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5 Ways to Use the New Twitter Analytics Dashboard

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The new Twitter analytics dashboard is looking more like a control panel these days. Its new display for impressions data will rock your world and give you the details you need to make your social media presence take flight. We’re elated that Twitter is now allowing us to analyze more than just the sharing metrics of retweets and favoriting.

Here’s what you can track with the new impressions data dashboard:

  1. Link clicks: This consumption metric will help you measure brand awareness and website traffic. You should be raising questions from these numbers, such as, how do these consumers interact differently than others who visit my site? Do consumers come back for more?

  1. Hashtag clicks: Are you finding the right audience and driving the right conversations? You can use this metric to expand your reach and grow your audience to build brand awareness.

  1. How many people installed your app or opened it: This is a great lead generation metrics, which allows you to evaluate whether or not visitors who are consuming this content are becoming leads. (Note: The one catch is you’ll need to include a tracking line in the code of your app in order to monitor how many people coming from your Twitter ads are downloading it, or this number will always show up as 0)

  1. If you received follows or profile views from a particular tweet> A sharing metric that allows you to see just how much impact your content has made throughout the Twitter waves.

  1. CSV export tool: Now you can view up to 3,200 tweets with a breakdown of the impression and other metrics. Use this tool to view broader patterns in your social media activity.

The impressions metrics will even tell you how many times a publication has been viewed on the Twitter app for Android or iOs. Also, for the first day a Tweet has been published, you can look at an hourly breakdown of these metrics.

Once you decide what you are hoping to accomplish with your social media marketing, you can use these stats to identify how users are interacting with your tweets in a very specific way. This information will allow you to tweak your strategy more efficiently, leaving less guesswork for you.

The Everypost web version is coming soon! Sign up on our homepage for early access and a 20% discount towards upcoming subscription plans.

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Social Analytics

Social-Analytics

Measure and make smarter decisions with social metrics

Our analytics feature allows you to be sure that your social media campaigns are effective. If you only post and don’t measure, then you may find that your customers are losing interest or stop following your company’s advancements. Measuring your social media campaign ensures that you know what works and when, so you capture your audience’s attention and keep it.

  • Everypost’s built-in analytics will help you measure the following items:
  • Your total fans and/or followers
  • Post frequency
  • Amount of each type of post (text, photo, video, link)
  • Most effective time for posting
  • Top posts (based on reach, engagement, likes, comments, RTs, favorites, etc.)
  • Competitor comparison (How your brand stacks up against top competition)

Social Media Analytics

Analytics-de-Redes-Sociales

Your social media campaign is creative, original, and seems to be generating a large amount of engagement – but how do you really know that it is effective towards your marketing goals? With Everypost’s social media analytics you will be able to make smarter decisions and maximize ROI by building reports with specific social networks such as Facebook, Twitter, and other channels that are coming soon.

How to Measure Social Media ROI

Social media, social media, social media. If you are a marketer, you can’t remember the last time you went a day without thinking about social media. All over the news and in every strategy meeting you participate in, social media is ubiquitous.

Odds are, your company has invested in social media in recent years, either through the outbound marketing budget, a reallocation of time or possibly even through the hiring of new employees specifically tasked with managing the company’s social media presence and engagement. The buzzword, “social media”, is threatening to engulf you, but lurking beneath it there is still that three-letter acronym you’ve always obsessed over since long before social media was even on your radar as a concept: ROI.

The intersection of social media and ROI has been the Holy Grail of marketers on their quest to identify best practices that align with their broader marketing strategies. Meanwhile, the C-suite always wants to understand the ROI associated with anything they invest in, so marketers need to be prepared to “show their work” when talking about the results of their campaigns.

Here are some key questions to think about when discussing ROI and social media:

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What do I really want to measure?

Traditionally, ROI has always been about new revenue generation. Social media, however, is really more about customer retention and loyalty than it is about acquiring new customers. Who reads your tweets and blog posts? Who watches your videos and “likes” your Facebook page? Your customers!

Interaction through social networks is an “opt-in” relationship like a newsletter more than it is an outbound effort like advertising. Use one of the many social CRMs (ie Argyle Socia) in the marketplace to identify what effect social media is having on purchase frequency, size, lifetime customer value, etc. rather than customer acquisition.

According to a survey included in The Social Media ROI Cookbook, 84% of respondents said a primary benefit of social media measurement were customer insights. In order to analyze ROI you must establish what it is you are trying to measure.

How can I capture relevant metrics?

Is the number of likes you get on Facebook the same as the number of people joining your customer base? Probably not. There are a bevy of tools out there which will help capture actionable metrics about your social media campaigns.

Google Analytics is free (though there is a ‘Pro’ version), Moz Analytics and Kiss Metrics each have free trials and these are good places to start.  More comprehensive solutions like Inside Social and Sprout Social will give you even more insights.

Which metrics are most important?

According to Nichole Kelly, CEO of Social Media Explorer and author of How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI, the top metrics to track are the number of followers you attract and keep, along with cost per lead and cost per acquisition.

Ultimately, these are the metrics that will tell you how to predict what impact the addition of 10,000 followers will have on sales. What percentage of your followers take advantage of a sale you advertise through social media? If it is a very small percentage – do you need to work on increasing the number of followers or increasing that percentage?

Each business is unique and it is important to track your metrics over time so that you can ultimately start to identify correlations between what you are doing and the results that are being achieved for the business.

Remember: social media participation from your audience/customers is a lagging indicator, not a leading indicator!