The Complete Guide to Twitter Analytics

How to analyze the metrics that matter

TABLE OF CONTENTS
INTRODUCTION • 01
Defining the Statistics

DEFINITIONS • 05
Engagement
Retweets
Mentions and @Replies
Favorites
Hashtags
Potential Reach
Potential Impressions
Potential Reach versus Potential Impressions
Response Rate
Response Time
Interactions per Person

BASIC ANALYSES • 21
How to measure your account engagement
How to measure your audience
How to measured Share of Voice
How to measure visual content
How to time your Tweets

ADVANCED ANALYSES • 34
How to optimize for site traffic
How to measure customer service
How to measure campaigns
How to measure influence

TOOLS • 51
Example Reports

ABOUT SIMPLY MEASURED • 52

INTRODUCTION
Twitter is a green field for content marketers and social media managers.
With more than 241 million active users, 500 million Tweets, and 2.1 billion searches every day,
online marketers have an active and informed audience to engage with. But many ask questions
like: “What’s the best way to engage my followers? How often do I need to tweet or reply to
stay relevant? What’s the best way to leverage my brand’s Twitter account?” The answer lies in
a few key metrics that you should be using to gauge your performance, all accessible through
the Simply Measured Twitter Account Report.
In this definitive eBook, we’ll walk you through the different Twitter metrics which are measurable
through the Simply Measured Engagement Megaphone, and explain several specific ways to use
them to create actionable Twitter tactics. Finally, we’ll give you the tools to do the analysis and
reporting yourself.

3

Defining the Statistics
If you want to be able to effectively leverage Twitter actions, you must first understand what they
are, how they work, and the ways they’re calculated. In this section, we’ll outline the actions, or
the different ways that users interact with your brand. We’ll also give you insight into how they
affect your brand’s Twitter visibility.

Twitter Engagement Megaphone

What started it?

207

Tweets Sent by
@delta

How many unique
people engaged with
your Tweet?

How many times did
these people engage?

How many people
could have seen
these Tweets?

How many impressions
could have been
generated?

1,337

18,750

28,793

53,493,020

127,884,074

Unique People

Total Engagement

Potential Reach

Potential Impressions

People that interacted
with you on Twitter

Organic mentions,
@Replies, Retweets
and Favorties

Combined followers of
people tweeting about
your brand (6/1/13 to
6/30/13

Potential times served in
all follower’s needs

1.5
Interactions Per Person

What happened?

2,853
Avg. Followers Per
Person Engaging

bit.ly Clicks

12,741
Followers Added

2.4
Impressions Per
Person Reached

The graphic above is our Engagement Megaphone, which shows how content is amplified in
social media channels. It provides an analytic breakdown of your brand’s engagement on Twitter,
giving you an idea of how your Twitter efforts resulted in clicks or new followers. In fact, the
Engagement Megaphone is the entire reason you create content on Twitter. You can reach
massive audiences when your followers, influencers, and advocates engage, both spreading your
content and increasing brand awareness. Great content leads to engagement and amplification.
In turn, you increase your reach as more fans opt-in, which adds more fuel to the machine.
With our Engagement Megaphone, there are metrics for each step of the process. Brands can
use these to track and analyze their performance, and optimize and prove the value of social in
their marketing efforts.
The Engagement Megaphone gives you insight into how many unique people engaged with
your content and how many times they engaged through mentions, @replies, and retweets.
From this, we’re able to calculate the total possible users your content reached and how many
potential impressions it generated.
This calculation may seem complicated, so to help understand this better, we’ll break down and
define each component that plays an active role in your brand’s Twitter visibility.

4

DEFINITIONS
Engagement
In an industry that pairs web activity and bottom-line ROI with brand awareness and overall
market penetration, engagement can be one of the best ways to demonstrate success and
brand activity. It tells the story of who is talking to your brand, about your brand, and why. This is
why engagement is one of the most important Twitter metrics used today.

Engagement: @Replies + Retweets + Mentions + Favorites

What does engagement mean to you?
Engagement on Twitter accounts for every way followers can interact with your brand to make
it show up in their timeline. It incorporates one-on-one conversations as well as promotion to
their circles of influence. This interaction is what makes Twitter such a powerful tool. Brands of
all sizes have the ability to converse with users, respond to their questions, and promote their
message in real-time.
The followers with whom you’re engaging present several opportunities: they can act as
advocates for your company, provide feedback on products or services, purchase products, and
help you better understand your customers. Understanding how your brand engages users on
Twitter is the first step to learning, developing and growing your Twitter marketing campaigns.

5

6 . Many businesses focus on retweets and mentions because they have reach. Example: “@SimplyMeasured Your reports rock!” Retweets: When a user directly shares your brand message with their audience.5K 1.. With thousands of Tweets being posted every second. This is not to say that @replies or favorites. Example: “I really love that @SimplyMeasured charts are dynamic within Excel!” Favorites: When a user stars a Tweet from your brand without having to retweet or reply to the Tweet. accessing a Twitter segment that may not be following your brand. which don’t have reach.5k Mentions @Replies Retweets Favorites Total Engagement 3. This will only show up in your feed and the feeds of users who follow you both.5K 2. but not as a direct @reply.0K 1.How is engagement calculated? Twitter Engagement Breakdown 3. examining which Tweets foster more engagement will give you insight into the types of Tweets that have the most impact.0K 2. appearing in the timelines of your followers’ followers. Example: “RT @SimplyMeasured: We’ve made some great updates to our Twitter Account Report. or mention your brand. Check it out!” Mentions: When a user includes your brand handle.0K 500 3 8/ 26 /1 3 8/ 25 /1 3 8/ 24 /1 3 8/ 23 /1 3 8/ 22 /1 3 /1 21 8/ 8/ 20 /1 3 0 Engagement is the total of several components during the given report period: @Replies: When a user talks directly to your brand on the Twitter timeline by using your brand handle at the beginning of the Tweet. are not worth looking at.

A retweet is a repost of a Tweet sent by another user. Retweets: A retweet is a repost of a Tweet sent by another user.Retweets Retweets are a great way for users to let their followers know that they are actively engaging with your brand by republishing your content. content that interests your readers or their followers. Example: 7 . These Tweets are marked with the retweet icon and include the author’s information. marked by the retweet icon. or Tweets that have the capacity to go viral. and the name of the user who retweeted the content. They are one of the most commonly used tools on Twitter and can be very helpful in identifying web trends.

As we mentioned before. Example: “@SimplyMeasured Your reports rock!” An interesting side effect of the difference in visibility for @replies and mentions is the . @Replies are when a user talks directly to your brand by using your brand handle at the beginning of the Tweet in the Twitter timeline. these types of replies count as a mention. If a user wants their followers to see their replies to your brand.to help your brand’s Twitter account stand out from the crowd. and both are extremely important when it comes to engagement metrics. it’s not considered an @reply.@reply (note the period before the @ sign). they will use an . and will show up in their timeline and the timelines of anyone who follows them. but doesn’t begin the Tweet with the @handle. @Replies: Tweets that BEGIN with your @handle. Twitter users use this method of engagement to overcome the less public nature of @replies. the user’s feed. Mentions and @replies have very different impacts for your brand. Because the Tweet starts with a period.@reply in place of a regular @reply.Mentions and @Replies The difference between mentions and @replies seems simple at first. but many business Twitter accounts aren’t leveraging them properly. and the stream of anyone following the user. and the feeds of users who follow you both. In addition. These Tweets show up in your stream.@SimplyMeasured Your reports rock!” 8 . the user’s stream. Mentions: A Tweet including your @handle at any point other than the beginning. Example: “. Understanding the difference between mentions and @replies will help you determine how to best use both to your advantage . these Tweets have the potential to reach Twitter users who may not be following you. Example: “I really love that @SimplyMeasured charts are dynamic within Excel!” Mentions are when a user includes your brand handle. This will only show up in your feed. because the Tweet starts with something other than your brand’s Twitter handle.

and patterns for each type can help you understand your audience and the relationship they have with your brand. allowing you to reach potential new followers. and can help both gain and retain Twitter followers.5K 2. the way you interact with various users. but are important in building a strategy to retain followers through mutual engagement.What do Mentions and @Replies mean to you? @Replies and mentions account for two-thirds of your engagement and demonstrate two very different things.@reply will be seen by your followers and your followers’ followers.0K 500 9 3 8/ 26 /1 3 8/ 25 /1 3 8/ 24 /1 3 8/ 23 /1 3 8/ 22 /1 3 /1 21 8/ 8/ 20 /1 3 0 . Focusing on the types of mentions and @replies. The key difference between mentions and @replies is where they appear – who automatically sees Tweets that use your brand handle. Mentions are more of an endorsement of your brand.0K 2. With mentions. An . Twitter Engagement Breakdown 3. the number of each. @Replies tell a story of users looking to engage in conversation with your brand. @Replies have a much smaller audience.0K 1.5k Mentions @Replies Retweets Favorites Total Engagement 3.5K 1. your brand handle has the potential to be seen by a much larger range of users than it would in an @reply. This is important in the type of messaging you put out. and the way you measure success.

