The Twitter analytics dashboard is both fascinating and depressing at the same time. It shows how many people actually see your tweets (the equivalent of ‘reach’ or ‘impressions’ in advertising lingo), and how many people actually engage with your content. Anywhere from 12–40% of my followers see my tweets depending on the format, content, time of day, and whether it was shared. Twitter tries to soften the blow of mass statistics by helpfully providing lots of graphs and charts to let you know how good or bad you are doing.
How to access Twitter Analytics?
It is a very simple process. If you are already signed into Twitter on your browser open up a new tab and click this link — http://analytics.twitter.com You should then be presented with a screen like the one below.
Once you have accessed your analytics page you may notice that you are not talking to half the number of people you thought you were! The key here is not to get depressed at your lack of reach but to identify areas where you can improve it. From the Tweets tab of the analytics page I can see that Tuesdays and Wednesdays stand out as being the most productive days for me. So I now schedule my best content to go out on those days to maximise my impressions and engagement.
Tools such as tweetdeck & buffer can help you schedule your tweets to go out when you audience are online. You can sign up for a free account at the link here — bufferapp.com/r/ec89aa Social Media Management | Buffer
Buffer makes it super easy to share any page you’re reading. Keep your Buffer topped up and we automagically share them…t.co
You may be tempted to pump out the same tweet several times per day after seeing how low your reach is. This is a bad idea! Your followers feed may get clogged up with such repetitious information. Wasting their time is a sure way to get yourself un-followed. Also Twitter knows this sort of thing happens, right? And we know Twitter knows, because they just show us in the Analytics dashboard. Pretty soon Twitter will come knocked and demanding you comply with their ToS. And their lies a world of hurt!
Use the information provided by Twitter to tweet smarter, not necessarily more often. Include eye catching images with your tweets and videos. In fact the more visual media you incorporate into your twitter stream the healthier your analytics will look.
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