Whole Whale is a digital agency that leverages data and technology to increase the impact of nonprofits. In the same way the Inuits used every part of whale, WW leverages data and tech to increase organizational impact and reduce waste. By using data analysis, digital strategy, web development, and training, WW builds a ‘Data Culture’ within every nonprofit they work with. Here’s how the idea of Whole Whale began. Contact: LetsTalk@WholeWhale.com
Julie Leary, Whole Whale’s Digital Strategy Whaler, spoke about the power of data analysis to help you become your own social media guru at the Social Media For Nonprofits Conference in New York City on July 21st. Hear more about data analysis from the experts now!
If you’re looking for data to inform your social media strategy on Twitter, Twitter Analytics is a great (and obvious) place to start. You can learn everything from how your following has grown all the way to conversion tracking on your website.
While Twitter Analytics doesn’t collect as much data as Facebook Insights, the data speak volumes–if you know how to listen. You aren’t Twitter-literate, you say? No worries. In this article, we’ll help illustrate how to have a conversation with your data. We all know that communication is the key to a healthy (data) relationship. Knowing what questions to ask your data will help you improve your Twitter content strategy and let your data know that you truly care.
To access your Twitter Analytics, simply go to analytics.twitter.com. At the top, you’ll notice tabs for “Tweets” and “Followers.” These are the sections which we’ll be focusing on, as Twitter Cards are a bit more involved. Ready? Here we go.
The first data you’ll see in your Twitter Analytics “Home” section will look similar to screenshot above. It shows you the number of tweets, impression, profile visits, mentions, followers, and tweets linking to you that your account received in the last 28 days and compares that data to the previous period. The “Home Tab” also offers a monthly summary so you can watch your growth month over month. You’ll find these summaries on the right side of the page below the 28 day summary.
If you want dive a little deeper into engagement growth, click on the “Tweets” tab and on the far right side you’ll see a daily breakdown of engagement rate, link clicks, retweets, favorites, and replies.
You’ll notice that all of these data graphics are fairly intuitive and don’t require any advanced degree in statistics to decipher. All that is required is knowing what to look for and knowing how to use this information to make change.
On which days did we get a lot of mentions?
Was there any period that lagged in new followers?
Is our growth consistent and sustained?
Twitter Analytics allows you to get a quick overview of your most engaging tweets. The overview shows you which of your tweets had the greatest number of impressions, engagements, and best engagement rates. If a specific tweet did poorly or really well, click on “View Tweet Details” to get an in-depth look at that tweet’s engagement. You’ll see impressions by the hour, detail expands (people clicking to read more), link clicks, favorites, retweets, and replies.
If you also post videos on Twitter, there is a new video analytics section currently in beta. You can find video analytics by clicking on the “More” tab:
The new “Videos” section looks similar to the “Tweets” section of Twitter Analytics. Here you can see videos views and completion rate broken down by specific videos and the larger video trends for your audience like total minutes watched and retention rates – users start a video, how many get to 25% watched, how many get to 50% watched, how many get to 75% watched, and how many watch the whole thing.
Is there a post style that leads to high engagement?
Is there a #topic that gets above-average retweets?
Is there a certain time of day or day of the week that tends to have higher engagement rates?
Knowing the demographics of your followers can and should help inform content creation. Through checking out who influences them, you can figure out what topics and ideas are most relevant to them. At the same time, it is important to maintain a distinctive voice for your organization and to make sure that your tweets are related to your unique service. You can find key demographic information in the “Followers” tab. Here you’ll find gender, top interests, and the top individuals your followers also follow.
What is our primary demographic?
Which figures are our followers interested in?
What do we have in common with those figures?
Does our content match our users’ interests?
Again, Twitter Analytics provides us with more useful data about the demographics of your followers. Analyzing where your followers reside can help show your nonprofit how far-reaching your impact is.
Where do our followers come from?
Have we grown beyond a local appeal?
Remember: The data will only give you clues about your organization’s performance. You have to “read between the lines” (of data). It is your job to put on your detective hat and search for the real answers. Without the metrics however, it is near impossible to get this process underway. Go ahead, your data is begging for some interaction. Strike up a conversation!
Originally published at: https://www.wholewhale.com/tips/4-essential-questions-twitter-analytics-can-answer/
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