Over the holidays, I had ample time to update my social media sites and catch up on the latest news and gossip on my twitter feed. Often times I just scroll through, skimming the content to make sure I am up-to-date on the latest and greatest. But while I had a few days off, I stumbled upon a nifty and new useful analytic tool.
After receiving a few favorites on one particular tweet, I clicked on the tweet so I could see who “favorited” it. In doing so, I noticed words I had not seen before: “VIEW TWEET ACTIVITY”. This new feature allowed me to see the total impressions and engagements, and view highlights of how many people clicked on a photo, clicked on a link, expanded the tweet or viewed my profile picture. It has changed the way I use twitter.
From a personal standpoint, this is a tool for me to be nosey about who is reading my tweets, but from a business standpoint, it’s having an impact on our social media planning. I took a deeper look into the individual analytics posted from our company account, which helped me understand what subject matter people found most interesting, what time of day we generated more impressions, what retweets helped generate the most impressions, and what type of engagement we were receiving.
Since analyzing our Twitter data, we’ve adjusted the time of day we post our tweets to coincide with the time our followers most commonly look at their twitter feed. If you have not had time to review your metrics, they can be very helpful in nurturing your own social media marketing. You can also view all of these metrics through the web. Just sign in to your account on the analytics page. This tool will allow you to look at your metrics over a certain period of time and would be extremely helpful in monitoring impressions and engagement generated for a particular campaign.
Let us know your thoughts on Twitter’s newest analytic feature. Has it helped you alter your social media marketing approach?
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