As part of the practice of tracking Social Media is the tracking and measuring of your Twitter campaigns. In our post – 7 keys to a successful twitter campaign – we listed the main keys for planning and executing a successful twitter campaign. The last key we mentioned on that list was “Track > Monitor > Analyze > Repeat!” and we talked about the importance of tracking and measuring your campaigns to maximize the potential of each campaign. In this post we want to offer the five main factors we think you should track, measure and analyze to get the maximum out of your twitter campaigns, and communicate the success of your efforts.
1. Traffic and leads
Obvious but very important. At the end of the day you tweet to drive more traffic, and what you need to know is whether or not your tweets are driving the desired traffic. You should also track leads and measure the conversion rate, and analyze the lift associated with a specific campaign.
2. Tweets and Re-Tweets
Measure the number of re-tweets your campaign is getting, and more specifically measure the number of re-tweets each of your tweets get. This would give a sense of how good your tweeting and messaging is and which of your tweets is working better. Analyzing the relationship between number of tweets and other metrics might help you expose the point of diminishing return for your tweeting helping you save time and efforts on useless tweeting.
3. Impressions and CTR (Click Through Rate)
Similar to PPC ads, impressions are the number of times your ad, in this case you tweet, was shown to people. Impressions are calculated by adding the number of the followers of all the people who re-tweeted your tweet have. This metrics will show you both your reach (How many people saw your tweet) and the effectiveness of your message in terms of appeal (from that pool, how many clicked through). By measuring impressions and CTR you can analyze the total effectiveness of your tweets and have another metric to communicate your success.
4. Followers
If you noticed a lift in number of followers it means that you are doing something good. In Twitter, followers are the agents of your message; the more followers you have the more reach you have and the bigger the chance your message will hit people who would convert. In addition, increase in number of followers is a tangible achievement you can show and prove.
5. Mentions
Twitter for business is more about brand awareness and brand strengthening than it is about lead generation. Tracking the number of mentions will give you a measure of the word of mouth you created around your brand. Measuring changes and lift in mentioning associated with a specific campaign will help you communicate the success of your campaign.
Tracking these five metrics isn’t possible via any twitter client and will probably require some legwork from you. Use dedicated tools and application and monitor, track and measure your twitter campaigns. Check out Optify’s Twitter for business application, it enables the tracking and measuring of all these factors and will help you achieve better results from your twitter campaigns.
