Today SocialBro is releasing a tool that covers a new area of Twitter analysis that we have not provided before! Now with “Tweet Analytics” you are able to analyze the content you share on Twitter as well as the users that have interacted with that content. This new addition means our platform, which has basically been focused on analyzing Twitter communities (your contacts, your competitor’s contacts, etc.), is now covering an essential part of social media, analysis of the content.
With “Tweet Analytics” you can measure how your tweets are performing in real-time on a daily basis and improve the effectiveness of the messages you post. When using Twitter for business, tweeting appropriate content for your audience is extremely important as it gains you followers, a high quality Twitter community and can turn your followers into clients and customers.
“Tweet Analytics” shows you:
- How each tweet has performed (number of retweets, replies, favourites and mentions) displayed on a bubble chart and in list view.
- Who has retweeted, replied to and favourited each tweet, with links to their information and Twitter profiles.
- Your potential reach for each tweet.
- How many people clicked your Bitly links.
- Your overall performance on Twitter according to the social media metrics created by Avinash Kaushik, author of some of the most popular web analytics books worldwide.
You can find more details about the tool in our user guide.
How you can gain value from using “Tweet analytics”
How you can gain value from using “Tweet analytics”
Checking you are posting appropriate content
Being able to see how effective your tweets have been can be a way of identifying if you are posting appropriate content for your audience. If the number of retweets, replies and favourites your tweets receive are low, this could also be an indication that you are targeting the wrong type of followers; remember who is following you is important as you want them to have the potential to turn into leads and if they do, they should have an interest in the content you are tweeting.
“Tweets Analytics” also shows you your Conversion Rate, which measures how many replies you receive per tweet, which, according to Avinash Kaushik’s social media metrics, measures how well you understand your audience by making sure that what you tweet connects to your audience. With this tool you can also see the number of clicks your Bitly links receive.
Optimizing your future tweets and expanding your reach
Using this tool you can see which of your tweets gain the most replies, retweets and favourites and use this information when creating tweets in the future to make sure you improve their effectiveness. Every time your tweet is retweeted your potential reach increases, you can see your potential audience for each tweet using "Tweets Analytics".
To increase your reach, you can monitor which types of tweets gain the most retweets and post more like these in the future. To check if your reach is increasing you can monitor your Amplification Rate, which, according to Avinash Kaushik, is how much your audience values your content enough to share it with their own Twitter communities. If you keep tweeting more useful and valuable content, your number of retweets will increase and so will your Amplification Rate and possibly your number of followers.
The “Tweet Analytics” tool can be especially useful for enabling you to check that you are meeting some of your SMART objectives. For example:
- If you are trying to be more active on Twitter, you could have set a target for the amount of tweets you want to send out each week. Your “My actions” table shows you how many tweets you have sent out as well as how many tweets you have retweeted and favourited in your desired time scale.
- If one of your goals was to spread your reach or increase your influence, you could have set a target to achieve a specific amount of retweets or favorites per week.
- If one of your objectives is to add value to your followers, you can use Avinash Kaushik’s social media metrics to check that your Applause Rate, which is the average number of favourites you receive per every tweet you send, is increasing. Your Applause Rate shows if you have a deep understanding of your community and are providing content they find valuable enough to add to their own Twitter profiles.
Take care of your supporters and improve your CRM
Using this new feature you can directly see the replies, favourites and retweets each tweet receives. From here you can select individuals and click to see their profiles, follow them, add them to list or add a tag or note to their profile to keep track of users to come back to in the future.
Just like in the “I influence” panel, you can also directly reply to questions improving your responsiveness and CRM and can use the calendar to filter back to see tweets from a specific time period. You can also use “Tweet Analytics” to easily thank people for retweets including the ability to reply to multiple users at once.
Understanding Avinash’s metrics
We have integrated Avinash Kaushik’s social media metrics into the “Tweets Analytics” tool in order to help you analyze the success of the content you are posting on Twitter. As Avinash explains these are "simple measures that get you to focus on the right things from a social media participation perspective, help you understand how well you are doing at it, and quantify the business impact."
Avinash says that social media enables us to “get a very good sense for who is following / friending / subscribing to us. We can measure if what we are saying connects to them (in near real time!). And unlike all others, this channel has the word social in it! Social as in talk and listen and discuss.”
Conversion Rate is measured by dividing the number of replies you receive by the number of tweets you post. If you understand your audience and what you are tweeting connects to them, you will have a high Conversion Rate due to having “meaningful conversations with your audience” and therefore your tweets will receive a high number of replies.
Avinash describes one advantage of social media being the ability to overcome limitations concerning reach with traditional marketing channels: “not only do you have a network, but every node in your network has a network of its own! If you follow my advice and post something ‘incredible, relevant, of value’ to your audience then they can allow you to break free of the limitations of your network and spread your word around to a more massive audience!”
It is calculated by dividing the number of retweets you receive by the number of tweets you post. If you have a high Amplification Rate it means that you are posting content that your community finds valuable and therefore wants to share it with their own community, increasing your reach.
Avinash suggests “as you post and tweet and you rock and you roll… measure what pieces of content (type) cause amplification (allow your social contributions to spread to your 2nd, or even 3rd, level network). Then do more of the type that increase amplification. You'll get more sharing and spreading of your content. But this is very, very important: You'll be giving your audience content they consider to be of such incredible value that they want to share it (and hence you'll know what your audience wants / loves).”
Applause Rate measures that you have a deep understanding of what your audience likes. It is measured by dividing the number of favourites you receive by the number of tweets you send.
When a user favourites your tweet it is stored in their “favourites” section of their profile for others to see. You can achieve a high Applause Rate by posting content that your audience will enjoy, not by just using Twitter to promote your brand.