A @Reply occurs when a user talks directly to your brand by using your brand handle at the beginning of the Tweet in the Twitter timeline.
@Replies will only show up in your feed, the user’s feed, and the feeds of users who follow you both.
Twitter tracks @Replies differently than regular @mentions using a common Tweet ID, which measures a conversation as a thread, as opposed to random Tweets that happen to mention each other.
You can learn a lot about both your audience and what they think of you by seeing what they feel compelled to say to you directly.
How to Use It
It’s just as important to measure how you’re replying to people as to measure how they’re replying to you.
@Replies are especially good to look at when you’re dealing with customer service issues and/or want to change how people perceive your brand.
In a recent study, we found that 34% of top brands now have a dedicated Twitter account for customer service. Many brands are investing in solving customer problems via Twitter. When efforts are shifted from marketing to customer satisfaction, measurement strategies must also change to effectively evaluate performance.
When it comes to customer support, the goal is to respond to and resolve as many customer service issues as possible, as quickly as possible. The KPIs that matter most are response rate and response time — both of which are based in number of replies.