Business Monday

August 10, 2014

10 ways to use Twitter’s new analytics tool to market your business online

What if there was a way to find out how people were engaging with your brand on Twitter in real-time for free? Armed with that information, what could you do to market your business?

What if there was a way to find out how people were engaging with your brand on Twitter in real-time for free? Armed with that information, what could you do to market your business?

To help you find out, Twitter rolled out a new and improved analytics dashboard for its advertisers, Twitter Card publishers and verified users last week. The new dashboard offers insightful data like how many times a tweet has been seen, who clicked on it and how it was shared. The best part is that whether or not you currently spend money to promote your tweets, you can still take advantage of the features of the new analytics tools free of charge. Here are 10 ways to get the most out of using it.

1. Sign up for the Twitter Ads platform. You won’t have to actually purchase ads, but you need to sign up by providing basic user information such as the name of your business and your email address to get access to the analytics tools. You will also have to enter credit card information, but you’re only charged if you make a purchase. Log onto to sign up.

2. Benchmark your marketing efforts on Twitter using analytics. To effectively market your business on Twitter, you need to get an idea of how your content is performing right now. Use analytics to understand important metrics such as retweets, replies, follows and favorites. With the new dashboard, you’re able to get a clear picture of what you need to improve on.

3. Use analytics to tailor your tweets. With the analytics tool, business owners are able to see how their followers are interacting with the content they create. For example, the number of times a follower clicks on a tweet can give you insight into what type of content gets the attention of your primary audience. The Tweet Activity dashboard offers statistics for regular and promoted tweets in real time. You can also see how many re-tweets, favorites or embedded media links a particular tweet racked up. This kind of insight is invaluable in terms of helping to develop content that resonates with your audience. So if you find that the number of re-tweets your content received is up 25 percent, but the number clicks is down by 10 percent, you know you have some work to do to get the click rate back up.

4. Design contests and special promotions using Twitter analytics. The information gleaned from Twitter analytics can help you design contests and special promotions that get your company noticed. One of the metrics available in the revamped dashboard is the number of clicks a URL in a tweet receives. If you have a contest or sale, drive traffic back to your website by including a URL in a tweet to promote it. The dashboard will allow you to track that link and see who shared it on Twitter.

5. Use analytics to determine the best time to post. Do you know when the majority of your followers are on Twitter? With the new dashboard, you can determine the best time to post your content for maximum engagement.

6. Get to know your audience through analytics. One of the best things about Twitter’s new analytics dashboard is that it helps you figure out who your audience is, how often they use Twitter and what interests them when they do. Metrics like hashtag clicks and user-profile clicks help you to create a snapshot of your followers. You can use this information to customize content and increase engagement.

7. Use analytics to figure out how to improve your overall reach. Analytics can help you find ways to improve the way you reach potential customers with the content that you post. For example, if you discover that your click rate goes up substantially when you post information about discount sales, you can use that information to develop content around that topic. If you find that your followers almost never click when you re-tweet content from a certain organization, company or group, you can shift gears with your marketing strategy and cut down on re-tweeting content that doesn’t resonate.

8. Explore new ways to engage your audience using analytics. Once you’ve gotten the hang of using analytics to drive your Twitter outreach strategy, you will learn many new things about your audience. Take what you learn and come up with new ways to engage your audience. For instance, if you notice that whenever you embed a video into a tweet, your engagement rate goes up, it’s time to consider using video as a tool to market your products and services on Twitter.

9. Use analytics to develop hashtags that get noticed. If you’ve ever tried to figure out how people interact with the hashtags you create on Twitter and grown frustrated in the process, the upgraded dashboard offers a solution. Users can track the number of times a hashtag is used and shared with others. This information gives you an idea of which hashtags are catching on with your audience. That, in turn, helps you to tailor your content.

10. Use the “Export Data” feature to further analyze your marketing efforts. While the new Twitter analytics dashboard offers a wealth of information not previously available to non-advertisers, there may be times when you want to dig deeper and analyze the data further. Twitter makes it easy through its “Export Data” feature, which allows you to get statistics as far back as Oct. 1, 2013, and download it into a Microsoft Excel spreadsheet.

For more ways to use Twitter’s new analytics tools, visit the Mimai Herald’s Starting Gate blog. You can reach Tasha Cunningham on Twitter @mediaprbranding.

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