How Twitter Analytics is a Useful Tool for Marketers

By: Isabella Iaccarino

Understanding what Twitter metrics are and how you can utilize them. 

Twitter Analytics is a built-in data-tracking platform that shows you insights specific to your Twitter account and activity. Any Twitter user has access to this data. When something is tweeted you can click on the tweet and see your  impressions, total engagement, detail expands, likes, profile clicks, and replies. ​

So how does this become a useful tool for marketers?

Twitter Analytics is used for professional purposes because it helps companies understand what their consumers like and don’t like. This data is critical for marketers. Twitter Analytics allows marketers and companies to see audience insights, comparison data, tweet impressions, tweet engagements and engagement rates, follower growth, event and trending topic data, and video content performance. This is beneficial to companies and communications professionals because it allows for their media output to be analyzed, which allows the company to know what their followers responded well to and what was not as popular.  Having this information will help marketers know what to promote based on their consumers likes and dislikes. When marketers/companies promote something on Twitter they use the data they are given to be able to figure out how the audience responded to it. This leads to them being able to brand themselves better. This is a tactic used by Disney, Forever 21, A24, etc.

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Breaking Down the Different Components of Twitter Analytics/Metrics

This is a breakdown description of the components marketers will look at when consuming their audience data. All these components help marketers collect data. With this data it can turn random social interactions into strategy changing insights! Analyzing a businesses social performance is crucial nowadays and Twitter Analytics can help any sort of business using these components. 

Twitter Engagement Rate- Twitter Engagement refers to the retweets, follows, replies, favorites, and click-throughs your tweets get. Twitter Engagement Rate is equal to your tweets engagement divided by the number of impressions those tweets have made. 
Twitter Impressions- Twitter impressions are the number of times a tweet appears on a users timeline. A tweets impressions are not limited to users who follow you, but this number also doesn’t filter based on who has interacted with the tweet. 
Tweet Activity- Tweet activity is a section of twitter analytics dashboard that allows users to see various metrics related to a tweets performance in a chat form. You can see Tweet Activity for all of your tweets over a set time period, or for a specific tweet since it was published. 
Reach- The number of users who saw an impression of your post on their timeline.
Link clicks- The total number of times a link was clicked in a tweet.
Followers- The number of Twitter users that are subscribed to your updates at any given time. 
Response Rate- Percent of inbound messages you respond to that warrant a response.
Response Time- The amount of time it takes your business to respond to inbound messages. 

To try out Twitter Analytics click here. Anyone with a Twitter account has access to their own analytics!