5K Twitter Engagement Details Comparison 4. Twitter Engagement Breakdown 3. Favorites are similar to Likes on Facebook.0K 2. In fact. favorites have grown to represent a significant portion of the engagement mix on Twitter.5k Total Engagement 3. or simply let the author know you’ve seen their Tweet.0K 1.5K 1. show your appreciation. Favorites are trending: We measured engagement for some of the top automotive brands on Twitter and found that favorites accounted for 8% of their total engagement. in just one week @VW actually received 367 favorites.0K Mentions @Replies Retweets Favorites 2. 4. With a single click. 10 .5K 2.0K Mentions @Replies Retweets Favorites Total Engagement 3.5k 3. and tracking them ensures that brands are getting the complete picture of how users are choosing to engage with their brand.0K 500 0 @Honda @Ford @Toyota @NissanUSA @VW It’s clear that favorites represent a significant volume of total engagement.0K 500 3 8/ 26 /1 3 8/ 25 /1 3 8/ 24 /1 3 8/ 23 /1 3 8/ 22 /1 3 /1 21 8/ 8/ 20 /1 3 0 Many automotive brands received nearly as many favorites as replies.Favorites Favoriting is becoming an increasingly popular way to engage on Twitter.5K 1. In fact.5K 2. This has made favoriting an attractive form of engagement.0K 1. compared to only 276 replies. you can engage with content to either bookmark.

Percentage of Engagement by Content Type 60% @Replies Retweets Favorites 50% 40% 30% 20% 10% 0% Photos Videos Links Normal Tweets Measuring favorites will also give you a better understanding of your ability to engage your audience. The benefit for your brand: If favorites aren’t often seen by others. Users often want to engage without having to voice their opinion or broadcast something to their audience. as such. they’re the only form of Twitter engagement that doesn’t reach other users’ feeds.How Favorites are different: Favorites are a preferred form of engagement because they allow users to engage without having to retweet your content. If certain types of content are receiving more favorites than comments or retweets. or mention your brand. It’s inevitable that a portion of your audience will be more interested in consuming content rather than engaging with it. you may need to deliver your content in a way that encourages more users to retweet and share. why should you care? Although favorites don’t create awareness the same way that retweets and mentions do. provide feedback with a reply. Favorites show a more complete picture of how users of how users are consuming your content which can inform your decisions on how to best optimize your content on Twitter. Favorites benefit the user and send a signal to the author. 11 . they are still another important indicator for measuring how your content resonates with people..

This is important for recurring campaigns and competitive analysis. Yes. we might choose the hashtag #MeasureChat. 12 . You can use hashtags to build easily monitored campaigns in a variety of ways: Campaigns: When conducting a specific campaign. Comparison: Different hashtags can be measured and compared to identify trends. growth. and measurable. But when it comes to campaign management.Hashtags Another important method of engagement on Twitter is the use of hashtags – a form of earned engagement as opposed to the owned engagement we outlined above. Hashtags are terms used in Tweets (and now on Facebook and Instagram as well) that are searchable. if we wanted to host a regular conversation about social media measurement. or disparity. Hashtags: Clickable terms within Tweets that begin with the “#” sign What do Hashtags mean to you? Hashtags should be a part of any Twitter strategy. we increase the chance of reaching social media marketers who are interested in learning more. it’s hard to top the simple power of the hashtag. because they allow marketers to engage with users they otherwise wouldn’t be able to and to build branded campaigns of their own. if we tweet a link to our Twitter eBook with the hashtags #SocialMedia and #Twitter. Chats: There are countless regular “Twitter Chats” out there that use specific hashtags to allow users to organize the conversation. there’s a relatively steep learning curve and some confusion when it comes to using hashtags as a tactic. we could use the hashtag #SimplySwag and ask users to tweet using the hashtag for a chance to win. This allows us to promote a searchable term that allows users to view and interact with anyone getting involved in the chat or conversation. and branding. and branded to promote your cause or company. hashtags can be used to distinguish engaged Tweets and users. They are one of the greatest tools social marketers have at their disposal. if Simply Measured wanted to promote a giveaway of a t-shirt and some stickers. Increased Reach: Hashtags of specific topics are often searched and monitored by marketers and users with specific interests. They can be searched to see activity and interest. and demographics of the users engaging with the hashtag. clickable. hashtags can be searched to discover interests. attitudes. sentiment. For example. Discovery: When doing research. For example. For example. Yes. some marketers abuse the feature. organization.

your followers are added to the equation. 13 . your followers are not being engaged so they are not part of the reach calculation for that specific tweet. we aren’t just focused on engaging the people already following us. On Twitter. In this example. we’ll calculate the potential reach of this Tweet for Simply Measured. who has 9 followers? User A • 3h I love @SimplyMeasured reports! User B • 1h RT @UserA I love @SimplyMeasured reports! users mentioning your brand =2 (@UserA + @UserB) + sum of their followers (@UserA) = 5 + sum of their followers (@UserB) = 9 Potential Reach = 16 NOTE: Potential Reach will always include your brand followers since they are part of the audience you are reaching on Twitter. Potential reach is one of the best ways to tell if we’re doing that successfully. who has 5 followers. User A • 3h I love @SimplyMeasured reports! + users mentioning your brand (@UserA) = 1 + sum of their followers (@UserA) = 5 Potential Reach = 6 What’s the potential reach of @UserA’s Tweet if it’s retweeted by @UserB. Potential Reach: The sum of all users mentioning your brand + the sum of their followers. If @SimplyMeasured has 20 followers.Potential Reach Potential reach is an important metric for any social media marketer. When calculating the reach of just a mention (like in the examples on this page). in example one the total potential reach will be 26 and in example 2 it will be 36. we’re trying to grow and expand our audience. posts a Tweet that mentions the @SimplyMeasured Twitter handle. User A. But when we calculate the overall reach of your Twitter activity.

your potential impressions are the quickest way to identify that trend. This is important because the focus of social marketing is to expand your audience and promote your message to a wider segment of the population. Potential Impressions Potential impressions have always been an important metric for advertisers. Potential Impression: The total number of times a Tweet from your account or mentioning your account could appear in users’ Twitter feeds during the report period. If content you’re creating has a viral impact – for example Tweets that earn a large number of retweets and @ mentions . The reach metric is a good indicator of the content that’s working to grow your audience and ultimately “reach” new people. This is a true look at the audience you have the potential to engage with. it has been one of the only metrics available to gauge success. allowing you to focus your efforts on the content that is drawing the most attention. and TV. It includes your Tweets. What does the Potential Impressions metric mean to you? Potential impressions are an important part of measuring your brand impact. Potential Impressions Analysis Brand Tweets 800 User Tweets Total Potential Impressions 18M 14M Total Tweets 600 12M 500 10M 400 8M 300 6M 200 4M 100 2M 14 12 5/ 6/ 12 3/ 6/ 12 1/ 2 /1 30 5/ 6/ 2 /1 2 /1 28 5/ 2 26 5/ /1 2 24 5/ 22 /1 2 5/ /1 20 5/ 8/ 12 2 51 16 /1 2 5/ 14 /1 2 5/ 12 /1 2 5/ /1 10 5/ 8/ 12 0 5/ 5/ 6/ 12 0 Potential Impressions 16M 700 . Tweets that mention your brand handle. but also the followers of those users who may have seen your @handle or Tweet.What does Potential Reach mean to you? The potential reach metric allows you to quantify not only the users you engaged with. Its relevance has stayed just as prominent throughout the advent of social media. and retweets of your content. radio. For traditional media like newspaper.

