Flying blind isn’t enough if you’re serious about driving engagement and building new relationships on Twitter. To really succeed, you’ll need to observe your progress by tracking Twitter analytics.
The best way to do this is to use a social media management tool, but Twitter analysis isn’t too complicated. There are a few critical metrics you need to keep an eye on to ensure success.
Sent and Received @Mentions and Direct Messages
There are two kinds of messages you can send on Twitter: @mentions, which are public tweets that are made visible specifically to a certain person by including his or her username after an @ sign, and direct messages, which are sent privately between two users like email.
Tracking how many of these you receive and how many you send is the most important part of Twitter analysis. Your goal should be to at minimum match your output to your input. That is, when someone contacts you, you need to reply.
Relationships are the most important aspect, of course, but your engagement — that’s what we call this balance sometimes — is closely correlated to that.
New and Lost Followers
You’ll know you’re doing a good job engaging with people when new people follow you, and they stick around. You should keep an eye on how many new followers you get each week, and how many you lose in the same time period.
Obviously, you probably want to gain more followers than you lose. But if you track these metrics, you can identify the time periods in which you were most or least successful.
Did you see a big spike in followers last week, or a big drop? Investigate those days to figure out what you’re doing right or wrong.
Other Metrics: Clicks, Demographics, and More
There are deeper cuts to explore when it comes to Twitter analytics, but some of the most useful are not easy to track using just Twitter’s website.
For example, you could monitor exactly how many clicks each of the web address links you include in tweets get, or you could determine the demographics of the people who follow you on Twitter to figure out where you’re strongest and where you’re weakest.
There are a number of tools that help you do this on the web, but the best way is to use a comprehensive social media management tool.
Its reports can save you a lot of time and give you more powerful Twitter analytics you wouldn’t be able to access otherwise, and there’s a free trial so you can try it out to see if it works for you.