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DSIM’s Guide- How to Analyze Performance of Twitter Marketing & Content?

28/08/2018
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Twitter marketing gets you notable prospects, so it becomes quite essential to analyze at regular intervals.

Manual optimization is something unachievable, so it’s good to use tools that help you get a grip on your audience and Twitter content.

1) Use Twitter Analytics and Followerwonk for Assessing Your Twitter Audience

It’s imperative that to know what Twitter content your audience wants to see, you first explore them.

Take help of Twitter Analytics to dig into your audience.

To access Twitter Analytics-
  • Click your Twitter profile picture
  • Choose Analytics from the drop-down list

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The Analytics home page will show a summary of all Twitter activities.

To know more about your Audience, click on the Audience tab shown at the top of the page.

Then, you’ll be directed to a page that has follower growth data.

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Scroll down and know more about interests, gender, household income, and occupation of your followers.

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Don’t just look at this data; note the information on a sheet of paper or spreadsheet so it will be easy to reference in the future.

Now, click on the Demographics tab and note down the country, region, and language of your audience.

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Then, go to the Lifestyle tab to know more about your audience’s complete interests and other things they’re interested in.

Consumer Behavior tab will let you know about the types of credit cards they have and types of good purchased by them.

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Now, go inside the Mobile Footprint tab to see the devices used by your audience.

This research done through Twitter Analytics will help you get more about your followers.

Once you have analyzed the data, you can adjust the analytics filter from Your Followers to your Organic Audience so that can entire audience, not just followers.

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Use Followerwonk As Well

Use more advanced Twitter Analytics tool Followerwonk to supplement these insights with more advanced data.

The tool helps you analyze your account as well as accounts of competitors with similar following or influencers whose audiences can be worthy of you.

You just need a Twitter handle.

You can use the free and paid version that starts at $29/month.

You can find a list of things about your audience-
  • The number of times your followers have been active.
  • The exact location of followers on a map,
  • Their follower counts & more.

Along with your Twitter Analytics research, go through the Followerwonk data and include useful insights to a piece of a paper to make it is easier to reference later.

The information would enable you to know what Twitter content your audience with go for interacting with.

The data helps you to make empathy maps and personas. The bio keywords can be used in your tweets because these phrases are extremely in the eyes of your audience.

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2) Use Google & Twitter Analytics, and Smarp to Know Tweet CTR and Engagement

Now, you’ve measured the CTR of your tweet as well as engagement on past tweets using Google Analytics, Twitter Analytics, and Smarp.

Use Google Analytics to Assess Twitter Traffic

Follow these steps to use Google Analytics

  • Go to the Google Analytics dashboard
  • Click Acquisition has shown in the left menu.
  • Click on Social
  • Then go to Network Referrals.

 

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The tool will show a list of the top social platform. Clicking on the network will let you know about the traffic of the platform.

Click on Twitter to view the web pages which have frequently visited by your Twitter audiences.

The data can let you know what content type will bring more traffic from Twitter and what content to display again with more tweets.

To find out what Twitter content is getting shared the most, go through the data provided by your social sharing tool.

Use Twitter Analytics to View Engagement Stats 

Click on Tweet tabs of your Twitter Analytics to assess your tweets.

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Click a tweet in order to know what kind of engagement your tweet has got including likes, detail expands, link clicks and others.

You can download this data.

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Use Smarp– An Advance Employee Advocacy Platform 

Use an employee advocacy program to find more information about the type of Twitter content your audience wants.

Provide your employees content from your blog and analyze the content which gets shared most often on Twitter and drives more traffic to your site.

When many team members share content, a more diverse and more useful data come into the picture.

So, after viewing the metrics as a whole, you better come to know how your Twitter content is performing.

Use Smarp that allows social media experts to post content for employees to share.

From there, employees can access and share from Smarp dashboard.

Smarp allows you to tag items according to a topic in your content helping users to track them easily.

The tool itself “add the topic tags to the UTM parameters on the share URLs” to let you map out clicks and goal conversion per topic in Google Analytics.

With Smarp’s analytics, the tracking of the performance of individual posts and team member’s shares in each social media, including Twitter.

The 14-day free trial of the tool is available, but you’ve to upgrade to paid plan which starts at approx. $11.50/user/month.

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Conclusion

Twitter is one of the productive social platforms in terms of marketing.

If you want to analyze how your Twitter marketing and content is performing, nothing better than the above-mentioned tools can help you.

Have a look at them.

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