There is something lurking in your Twitter account. It’s attention grabbing, it’s informative and it could possibly shape the way you Tweet forever. That something is Twitter analytics, a fantastic free tool available right at your fingertips giving you more detailed insights into how your Tweets are performing and how they resonate with your audience. While we are all well aware that Twitter is a great opportunity for businesses – no matter what size – to reach a relevant and engaged audience of existing and new customers, to get the full impact of the social media app, it must be utilised to its upmost.

By using Twitter analytics, you can view your progress, discover your top influencers, and learn more about your audience. This information can help you understand how to optimise your content and expand your reach. You can then leverage these insights to inform ongoing content strategy for both paid and organic Tweets and content.

The tool allows you to…

• Examine how people engage with your Tweets in real time.
• Compare your Tweet activity and followers, and see how they trend over time.
• Click on any Tweet to get a detailed view of the number of retweets, replies, likes, follows, or clicks it receives.
• Obtain detailed insights into who your audience is, especially those who engage with your Tweets.
• Download your Tweet metrics.

In this great little Twitter for Business guide to analytics below, it outlines how each tab – Home, Tweets, and Followers – can be of benefit.

The followers’ tab is particularly important as it you can instantly see just how well people have engaged with your Tweets and also track the interests and demographics of your followers. Using the analytic dashboard also allows you to share your best Tweets with a relevant audience in just a few clicks and measure your company’s Twitter ads campaigns.

So if you fancy knowing more about what your Twitter account is doing for you, the answer is just one URL click away… https://analytics.twitter.com/about, to be precise.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.