I bet you can easily tell me how many likes and comments your brand’s most recent Facebook photo has received, and how many people shared your latest status. It is relatively easy to measure your post success on Facebook because there are highly visible analytics available to you. But many companies don’t know that Twitter metrics are available on the Tweet Activity Dashboard that provides some incredibly useful data beyond the standard “likes” and “retweets” information that can be obtained by clicking on the little bar graph icon on each of your posts
The Tweet activity dashboard is an incredibly useful tool you can use to learn more about your Tweets and how they resonate with your audience. It offers a tremendous amount of insight, including Twitter metrics such as how people engage with your Tweets in real time; a comparison your Tweet activity and followers, and information about how they trend over time; a detailed view of the number of Retweets, replies, likes, follows, or clicks you receive; detailed insights into who your audience is, especially those who engage with your Tweets; and offers you the opportunity to download your Tweet metrics.
To turn on your activity dashboard, log in to analytics.twitter.com with your Twitter username and password. If you’re on a desktop or laptop computer click on Tweets If you are accessing via the Twitter app for iOS or Android, tap the analytics icon visible in your Tweets. Once you turn your analytics on, you can find your Twitter metrics by looking at the right side of your brand’s Twitter page. You’ll see a handy bar chart of your “Tweet Activity” that tells you how many impressions your tweets have received over the past week – it will look like this:
Under the bar chart, click on “View your top Tweets”, to open up a whole new world of Twitter Analytics. The first page you land on drills down into specifics about your tweet activity for the past 28 days. Information includes:
The page also includes Tweet highlights for each month, including Top Tweet, Top Mention, Top Follower, and Top Media Tweet, as well as a monthly summary.
The Audience Page contains a wealth of demographic information about your followers including interests, gender, languages, country and regional information. It also provides you with the ability to compare this information to all Twitter users.
Analyzing your Twitter data can help you determine the characteristics of your most successful posts so you can increase engagement on future posts, it enables you to better understand your audience so you can tailor posts to their age, gender and interests, and provides you with the opportunity to thank top followers. For help setting up your dashboard, visit the Twitter help center.
Denise Grothouse is the Founder and President of Perfect Six, a Marketing and Brand Management Firm.