Setting up your website is step one, promoting it is step two. The basis of that should be great content, and social media is your handy, free platform for this (next to all the great links you have gathered for your site, of course).
Social media, for us, is focused on Facebook, Pinterest, YouTube and Twitter. Over the next couple of weeks, I’ll guide through the analytics of these platforms. Thijs already wrote about setting up a strategy and picking an audience, these next posts will focus on what stats and extra information these platforms themselves provide. Much like the Webmaster Tools series we did last year. This post is about Twitter Analytics.
Tip: open your Twitter Analytics so we can guide you through the most useful stats!
Twitter Analytics dashboard
You can find your Twitter Analytics dashboard at analytics.twitter.com. It starts with a summary of the last 28 days:
How does this help? The large numbers are nice, but what really is helpful is the percentage next to these numbers. How did your numbers change compared to the previous 28 days. Audience (‘tweet impressions’) went up a lot in this case, which might have been triggered by the start of our Yoast Academy’s Basic SEO Training. Looking at profile visits, the drop isn’t that important to analyze, as personally, I could not care less, and more important, the numbers of followers shows a steadily increasing number, also indicated by the small graph below the numbers.
The 28 day summary is a quick overview, and the trend is more important than the numbers.
This month in Twitter Analytics
I like the second section a lot more. Twitter Analytics shows all kind of details about your tweets and following. Here’s what Twitter Analytics tells us about last month:
Now I have to be honest: this dashboard is a nice magazine-style summary of incidences. This tells me just about nothing. It’s what’s beneath all these instances what matters. Every section in that screenshot has a ‘View [something]’ link to all the good stuff.
The ‘View all Tweet activity’ link in Twitter Analytics brings you to a nice overview per period. You can see the number of tweets per day, and the impressions:
Right below that graph, you’ll find details per tweet, like your most engaging tweet:
If you’re goal is to build your audience, ‘Tweets & replies’ gives you a nice overview of what happens in terms of replies and favorites. Clicking the tweet itself gives you some more information as well:
I think the ‘Detail expands’ is an interesting number. Probably depending on the Twitter client, right. And should we call that engagement already?
‘Favorites’ is another number that has become fuzzy for me over the past year or so, as I know quite a few people that use the Twitter favorite option to trigger IFTTT scripts to add the tweet to Buffer for sharing it on their own timeline as well. I might just made that number even fuzzier, if I have given you an idea :)