Social Media Monitoring Tools: Twitter Analytics

Posted by Lisa Smith on Mar 17, 2016 12:33:00 PM



Thanks to its social media monitoring tool, Twitter has become one the most useful services for marketers. Not only is it free, it has 305 million monthly active users. What’s more, by tracking impressions, engagement, clicks, and all kinds of information on your viewers, Twitter Analytics can help show you how best to cater to your audience. Here’s an overview of the most important information Twitters social media monitoring tool gathers.




Marketers can view two important tabs on Twitter Analytics. The first is the “Tweets” tab. On this tab, you can view all of your tweets along with their impressions, engagements, and engagement rates.


You can view graphs for engagement rate, link clicks, retweets, likes, and replies for your account over the past 28 days. You can also adjust the timeframe in which the graphs are displayed. Below are the top three statistics for marketers to pay attention to on this tab:



Impressions are the number of Twitter users who see your Tweet. You can check impressions for individual Tweets, but the impressions graph at the top of the tab may prove more useful. This graph tracks your daily tweets and their impressions.


Compare your daily tweets to the daily impressions. Pay attention to days with fewer tweets and more impressions; tweets that receive more impressions are more effective, meaning you can post fewer of them. You can use those Tweets as a template moving forward to find the content that speak to your audience.


Engagement/Engagement Rate

Engagements are the total number of times a user has interacted with any aspect of the Tweet. This includes Tweet expansion, clicks, hashtags, account views, retweets, replies, likes, and more. The engagement rate is the number of engagements divided by the number of impressions. These can also be viewed for individual tweets, but the engagement rate graph is what you want to pay attention to. This line graph shows the fluctuation of your engagement rate for the past 28 days.


For marketers, the engagement rate may be the most important statistic. Marketers use social media to engage viewers with the company and engagement rates show how effective your Tweets are at doing just that. So, take the ideas you used in days with higher engagement rates and use them to supplement your strategy.


Link Clicks

Link clicks track the number of times a viewer has clicked on a link in your Tweet. This statistic can be found as a bar graph showing how many daily link clicks you’ve had for the past 28 days. This particular information must be important to marketers; it’s the number of people taking the next step with the company by clicking on the link.



As its name implies, the “Audiences” tab contains all of your different follower demographics. The graph shows the overall fluctuation of your Twitter followers for the past 90 days. You can view average viewer gender, household income, lifestyle information, consumer behavior, and mobile footprint. Lastly, you can opt to “+Add comparison audience.” This allows you to compare the stats on this page with the entire Twitter user database. With this, you get to see where your audience differs from the broader trends of Twitter. Below are the top two statistics for marketers to pay attention to on this page:



The lifestyle page has two lists: top ten most popular interests and top ten most popular TV genres. The lists come with the percentage of the audience that engage with each category This information is important because it gives you insight as to the best ways to relate to your viewers. If you can create content that relates to these themes, viewers will be more likely to engage with your Tweets.



On the demographics page, you will find all of the general consumer information you need. They have a gender breakdown, household income averages, spoken languages, as well as where followers live with a breakdown of countries and regions. This can be used by marketers to see if content is hitting the correct demographic. Buyer personas are the essence of marketing so any information on your personas can help you create better, more relevant content.


Twitter has a plethora of tools and resources to help marketers along their social media journey. And did we mention it’s free? Take advantage of Twitters social media monitoring tool to make sure that your Tweets are achieving the goals you want them to.


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