How to Conduct a Twitter Audit: 10 Metrics You Should Check

Before starting SMM promotion, you should assess the current state of your account. First, this will help you understand what you can offer the customer. Secondly, you will determine the A point in the promotion; you will be able to create a work plan,, or use freeways for promotion and decide what needs to be done first.

If you use Twitter in your marketing strategy, it is certainly important to create quality content and analyze its results.

One would assume that Twitter is not so popular today, and users prefer other networks, such as Instagram, with its constant updates. However, Twitter has 330 million monthly active users. More than 40% of them, or rather 145 million, use this service every day. 

Approximately 63% of Twitter users worldwide are between the ages of 35 and 65. Thus, it is easy to guess that this social network attracts mainly an adult audience.

At the end of last year, the social network announced its integration with Periscope, and now you can create live broadcasts on Twitter itself via the iOS and Android mobile platforms.

There are specific metrics and analytical tools to measure business results on Twitter. We will tell you about them in this material, which will be useful not only for owners of private Twitter profiles but also for marketers and managers who maintain their brands and companies’ Twitter accounts.

10 metrics for conducting Twitter audit

  1. Engagement

One of the most important Twitter metrics is the engagement rate. It combines various metrics and determines how users interact with your content.

Twitter engagement rate refers to the number of interactions your posts receive divided by the number of impressions. It consists of various interactions with tweets: likes, followings, retweets, replies, clicks, hashtags, clicks on embedded posts, etc.

  1. Tweets

A tweet is considered a simple yet effective metric in Twitter analytics. By analyzing the types of tweets, you will understand the preferences of your target audience.

A tweet with a picture increases engagement significantly. But sometimes users prefer short videos or even a simple post without any pictures.

The Tweets section of the Twitter Analytics menu allows you to take a closer look at your tweets’ content. Here you can also find analytics for tweets made in the last 28 days. If desired, you can select a different period.

  1. Retweets / Impressions

It is important to understand how much of your audience will recommend your tweets to their followers. Retweets can be viewed as indicators of how many people support what you post.

Impressions help add context to other metrics and are just as important as retweets. The number of retweets can attract a new context, and the number of impressions will make it more valuable.

A picture with impressions is available at the top of the analytics page. This Twitter metric explains the ups and downs of your content well.

Twitter lets you know how many people saw your post each day, describes the amount of organic reach and the number of tweets.

  1. Analysis of subscribers

Another metric on Twitter is related to the analysis of followers.

Analyze your community and take a closer look at your subscribers. Twitter Followers Analytics will help you understand and manage your community, what languages people speak, their gender, and professions. You can segment your followers through a range of filters and keywords, or categorize them in one list.

  1. Traffic analysis

If people share your posts, then they like them. If you care about traffic to your site, sharing can have a real impact on it.

To be able to measure traffic effectively, you need to optimize your URLs with URL optimizers. Use an address shortener, for example. The traffic generated will help you assess the quality of your content.

  1. Clicks

Click is one of the most important metrics, as it represents a specific user act. With Twitter clicks, you can set broader business goals for brand awareness. Increasing clicks will show that you have shared some really good tweets. And it is a great idea to find them and send them again.

  1. Analysis of your audience’s interests

Analyzing your audience’s interests will help give them what they want. This metric allows you to explore popular topics that your subscribers are interested in and which they read most often.

Twitter collects this information and highlights topics that are common to most of your followers. This insight is easy to find in a graph that shows what percentage of your audience is interested in each topic.

If you can create content that matches these topics, your followers are more than likely to read, share, and comment on your tweets.

  1. Mentions

Mentions help you track the positive and negative aspects of attracting new subscribers. If the number of mentions is high, it definitely demonstrates the growth in the number of subscribers.

  1. Best time to tweet

By choosing the optimal time of day, you can identify the greatest activity. Most brands do this and post their tweets, usually between 8 am and 6 pm. But it certainly depends on the ideology of the company.

  1. Twitter hashtag analytics

There is no doubt that hashtag tweets are getting twice the engagement. The more profit you want to get, the more hashtags you should use.

Twitter web analytics helps you see which of your hashtags perform best. You can filter them by searching for tweets for your desired hashtags.

Track all hashtags and keywords that might be important to your business. Evaluate all the active discussions that take place around any of your posts. This will also help you find influencers in your community.

You can also use other metrics and analytics tools, but even these listed indicators may be enough to assess the real situation and prospects.

As you can see, a Twitter audit can provide you with interesting facts and vital insights to optimize your social media strategy. Now you know how to find and use analytics on Twitter itself and apply useful tools and metrics.

Dharmesh is Co-Founder of TechnoFizi and a passionate blogger. He loves new Gadgets and Tools. He generally covers Tech Tricks, Gadget Reviews etc in his posts. Beside this, He also work as a SEO Analyst at TechnoFizi Solutions.


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