Many companies engage in social media marketing on Twitter. Tracking the success of these campaigns is important, and now anyone can do it. According to Mashable, all a user has to do is go into the advertising tab and click on the analytics tab. The data interface already existed, but now it is available and free to all users.
Companies can now view a variety of information about their performance on Twitter for free. They can track mentions, follows and unfollows, and the performance of individual tweets. Additionally, there is data on Twitter followers, which charts how many followers have been gained over time and shows their age, gender, location, interests, and other accounts they follow.
Organizations can leverage this data in many ways. The performance of tweets can point to the most effective strategies for wide exposure. For example, if a tweet with a particular hashtag outperforms other recent tweets, it may be a good idea to use the hashtag more frequently. Follower analytics can give companies a picture of what type of audience they are reaching on Twitter. Common follower interests may point to a new direction for online marketing.
With free, easy access to analytics, Twitter marketing can be highly responsive.