there’s an overall consensus on how to calculate that portion of potential reach and potential impressions based on the number of author’s followers: Potential reach and potential impressions for @simplymeasured Type Author Followers Potential Reach Potential Impressions Mention 10.700 10. 15 . At Simply Measured.400 User A • 3h I love @SimplyMeasured reports! User A • 1h Thanks @SimplyMeasured you guys are the best! The nature of @replies is that they show up only in the feeds of users who follow both handles (the original author and the @reply author). Based on feedback collected from our customers. When it comes to mentions.700 10.What makes Reach different from Potential Impressions? Reach accounts for the possible number of people who may have seen your content. our analysts were able to develop three different formulas for calculating this metric to accurately cover the widest spectrum of needs. If you think of reach as how many screens your Twitter handle appears on. whether to assume no overlap (the authors share no followers) or assume some percentage of overlap (the authors share some of their audience). and impressions as how often your Twitter handle appears. because the majority of our research supports this method. How are your Potential Reach and Potential Impressions calculated? Both potential reach and potential impressions are calculated based on mentions and @replies. there’s no consensus on how to calculate the potential reach and potential impressions for @replies. whereas impressions calculates how many times the people you’ve reached have seen your content.700 Mention 10.700 10. we’ve focused on the most “conservative” calculation for @replies as the go-to model.700 TOTAL 10. it’s easy to get an idea of how far you can potentially spread your message and grow your brand.700 10.700 21. Unfortunately.

Imagine @UserA mentions the @SimplyMeasured handle in 2 separate Tweets that reach his 5 followers.700 1 1 TOTAL 1 2 User A • 3h @SimplyMeasured your reports are the best! User A • 1h @SimplyMeasured you guys rock! If you want to assume some amount of overlap in followers. but makes a fair assumption that @replies won’t generate the full reach of the author’s followers.. @Replies are typically 1-to-1 interactions. We can help you determine which solution is best for your brand.. where reach and impressions aren’t as relevant. Simply Measured’s Twitter Analytics supports modified reach calculations at the push of a button.In this calculation one @reply results in one person reached.The @SimplyMeasured handle appears twice on each of their news feeds..700 1 1 @Reply 10. This will likely give you a lowerthan-actual reading.. Knowing how to best calculate your potential reach and potential impressions will give you insight into your virality statistics and brand exposure. User A • 1h Thanks @SimplyMeasured you guys are the best! User A • 1h User A • 1h User A • 1h News Source • 2h News Source • 2h News Source • 2h User A • 3h User A • 3h Weather tonight is cloudy with a chance of rain User A • 3h News Source • 5h News Source • 5h News Source • 2h News Source • 5h User A • 1h User A • 1h News Source • 2h News Source • 2h User A • 3h User A • 3h News Source • 5h News Source • 5h User A • 3h Wow! @SimplyMeasured your reports are amazing! News Source • 5h Tune in tonight at 8pm for the latest #worldnews Number of Potential Reach x Number of Appearances = Potential Impressions 5 followers x 2 appearances = 10 Potential Impressions 16 . User A • 1h User A • 3h Thanks @SimplyMeasured you guys are the best! Wow! @SimplyMeasured your reports are amazing! . Potential reach and potential impressions for @simplymeasured Type Author Followers Potential Reach Potential Impressions @Reply 10.

Retweets What does Response Rate mean to you? Whether you’re a customer service rep. Whatever your policies and tactics. a community manager. Customers reach out with issues. focusing on outbound promotion just doesn’t work anymore. Response Rate: Total # of Mentions Replied to Total Mentions . directing traffic. measuring customer service success boils down to a few specific metrics. It’s our job as social marketers to act as first responders in these situations – answering questions. On Twitter. and sometimes just saying no. Key among them is response rate. This means responding to the highest percentage of inbound @mentions and @replies. Response rate can help you identify successes and holes in your social strategy. How is your Response Rate calculated? @fordservice Activity and Engagement Retweets Mentions Excl. RTs 200 400 150 300 100 200 50 100 1/ 1/ 1/ 13 2/ 1/ 13 3/ 1 1/ 3 4/ 1/ 13 5/ 1/ 13 6/ 1 1/ 3 7/ 1/ 13 8/ 1/ 13 9 1/ /13 10 1/ /13 11 1/ /13 12 1/ /13 13 1/ /13 14 1/ /13 15 1/ /13 16 / 1/ 13 17 / 1/ 13 18 1/ /13 19 1/ /13 20 1/ /13 21 1/ /13 22 1/ /13 23 1/ /13 24 1/ /13 25 1/ /13 26 / 1/ 13 27 / 1/ 13 28 1/ /13 29 1/ /13 30 1/ /13 31 /1 3 0 17 0 Tweets Sent Retweets & Mentions Tweet Sent . questions.Response Rate Response rate is becoming more and more important to social media teams. or a marketing manager who handles everything for a smaller company. Maintaining company image can be as simple as keeping your engaged customers happy. and requests on a daily basis.

or gratitude that they are trying to convey. it’s our job to engage with them in a way that shows our company cares. 18 . An industry standard for customer service success. A recommendation that we make to Simply Measured users is to open the Excel version of the Simply Measured Customer Service Report and look at individual Tweets. like the Friday evening mentions. Whether it’s a question.Response rate is the number of inbound mentions of your brand handle that you’ve responded to. Response Time: Time of @Reply to inbound Tweet Time of inbound Tweet What does Response Time mean to you? For many brands we’ve talked to response time is calculated in different ways. This can be a frustrating number for many brands that often don’t staff a Twitter account outside of normal business hours. This equation gives you the percentage of inbound Tweets that you’ve responded to. divided by the sum total of all brand mentions (excluding retweets). This allows social media managers to identify and remove outliers. A few dozen Tweets on a Friday that don’t see a response until Monday drastically skew your average response time. this can be calculated using both our Customer Service Report and our Multiple Handle Customer Service report – designed specifically for brands with a dedicated customer service handle. Response Time Customers reach out to brands constantly. is an important way to measure your social activity for both brand engagement and the customer service. similar to response rate. Response time. Direct messages and replies to Tweets that didn’t mention the brand handle (through a hashtag campaign for example) are just some of the factors that come into play. to get a more realistic picture of their efforts. concern. that they’re trying to convey. With Simply Measured.

open the Excel file and identify the responses that are skewing your average. It’s one thing to see a total number of retweets or @replies that you’ve earned through your social campaigns. One metric you can use to sum up your audience health is interactions per person. Interactions Per Person There are many ways to measure the impact you have on your Twitter audience .whether through engagement. This can help you identify holes in your strategy.How is your Response Time calculated? Response Time: In Minutes Avg Time Per Response Minutes Per Response (Goal) 90 400 80 70 300 60 50 200 40 30 100 20 10 0 2 /3 / 11 12 /4 / 11 12 /5 / 11 12 /6 / 11 12 /7 /1 11 2 /8 / 11 12 /9 11 /1 /1 2 0 11 /1 /1 2 1 11 /1 /1 2 2 11 /1 /1 2 3 11 /1 /1 2 4 11 /1 /1 2 5 11 /1 /1 2 6 11 /1 /1 2 11 7/1 /1 2 8 11 /1 /1 2 9 11 /1 /2 2 0 11 /12 21 11 /1 /2 2 2 11 /1 /2 2 3 11 /1 /2 2 4 11 /1 /2 2 5 11 /1 /2 2 6 11 /1 /2 2 11 7/1 /2 2 8 11 /1 /2 2 9 11 /1 /3 2 0/ 12 /1 11 /2 11 11 /1 /1 2 0 The simplest way to measure response time is by subtracting the time of the original inbound Tweet from the time of your response. clicks. Take this difference in time from each of your responses and average them for your average response time. 19 . or favorites. ways to optimize your responses. or reinforce what you’re already doing. but understanding how that number stacks up to your audience size can give you a much clearer idea of your social media success. What are Interactions Per Person? Interactions Per Person: Total Interactions Total Audience What do Interactions Per Person mean to you? This metric is great for understanding how involved your audience is as a whole.. If the numbers don’t add up or don’t represent your effort the way you expected.

