Even though Twitter is a place where you can tell friends and followers about how bad your day at work is going or post a picture of that evening’s dinner, it is a hugely significant and influential marketing platform for business.
Social media enables any organisation to communicate directly with consumers or clients, build brand identity, improve website traffic and ultimately generate more revenue. While other networks and channels may be more beneficial to certain types of business, Twitter can be taken advantage of and put to good use by any marketer.
Although you have got the opportunity to tweet all day until your heart is content, without knowing whether activity is having a positive impact or not, there is not much point in even logging in. Therefore, measuring Twitter engagement is crucial if you want to succeed.
What is Twitter engagement?
It may feel like posting company updates or re-tweeting content is enough to make a social media impact, but this is simply scratching the surface. Twitter is a two-way communication channel, which compels you to interact and engage with others.
Therefore, if you’re successfully engaging on Twitter, your brand should start receiving more mentions and followers while posts will be favourite and retweeted to a greater extent. Once you start to notice these indicators, it will be time to measure Twitter engagement.
Define your goals and objectives
Before you start measuring your engagement, it is extremely beneficial to determine what you want to achieve. From increasing awareness and website traffic to improving reputations and relationships with customers, your Twitter activity will be much easier to track and analyse with some defined goals and objectives.
Define metrics and indicators
After figuring out what you want from Twitter, think about how these targets will be measured. This can include but is not limited to growth, reach, traffic and conversions. You could be getting lots of new followers, but they may not be interacting with your account. Certain posts might be favourited or retweeted, but website traffic and conversions could be lacking.
The best way to monitor and analyse follower patterns or tweet trends is by using a measurement tool. This way, you’ll be able to focus on particular aspects of your Twitter footprint and improve end results.
Klout – This particular resource gives you a social influence rating from 1 to 100 by determining the size of your network, correlating created content and measuring user interaction. After receiving a Klout score, you can use various tools to improve your rating with better engagement.
Twitalyzer – Measuring every aspect of your activity and presenting it in easy to understand dashboard, Twitalyzer is a ‘one stop shop’ for measuring engagement. With this tool, you can also browse topics, hashtags and influencers relating to your line of work.
TweetReach – This enables you to find out how many impressions your account’s activity is receiving beyond its followers. In addition to providing data about the engagement levels of your audience, TweetReach also presents information about trending topics, industry influencers and competitor activity.
Google have tried over the years to compete for your time with Twitter and Facebook but to no avail. Their last attempt was Google + authorship but this has now been scaled back. SEO business like ours have been asking clients to have a strong presence on G+ and ‘authorship’ in particular.