Last month, Twitter announced that they were implementing an analytics dashboard for selected users to test. The analytics included insights into engagement, reach and clicks from tweets through those specific accounts. Now that testing is over, Twitter has just announced that they are rolling out these analytics capabilities to all users who have had an account for more than 14 days. Now that the analytics dashboard has been released to all, what does this mean for marketers and businesses using Twitter?
Specific Analytics for the Account: Accounts now have analytics focusing on timeline activity and follower gain and loss information. Instead of shooting into the dark, marketers can now track impressions, engagement and engagement rates through Twitter’s analytics dashboard with ease. This will help users determine what tactics and posting times that are attracting the most activity to their tweets and accounts. Marketers can now track the rates over periods of time, specifically over a 28-day timeframe.
Marketers can now also track who exactly is following their account by measuring items such as gender, location, age groups interests and who else they follow on Twitter. This will help you determine who your demographic is on Twitter and target your content more accurately.
Create Reporting in Record-Time: Twitter makes reporting easier with an export data option that takes a time period of analytics and integrates into a user-friendly reporting format. This will help you provide all the information discussed above in a way that will help others understand what Twitter is doing for their business.
Why Do These Analytics and Reporting Matter?
Simply put, marketers are able to determine if Twitter is a productive venture with this information. It is easier to determine if your tweet timing is successful, gauge success on your tweet frequency, compare your tweeting tone, see if media tweets are more successful, and gauge link placement and more.
These new updates form Twitter will help answer many questions for marketers trying to determine the effectiveness of their Twitter social media campaign. Looking for more tips to help make your Twitter account a success? Check out our blog focusing on social media marketing tips!