Twitter Metrics Defined: Mentions vs. @Replies
After our previous post on how potential impressions are calculated, we had several questions on the difference between Mentions and @Replies.
Both are important components to several other Twitter KPIs and engagement metrics, but what are they? What makes them different?
Mentions and @Replies have very different impacts for your brand, in order to understand that impact, you have to first understand what they are.
Mentions are when a user includes your brand handle, but doesn’t begin the Tweet with the @handle. These Tweets show up in your stream, the user’s stream, and the stream of anyone following the user.
Example: “I really love that @SimplyMeasured charts are dynamic within Excel!”
@Replies are when a fan sends a Tweet directly by using your brand handle at the beginning of the Tweet. This will only show up in your feed, the user’s feed, and the feeds of users who follow you both.
Example: “@SimplyMeasured Your Reports Rock!”
What Do Mentions and @Replies Mean to You?
@Replies and Mentions account for 2/3 of your engagement metrics. @Replies tell a story of users looking to engage in conversation with your brand. Mentions have the potential to give your brand exposure in front of vastly different audiences, and its important to monitor and understand the context with which your brand is being talked about.
Focusing on the types of Mentions and @Replies, amount of each, and patterns for each can help you understand your audience, and the relationship they have with your brand. This is important to everything from the type of messaging you put out, the way you interact with various users, and the way you measure success.
I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.