Utilizing social media has become very important for companies with homepages. Among them , Twitter is one of the most popular social media , along with Facebook.
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In this article, we will explain Twitter analytics , which is essential for efficiently utilizing your Twitter account . Let’s operate it efficiently and use it to increase access to our homepage.
What is Twitter Analytics?
If you are logged in on Twitter, you can analyze reactions to your posts and changes in the number of followers . This report screen is called Twitter Analytics .
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If you enter your Twitter account name in place of xxx below and access, the analysis screen will be displayed.
https://analytics.twitter.com/user/xxx/tweets
It can also be accessed from Twitter ‘s basic menu.
If you have administrative privileges, you can also view analytics for other accounts .
Basic screen of Twitter Analytics
You can see each indicator from the top menu.
Basically, check the following indicators regularly, and if there is not too much response ( engagement ), it would be a good idea to review your operational policy and posting frequency.
impression
Shows how many views your post received. Twitter posts may not be seen by all followers, such as the time difference depending on the person viewing them. No matter how good your post is, if it doesn’t get more impressions, its effectiveness will be limited.
engagement
Engagement occurs when you take an action, such as saving a post as a favorite or clicking a link within the post . This percentage is called the engagement rate, and it is a measure of how actively you are interacting with users.
Other activities
Retweets indicate how much your post has been spread (posted directly). Favorites allow you to save posts so you can easily view them later.
A reply is a conversational interaction with the user. This will give you an idea of how much you are posting and interacting with users.
Data can also be processed using Excel
Posted data such as the number of impressions can be processed in Excel and downloaded as CS V data by clicking “Export Data” in the upper right corner of the screen. However, there may be cases where the characters are garbled, so in that case, you can open it in a text editor and save it in Shift JIS format .
If you use Excel, you can easily apply it to creating reports within your company. The above figure is an example of summarizing downloaded data using a pivot table.
Three points to help increase access
You won’t notice anything about Twitter Analytics just by looking at it. The increase or decrease in the number of followers will be a matter of joy and sorrow.
In order to use your Twitter account strategically and increase access, the following three points are important.
Just considering these things will increase your traffic from social media . Conversely, if you just post haphazardly without being aware of these things, you won’t be able to effectively attract customers unless the number of followers increases.
Now, let’s look at each one in detail.
1. Repost the post that got a response
Social media such as Twitter may not always be visible when posted. Depending on the user, the post may be swept away by other recent posts on the timeline, and the post may not be seen.
Therefore, if you post the same post at different times, you can expect better results.
Instead of posting blindly, try reposting posts that are popular and have high engagement .
Even if it just happened to not be seen, if it gets noticed by reposting, there is a high chance that it will be clicked again.
If you feel guilty about reposting , it would be helpful to add the classification at the beginning of the sentence, such as <repost> or <regular post>. If there were such a classification, it would be possible to determine at a glance whether the information is worth reading , and it would be easier to accept the information.
When in doubt about what to post, prioritize the user’s perspective . Once you make reposting a regular task, you should see a considerable increase in access.
See reactions in real time
Hints for reposting can be found not only in Twitter analytics but also in real-time trends. If a tweet suddenly becomes popular, repost it to help it spread further .
The following two websites are recommended for real-time monitoring of posts
*You can also search for competitor tweets on Topsy. Check the movements of your competitors regularly.
Real-time monitoring also has the advantage of being able to immediately respond to and follow up on any flare-ups.
2. Meet the expectations of your followers
Understand your followers. We look for trends in what time of day people usually read the site, what kind of content they like, and reflect that in the content of posts.
Find popular posts by sorting by impressions and engagement .
However, Twitter does not allow you to sort metrics in Analytics. Therefore, download the CS V data and sort it using Excel. Then, you can examine them in order of highest response rate or number of impressions.
For example, you should be able to see trends such as a lot of posts appearing in the morning, or that posts related to gadgets seem to be preferred. If you regularly consider these points in your posts and examine them, it will be useful for your future posts.
Follower interests
In Twitter Analytics, click Followers. You can see the preferences of your followers as follows.
In the image above, you can see that your followers are interested in web design . So, make a conscious effort to post about web design and live up to expectations. Then, after a certain period of time , we look back on the engagement rate and other factors and continue if it is effective.
3. Understand the active time of top accounts
Twitter Analytics shows you which users are interacting with your posts and contributing significantly to your engagement . That user is displayed as a top account , and can be said to be a highly influential user that you want to be especially aware of.
Find out the top accounts as follows:
Select the Twitter card at the top of the screen and click “Top Account “. The users displayed here are those who have shown high engagement with you ( actions such as link clicks and retweets).
In other words, if you continue to post things that resonate with these users, you can expect your site to spread again.
Check top account trends
Find out when the top accounts are most active and try to post at those times.
A website called Futsui analyzes Twitter posts for free. You can start analysis immediately by entering the Twitter account name you want to analyze on the top page .
Enter the name of the top account you want to search as shown in the image above . As you can see below, you can see that a lot of posts are posted at 9am.
Regarding operation, it would be a good idea to transmit or tweet the content before that time to increase the probability of it spreading.
How to install Twitter cards
Top accounts can be tracked by setting up a setting called a Twitter card on your homepage .
In addition, Twitter cards have the effect of making your posts more likely to get noticed. This is because posts containing URLs get more attention by adding more information, such as thumbnails and summaries*. *Let’s introduce it by all means.
Installation is very easy. All you need to do is add the following tag to your homepage . It can be used if it supports Facebook’s OGP (a function that displays post summaries).
<meta name="twitter:card" content="summary">
