This post was published on July 31, 2014, and has since been updated. It's time to celebrate! Twitter has finally come out with a tool for advertisers to gauge in deeper into how their organic Tweets are performing. Twitter already had an analytics-measuring tool for their promoted tweets, but the data for organic tweets (tweets not promoted through Twitter's advertising platform) were very rudimentary. With this new version of Twitter's analytics dashboard, users will now be able to see how all of their tweets -promoted and organic - are performing.
Think about this: Instead of randomly picking a tweet to promote, brands will now be able to measure the engagement and reach of their organic tweets prior towards beginning paid advertising methods. This greatly helps advertisers who will now be able to choose and mold their promoted tweets after the structure and formatting of their most successful organic ones. Having analytics on how an organic tweet performs might seem like overkill, but with 140 characters and the addition of content such as links, photos, or videos, brands should be very excited to finally have data that can help them pinpoint the right messaging, content, and timing for their target audience before they decide to promote a tweet. This will be more efficient for advertisers, and with the opportunity to analyze their organic presence, they might be more willing to invest in promoted tweets as well.
Twitter's own content marketing schemes are different for each business and industry. Perhaps your followers expect your brand to tweet every hour with questions and facts that are retweet-able that demonstrate your company's willingness to associate and engage with your target audience. Maybe, depending on your industry, you only send out a couple of tweets a day that are strictly going over the latest industry trends, and you are much more picky about who you respond to and talk to on Twitter. With Twitter's new analytics dashboard that tracks organic and promoted tweets, you will have a much better idea of how to communicate with your target audience on Twitter.
Tweet performance: Including amount of URL clicks, impressions, engagement, retweets, favorites, app opens, and hashtag clicks just to name a few.
Month to Month Performance Information: In terms of impressions, engagements, and retweets
Overall Metrics: Including retweets, replies, favorites, follows, link clicks, and embedded media clicks
A great feature of Twitter Analytics is that you can export all these metrics from their dashboard into a CSV file that lets you really drill into the details of your Twitter account's entire performance history with insights into both organic and promoted tweets. With the ability for each individual tweet to be broken down into different metrics, you can see what types of content are getting the most retweets, mentions, replies, favorites, and impressions. By analyzing what your target audience responds to with the best engagement levels, you will be able to optimize your tweets and content to fulfill their needs and expectations.
Advertisers and brands need to take advantage of this new tool by experimenting with their organic content on Twitter and analyzing which format, messaging, time, and content best engages their target audience. After testing and studying the metrics behind their organic tweets, marketers can then take the next step towards promoting their content on Twitter and have more than an educated guess to back their Twitter marketing strategy due to a better understanding of posts initially perform organically.
With the release of the new updated version of Twitter analytics, businesses will be able to learn and understand how to reach their target audiences with promoted content. This is not only more efficient and a smarter marketing strategy, it will also help boost business' overall brand presence and ROI.
Blue Fountain Media builds brands with razor-sharp strategy by outlining every aspect of an industry and providing a roadmap for success. To learn more about how to tailor your content strategy to speak to your target market, contact us.
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