In a recent blog I outlined the data contained on Twitter’s Tweet Activity Dashboard that includes useful tweet metrics and an overview of a lesser known feature of the dashboard, The Twitter Audience tab. Twitter analytics provides some useful demographic information about your Twitter followers that can really help shape the content you post and enhance your ability to connect with them in a more meaningful way. In this blog I’d like to spend a little time touring the data available on the Twitter Audience Demographics tab.
Twitter audience insights includes great information about your audience’s demographics, interests, lifestyle, and purchase behaviors. Because social media is such an immediate medium, Twitter’s insights are very current. They update their audience insights daily to include the last 7 days of data for any segment.
Twitter Audience Insights include:
Overview – The overview tab contains a wealth of information including your audience’s gender, household income, net worth, interests, top occupations, consumer buying styles, and even their wireless carrier. On this tab you can toggle between your Followers, the general Twitter audience, and your Twitter organic audience, which Twitter defines as “users who have viewed or engaged with your organic Tweets”. You can also compare one audience to another to get a sense of their differences and similarities.
Demographics – This submenu contains a deeper analysis of your audience, including country of residence, home value, language spoken and region.
Lifestyle – This submenu includes more information about their interests, including political party affiliation and top television genres popular among the audience you are analyzing.
Consumer Behavior – This tab includes information about the audience’s aftermarket auto buyer types, consumer buying styles, and consumer goods purchases.
Mobile Footprint – Can tell you about the carrier and type of mobile device used by your audience
Some Twitter audience insights data may seem a bit out of the ordinary, but the information it contains is ideal for helping to shape your content so it is relevant to their interests. Understanding the consumer behavior of your audience will enable you to see if your Twitter audience is your target consumer, and studying your organic audience can help you identify areas of opportunity.
Between Twitter’s post analytics and audience data you have powerful tools at your fingertips to shape great content that will drive engagement and conversion. Constant Contact recently did a great blog with even greater detail on the Twitter Dashboard – it’s worthwhile reading to help get you on your way to effective Twitter marketing.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.
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