and favorites.853 Avg. It’s important to note that this metric isn’t saying each of those 18.This metric is important in identifying the appropriate level of saturation and gauging whether the amount of content you distribute to your audience is too little or too much. In the example above. How to measure Interactions Per Person: Twitter Engagement Megaphone What started it? 207 Tweets Sent by @delta How many unique people engaged with your Tweet? How many times did these people engage? How many people could have seen these Tweets? How many impressions could have been generated? 1.4 Impressions Per Person Reached Interactions per person should be measured in context with your other KPIs.030 127.750 28.5 times. Followers Per Person Engaging bit.ly Clicks 12. @delta has earned 28.750 people engaged 1. without spamming them. Since their audience is 18.741 Followers Added 2. but rather giving a snapshot of how that total engagement relates to @delta’s audience size. before it plateaus (a sign of over-messaging).074 Unique People Total Engagement Potential Reach Potential Impressions People that interacted with you on Twitter People that interacted with you on Twitter Combined followers of people tweeting about your brand (6/1/13 to 6/30/13 Potential times served in all follower’s needs 1. Study this metric as you test your cadence to find the highest level of interaction per person. 20 .5 Interactions Per Person What happened? 2. retweets. this equates to 1.793 53.750 people.5 interactions per person.884. The goal is to find the sweet spot where multiple impressions are making an impact and engaging your audience.337 18.793 mentions.285. @replies.

Over time. and mentions. Remember. but unfollow shortly thereafter? What is the industry standard for number of followers and how do you stack up? Now. We’ll be working out of our own software. 21 . engagement helps grow awareness of your brand and helps increase traffic to your social profiles and your website. Through simple interactions. To measure your engagement look at your audience and how you retain followers.BASIC ANALYSES Now that we’ve gone over all of the metrics definitions. but too often it’s the only audience metric that marketers focus on. Measuring Engagement One of the most important goals for social media marketers on Twitter is increasing engagement. 9 ways to measure Twitter audience beyond follower count Follower count is an important metric for measuring the performance of a growing audience on Twitter. There is more you can do to understand your Twitter audience and find more effective ways to grow your audience. we’re going to show you how to put those metrics to work to analyze your Twitter campaigns and make better decisions. With each new follower gained. the characteristics of your audience change. we defined engagement as the sum of @replies. These three Twitter actions directly amplify your brand’s share of voice as your brand’s handle reaches the timelines of users who may not be following your brand on Twitter for regular updates. retweets. Is your audience growing? Do these users follow you during promotions. look at how those followers and their circles respond to or share your content. Do you have a surprisingly low number of retweets for the number of followers you have? Are there certain times that are better for engagement? Have you recently published any Tweets that have had success in regards to mentions or retweets? We’ve provided a few different metrics you can use to benchmark your campaign performance and assess your engagement strategy. but you can conduct the same analysis no matter which tool you use to pull Twitter data. substantial follower growth can result in very different type of audience and just measuring change in follower count can only tell you so much.

8K 50K 0.8K 77. The followers of your followers are your secondary network.3% 0.6K 0. They determine how much potential there is for sharing content downstream.1% 0 0.5% 200K 0.1% 0.6% 207. Measure your competitors’ followers Comparing competitor audience growth rates to your own growth will give perspective on how effectively you’re growing your audience .001-2.6% @sap 22 0.1.letting you know whether you’re ahead of the game or playing catch up.5% 150K 100K Growth Rate per Day 117.3% 0.1K 72.000 26 2. Users Followers’ Follower Count Distribution 450 400 350 300 250 200 150 100 50 0 413 200 87 0-100 101-500 61 501-1.4% 0. Twitter Comparison: Total Followers Total Followers 250K 0.500 >2.5K 0.1% 0.3% 51. Measure your followers’ followers Your follower count is just the first step to understanding your potential to reach.2% @ciscosystems @oracle @ibm @accenture .500 Follower Count 2.

Segment your followers by location Are your social goals tied to specific markets? Segmenting follower growth by location enables you to measure your share of voice on Twitter with respect to regional markets. Create “archetypes” for followers who frequently retweet your content. NY Miami. Follower Distribution By US Metro Area % of Followers % of Population Los Angeles. TX Boston. Create a connection with these users to encourage them to follow you directly.3. Comparing new followers to your previous followers can help you determine the value of new followers gained and whether you’re retaining old followers as you grow your audience. 5. OR San Antonio. DC Las Vegas. NV Detroit. GA Houston. IL New York. CA 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 6. 4. 23 . Social archetypes for these users will help you better understand who your followers are and why they engage with you on Twitter. FL Atlanta. Track engaged users who are not yet followers Identify users mentioning your brand by name or retweeting your content who are not already following you. Segment your followers by how they engage Segment your followers by how they engage with your brand. TX Tucson. MA Washington. and those who often mention you on Twitter. MI Dallas. Monitor their Tweets for opportunities to engage with them directly. These users may be unaware of your handle or are following your followers. Measure share of voice for online properties Follow influencers who engage with your brand or your competitors. Compare your new followers to your old followers Significant changes in follower count mean that you have more to learn about who your followers are. TX Portland. CA Chicago. 7. AZ Fresno.

the more likely they are to see and engage with your Tweets. Change in engagement rate can indicate the value of fans gained or lost.0K 1.178 1.575 3% 3% 1.3% 1.0K 1.5% 4% 2.562 Engagement % of Followers 4% 3.5K 2.8% 500 2% 1% 0 0% @sap @ciscosystems @oracle @ibm @accenture 9.8. Know how active your followers are How frequently your followers tweet indicates how active they are as users on Twitter. Twitter Comparison: Total Engagement Total Engagement 3.8% 2.5K 1. Followers by Date of Last Tweet 33% 35% 30% 25% 20% 18% 20% 15% 11% 10% 10% 5% 5% 2% 1% 24 r > 1 Ye a Ye ar 1 La st s th La st 6 M on La st 3 M on th s th M st La W ee 2 st La on ks k W ee st La La st 24 H ou rs 0% . The more active your followers are. Measure engagement relative to your followers Is your engagement scaling as your followers grow? Engagement as a percentage of followers (engagement rate) shows how much of your audience you are able to engage.0K 2.601 1.433 1.5% 2% 1% 0.

This data is particularly useful for measuring the performance of initiatives aimed at building product awareness or shifting consumer perceptions of your brand. we’ll look at different ways (besides brand mentions) to measure how share of voice impacts brand perceptions. site traffic. There are ways to take share of voice a step beyond mentions to measure not just how much share of voice your brand has. regional markets. but how different types of conversation impact your brand relative to your competitors. 25 . With data from our own social media reports. you can gain insights related to specific product categories or brand attributes. Depending on the keywords being compared. Keyword Share of Voice Within Brand Mentions @nissanusa @kia @honda @toyota ic Ec on om e bl lia Re st Co d ee Sp y fe t Sa rid yb H yle St SU V er Po w Se da n 100 90 80 70 60 50 40 30 20 10 0 2. planning location-based social media efforts.6 ways to measure Twitter share of voice beyond brand mentions Share of voice is one of the most regularly used metrics for measuring social media performance. and measuring your brand’s ability to increase awareness in specific markets. 1. but are you really getting the full picture? There’s more to it than just brand mentions. Segment share of voice by location Share of voice by location can indicate which regional markets are most aware of and engaged with your social brand presence. Measure keyword share of voice Measuring your brand’s share of voice against specific keywords provides context for how users discuss your brand compared to your competitors. and more. Regional share of voice data can be helpful for distributing relevant content.

