An Overview of Twitter Analytics

twitter-analytics-1As a business, reaching your customers through social media can be difficult. Over a billion tweets are delivered every two days. Add to this the millions of blog posts, videos, and articles posted daily, and that means that effectively reaching your target audience requires patience, hard work and good content.

One way to refine your content and make it stand out is through interpreting analytic data. Twitter opened up its analytics platform to users back in 2013 and has given businesses and content creators the ability to dissect and truly understand what works, and what doesn’t on their platform.

Let’s examine some of the key information available through Twitter Analytics.

twitterSome Key Analytics To Explore

Twitter analytics are accessed easily by visiting Log in with your Twitter information and begin to explore. You’ll find information about your followers, their engagements, shares, likes, and click-thru information. Let’s take a closer look at some of what you’ll find:

• Tweets Tab – This gives you information on the overall performance of your tweets. Here you can see your top performing tweets, the ones that got the most engagements and best impressions. Beneath the “overall data” you’ll find information about individual tweets, including the number of clicks they received.

• Impressions – You can check the performance of individual tweets over a specified date range. Analyzing this number will give you a good idea of what your readers are interested in, what is working and what isn’t when combined with other data.

• Engagements – Twitter considers all interactions with a tweet an ‘engagement’. This metric gives you a good overall glimpse of what your readers are reacting to. It’s important to analyze why certain tweets are receiving attention, and why others aren’t.

• Audience Data – This is where you can learn about the people who are following you. This data is invaluable when developing personas and target markets. Audience data includes some pretty deep demographics on your followers like their interests, gender, and location.

twitter-analytics-2Once you’ve had a chance to analyze your data, you can begin to understand more about your followers and what resonates with them. By understanding what works through analytics and then creating content that focuses on those ideas, you can further refine your approach. This allows you to create content that is “proven” to work and can help increase traffic to your website, blog, or landing pages.

Inbound marketing is a fluid process of constantly improving and refining your content to better address the needs and pain points of your customers.  Understanding and interpreting the data that is available to you through Twitter Analytics is a great way to improve your sites engagement, drive traffic, and refine your content approach to reach your key demographics.