With more companies deciding that Twitter is for them, one thing that seems to be forgotten is whether or not the marketing is successful. Is it being measured?
When marketing on Twitter, just like any other form of marketing, it requires some way for you to be able to measure the effectiveness. This way you aren’t spending time on something not producing results.
To start off, you’ll want to track the basics.
- Post count – the number of times you’ve tweeted in a given time frame
- Replies – the number of times another person’s tweet has started with @username in a given time frame
- Retweets – The number of times you’re tweets have been “retweeted” in a given time frame
- Mentions – the number of times your username was included in a tweet (but wasn’t considered a reply)
- Friends & followers
After you start measuring your intial results you may want to dive into further detail, such as:
- What tweets received the most attention? What can you learn from those tweets? Were they related to a contest or a particular subject?
- Are Twitter users mentioning your business name without using your Twitter account? Are they aware that you even exist on Twitter?
- Overall sentiment in replies to your Twitter account
- What day and time of day were your tweets most effective (with regards to replies, retweets and URL clicks)? .
The question you must ask to all of these is “why?” If you see an increase in follower count or replies, don’t simply report on the number. Find out why you believe the increase or decrease occurred. Once you start asking questions, you’ll find there is a lot more to report on than just followers. Lastly, you will want to see the referring traffic you receive to your website by using your analytics software.
After figuring out these easy answers you will be well informed of the splash your marketing efforts are making on Twitter.
