You’ve spent countless hours preparing, strategizing, and planning for your Twitter campaign. You put your plan into action, worked overtime making sure it was executed properly…and now you’re pretty sure it went well.
But pretty sure isn’t good enough anymore. Not only do you have to justify the effort and added cost of your campaign to your boss, you have to justify it to yourself.
Is it worth it? Did your campaign result in customers, better brand awareness, or more engaged users? Should you do it again?
It’s important to conduct a “post-mortem analysis” to determine what you did wrong, what you did right, and what you can do next time to make it better.
As you dig into your Twitter Analytics to unearth these insights, there are several key metrics that can help you better understand your campaign, and how well it worked.
The easiest way to tell if your campaign had a meaningful impact is to look at follower growth, and how it correlated with your campaign timeline. Did spikes in follower growth line up with key messaging from your campaign? Did influencer involvement drive a significant increase in new followers? There’s a lot of information that can be gleaned from follower trends, including something we call “campaign lift”: Was there a sustained increase in your follower growth rate after the campaign was over? Be sure to take that into consideration. If you saw a massive peak in fans, and then a quick return to normal, you may need to reevaluate some of your campaign tactics.
While follower growth can give you some great insight and set a barometer for your campaign health, one of your main goals was most likely to get followers involved. Examine the engagement trends surrounding your campaign, both before and after to determine your campaign lift for engagement. Set a wide sample set, with at least twice the time of your campaign period to use as a benchmark for standard engagement. If users didn’t respond to your messaging, you need to understand why. What can you do better? If they did respond positively, you can analyze key points from your outbound content that kept them involved.
Not to get too self-promotional, but this is my favorite feature of Simply Measured’s Twitter Analytics suite. With the Twitter Traffic Report, you can tie your Twitter data in with your Google Analytics data to see how your brand efforts during your campaign translated to actual website visits and even which goals (from your Google Analytics goal set) were completed. This is the most concrete way to tell if your campaign worked. If you can determine the actual site traffic driven from your efforts, and in turn, the goal completions driven by your Twitter activity, you can determine a base-level ROI of your Twitter campaign. While it may not reflect residual brand awareness, and later referral traffic, it can set the tone for future campaigns.
When running any kind of campaign, your goal isn’t to simply reach people. It’s to reach the right people. With Twitter, you can easily see whether or not you did. How influential was the audience you engaged? Not only can this be valuable insight for the success of the campaign, it can give you targeted goals and opportunities for future ones.
Impressions & Reach:
Two metric that tie in the audience of your followers, impressions and reach can be a great way to tell if you were successful. Benchmark against standard impressions and reach, discover the key reasons for increases during your campaign, and set the tone for future activity.
For more types of Twitter analysis, check out our full suite of Certified Twitter Reports.