Activity.” Click on that to see what your overall tweet activity is like for the month. This will show you how many impressions you earned in total for the last 28 days, and it will break things down on a day-by-day basis so you can spot overarching trends.
Underneath this, you’ll see a list of all of your tweets from that month. More specifically, it will display the number of impressions, engagements and the engagement rate. This information is extremely helpful because you can get a pretty good idea of what’s truly resonating with your followers. If you notice that a particular type of content is receiving a lot of engagement, you’ll probably want to post similar content moving forward.
To take it one step further, you can click on “View Tweet Activity,” which is located at the bottom of each individual tweet. This will show you which specific engagements took place.
Your Follower’s Interests
Finally, click on “Audiences” at the top of your dashboard, and you’ll get an overview of what your followers are most interested in. It will then break the information down in terms of category and display what percentage of your audience is interested.
Twitter analytics is a fairly robust platform and offers several helpful insights. All of which can help aid your decision-making and ensure that you’re posting the right content. For more information on all of the ins and outs, check out this resource from Twitter.
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