3M 100M 80M 26.1M 4.8M 3. Measure share of voice for online properties Segmenting Tweets that link to your website and the sites of your competitors can enable you to measure the share of voice responsible for driving traffic to your website. Impressions can tell you how many times those users were exposed to mentions of your brand.7M 22. That’s why comparing potential impressions and reach are also important.7M 40M St 60M 4. The share of voice for your online properties can serve as a performance indicator for how shareable your site content is and how well social media accounts and marketing efforts have been integrated with your site. Compare potential impressions and reach Share of voice typically measures brand mentions as a percentage of total Tweets in order to gauge the level of consumer awareness.5M 12.3. Twitter Comparison: Impressions and Reach Potential Reach Impressions and Reach 120M Potential Impressions 103.8M 20M 17. Reach measures how many users were potentially exposed to Tweets mentioning your brand.9M V SU Se Po w da er n 0 yle 31. share of voice as a percentage of mentions doesn’t account for how many unique users are discussing your brand or how many followers they have. However. Distribution of Links to Brand Sites All Links @Nissan @kia @honda @toyota 26 1 5/ 4/ 3 20 1 5/ 5/ 3 2 5/ 013 6/ 20 5/ 13 7/ 2 5/ 013 8/ 2 5/ 013 9/ 5/ 201 10 3 / 5/ 201 11 3 / 5/ 201 12 3 / 5/ 201 13 3 / 5/ 201 14 3 / 5/ 201 15 3 / 5/ 201 16 3 /2 5/ 01 17 3 / 5/ 201 18 3 / 5/ 201 19 3 / 5/ 201 20 3 / 5/ 201 21 3 / 5/ 201 22 3 / 5/ 201 23 3 / 5/ 201 24 3 / 5/ 201 25 3 / 5/ 201 26 3 /2 5/ 01 27 3 / 5/ 201 28 3 / 5/ 201 29 3 /2 01 3 13 20 3/ 20 2/ 5/ 5/ 5/ 1/ 20 13 70 60 50 40 30 20 10 0 .

0K ( ) ( PM PM 0 :0 10 PM 00 8: PM 00 6: 00 4: 00 PM PM DAY 1 2: AM 0 0 :0 12 AM :0 10 AM 00 8: AM 00 6: AM 00 4: 00 2: 0 AM PM 0 12 :0 PM :0 10 PM 00 8: PM 00 6: 4: 00 PM PM 00 0 DAY 0 2: AM 12 :0 AM 0 :0 10 AM 00 8: AM 00 6: AM 00 4: 00 2: 12 :0 0 AM 0 ) All Times PST The above chart compares three consecutive years of Tweets using the Consumer Electronics Show’s branded hashtags. 27 .0K 7. Comparing share of voice for your brand’s primary hashtags with those of your competitors can reveal how successfully your hashtags are being adopted and reflect your brand’s ability to shape the way others discuss your brand.0K 4. This can be important for researching opportunity.0K 2.0K 1. identifying successes.5.0K 6. When trended over the same amount of time. This technique can also be effective for measuring the share of voice driven by hashtags used in TV advertising. and measuring causes of peaks and lulls in activity. Hashtags are easy to track using the Simply Measured Twitter Activity Report or Stream Snapshot report and can be trended over time to measure volume and activity.0K 5. Track hashtag adoption Many brands have hashtags they routinely use to provide context for specific conversation themes. CES Year/Year Twitter Comparison: Days 0-1 Tweets from 2013 Tweets from 2012 Tweets from 2011 9. we’re able to identify growth trends and determine the events that caused specific spikes and drops in activity.0K 8.0K 3.

Conversation overlap can measure how uniquely your brand is being discussed. Identifying conversation overlap with competitors The percentage of overlap in competitor conversations measures how frequently your brand is mentioned in Tweets that also mention competitors. Share of Voice @Nissan Competitor Overlap 6% 38% 0% 10% 20% @honda @toyota 14% 34% Share of Voice 28 @kia 21% 30% 40% 41% 16% 50% 60% 29% 70% 80% 90% 100% . Overlap in Competitor Mentions vs.6. while a high degree of overlap signals frequent brand comparisons. A small degree of overlap can indicate brand loyalty or unique product discussion. which are typically seen between highly competitive brands.

But with so many options. Measure the engagement as well as the number of Tweets you’ve sent for each content type. or links. services and types of visual content. and followers. Measure engagement by content type The starting point for your Twitter content analysis should be the type of content: photos.” That’s the general rule when dealing with a friend who went fishing…or to Vegas. videos.3 47. Brand Tweets by Content Tweets Sent 72 Photos Videos 25 Links 27 Normal Tweets 29 Engagement per Tweet 188.8 573 . Visual content has become more and more impactful as a way to reach potential customers.How to measure visual content “Pics or it didn’t happen. This will give you a solid understanding of what you should be focusing on. fans.3 72. It might as well be the motto for social media too. how can you tell which works the best? Here are some quick ways to analyze your visual content and create a strategy based on past success.3 14. All of this analysis can be done using Simply Measured reports.

.. For photos.1 0.7 0.4 0.3 0.5 Vine Instagram/Path 7 Posts YouTube/Vimeo 4 Posts 81..2 BEST PERFORMANCE: @marriottintl Photos 2 interactions [4.8 14.6 0. Where are other businesses in your industry finding success? If they’re seeing much higher engagement with photos.8M 27.9 2.. you can perform a content analysis to find out what they’re doing with their photos that you might be missing.Measure engagement by media type Next.1M Other Photos 8 12 Posts Posts Other Links 30 Posts Measure competitor success by content type Finally.1% of interactions on all sent tweets] . If you’re posting videos you may ask if Vine clips perform better than YouTube.2 0.. identify which service helps your brand see the most success. ld @ th nw or ay in n lto @ hi lid zz wo st ar @ @ m ar ri od ot bu tin in nl no lto hi @ ho tl Normal tweets 780 tweets [74% of all sent tweets] @ 30 Videos CONTENT TYPE PERFORMANCE e Engagement per post Photos 0.0 -0.1M 1.8 4.. measure your engagement against your competition.5% of interactions on all sent tweets] MOST COMMONLY POSTED s el ls rh co @ ac ho ice ot te r.4 2.1M 20. are Instagram pics as successful as Twitpics? Media Types in Tweets Engagement per Tweet Potential Impressions Per Tweet 2.2 -0. ie ch o sid nc @ tc o @ hy at in sp g @ eb es tw e st er ..3M 2.8 0. Type Comparison: Engagement on Brand Tweets (size of bubble = number of posts) Links Normal Tweets MOST ENGAGING CONTENT TYPE Photos 6 interactions [4.

and taking care to avoid events that bias posting times. or hashtags. Analyze your top Tweets Analyzing your top Tweets can be a good starting point for identifying the best times to tweet. that are not retweets or replies of your Tweets can help you identify peak times for organic engagement with your brand. There are steps you can take to understand when to tweet and when to engage your followers through different types of content. it’s important to determine when your audience is most active to find the best times to share your content. Top Performing Tweets All Sent Tweets Top Performing Tweets Volume of Sent Tweets 16 14 12 10 8 6 4 2 PM PM 11 PM 9 10 PM PM PM PM 8 7 6 5 PM PM PM PM 4 3 2 1 AM AM AM AM PM 12 11 10 9 8 AM AM AM AM 7 6 5 4 AM AM 3 2 1 AM 0 All Times EDT 2. Identify which times are most commonly associated with top performing content. Measure organic mentions Measuring mentions of your brand. The best times to tweet are unique to your brand audience and the type of content that you deliver. 31 .6 types of analysis to time your Tweets Do you know how timing impacts the performance of your Tweets? There is no universal answer. Measuring organic mentions over an extended time period. can reveal when users choose to engage with your brand. your handle. Because the lifespan of any given Tweet you send is limited. 1. Viewing your top Tweets by time of day displays when your brand delivers its most successful content. This approach gives you insight into user activity that isn’t biased by when your brand tweets.

