If your company is focused on customer service, you’ll care about different types of measurement and analysis than you would if you were trying to drive traffic to your online catalog or content marketing programs. This requires a different set of metrics, a different set of goals, and a different area of focus.
If you’re focused on driving site traffic, you’ll care about conversion metrics, and a more traditional marketing funnel that will resonate with the other demand generating parts of your marketing team.
The ability to understand how activity on Twitter drives impressions, reach, and ultimately, visits to your site can be imperative to a marketer. But this is only valuable if that’s your goal. You may be more concerned with driving meaningful conversations with your customers and providing useful support to encourage engagement. If that’s the case, your focus will be much different.
Focusing on response times and response rates to inbound mentions can be helpful to a customer service organization, but if you aren’t focused on addressing each inbound Tweet, these metrics can also be distracting.
As a marketer, it’s important to have clearly established goals that dictate not only the tactics you use, but the way you measure the success of those tactics.
How Companies on Forbes List Make Big Gains on TwitterKevin ShivelyBlogger ExtraordinaireSimply Measured
Forbes America’s Best Small Companies list brings together the most successful 100 small companies in the nation. We used the Forbes collection as a a sample set for our Twitter Study in January, comparing their activities and engagement to the Interbrand 100 Best Global Brands. At the time of the study, we collected three months of… Continue Reading
Everything You Need to Know About Twitter Tailored AudiencesJeff GibbBlogger ExtraordinaireSimply Measured
Twitter first announced Tailored Audiences back in December 2013. Just one month later, they released two new types of Tailored Audiences, much to the delight of advertisers. In general, Tailored Audiences give users the power to define their own groups to target via Twitter Ads. While the Tailored Audiences feature has the potential to be a game… Continue Reading
Breaking Down the Twitter Engagement EquationLucy HitzBlogger ExtraordinaireSimply Measured
What does engagement on Twitter mean to you? With the ever-improving suite of analytics available to you, it’s hard to stay current on the most updated version of engagement. We’re here to help. There you go. That’s all you need, right? Wrong. To fully take advantage of insight into your engagement, you’ll need to know… Continue Reading
How Lloyds Bank Crushes Customer Service on TwitterLucy HitzBlogger ExtraordinaireSimply Measured
Lloyds Bank, a British retail bank with branches in England and Wales, was founded in 1765 but has jumped into the social age with alacrity and skill. In addition to being able to address more customer concerns, Lloyds benefits from its Twitter customer service presence by engaging a younger audience — the audience that will wind up… Continue Reading