To be able to precisely assess the statistics from Twitter Analytics, you first need to consider which successes you even want to measure. For that reason you should define the most important KPIs of the account – KPI stands for ‘Key Performance Indicator’. What is meant by this are numbers, which can be used to track progress towards the desired target. For example, some of the most important KPIs when it comes to social media are the growth of followers, the reach of the posts, and the amount of profile clicks. In this regard, Twitter is no exception, and these indicators of success can be viewed statistically through Twitter Analytics tools.
When determining the KPIs for measuring success, it is important that you are aware of your own target/objective. Is the most important thing to reach as many users as possible? Or should users actively interact with the content through engagements, i.e. by sharing or commenting? Or should the primary aim of the Twitter campaign be to achieve as many conversions as possible? Whatever the answer, different KPIs are decisive depending on the different targets.
For example, if your goal is to increase the business presence, then the decisive KPIs would be the number of new followers, profile clicks, and mentions. On the other hand, for companies in the service industry it is customer service that is decisive – and the most important Key Performance Indicator is a high interaction rate on the account. If it is the case that you wish to establish a reputation as a new, knowledgeable source, then it is above all the reach of the tweets and the number of re-tweets, or you evaluate the top tweets based on successful subjects.
Twitter Analytics measures the different KPIs and then displays them via clear and easy to read diagrams. But exactly which categories does Twitter Analytics cover? And how can you use these statistics to help you optimize your overall Twitter strategy?