A Tweet that includes your @handle at any point other than the beginning.
Why It's Important
A mentions occurs 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.
How to Use It
The serious advantage of a mention is that it has the potential to reach Twitter users who may not be following you or aware of your brand’s presence on Twitter.
Mentions are an integral part of calculating engagement, but they can also be great stand-alone measurement tools. You can use mentions to:
Benchmark Against Competitors
Know who is being mentioned most in your category, so you can make necessary adjustments and move the needle.
Compare your brand sentiment to that of your top competitors: who is getting the most love right now?
Analyze audience growth and engagement over time. Understand the cycles and phenomena which impact your business most.
This approach gives you insight into user activity that isn’t biased by when your brand Tweets. Measuring organic mentions over an extended time period, and taking care to avoid events that bias posting times, can reveal when users choose to engage with your brand—and inform your publishing schedule.
Discover Customer Service Trends
Aggregated data on mentions can be very useful for identifying ongoing customer service trends.
The trended view above makes it possible to quickly identify whether customer service response scaled with brand mentions. It also clearly shows patterns in response time.
Identifying trends that capture complete coverage and focus on core customer service KPIs can be very useful for spotting issues and making decisions regarding resource allocation.