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Social Media: Twitter Offers New Detailed Analytics


Ever wondered who is seeing your Tweets and if they really care what you have to say? If you devote any time at all to sharing content via Twitter, you may sometimes feel like you are just putting all of that material (and the hard work that goes into creating it) into a black hole, with no clue if anyone actually reads it.

Well, wonder no more. Twitter recently expanded its analytics so that you now have access to interesting insights relating to your readership and engagement. Until now, users who had access to a dashboard mainly measured the reach and success of their Tweets by watching the number of favorites and retweets, which is information that was available to all other Twitter users, as well.

The new and improved analytics dashboard, available to verified users, Twitter Card publishers and advertisers, provides additional helpful insights into how your messages are being read and received. The impressions data shows you how many times a Tweet has been viewed, and you can even break that data down into hour-by-hour comparisons. For a bigger picture, you can also view a 28-day graph showing how all of your Tweets have performed.

To get a sense of engagement level, you can drill down into the analytics for a specific Tweet and see, for example, how many people clicked on the link or hashtag contained within that message.

Unfortunately, now that you have access to this information, you may not be so thrilled with what you learn. Confirming what many people already suspected, the analytics show that for most users, the vast majority of their Tweets go largely ignored and unread. Just as many businesses (and individuals) have been complaining that their Facebook posts often get b

uried or hidden, it’s also common for your Tweets to be virtually invisible to many of your followers. On Twitter, this is mainly due to the “blink and you might miss it” nature of the channel. Unless you have great timing and post a Tweet when many of your followers are watching, they may never see it, especially if they don’t use a tool like HootSuite to filter and monitor Tweets from their favorite accounts.

As with Facebook, there is a way to get your message more visibility on Twitter, but it will cost you. Investing in promoted Tweets can ensure that your message is seen by a wider audience, including those who aren’t yet following you.

A free alternative is to repost your Tweets, sharing the same message more than once at varying times so you are more likely to be seen by people who may only be watching Twitter activity at certain times of the day.

You also need a well-planned and professionally executed social media marketing strategy that includes Twitter and ensures all of your efforts are working together, which is something KEO Marketing can implement and manage for you.

Christian Lowery

Christian has over 5 years of experience in social media content creation, curation and management. He is passionate about thoughtful, creative branding and storytelling, and enjoys helping companies develop a strategic social media strategy. In addition to social media management, he is an experienced photographer and copywriter for many B2B and B2C brands. His understanding of consumer outreach and engagement, along with his eye for design, helps our clients target new customers, re-position themselves in the marketplace, or strengthen their existing audience.