3 Metrics for Measuring Twitter Hashtag Performance

3 Metrics for Measuring Twitter Hashtag Performance Lucy Hitz Blogger Extraordinaire Simply Measured

You want a quick ‘n’ dirty idea of how your ultra-creative, perfectly-planned hashtag campaign is doing on Twitter. The trouble is, you don’t even know what you mean by “how it’s doing.” What does a meaningful bird’s eye view require?

Let’s use the classic “What would you bring to a deserted island if you could only bring three things?” scenario. If you must choose three metrics to take with you to Twitter Island, I suggest one that’s essential, one that dives deep, and one that’s purely comparative – or to put it in Twitter context:

  • Number of mentions
  • Potential impressions
  • Relative volume

Why these three metrics? Lets take a look.

How many times your hashtag is used: Stream Tweets Over Time 

Screen Shot 2014-06-04 at 1.56.24 PMI got my numbers here by running a Twitter Activity Report and looking at the “Stream Tweets Over Time” section, but you can do it any way you want; manually or otherwise. This chart doesn’t just give me overall volume, it breaks it down into Retweets, @Replies, and Mentions of my chosen hashtag, as well.

Finding out how many times my hashtag has been used – and in what way – gives me a strong, immediate idea of whether my hashtag is going viral or going nowhere. I recommend looking at your usage numbers on a weekly basis for a long-term campaign, and on a bi-daily basis for a short-term campaign – schedule a report to arrive with your morning coffee and one to pop up just in time for your evening commute or afternoon marketing meeting.

How many times your hashtag is viewed: Potential Impressions 

So now you know how many times your hashtag has been used. But how many times have human eyes seen it? How many possible impressions have you made on the Tweeting public?

Screen Shot 2014-06-04 at 2.14.42 PM

For instance, Donald Tweets your hashtag #DuckLove. That’s one mention – you have that number already. But then his friend Goofy, ever the supportive and playful pup, Retweets that Tweet. Now Donald’s original Tweet is going to show up on the feeds of all Goofy’s followers, too. How do you measure that? Through Potential Impressions, of course.

In the world of marketing, we’re expected to report on data in a context that makes sense to other teams. Traditional marketers and advertisers are very familiar with impressions; a metric used by print advertisers to gauge the value of a publication or advertisement.

How your hashtag is faring compared to other hashtags: Relative Volume By Term. 

Screen Shot 2014-06-04 at 10.58.41 AMLast up, make sure you know where your hashtag stands in the competitive space around your brand. Research your competitors’ hashtags and track ‘em both on the same chart. This’ll give you an idea of how you stack up – and maybe even how you can take advantage of the lulls in volume for that dastardly enemy hashtag.

Compare relative volume, and then compare tactics and trends. What can you learn from other hashtag campaigns – both your own, or a competitors.

What’s a must-track on Twitter for your hashtags? 

What’s your can’t-live-without-it metric around your killer Twitter hashtags? What is helpful and what is meaningless? Let me know in the comments below, and don’t forget to start a free trial when it’s time to stop guessing and start measuring – click the button! Click the button!

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Lucy Hitz

Lucy Hitz

Holler! I’m the Social Media Content Writer here at Simply Measured, which means I get to research the latest and greatest in social media and shed additional light on what I find with our brilliant reports. I’m from the Upper West Side in NYC (reppin’ it!). I love yoga, prosciutto, peaty scotch, poetry, and Taylor Swift. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

  • chill morgan

    The Twitter Activity Report is a must-track to aware you of your numbers, potential, & relative volume on your hashtags, and it is very helpful and meaningful to know where you stand good or bad, to know if you need to make changes.

  • Angela Ambroise

    I wanted to email this to myself, but I dont see the email share.