When I was in college, Myspace was a big deal. I spent more time on Myspace than I do now on Twitter. It’s where I did my first “social marketing.”
4 Ways to Measure Tweets Beyond Engagement
At the time, I was the station manager of our college radio station, and had a show called “The Hip Hop Ho Down” which you’re not allowed to judge because I lived in Montana and that name was hilarious to me. Because Myspace was getting so big, I used the network to promote the radio show, and I’d get excited anytime someone commented on a post. I can’t remember if Myspace had a “like” or “favorite” equivalent, but if it did, I’m sure I got excited about those too. The problem is that this didn’t equate to people listening to the show.
Engagement, it turned out, was not a very valuable success metric for me.
Let me be clear: I’m not advocating for anyone to stop measuring engagement. Engagement metrics are an important part of the puzzle when it comes to social marketing, but engagement can’t be your only success metric. If it is, you’re missing out on some important factors.
Measuring social is a big challenge, and one that marketers are still struggling to grasp. Focusing exclusively on Likes, replies, and basic engagement metrics won’t tell the whole story. – Adam Schoenfeld, CEO of Simply Measured
If you’re marketing on Twitter, there should be more to it than how many favorites or Retweets you get. What’s the point of that Retweet? What are you trying to accomplish? As marketers, Twitter gives you an amazing amount of data that can help you tie your Tweets to specific goals. Below are just a few examples.
1. All Action Taken with Your Tweet
Have you used Twitter’s native analytics? If not, you’re missing out on a lot of good insight. Twitter Analytics shows you more details than basic @replies, Retweets, and favorites.
By drilling down with Twitter Analytics, you’re able to identify the Tweets that drove actual link clicks, embedded media views, hashtag clicks, profile clicks, etc. This is a free component offered by Twitter that any social marketer can use. The stats are available for the previous 30 days, and can be downloaded to .CSV so you can incorporate the data into your social reports.
2. Web Conversion from Tweets
One of the major benefits of working in the digital marketing space is the ability to tie your various programs together. With Twitter, you’re able to tie activity directly to actions taken on a website.
By connecting Twitter data with Google Analytics data, you’re able to identify website goals that have been completed by visits driven from your brand’s own Tweets. This allows you to measure and benchmark the conversion rates you can expect from various campaigns and specific content.
3. Influencers Driving Value
When your Twitter programs are designed to engage broader audiences, it’s important to know who’s helping you add value. Twitter’s public nature allows the unique ability to see which users are helping with a wide variety of factors, from exposing your message to a large audience:
To the users driving actual traffic to your website:
Without defining and understanding your goals, you won’t know which of these metrics should matter to you, so it’s important to have that framework and plan established ahead of time.
4. Value of Twitter Traffic
In addition to driving traffic, it’s important to know the value of that traffic, relative to other traffic.
Again, by tying Twitter analytics to Google Analytics data, we’re able to identify the average page views per visit, bounce rate, time on site, and several other factors, broken into traffic from Twitter, and traffic from other sources. This can help us understand the value of that audience, and what to expect from the channel.
Going Beyond Engagement
It’s important to tie engagement metrics with the goals of your social programs, and the driving factors that make a difference. To learn more about analyzing, measuring, and optimizing your Twitter campaigns, download our Complete Guide to Twitter Measurement.