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Using Twitter Analytics for Better Social Media Marketing

When is the last time you actually gave a fuck about how your marketing efforts were going?

Yesterday? A month ago? A year ago?

Consider this your friendly reminder that Twitter is an absolute beast when it comes to marketing and engaging fans, friends and customers.

Over the last month I’ve been utilizing Twitter more than previous months, revving up efforts for my freelance blog, Guerrilla Freelancing.

When Twitter opened up it’s Analytics to all users in August last year, it was a great move in a positive direction. Not only for Twitter, but for the users like you and I who have been wanting to know more about our Twitter use and how good it is for business.

Twitter Analytics Overview


Starting to use Twitter’s built in analytics is easy: Make sure you’re signed into Twitter and then go to the Twitter Analytics page.

When the page initially loads up, you’ll see a 28 day overview of your stats, which gives you a lot of information at a quick glance. But we want to dig further than just the main overview page.



The first thing we’re going to look at is the impressions that they show on the TWEETS tab.

This will give you a nice graph overview of how many organic impressions and tweets you receive each day.

Here is where you can get your first taste of what days get the most impressions, if your amount of impressions reflect increases based on an increase in tweets, etc.

Under the initial bar graph you can see your recent tweets and their impressions and engagements. You can also browse your Top Tweets, Tweets and Replies and any Promoted tweets you’ve sent out.

Are you able to see a correlation between a specific type of tweet and the amount of impressions and engagement you get?

According to Hubspot, tweets with images receive 18% more clicks, 89% more favorites and 150% more retweets.

Does that reflect in your tweets? I know it does in mine, which means I’ll continue to utilize visual content when socializing in order to get better engagement, shares and traffic.

How & why to use Twitter Cards


Expanding on the need to keep your tweets engaging with images and not just plain text, Twitter Cards are a perfect solution to take a lot of the extra work out of your social marketing efforts.

Twitter Cards will show an image, title and excerpt when someone clicks to expand your tweet, giving them an overview of your content before clicking.

If you use engaging images with your content, this is a surefire way to get more traffic to your blog.

Adding the Twitter card code to your website

If you’re comfortable with editing code in your WordPress themes files, you can add the code below to the top of your single.php file.

Change out the @WEBSITETWITTER and @AUTHORTWITTER names to your own, and make sure you’re adding in a featured image to your posts in order to have it automatically pull into the twitter:image:src section.

	<meta name="twitter:card" content="summary_large_image">
	<meta name="twitter:site" content="@WEBSITETWITTER">
	<meta name="twitter:creator" content="@AUTHORTWITTER">
	<meta name="twitter:title" content="<?php the_title(); ?>">
	<meta name="twitter:description" content='<?php $excerpttwitter = strip_tags(get_the_excerpt()); echo $excerpttwitter; ?>'>
	<meta name="twitter:image:src" content="<?php $image = wp_get_attachment_image_src( get_post_thumbnail_id( $post->ID ), 'full' ); echo $image[0]; ?>">

Not comfortable editing files yourself? Get in touch, I’d be happy to help.

How to find your top Twitter influencers


This is a great tactic to start getting more retweets and shares, as well as more traffic. By finding out who your top influencers are, you can start to engage them more, keeping your tweets at the top of their retweet list.


Simple. Ask them to retweet you.

Just don’t be a dick about it, spamming them a million times on Twitter. Instead, write them a personalized email and let them know why you think your content could be a good fit for their audience.

Another way to keep your top influencers around is to find their content, share it for them and show that you care about them and are actively involved in making their social presence too!

How to find additional information about your followers


Now that you’ve got some of the basics down on how you can grow your engagements through Twitter by studying the different stats that Twitter Analytics offers you, it’s time to figure out a little more about your followers.

This is a step that a lot of people skip because they don’t believe that there’s much value in this section, but they’re dead wrong.

You won’t make that mistake.

The first stat that I look at is the Most Unique Interests. This lets me know what my followers like the most, cutting out some of the stats that murk the waters when looking at the Top Interests.

With these stats, you’re able to craft your tweets to give the people what they want, tweeting out info that your followers like the most.

It also allows you to know what blog posts you can write that can help get more engagement, especially when you double this up with the stats from the top engagement tweets.

The next stat in this section that I look at is the Your Followers Also Follow section, which tells me who my followers are most interested in.

This information can be used to start engaging those profiles more, getting your content in front of their audience, who by the look of the stats will like your content and be more eager to following you and sharing your content.

The Location stats are great if you’re blogging with location based information in mind, because if your followers are mostly from New York, New York, you can find ways to include information about that city in your content. This greatly increases your chances of people retweeting and engaging with you more.

Twitter Stats Overview


Back to the overview page, we can grab some interesting insights for each month, seeing what worked best, and finding holes that we can fix with our Twitter Marketing.

For instance, if you see three months where your tweets and engagement are up, then a month where your tweets were down, and your engagement plummeted with it, you’ll know that more tweeting = more engagement.

You also get a quick view of who mentioned you and had the most engagement, enforcing your need to interact with that twitter account more often.

The top tweet, top card tweet and media tweet are all shown with impressions, favorites and retweets, giving you a quick view of what tweets you sent out that month did the best.

Is that the same content that did the best on your blog?

Does the content reach the proper market from your location and interests list above?

Good. Do more of that.

The end goal of social media marketing

We all want more traffic. We all want more followers, and social proof helps your marketing because people listen to you more when they feel like a lot of other people listen to you too.

Learning how to read the stats that Twitter gives you will help you be more conscious of how you’re utilizing Twitter for your social media marketing.

In the end though, if you’re not being social on a social media website, you’ll never get as big as you want to be.

Now go and be social!

And follow me on Twitter while you’re at it 🙂


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