For example. but that content designed to entertain followers successfully drives engagement during weekends or off hours. Followers Top Time Zones 40% 35% 30% 25% 20% 36% 13% 15% 10% 5% 0% 12% 8% (GMT-05:00) Eastern Time (US & Canada) (GMT-06:00) Central Time (US & Canada) (GMT-08:00) Pacific Time (US & Canada) (GMT-05:00) Quito 5% (GMT-04:00) Atlantic Time (Canada) 3% 3% (GMT-10:00) Hawaii (GMT-07:00) Mountain Time (US & Canada) 2% 2% 1% (GMT) London (GMT-07:00) Arizona (GMT+01:00) Amsterdam 4. taking lunch breaks. Know your audience Knowing where your audience is located can help you identify when they’re most likely to be active online. etc. Viewing a distribution of your audience by time zone can give you an idea of when they’ll be starting their day. The more broadly your audience is distributed. Segment content types by time of day Segmenting engagement for key content types can help you determine when certain types of content are more likely to drive engagement – during different times of the day and days of the week. the larger window you have to post and the greater the need to tailor content that appeals to regional audiences. 32 .3. you might find that posts with calls to action receive better response during peak times.

or help identify content types that drive engagement during times where you’ve had limited success. Mentions and Brand Tweets by Day and Time Monday Tuesday Wednesday Thursday Friday Saturday Sunday Brand Tweets Mentions 1.4K 1. and making a point to experiment with when you post can help you avoid identifying peak times for engagement that are biased. Monitor current engagement trends Distributing engagement by day and time shows your current engagement trends. excluding engagement outliers and paid Tweets.0K 800 600 400 200 0 60 50 40 30 20 10 0 12 AM 3 AM 6 AM 9 AM 12 PM 3 PM 6 PM 9 PM Time of Day 6. 33 .2K 1.5. This is an excellent way to determine which days and times are most effective for your brand to tweet.6K 1. Compare competitor engagement Comparing a distribution of your competitors’ engagement by day and time will also help ensure that you don’t overlook opportune times to tweet. Viewing this data over weeks or months. Examining the content strategies of your competitors can clue you in to successful post times you may not have experimented with.

34 . In addition. In this section. but now you need to assess the ROI on your time spent engaging Twitter followers and building brand awareness. and gets users to the point of purchase. you’ll want to find out how quickly issues are resolved and where you can improve your social customer service strategy. At this stage. it’s not always easy or obvious how to optimize Tweets for website traffic. 3 ways to optimize Tweets for website traffic You’ve undoubtedly spent hours crafting Tweets for your brand. It’s time to look at how your social strategy impacts your overall bottom line by turning Twitter followers into paying customers. drives campaign objectives. we’ll show you how to use Simply Measured reports to tailor your analyses to your brand’s needs.ADVANCED ANALYSES So you’ve got the basics down. you’ll need to consider your social strategy’s effects on your web funnel – how those Tweets drill down to measurable web actions like clicks or purchases. but once they hit the feed you may wonder how to measure performance for posts designed to get users to your website? We all know that linking from Twitter to our website provides valuable cross-channel engagement. if your brand uses a customer service account. Despite this. Let’s take a look at 3 measurement tactics you can use to start converting your Twitter engagement to website traffic.

167.743 Twitter Potential Reach 307 Visits to Site 0. 307 27.260 Twitter Potential Impressions 1. configure goal completions to measure actions visitors took after reaching your site. but how many Tweets it took to drive those visits.01% CTR 300 Tweets with Link Visits 120 250 100 200 80 150 60 100 40 50 20 0 0 Total Visits from Twitter Tweet Driving the Most Visits Visits from Other Sources Are you a data geek with a passion for writing and social media? You don’t want to miss this opportunity: http://bit.129 Visits From Twitter 1. Combining Google Analytics with Twitter data allows you to see not just how much referral traffic you’ve received. expanding potential impressions and reach before funneling down to visits on your site. Combine Twitter activity and your site’s conversion funnel in Google Analytics Tweets & Visits to Site 78 Link Mentions 2. campaign submissions. Since getting users to your site is just the beginning.. 35 . Measure how sent Tweets are amplified throughout your network. You can see what content is responsible for helping your brand complete specific goals using Twitter.581.1.ly/xshu6G/simplymeasured. and purchases back to specific Tweets.19 Impressions per Person 2.02 Conversions per Visit 7 Goal Completions 0. What you have now is the ability to attribute site visits..064 @ Mentions 3/ 5/ 13 98 Retweets 2/ 27 /1 3 2/ 28 /1 3 3/ 1/ 13 3/ 2/ 13 3/ 3/ 13 3/ 4/ 13 6 Sent Tweets Tweets with Links to Site Twitter Activity Funnel 36 Visits +1050% than Avg How do Tweets that resonate on Twitter funnel down to site visits and ultimately to conversions? Pairing Twitter referral traffic with Tweets linking to your website provides a much more powerful lens than looking at trended Twitter visits on their own.

When driving users to your site. 0 5 10 15 20 25 30 35 40 45 Visits Dive into the top Tweets to see what’s working.. 36 . Determine which calls to action work best..2. search. RT @KevinSaysThings: Attention. we’re hiring a content manager! 0 -1 Pretty much. 2 59% of top brands are using instagram. These are the Tweets linking to your site and the top content responsible for visits from Twitter.. Is yours.. You optimize your content calendar to meet engagement goals... start incorporating existing practices for mobile.. RT @KevinSaysThings: Attention tech-sa. Analyze which audiences were targeted and what was included in Tweets that motivated users to click through to your site.. choose your keywords and calls to action carefully. Analyze content and calls to action based on website metrics The goal is to optimize content that draws users to your website. 1 You guys. Retweets 4 Yup. 3 What’s your favorite Excel function? If you have. and display into social.. As you seek to take a holistic approach to your digital brand presence. Expanding these practices to incentivize site traffic will improve your outreach tactics moving forward.. so shouldn’t you also optimize for site visits? Tweets that Drove Traffic Size of bubble = Avg Time on Site (in seconds) 5 Are you a data geek with a passion for writing.

promotions. especially those that frequently share out Tweets linking to your site. segment earned versus owned visits. encouraging others to contribute more content that links to your site. or industry thought leadership. Discover what content resonates with these audiences. Discover website influencers Who is driving traffic to your website? Identify which users link to your site and why. Explore user profiles that are successful at driving traffic. Users who engage their audiences with Tweets to your site likely have audiences with particular interest in your brand. or are others directing traffic for you? Your focus should be to create more engagement with your Tweets. 37 . whether it’s products. Are your own Tweets the primary driver for traffic to your site.3. Top People Sharing Links to Your Site Top People Sharing Links to Your Site Top People Sharing Links to Your Site By Number of Tweets By Number of Visits By Visits per Tweet facetweet1388 seo1302 hoot1388 simplymeasured Cygfred TwitLimericks pigebak marramalho kmmpatke KevinSaysThings ninoscam gabejoynt dacort tabithagold resourcewater 26 24 13 6 5 5 5 4 4 4 4 4 4 3 simplymeasured KevinSaysThings otis dacort ElvisMoyaTTU owenblacker dixxieland AndyLloydGordon jakeludington 5ense KatHolmlund zdeluca adamshostack _vio_ paulabraconnot 73 14 12 6 5 5 5 4 4 3 3 3 3 3 simplymeasured otis ElvisMoyaTTU owenblacker dixxieland AndyLlyodGordon jakeludington KevinSaysThings 5ense zdeluca adamshostack paulabraconnot danbrookman mattisranting JuritaKruma 12 12 5 5 5 4 4 4 3 3 3 3 3 2 Understand where your traffic is coming from.

54 Percent of all responses were from CS. Followers Per Person Engaging.343 1. customer service is a key secondary activity.104 2. measurement strategies must also change to effectively evaluate performance. but there is room for improvement if brands are experiencing a high volume of complex cases. Number of CS responses per user. Avg. This summary view provides a period snapshot that can be used for benchmarking customer service KPIs and optimizing overall performance. We’ve outlined four strategies to help your brand do just that. Twitter Customer Service Workflow How many times was our brand mentioned across profiles? How many times did our CS Account send a reply? How many unique people did CS talk with? How many high volume issues were addressed? (4 or more responses) 28. 1. While Twitter programs are typically owned by the marketing/PR department. 38 .4 ways to improve customer service measurement on Twitter In a recent study. we found that 34% of top brands now have a dedicated Twitter account for customer service. Quick response times and a high response rate are key to optimizing performance. The visual above is a high-level summary that walks through the customer support process. Avg. It is important that brands establish a customer service specific approach to measurement.5 % 2. Percent of Total Mentions with CS Responses.7 mins. Average Response Time Sunday Most active Day of Week 11:00 AM Most Active Time of Day Work flow and processes should be analyzed end-to-end – from customer demand to how efficiently issues were resolved. 18. The challenge is that when efforts are shifted from marketing to customer satisfaction.263 92 Total Mentions CS Responses Unique People Complex Cases 91% 14. Measure end-to-end performance Brands need to ensure that they are measuring success throughout the entire process. Many brands are investing efforts in solving customer problems via Twitter.334 4. using Delta Airlines as an example. or unexpected changes in the percentage of support responses being sent.

