Follower count is an important metric for measuring the performance of a growing audience on Twitter, but too often it’s the only audience metric that marketers focus on. With each new follower gained, the characteristics of your audience change.
Over time, substantial follower growth can result in very different type of audience, and just measuring change in follower count can only tell you so much. There is more you can do to understand your Twitter audience, and ways to grow it more effectively with Simply Measured’s comprehensive Twitter reports.
Your follower count is just the first step to understanding your potential to reach the masses. The followers of your followers are your secondary network; they determine how much potential there is for sharing content downstream.
Comparing competitor audience growth rates to your own growth will lend perspective to how effectively you are growing your audience, letting you know whether you’re ahead of the game, or playing catch up.
Identify users mentioning your brand by name or retweeting your content, who are not already following you. These users may be unaware of your handle, or be following your followers. Create a connection with these users to encourage them to follow you directly.
Follow influencers that engage with your brand, or your competitors. Monitor their Tweets for opportunities to engage them directly.
Identifying influential followers can be a challenge. It doesn’t matter how many times a users mentions your brand if they don’t have an audience that engages with their Tweets. Klout can give you context to who your most valuable followers are.
Are your social goals tied to specific markets? Segmenting follower growth by location enables you to measure your share of voice on Twitter with respect to regional markets.
Segment your followers by how they engage with your brand. Create profiles for followers that frequently retweet your content, and those who often mention you on Twitter. Social profiles for these users will help you better understand, who your followers are and why they engage with you on Twitter.
Is your engagement scaling as your followers grow? Engagement as a percentage of followers (engagement rate) shows how much of your audience you are able to engage. Change in engagement rate can indicate the value of fans gained or lost.
Significant changes in follower count mean that you have more to learn about who your followers are. Comparing new followers to your previous followers can help you determine the value of new followers gained, and whether you’re retaining old followers as you grow your audience.
How frequently your followers Tweet indicates how active they are as users on Twitter. The more active your followers are, the more likely they are to see and engage with your Tweets.