SOCIAL MEDIA / OCT. 28, 2014
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Tips for Measuring Twitter Success

Twitter can take your business to the next level, if you want it to. But measuring success has never been easy. Simply getting a bigger following doesn’t mean you’ve seen any real success. Success is about making sure your activities and results align with your social media goals. We’re going to show you how you should go about measuring your Twitter success. Read on to find out more!

 

Set a Goal

It’s impossible to measure success without first coming up with a goal. Do you want to increase brand awareness? Do you want more customers? Do you want more engagement? These are three different things and you would measure them in three different ways. This is why you need a firm goal that you’re going to target.

Follower Growth

Follower growth is the first way to measure Twitter success. This is easy enough. All you have to do is track how many followers you’re getting in a 24-hour period, and then extend this to a weekly period, followed by a monthly period. Your success depends on whether you keep getting consistent growth.

Just make sure you don’t taint this metric by following absolutely anyone. This will only dilute the quality of your audience.

It’s easy to track followers, and other statistics, through using Google Analytics.

 

Engagement

Followers are merely the number of sheep who have clicked a button. They could have been clicking through any number of business feeds at the time. It doesn’t mean they’re going to suddenly start buying something from you. You need to measure engagement to make sure that your content strategy is working.

Engagement is defined as a click, a retweet, a mention, or a favourite. You need to calculate the number of these you get and divide it by the number of content pieces you have published. This will give you an idea as to how people are responding. It will also give you a baseline engagement number, so you’ll be able to properly define upshots and downturns.

This may sound difficult to define, but there are plenty of software pieces available online. You can also do it manually on a day-to-day basis, especially if you have a smaller account.

 

Website Visits

If your goal is to bring people to your website, use a link shortener. A link shortener is a type of free tool you can find online to artificially lower the number of characters in any website string. This will give you a unique website link that you can track through your usual analytics programme. Every time someone goes through a shortened link, you will know about it.

This is a simple way of revealing exactly how many clicks you’re getting through Twitter specifically.

 

Lead Generation

Lead generation is far more difficult to track without spending any money. Twitter has changed things by offering the chance to put up Twitter ads. If you’re willing to pay for them, you’ll find it easy to tell how many impressions you’re getting. For everything else, you will have to track them manually through an analytics programme.

Some of the more advanced analytics programmes can track a person’s journey through your website using their IP address. You’ll be able to watch what pages they go to and how long they spend on each page. This is a more difficult way of tracking, but it does work.

Only you know what your targets are, though. When forming a goal for any aspect of Twitter success, make sure you clearly define it. It should be measurable and be tracked over a specific time frame. It’s really the only way to help you determine whether your Twitter strategy is working or not.

 

Image source: Haber Dukkani

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