A recent study by the Social Media Marketing University showed that 4 out of 5 brands use Twitter as a tool to increase awareness of their products and services.
If you’re one of those 4 out of 5 brands, then your main focus on Twitter isn’t always driving click-throughs or conversions.
Instead, you’re trying to make your brand stand out in a saturated field. You’re trying to teach people about what your brand is, and how your product can make their lives easier or more enjoyable.
If you’re interested in building brand awareness using Twitter, it’s vital to focus on different metrics than you would for conversion or sales funnel-based goals. More than that, you need to understand how your own actions impact your awareness metrics.
You’ve got to find your golden ratios.
Finding Your Golden Ratios
When looking at input and output metrics, it’s wise to focus on ratios. These ratios, which help you to understand and benchmark your impact on the metrics that matter to your brand, need to be defined. You need to choose the metrics that are most relevant or important to you, and numbers that make sense for your specific brand. Here are some options to inspire you:
- Number of Tweets sent and the number of unique people engaged
Measure the ratio of your Tweets to the number of unique people those Tweets engaged to get a solid idea of how many people your Tweets motivate to actually participate by engaging with your brand. By measuring this ratio regularly, you’ll eventually find the sweet spot between number of Tweets and unique people engaged.
You’ll be able to come up with your own goal ratio (1:3, for example) as a benchmarking staple. And you’ll also be able to tell if quantity works better than quality for your brand, or vice versa.
- Number of Tweets sent and your total engagement
Say that 4,000 unique people are engaging with your brand’s Tweets during a given time period, but your total engagement is 12,000. That’s the moment when this ratio is worth paying attention to.
Do you want to figure out what makes a follower super-loyal and interactive with your brand on Twitter, as opposed to your many followers who take a more passive role? Then this is the ratio for you.
- Number of Tweets sent and your potential reach
This ratio is worth paying attention to because it shows the connection between the amount of Tweets you send and the number of people who’ve been exposed to your Tweets by your followers (a.k.a. the number of people who now have your brand on their radar and might not have before).
It’s a good ratio to hone in on to discover a) how wide a net your casting, and b) how influential your followers are, since the higher this number the more followers your followers have.
I recommend keeping an eye on this ratio on a regular basis so that you can measure the difference as your follower count and follower type change over time.
This ratio shows you how your number of Tweets relates to the potential amount of times a human being has seen your post. It may be the most important ratio to pay attention to if you’re setting an intention for increased brand awareness, as it highlights your ability to get your message in front of as many people as possible.
Understanding these ratios is important for understanding how your efforts impact your overall brand awareness. But don’t let me hold you back. In fact, a smart social media strategist might take all of these ratios into account for a few months, then decide which is most relevant for her brand and purpose.
Is brand awareness a primary purpose of your social strategy?
Which metrics do you use to keep track of how you’re doing on this front? Let me know in the comments below, or hit it up at @LLHitz on Twitter.
To learn more about the metrics, and advanced analysis you can conduct as a part of your own Twitter strategy, download our Second Edition eBook, The Complete Guide to Twitter Measurement.