To get better understanding of engagement, audiences, and overall performance, Twitter has provided users the ability to dig into their profiles. This Masterclass exposes the hows, whys and whats of Twitter Analytics

1. Understanding Analytics With Twitter
A Social Media Week Masterclass

2. An Anakle Presentation

4. When was the last time you analyzed your tweets to
figure out what works and what doesn’t work?

5. When was the last time you analyzed your
audience to make sure you are connecting
with the right people?

6. When was the last time you used a Twitter
Analytics tool? What did you do with the
information you got?

7. Background
To gain better understanding of
engagement, audiences, and
overall performance, Twitter has
provided users the ability to dig
into their profiles. Unfortunately,
many users are yet to adapt this to
their content/communication
strategy.

8. Engagement without analytics is a waste of time.

9. Content
• What is Analytics?
• Essential Analytics to monitor on Twitter
• Impressions
• Engagement
• Engagement Rate
• Growth
• Audience Profile
• Twitter Cards
• Website tracking
• Other Analytics Tools
• Hashtag Analytics
• Comparison Analytics

10. What is Analytics?

11. Discovery
+
Communication
of meaningful patterns in data.

12. From Impressions to Engagement rates, Profile visits and Mentions, all the way to
demographic information about your followers, Twitter Analytics offers a variety of
information to help users better refine their content and engagement strategy.

14. Essential Analytics to Monitor on Twitter

15. An impression is what Twitter calls it when someone sees your tweet, whether they
actually engage with it or not. This tool is important to measure reach. Spikes on the
impressions graph helps you know when your audience are online the most, and could
inform your tweet timing. It is also affected by engagement.
Impressions

16. Link Clicks, Retweets, Likes and Replies …Twitter records an engagement whenever
any of these are done to a tweet. If people are not engaging with your tweets, then it is
either you have the wrong content, or, even worse, the wrong audience.
Engagement

17. Engagement Rate
Engagement rate is the percentage of people who engage with your tweets against the
number of people who saw it. It is determined by dividing the number of engagements by
the number of impressions.
Impressions are nice to have but engagement is better. For example, while the tweet above
was seen by 8500 people, only 92 engaged, giving a 1.1% engagement. The tweet below
has 5300 impressions, but 1000 people engaged. The second tweet did better.

18. Anybody can see the number of followers you currently have, but only Analytics demonstrates
how the growth has occurred. It shows average growth, and indicates abnormal spikes or
declines. This tool basically tells you when something strange is going on.
Growth

19. Do you have a ‘relevant’ audience? It is great to get engagement, but are the people
who are engaging relevant to your target ‘market’? The Audience insights answers
these questions by analyzing the top interests, demographics and lifestyle of your
audience. It also analyzes your followers’ given you an idea of the kind of tweets that
would appeal to them.
Audience Insights

21. Twitter Cards allow you attach rich media experiences to Tweets about your content;
Twitter Card analytics gives you related insight into how your content is being shared on
Twitter.
Through personalized data and best practices, learn how you can improve key metrics
such as URL clicks, app install attempts and Retweets.
Twitter Card

22. Conversion Tracking

23. Other Analytics Tools

24. Hashtag analytics tools helps
you know exactly how many
posts were made using
particular hashtags/keywords.
It also analyzes reach,
impressions and number of
users, including their gender,
and location demographic.
Hashtag Analytics

25. This pitches two (competing) brands and gives insights into how well one
is doing compared to the other. It is available on Sprout Social.
Comparison Analytics

26. Twitter is a social network and, just like any interaction, the better informed you are
about who you are socializing with, the more effective your networking will be.
Twitter Analytics helps you dig deeper into your tweet stream, learn about what sorts of
conversations work best for you, what your most engaging tweets have in common,
and exactly who you are tweeting to.
Summary

27. If you are spending time, and money on Twitter, you need
to get results.
The best way to get results is through strategy created by
insights from analytics.

28. Remember, retweets do not pay bills.
Conversion/sales do.

29. How may we help you?

30. Chidi Okereke
Content/Strategy
chidi.okereke@anakle.com