For those of you that have been living under a rock and don’t know what Twitter is, I am very sorry for you and I’m sorry that your day doesn’t get to be brightened by the greatness that is @CuteEmergency. If you are living rock-free though, and just need a refresher, Twitter is a social networking site that lets users share their every waking thought with their followers in 140 characters or less. Unlike other social sites, Twitter etiquette allows for multiple posts per day including text, photos, outside Internet links, and the like. Recently we have seen a rise in the use of Twitter as a medium to find out breaking news in real time. Through the use of #hashtags to cumulate information, this social network allows for research and analytics to be easily collected. Until recently, this information would have to be collected from an outside site such as Hootsuite. In July of 2014, Twitter released their Analytic Dashboard which now features data from organic followers. Before this the only tweets that data was collected for were paid-for advertisements. With the new updates, companies as well as regular users can see how their tweets are performing. They also recently released the mobile version of the dashboard for those of us who are glued to our iPhones (sorry Android, you don’t have this yet). You can find your Analytic Dashboard by logging into your twitter account here.
The Analytic Dashboard home page shows you how your social status has changed in the past 28 days. Here you can find the number of new followers, number of mentions, and number of impressions from the last four weeks and easily see if your social presence has increased or not. You will then see a month by month break down which shows your top tweet, mention, and follower for each month.
The next tab is all about the tweets. Here, they list every tweet from the last 28 days followed by a few simple statistics. This data is given in “impressions” (how many people have seen your tweet), “engagements” (how many people interacted with your tweet), and “engagement rates” (engagements divided by impressions). From this page, if you click on an individual tweet you can also see a breakdown of how many likes, retweets, detail expands, hashtag clicks, and profile views you received from that one tweet.
Next to the “Tweets” tab is the “Audiences” tab, which let me just say is a literal gold mine. Almost everything you need to know about the people who read your tweets can be found here. You can find out where they are from, what they are interested in, and even how long ago they bought their last car! My favorite part of this tab, especially as someone who is overly nosey and loves a good ego boost in the form of likes on my tweets, is the information about my organic followers. Here, Twitter has compiled a list of all of my followers interests, demographics, lifestyles, consumer behaviors, and mobile footprints. Not only that, but it tells me what all of my followers have in common so I can draft the perfect tweet about “Comedy (Movies and Television)” that will bring in all kinds of likes.
Not only is this dashboard great for Millennials who live for the likes, but this is HUGE for marketers. Now we have all of the data about our consumers’ Twitter preferences right at our fingertips. We can easily see if we should be gearing our Twitter campaigns towards men or women, Baby Boomers or Millenials, Republicans or Democrats. We can also see which cell phone and credit card providers they use if we wanted to do a co-marketing campaign. We can go even further than that, though, by using the export tool to download all of our data to Excel. And being the masters of Excel that all marketers have to be, we can now manipulate our data to find which day our tweets perform the best or even what time of the day. Mega props to Twitter’s lead engineer because this dashboard is going to be such an essential tool for social media managers from here on out.
Sincerely, B. Kirbs
P.S. If you just skimmed this article- no worries! Here are my top three tips for getting started on Twitter’s Analytic Dashboard.
Kim, L. (2015, January 7). 5 Essential Insights You Can Uncover Using Twitter Analytics. Retrieved February 21, 2016, from http://blog.hubspot.com/marketing/twitter-analytics
Kohn, A. (n.d.). How to Use the New Twitter Analytics Dashboard. Retrieved February 21, 2016, from http://www.convinceandconvert.com/social-media-strategy/how-to-use-the-new-twitter-analytics-dashboard/
Perez, S. (2014, December 22). Twitter Users Can Now Track Tweet Impressions, Engagement Numbers Right In The iOS App. Retrieved February 21, 2016, from http://techcrunch.com/2014/12/22/twitter-users-can-now-track-tweet-impressions-engagement-numbers-right-in-the-ios-app/
Stecyk, J. (2015, August 6). 5 things you might not know about Twitter analytics | Twitter Blogs. Retrieved February 21, 2016, from https://blog.twitter.com/2015/5-things-you-might-not-know-about-twitter-analytics
Tweet activity dashboard. (n.d.). Retrieved February 21, 2016, from https://support.twitter.com/articles/20171990