5k 10k 5k 3. it is important to measure all of its efforts. For example.176 928 0 @DeltaAssist @Delta Regardless of how a brand is managing customer service. For big brands.6k 20k 15k 14. By measuring customer service activity across multiple accounts.2. multiple marketing handles might rely on one dedicated customer service account. brands can determine how support resources are being allocated and measure customer response times specific to each account. and its customer support handle.5K mentions of @DeltaAssist indicate that Delta customers are directing replies to the dedicated customer service handle and shows that many customer support issues are making it to their intended destination. The chart above displays total mentions for Delta’s primary marketing handle. Coverage by Account Total Mentions Total Replies from @DeltaAssist 25k 19. Capture complete coverage Often a brand’s Twitter presence consists of more than one branded Twitter handle. The 14. a brand might have a primary marketing handle and a dedicated customer service handle. 39 . @DeltaAssist. @delta.

the goal is to respond to and resolve as many customer service issues as possible.3. When it comes to customer support. 40 . The nature of customer engagement on Twitter varies for each brand. The KPIs that matter most are Response Rate and Response Time. support handles should view these metrics as potential red flags rather than account management success. Follower and engagement growth are standard marketing KPIs. However. not all warrant a response. and of those that are. Keep in mind that not all brand mentions are customer-service related. as quickly as possible. Brands should identify a target response rate and set goals for improvement by conducting ongoing monitoring and competitor benchmarking. % of Mentions With @DeltaAssist Replies 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 12 12 9/ 0/ /2 /3 11 2 12 8/ /2 11 12 7/ 1 /2 11 11 12 /2 6/ 12 5/ /2 11 11 12 /2 4/ 12 3/ /2 11 11 12 /2 2/ 12 1/ /2 11 11 12 0/ 9/ /2 /1 11 2 12 8/ /1 11 11 12 7/ 1 /1 12 6/ /1 11 11 12 /1 5/ 12 4/ /1 11 11 12 11 /1 3/ 12 2/ 1/ /1 /1 11 2 12 0/ /1 11 2 /1 /9 11 2 /1 /8 11 11 2 /7 /1 2 /1 11 /1 /6 /5 11 2 12 /4 / 11 2 /1 /3 11 /1 11 /1 /1 11 11 /2 2 0% The chart above shows the percentage of total mentions that @DeltaAssist responded to in November. Shift context: focus on core customer service KPIs Measuring customer service performance on Twitter requires a different set of KPIs from those associated with marketing performance.

it can act as a good indicator of whether a brand has the resource to scale customer service to meet increases in customer demand. However.Once a consistent response rate has been established. @DeltaAssist’s daily average response time is displayed for November. 41 . % of Mentions With @DeltaAssist Replies Avg. Response time measures a brand’s ability to respond quickly and is also an indicator as to whether it can quickly meet increases in demand. Response Time and Response Rate must be measured in tandem when analyzing overall customer service performance. Above. response time isn’t a standalone metric. Response time can falsely signal success if brands are simply responding quickly to recent issues and ignoring aging issues. Time per Response 90 Minutes per Response (Goal) 80 70 60 50 40 30 20 10 12 12 0/ 9/ /2 /3 11 2 12 8/ /2 11 12 7/ 1 /2 11 11 12 /2 6/ 12 5/ /2 11 12 4/ /2 11 11 12 /2 3/ 12 2/ /2 11 11 12 11 /2 1/ 12 0/ 9/ /2 /1 11 2 12 8/ 11 11 /1 7/ 1 12 11 /1 12 /1 6/ 12 5/ /1 11 11 12 /1 4/ 12 3/ /1 11 11 12 2/ 1/ /1 /1 11 2 12 0/ /1 11 2 /1 11 /1 /9 /8 11 2 2 /7 /1 11 11 2 /1 /1 /6 /5 11 11 2 12 /4 / 2 /1 /3 11 11 /1 /1 /1 11 11 /2 2 0 Goals for response time must also be established through monitoring and benchmarking.

This trended view makes it possible to quickly identify whether customer service response scaled with brand mentions.5K AM 4.5K AM 35 3. Identifying trends that capture complete coverage and focus on core customer service KPIs can be very useful for spotting issues and making decisions regarding resource allocation.0K AM 40 3.0K The chart above displays @DeltaAssist’s account activity by hour in November.0K PM 30 2. Twitter Account Activity By Hour Business Hours Response Time User Mentions @DeltaAssist Replies 45 10 500 5 0 0 10 :0 0 PM 00 8: 00 6: 4: 00 PM 00 2: 0 :0 12 10 :0 0 AM 00 8: 00 6: 4: 00 AM 00 2: 0 :0 12 PM 15 1. Replies did not scale with the increased mentions. The 6:00PM spike in user mentions deserves attention. Mentions peaked at 6:00PM after an angry customer Tweet was heavily retweeted. It also clearly shows patterns in response time. but likely avoided mentions it did not think were worth responding to.0K PM 20 1.0K AM Mentions & Replies 50 Influencer Tweet 4. although response time was improved.4.5K PM 25 2. 42 . Improved response time indicates that @DeltaAssist was quickly engaging where it could. Identify ongoing trends Aggregated data can be very useful for identifying ongoing customer service trends.5K Response Time (In Hours) 5.

and planning for your Twitter campaign. better brand awareness.0K 13 4/ 7/ 2 13 3/ 7/ 2 13 2/ 7/ 2 13 1/ 7/ 2 13 0/ 7/ 2 13 9/ 7/ 1 8/ 7/ 1 7/ 1 7/ 1 3 13 0 Followers Followers Added The easiest way to tell if your campaign had a meaningful impact is to look at follower growth and how it correlated with your campaign timeline.” Was there a sustained increase in your follower growth rate after the campaign was over? Be sure to take that into consideration. As you dig into your Twitter analytics to unearth these insights. But in an industry that focuses on measurable goals through specific metrics. including something we call “campaign lift. and what you can do next time to improve. strategizing. Follower growth Total Account Followers Total Followers 6. It’s important to conduct a “post-mortem analysis” to determine what you did wrong. what you did right. Did spikes in follower growth line up with key messaging from your campaign? Did influencer involvement drive a significant increase in new followers? There’s a lot of information that can be gleaned from follower trends.0K 1. worked overtime making sure it was executed properly…and now you’re pretty sure it went well. pretty sure isn’t good enough anymore You’re going to want to know if your efforts were worth it. you may need to reevaluate some of your campaign tactics. If you saw a massive peak in fans and then a quick return to normal.0K 232K 230K 228K 226K 224K 222K 220K 218K 216K 214K Followers Added 5. there are several key metrics that can help you better understand your campaign and how well it worked. You put your plan into action. or more engaged users? These are important questions in determining whether your efforts were worth repeating. 43 .How to tell if your Twitter campaign actually worked You’ve spent countless hours preparing.0K 2.0K 4.0K 3. Did your campaign result in an increase in customers.

one of your main goals was most likely to get followers involved. you can analyze key points from your outbound content that kept them involved. you need to understand why. What can you do better? If they did respond positively. Examine the engagement trends surrounding your campaign – both before and after – to determine your campaign lift for engagement. 44 .Engagement Brand Tweets and Engagement Brand Tweets Total Engagement 45 300 40 Brand Tweets 30 200 25 150 20 15 100 10 Total Engagement 250 35 50 5 13 1/ 13 7/ 3 9/ 13 7/ 2 13 5/ 72 71 / 13 7/ 2 3/ 13 7/ 2 1/ 13 7/ 2 3 9/ 7/ 1 7/ 1 13 7/ 1 5/ 13 7/ 1 3/ 13 1/ 7/ 1 /1 3 3 3 7/ 1 7/ 9 7/ 7/ 1 /1 7/ 5 /1 7/ 3 /1 7/ 1 3 0 3 0 While follower growth can give you some great insight and set a barometer for your campaign health. If users didn’t respond to your messaging. Set a wide sample set with at least twice the time of your campaign period to use as a benchmark for standard engagement.

