Public Relations, Social Media

A Simple Guide to Twitter Analytics for PR Pros

By Katie Creaser | On October 15, 2014

A few weeks ago, Twitter opened up it’s analytics dashboard to everyone – making measurement a whole lot easier for content marketers. Twitter Analytics is a free tool that eliminates some of the guesswork and excruciating manual data analysis from measuring ROI for the platform. The dashboard gives you insight into how your Twitter content is performing, who your audience actually is and how much engagement you’ve generated. In short – it can help you determine whether you’ve reached Twitter #greatness.

So where do you get started? Here are a few Twitter analytics features that I’ve found to be useful in the work that our team does with Affect’s clients:

1. Engagements:We’ve found that Twitter Analytics provides more advanced information than almost any other platform in terms of engagement with posted content. The dashboard allows you to overview and analyze both individual tweet performance as well as overall trends in content consumption and engagement rate.
The Bottom Line: Use the engagement functionality to determine if your content is resonating with the audiences that matter most to you (look at link clicks, retweets, favorites etc.) and refine your strategy based on the content that performs.

2. Follower Insights: It’s a question we always ask (especially for B2B brands) – do we have Twitter followers that are within our target audiences? Is our content being consumed by the people that care about it? Who among our followers is most likely take an action in response to a tweet? Twitter Analytics provides simple charts that provide insight into the people that follow you – including demographics, geographic location and specific interests. 
The Bottom Line: In order to truly determine if your content is effective it’s critical to understand who is consuming it. If you find that your audiences aren’t aligned with your brand’s products and services – it may be time to put a strategy in place to better reach the folks who are most likely to listen.

3. Exporting Data: Gone are the days of the manual Twitter audit! Twitter Analytics allows you to easily export your content into an excel document so that you can easily sort and analyze. The export includes all posted content and it’s performance metrics.
The Bottom Line: Export your tweets and sort by link clicks or retweets to get a good idea of the content and topics that are delivering the highest level of ROI. Use these insights to hone your strategy – perhaps your audience likes video? Maybe there is a specific promotion that is resonating best? Then, give your tweeple (lol) what they want.

4. Twitter Cards:Twitter cards allow you to attach rich media content to your tweets – which is an opportunity for content marketers to promote unique, shareable content. The best part? You can track clicks and engagement to that content through to the back end of your website. Note that using Twitter cards does require adding some simple javascript to the content that you are linking to (code can be found here
The Bottom Line: This is basically a free advertising opportunity. In my opinion, Twitter cards are best for video, infographics, mobile apps (you can track install attempts!) and engaging imagery.

Although Twitter Analytics aren’t new – we have found that many brands aren’t using them for their full capabilities. They are a great tool for analyzing your content and follower strategy and for understanding the overall value of your efforts. Just remember that data is only as good as the story it tells – make the data actionable by applying it to your day-to-day activities.

Are you using Twitter Analytics? Which metrics have you found to be most valuable?


Katie Creaser

Katie is a senior vice president at Affect, where she provides counsel to clients that are looking to bring PR and social media into their communications program as part of a thoughtful, holistic strategy. Katie works closely with Affect’s technology and healthcare clients to ensure that their value resonates with customers by creating compelling content for every medium. Prior to joining Affect, Katie served as assistant program manager for the Capital Roundtable, an event production company for the private equity, investment banking, venture capital, legal, hedge fund and professional advisory communities in New York City.