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Twitter Analytics & its use in direct marketing

twitter-birdtypingWhen developing a direct marketing strategy that includes all of the vital channels – direct mail, email, and social media – why do businesses bother making a Twitter account?  How can you deliver quality information in 140 characters?  Isn’t it just a social platform? How do you make it “direct”?  There are many common misconceptions about the use of social media for marketing a business – though Twitter can be especially puzzling.  However, it’s actually an excellent tool that businesses can use to reach their target market, particularly when working on a budget. This is made easier by the utilization of Twitter Analytics – a free and helpful way to gather data about the progress of your tweets in reaching your company’s goals. And the best part? All you need to access Twitter Analytics is a Twitter account!

Impressions – or how many times your tweet shows up in someone’s feed – are at the core of analyzing what makes a tweet successful. Producing good content is half the battle, but that other half involves delivering it to your audience, which is where this information comes in handy. Impressions can be measured through various forms of engagement, including likes, retweets, replies, follower conversions, and more. Each is a valuable measurement of what your audience thinks of your content, and how deeply it resonates with them. For example, someone “liking” a tweet might just mean that they enjoy or find value in what you said, whereas someone who retweets you agrees with you to the point that they find your tweet worth sharing with all of their own followers. While all engagements are valuable, analyzing the types of tweets that tend to lead to favorites versus retweets (and so on) provides valuable insight about how to connect with your prospective customers. Additionally, Twitter Analytics has a function called Engagement Rate, which shows you the number of engagements divided by impressions for each tweet – helping you see what percentage of your audience is interested in the content you put out. A further breakdown will provide information about how many of your followers see your tweets, how long your tweets should be, and even what time of day is best to tweet. It’s a huge aid in measuring (and hopefully increasing!) the amount of impressions, and subsequent engagements that your content delivers.

Equally important is defining and targeting a specific audience to tweet at. For big companies, you might want to start by looking at your follower breakdown by region. This information not only shows you where your followers live (great for localizing advertising efforts!), but when might be a good time to tweet with respect to varying time zones. You can also view the top 10 interests of your followers in order to get a better idea of who they are, and how you can appeal to them. These can be found (respectively) through the “demographics” and “audience” tabs in Analytics. Once you understand your followers’ backgrounds, you can begin looking at what tends to resonate with their interests and lifestyles. And if you use hashtags, as many businesses do (check out our last blog!), you will definitely want to measure which ones tend to perform best. To do this, filter your tweet spreadsheet in excel by searching for the hashtag that you have in mind, and pull the average impressions, engagements, etc. that correspond with that tweet. Doing this for each hashtag will give you a clear breakdown of which ones your followers respond to, so that you can narrow in on using the most effective hashtags.

Twitter Analytics really does take the mystery out of “how to” when it comes to using Twitter as a direct marketing tool.  Combine interesting, relevant tweets that are reflective of your brand with Twitter Analytics and you will find it easy to tweak and guide your Twitter presence right onto the devices of your target market!


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