Web traffic Twitter Activity Funnel 73 95 882 38 Sent Tweets Retweets @ Mentions Link Mentions 2. If you can determine the actual site traffic driven from your efforts and.07 Conversions per Visit 0.185. While it may not reflect residual brand awareness and later referral traffic. you can tie your Twitter data in with your Google Analytics data to see how your brand efforts during your campaign translated to actual website visits and even which goals (from your Google Analytics goal set) were completed.575.12% CTR 12 Goal Completions This is our favorite feature of Simply Measured’s Twitter Analytics suite. With the Twitter Traffic Report.18 Impressions per Person 2. you can determine a base-level ROI of your Twitter campaign.125 Twitter Potential Reach 62 Visits to Site 0.528 Twitter Potential Impressions 1. 45 . This is the most concrete way to tell if your campaign worked. it can set the tone for future campaigns. in turn. the goal completions driven by your Twitter activity.

4K 546.6K 530.2K 299.4M 1.1K 369.5K 253.6K 242.Influence Most Engaged Users billxaruto RaulElcheVettel moreira_osman DamienSeuzaret stinglove002319 PierrickLM lirrycupcake Myll_Erik Rhino_219 RedBullBOS SmalexTheSkater AllejanDR0oo redbullw1ngs VulgarDaClown Gabearchambault Most Followed Users 54 40 33 31 29 28 27 26 25 23 22 22 22 21 20 RyanSheckler MaciBookoutMTV BigBoi John_Wall GameOfThrones JonahLupton GoPro marinapajon DefJamRecords brentnhunter XGames abc_es redbullracing AntonioMartez BrooklynNets Top Users by Klout Score 2. you can easily see whether or not you did.4K 726. your goal isn’t to simply reach people – it’s reaching the right people. it can give you targeted goals and opportunities for future ones. With Twitter.8K 544.9K 650. How influential was the audience you engaged? Not only can this be valuable insight for your campaign’s success.5K 317.5K DefJamRecords SPIEGELONLINE GameOfThrones exclaimdotca Applebees BrooklynNets XGames pizzahut BigBoi Jason redbullracing Dolby KeystoneMtn AtlanticStation SnowboardMag 89 89 88 88 88 88 87 87 86 86 86 85 84 84 83 When running any kind of campaign.7K 242. 46 .1K 393.2M 748.

and set the tone for future activity. Reach Total Impressions Total Reach 500K 450K 400K 350K 300K 250K 200K 150K 100K 50K 3 5/ 30 /1 3 3 /1 5/ 27 /1 3 /1 5/ 24 3 /1 5/ 21 3 18 5/ /1 15 5/ /1 3 13 9/ 12 5/ 13 6/ 5/ 13 5/ 3 3/ /1 30 4/ 5/ 3 3 /1 4/ 27 /1 3 /1 4/ 24 3 21 4/ /1 3 18 4/ /1 15 4/ /1 3 13 9/ 12 4/ 13 6/ 4/ 3/ 4/ 4/ 13 O The two metrics that tie in the audience of your followers – impressions and reach – can be a great way to tell if you were successful. discover the key reasons for increases during your campaign. 47 .Impressions & Reach Impressions vs. Benchmark against standard impressions and reach.

What do we mean by power players? That depends on a lot of different factors: Your product. It’s important to focus on the types of Tweets that engage them. Most Engaged Users JetBlueNews LFANTBRAND Runway1R Yaerospace SteveMAbrams WanderingAramean Mdholidayz yankees368 VivaJazzOrlando LonesTarLou tvladeck autiglobetrot htctest02 JeanetteJoy DaniQT314 48 151 53 30 28 28 26 25 23 21 20 18 17 16 16 16 . The audience is there.7 ways to measure influence on Twitter Twitter is a goldmine for social marketers. Measure your most engaged followers Which users are interacting with your brand regularly? These are your brand ambassadors. Look at which types of activity engage your most active users. your goals. and the power players are actively engaging. There’s a lot to be learned there. etc. Let’s take a look at some of the different ways you can measure influence on Twitter. your engagement strategy. But it boils down to one key factor that we often ignore: Influencers. the conversation is rich. They’re promoting and engaging with your content in ways that no one else is. and utilize them to drive an even larger audience for your brand.

7K 179. it’s important to identify what separates them from the rest of the pack. By identifying them. Klout Score Avg. # of Followers Avg. we’re able to break down the individual Twitter users driving site traffic for your brand. Most Followed Users GMA TheSamSlater HarvardBiz Jillzarin FortuneMagazine AmericanAir McHypeMedia TheRealRaye MILKTYSON CNTraveler theoverheadwire chrisborgan DanKimRedMango kanygarcia fodorstravel 1.1K 292.4K 375.Identify your most followed followers Which of the users that you’ve engaged have large audiences? What did you do to get them involved with your Tweet? These users have the potential to influence large audiences beyond your own.1K 206.357 All Other Users KristinEIDE Influence is more than just the number of times people reply to your Tweets.7K 217.020 39 1.Top Users by Visits 1. 49 . By tying Google Analytics into your Twitter reporting.2K rsarver 1.6K 542.633 By Top 10 Influencers 1. If these influencers are engaging with different content from the rest of your audience.6K 226. Tweets per Person Traffic Stats .9K 732.8K 210.24 Avg.4K simplymeasured 1. there’s a good chance you have some bottom-line goals to meet.6K 547. If your primary job is to engage potential customers on Twitter. you can foster that relationship and increase the types of content that they’re interested in.2K Analyze the visits driven by users Visits Top 10 Users Driving Visits to Your Site Size of bubble = # of Tweets 1.6K 170.6K 374.8M 961.0K randfish 800 bahoo 600 MissBerry206 400 BessemerVP 200 KevinSaysThings 0 0 50K 100K 150K 200K Followers 250K 300K 350K jaybaer Audience Stats 2.3K 224.

Top People Sharing Links to Your Site By Visits per Tweet i999y _CallMeJohn start_write DonaBibes carofjx Far0s hollyabingd0n CasperDeWinter bellaale thijsvdvaart ItsMeKillian Feadare prezlinator mickhinds REVEALERblog 50 26 20 20 17 16 16 16 14 14 12 12 11 12 11 10 . By identifying the top visits-per-Tweet. you want to know who is amplifying your website content. If a user has an audience so engaged that they can Tweet a link to your site once and get a huge response. By identifying users sharing the most links to your site. and focus your efforts on earning their continued involvement. Top People Sharing Links to Your Site By Number of Tweets ptnovaodessa IfUSeekLeo McBoessio pt_novaodessa Bjorn_ds isqais20 AlbionKryeziu nodessa elgrodo Joe2596 tipsJP _justpp liesatrosewood PigglyBigglyBoy earthtoalliee 13 10 6 5 5 4 4 3 3 3 3 3 3 3 3 Measure the Tweets driving the most visits Identifying the users who have the greatest reach with the least effort is a crucial step in the influencer relations process.Break down the people Tweeting links Just like you want to identify the people amplifying your Tweets. you’ll want to focus on increasing the amount of content they’re willing to share. create content geared towards them and their audience. you can create engagement campaigns to thank them for acting as ambassadors. you can identify these users and engage them further.

mentions and engagement trends. Twitter Account Report (JetBlue) Twitter Follower Report (StarwoodBuzz) Twitter Audience Analysis (Tide) Multiple Twitter Channel Analysis (IPG Agencies) Vine Tweet Analysis (chrisbrogan) Benchmark your brand’s performance against competitors Analyze the audience. as well as post engagement across all major networks. Compare audience size & growth. Twitter Customer Service Report (Ford) Multiple Twitter Customer Service Report (Ford) Compare your efforts on Twitter against those on other social networks Measure your efforts on Twitter in context with Facebook. and more. and market share compared to your competitors. Complete Social Media Snapshot (RedBull) 51 . Google+. and analyze a dedicated customer service handle in relation to your main brand account to understand your customer service effectiveness. retweets.TOOLS Example reports Understand the performance of your brand’s Twitter account. Instagram. allowing you to understand your competitive position. relative performance. Dig into the most effective Tweets and the impact they’ve had on your account and your audience. as well as followers. content and engagement trends of any Twitter account. Tumblr. sent Tweets. YouTube. Answer questions about Twitter Account performance and engagement. track response rates and times. Twitter Competitive Analysis (Hotel Chains) Measure your customer service efforts on Twitter Dive into individual user Tweets.

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